Winter Release Overview
The Terminus team is excited to announce several new features in our most recent product release. When you login to your Terminus account, you’ll notice several changes to the dashboard, the way campaigns are set up, and if you’re using the Salesforce integration, you’ll notice advanced progression reporting on your campaigns. Read on to learn more about each of the changes and how to use the new features.
Account-Based Marketing Dashboard
The new Account-Based Marketing Dashboard in Terminus gives enhanced visibility into the overall impact of marketing campaigns on target accounts. There are three main components to the Account-Based Marketing Dashboard in Terminus that will be incorporated into this release: new campaign and tactic structure, opportunity creation as a progression rule, and advanced progression reporting for Salesforce users.
Campaigns and Tactics
In order to allow our customers to think more strategically when creating Terminus campaigns, we made a couple small changes to the terminology. What you currently know as "Campaigns" will become Tactics in the new release, with the new ability to group these Tactics under Campaigns.
Below are definitions of the new terminology:
- Tactics: For current Terminus customers, tactics are what we used to call campaigns. Tactics deliver one set of creative to a given audience with a set progression rule.
- Campaign: A campaign is a group of multiple tactics that share a common identifying factor or goal. Campaign reporting shows an overall view of performance across all tactics and gives you a bird’s eye view of how your tactics impact your target accounts.
Here’s a visual to better illustrate this change:
Before release → 3 campaigns
● Persona - IT
● Persona - Sales
● Persona - Marketing
After release → 1 campaign, 3 tactics
● IT (tactic)
● Sales (tactic)
● Marketing (tactic)
Grouping tactics into campaigns allows for better organization and reporting. Here’s a screenshot of what campaigns and tactics look like after the release.
Why did we make this change? As a marketer, you know there are a lot of different activities that go into the creation and execution of a campaign. In order to be more in line with the way our customers think about creating campaigns, you now have the ability to create a campaign centered around a specific goal, and tactics within that campaign to support the goal. You’re also able to see overall engagement and impact within each of your target accounts no matter how many tactics you’re running in each campaign.
What does this mean for my existing campaigns? After the winter release, all existing campaigns will be transitioned to tactics by the Terminus Customer Success Team. This gives you the opportunity to group your tactics into campaigns in a way that make sense to you. Don’t worry - your CSM will be there to help! When deciding how to group your tactics into campaigns, think about the specific goal or purpose of the campaign. The tactics are the supporting activities to that overarching goal.
For existing Terminus customers, there are a few small changes to the workflow for creating campaigns. When you create a new campaign, you’ll be presented with the screen below that has a few new options. First, you’ll be asked if you want to create a new campaign or add a tactic to an existing campaign. This allows you to either set up a new campaign or add a tactic within an existing campaign.
If you are interested in copying a tactic from an existing tactic, please select to "Use the old Campaign Builder, instead".
If you’d like to see specific use cases of creating Terminus campaigns and tactics, check out our Terminus Campaigns Use Cases article.
Opportunity Creation as Progression Rule Option for Salesforce Users
When creating a tactic within Terminus, there is now the option in the progression rule dropdown for “Created Opportunities.” This means that Terminus users can select opportunity creation as a progression rule for campaigns built on three different Salesforce objects: campaigns, leads, and accounts.
Terminus automatically looks at the opportunities created within Salesforce on a daily basis and if an opportunity is created for a company that matches an engaged account within any given Terminus campaign or tactic, that account will be counted as a progressed account.
(Note: Accounts are only counted as progressed if they have been served at least one ad.)
Why did we make this change? Now, Terminus users have the ability to build a campaign or tactic around the Salesforce object they’re already using within their business processes (lead, account, campaign) and still set opportunities created as a progression rule. Most marketing organizations would agree that their CRM systems aren’t exactly clean. This new feature helps address the messy data issue by not requiring a specific lead or account to be converted into an opp within Salesforce to count progression. Instead, Terminus searches opportunities created and counts progressed accounts based off any newly created opportunities within Salesforce.
How do I use this new option? If the goal of your Terminus campaign is to create new opportunities, you can now set up the campaign off of the Salesforce object that makes the most sense for your business: lead, account, or campaign. Next, create a tactic built on that object and with the created opportunities progression rule. This format allows you to track all new opportunities created from accounts that engaged with your Terminus ads, no matter if you use the campaign, lead, or account object in Salesforce.
Once the opportunity is created in your initial campaign, create another Terminus campaign on the opportunity object with a group of tactics geared towards moving those opps through your sales process to closed-won deals.
Problems this addresses: Let’s say a marketer builds a Terminus campaign off of leads, but someone forgets to convert that lead to an opportunity and instead creates a new opportunity under a separate account. Or, there are several leads from the same account in Salesforce and the lead in the Terminus campaign isn’t the one converted to the opportunity. Setting “opportunities created” as the progression rule for this campaign will eliminate the possibility of missing that progression because Terminus looks at the company name on all opportunities created in Salesforce each day, matches that with the accounts in the Terminus campaign, and uses that information to count progression.
Advanced Progression for Salesforce Users
Terminus customers taking advantage of the Salesforce integration will now have an enhanced view of account progression within the dashboard for all campaigns and tactics. By leveraging the Salesforce integration, Terminus users can see how many engaged accounts completed a desired progression action and the potential revenue for those accounts. This gives marketers a more holistic view of impact on pipeline creation, velocity, and revenue contribution from Terminus campaigns.
The Terminus team is super excited about all of these changes, so please reach out to your CSM if you have any questions. We’re happy to help!