To use this feature, you must have the Terminus Engage product (advertising) as part of your subscription, you must be a Salesforce CRM customer, and you must have our Salesforce integration enabled in the Engage product. Additionally, you should have Account-Based Visitor ID installed, Engagement Spike models created, and display advertising campaigns running to leverage the full value of the feature.
Terminus’ 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’ Sales Insights 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 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.
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!
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.
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 from January 1 - January 30.
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 from January 1 - January 30.
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 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.
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 from January 1 - January 30. 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 from January 1 - January 30. In general, the more impressions, the more likely the brand is aware of your company.
For details on how to install this feature, please reference this article.