Terminus Engagements for Salesforce: Feature Overview – Terminus Help Center

Prerequisites

To use this feature, you must have Terminus Ad Experiences as part of your subscription, you must be a Salesforce CRM customer, and you must have our Salesforce integration enabled in the Ad Experiences interface.

Additionally, you should have Account-Based Visitor ID installed, Engagement Spike models and Account Lists created, and display advertising campaigns running to leverage the full value of the feature.

For more information on this feature, check out these related articles:

Feature Overview

Terminus Engagements (formerly Sales Insights) pushes account engagement data from Terminus into Salesforce enabling salespeople to prioritize outreach by accounts that are aware of, most engaged with, and/or actively researching their company’s offerings. Unlike alerts from marketing automation, Terminus Engagements aggregates engagement at the account level from anonymous web traffic allowing salespeople to identify engaged accounts earlier and utilizes algorithmic account engagement scoring to alert sales to when an account is actively researching.

Engagement Spike

Engagement Spike surfaces accounts with spiking engagement on your most valuable web content. With out-of-the-box reporting, each sales rep can see which accounts are most engaged with your solution even if they haven’t completed a form. Marketers set up engagement models based on High-Value pages and Awareness pages. Spike then tracks anonymous web data at an account level and will alert you weekly when an account is spiking.

Terminus Engagement Spike allows you to compare the web activity of the same account week over week, averaging each week’s engagement data over a continual rolling 4-week baseline resulting in a percentage lift as we show for the spike percentage.

*New Engagement Spike reports generate weekly, on Saturdays, for their respective Engagement Models. Therefore, these fields will also update weekly in Salesforce, if there is new Engagement Spike data for that account.

Within the Terminus Engagements view, engagement spike fields include:

Last Spike Date - This is the date of the last spike period. This will update on Sunday for each account that has a new spike for the previous week.

Spike Percent - This is the percentage lift based on a continual rolling 4-week baseline. The higher the percentage, the higher that account's activity has been based on their previous 4-week activity.

Engaged On - This indicates which of your Engagement Models an account is spiking on. If an account is spiking on pages associated with multiple models, model names will appear as separate values delimited with a semicolon.

Most Visited High-Value Pages - These are marketer defined High-Value Pages (ex: case studies or webinars) for your engagement model. These pages are sorted by the number of views each page had during the 1-week spiking period set by the Last Spike Date.

Most Visited Awareness Pages - These are marketer defined Awareness Pages (ex: blog posts) for your engagement model. These pages are sorted by the number of views each page had during the 1-week spiking period set by the Last Spike Date

Spike Heat - This is a visual representation of Spike. The three peppers (and no peppers) represent four buckets that accounts can fall into. A very high spike is 3 peppers, a medium to high spike is 2, and a medium-low spike is 1 pepper. The important thing to remember is that peppers are still hot! In relation to the Spike Percentage field, empty or 0% = 0 pepper, ≤100% = 1 pepper, ≤250% = 2 peppers, >250% = 3 peppers.

Web Visits

Terminus's anonymous website tracking allows your team to monitor traffic from key accounts on your website without form fills. This data gives you insights into which of your accounts are visiting your website, how many contacts are visiting, and how many pages they're consuming in a 30-day snapshot. Note that account contacts viewing your website from their home will not be included in these insights.

*Visitor ID data generates daily in the Ad Experiences interface. Therefore, these fields will also update daily in Salesforce, if there is new Visitor ID data available for that account.

Within the Terminus Engagements view, web visit fields include:

Last Visit Date - This is the date the last time someone from this account visited your website. The 30-day snapshots below are driven from this last visit date so that you always have context.

Web Visits (30-Day Snapshot) - This is the number of pages that were visited by an account in a 30-day period from the Last Visit Date. For example: If the last time a visit from that account was detected was on January 30th, the 30-day snapshot would include all visits from that account within the last 30 days leading up to January 30th.

People on Site (30-Day Snapshot) - This is the number of unique people or devices that visited your site in a 30-day period from the Last Visit Date. For example: If the last time someone from that account was detected on your site was on January 30th, the 30-day snapshot would include all unique visitors from that account within the last 30 days leading up to January 30th.

Display Advertising Metrics

Terminus' account based advertising allows marketers to engage with best-fit accounts across the entire internet. The metrics described here allow you to understand the exposure your brand has had from Terminus advertising across these different accounts. The more impressions and clicks, the higher likelihood that the account is aware of your brand and interested in your company's offering.

*Advertising data generates daily in the Ad Experiences interface. Therefore, these fields will also update daily in Salesforce, if there is new advertising data available for that account.

Within the Terminus Engagements view, advertising fields include:

Last Ad Click Date - This is the last time the account clicked an ad placed in front of them. This is a very strong signal that the account is interested in your company.

Last Ad Impression Date - This is the last time the account was served an ad. The 30-day & 90-day snapshots below are driven from this last impression date so that you always have context.

Ad Clicks (30 Day & 90 Day Snapshot) - This is an aggregation of all clicks made by the account within the 30/90-day period from the Last Ad Click Date. For example: If the last ad click from that account was on January 30th, the 30-day snapshot would include ad clicks within the last 30 days leading up to January 30th. The more clicks you see here, the more likely the account is interested in your company.

Ad Impressions (30 Day & 90 Day Snapshot) - This is an aggregation of all impressions (or ad views) served to the account within the 30/90-day period from the Last Ad Impression Date. For example: If the last time that account saw an ad impression was on January 30th, the 30-day snapshot would include all ad impressions within the last 30 days leading up to January 30th. In general, the more impressions, the more likely the brand is aware of your company.

Account Lists

Account Lists are a cohort of accounts that a team intends to run programs for and measure over a specific period of time, such as a month or a quarter. In the Terminus platform, Account Lists can be used to coordinate and prioritize your target accounts by analyzing their marketing, sales, and web activity, along with key firmographics. By creating an Account List in Data Studio, you’ll be able to run programs for those specific accounts, or segments of those accounts, and measure the results over a prescribed time period.

Within the Terminus Engagements view, account list data can be used to trigger other marketing channels, and better align your sales and marketing activities.

*Account lists membership data updates daily in the Data Studio interface. Therefore, these fields will also update daily in Salesforce, if there are changes in account list membership for that account.

Within the Terminus Engagements view, account list fields include:

Terminus Account Lists: Shows the Account List name(s) that the account being viewed belongs to in Terminus Data Studio.

Terminus Account Lists As Of: Shows the last date the account list membership for that account changed.

Engagement Data on All CRM Accounts

As of our May 2019 feature update, Engagement Spike and Visitor ID data will be pushed to all CRM accounts; not just the accounts you are targeting with Terminus advertising! For more details on this update, check out this article.

Package Components

Terminus Engagements is part of our managed Salesforce package, Terminus Insights. Below is a full list of the fields included in the Terminus Engagements portion of the package:

API Name

terminus_mktg__AdClicks30DaySnapshot__c
terminus_mktg__AdClicks90DaySnapshot__c
terminus_mktg__AdImpressions30DaySnapshot__c
terminus_mktg__AdImpressions90DaySnapshot__c
terminus_mktg__AssociatedAccountsAsOf__c
terminus_mktg__AssociatedTerminusAccounts__c
terminus_mktg__EngagementDataAsOf__c
terminus_mktg__EngagingOn__c
terminus_mktg__LastAdClickDate__c
terminus_mktg__LastAdImpressionDate__c
terminus_mktg__LastSpike__c
terminus_mktg__LastVisitDate__c
terminus_mktg__MostVisitedAwarenessPages__c
terminus_mktg__MostVisitedHighValuePages__c
terminus_mktg__PeopleOnSite30DaySnapshot__c
terminus_mktg__PeopleOnSiteRolling30__c
terminus_mktg__SpikeHeat__c
terminus_mktg__SpikePercent__c
terminus_mktg__SpikeStart__c
terminus_mktg__TerminusAccountLists__c
terminus_mktg__TerminusAccountListsAsOf__c
terminus_mktg__WebVisitDateUpdated__c
terminus_mktg__WebVisits30DaySnapshot__c
terminus_mktg__WebVisitsRolling30__c
terminus_mktg__Terminus_Account_Insights
terminus_mktg__Terminus
terminus_mktg__pepper0
terminus_mktg__pepper1
terminus_mktg__pepper2
terminus_mktg__pepper3
terminus_mktg__terminus_logo_2
terminus_mktg.DisplayReportsListController
terminus_mktg.DisplayReportsListControllerTest
terminus_mktg__Accounts_Engaged_With_Ads_Team
terminus_mktg__My_Accounts_Engaged_With_Ads
terminus_mktg__My_Spiking_Accounts
terminus_mktg__My_Visiting_Accounts_This_Week
terminus_mktg__Site_Visitors_This_Week_Team
terminus_mktg__Spiking_Accounts_This_Week_Team

NOTE: As of June 2021, the following fields are deprecated or are in the process of deprecation from the Terminus Insights package. They are still included in the package for technical reasons but they should not be included on any layouts. Any data that is sent to these fields can be safely disregarded.

terminus_mktg__EngagementDataAsOf__c
terminus_mktg__PeopleOnSiteRolling30__c
terminus_mktg__SpikeStart__c
terminus_mktg__WebVisitDateUpdated__c
terminus_mktg__WebVisitsRolling30__c
terminus_mktg__AssociatedAccountsAsOf__c
terminus_mktg__AssociatedTerminusAccounts__c

Custom Reports

The Terminus Insights package will also create a new reports folder called “TerminusReports.” To view these reports go to Reports > Folders > search for "TerminusReports." The following reports should be visible:

Screen_Shot_2021-09-17_at_9.46.21_AM.png

These reports can be further customized to create daily or weekly sales alerts, dashboards, and more. For more informatoin, see these related articles: