Prerequisites 

This feature is available to Terminus customers that have both the Account Hub and Terminus Engage as part of their current subscription.


Feature Overview

The Terminus Account Hub lets you identify which accounts in your Total Addressable Market you should be pursuing with marketing and sales outreach right now, and lets you easily create and manage those account audiences using Global Filters and saved Account Lists

In Terminus Engage, you can also use Global Filters and saved lists as the basis for your advertising audiences on the display and LinkedIn advertising channels. Enhanced Audience Segmentation allows users to more efficiently filter their CRM data and broader accounts lists by additional behavior or buying stage-based filters, such as the presence of intent, or a certain opportunity stage, to create sophisticated ad progressions that lead accounts down the buying journey. 

Pro Tip: Account Lists

Generally, Account Lists should be used to create groups or segments of accounts that you plan to target with marketing and sales programs over a specific time period - such as a quarter or a year. They should represent relatively static segments, such as high-fit accounts in a particular industry, geography, or company size (or however you segment your marketing efforts). This is the audience that you’ll measure progress against, and you’ll use it as the basis for different campaigns throughout the quarter or year.

Enhanced Audience Segmentation introduces the ability to filter down your saved lists to accounts you wish to advertise to within those segments, without having to create lists solely dedicated for advertising initiatives. You can also directly filter your connected CRM data, without having to derive your advertising audience from a saved list, for further flexibility.


Using Enhanced Audience Segmentation to Create an Advertising Tactic

Since the filtering in Enhanced Audience Segmentation will directly mirror your Global Filters in the Hub, (initially configured during your Terminus onboarding period), you should first check to ensure that the desired filter options have been configured in your Hub instance before launching an advertising tactic. 

Feature Note: Cross-Object Filtering

Using Global Filters is the most efficient method for creating advertising audiences that reference multiple Salesforce objects. When you use the current SFDC audience rule builder, you can only reference a single object to bring in your desired accounts, which can limit your ability to whittle down to the exact audience you’re wanting to target.

Enhanced Audience Segmentation resolves this by letting you filter across any attribute available in your Account Hub Global Filters for a single audience. It is also not currently possible to create cross-object reports in SFDC directly - another added benefit of Terminus Global Filters!

Once you have confirmed that your desired Global Filters are in place, you will navigate to your Engage instance to create a new advertising tactic.

In the first step, you will select your advertising channel (display or LinkedIn), and then select your audience source as “Terminus Account Hub.”

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On the next page, you will have the option to: 

  • Select Global Filter options to create an advertising audience
  • Select a saved account list to use as your advertising audiences
  • Select a combination of Global Filters and saved account lists to create an advertising audience

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Like our existing SFDC integration, you will have the ability to layer in as many filter options as needed to get down to your desired list of accounts.

Pro Tip: Terminus SFDC Integration vs. Global Filters

While Enhanced Audience Segmentation brings a ton of flexibility and new possibilities for your advertising programs, some customers that have utilized our existing Salesforce integration for advertising in the past may find that there are some scenarios where it is more beneficial.

For example: You may choose to use the Salesforce rule builder to launch a marketing campaign when you want to measure the performance of individual accounts over a short period of time (e.g., an advertising tactic launched two weeks ahead of a field marketing event to provide additional air cover).

When measuring a broader set of strategic accounts across key segments, and over a longer period of time (like a quarter, or throughout the year), you should use Account Lists and/or Global Filters in the advertising tactic builder.

As you add in filtering criteria, the Target Accounts Preview box and count will update to show an approximate count of all the accounts that currently meet your criteria. We will also show a preview of the first 50 accounts that meet your rules, and will append that preview with our firmographic filters available in the Account Hub, to further validate that we are bringing in the right accounts.

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If you’d like to see all accounts that meet your audience rules, you can click on the link to the right of the audience account, and you’ll be navigated to your Account Hub instance. 

With this audience source, you will still be held to our standard per-tactic account limits - 500 accounts for display advertising, and 200 accounts for LinkedIn-integrated tactics.

Once your criteria and additional tactic settings have been selected and you submit a new tactic for your review, your accounts will flow in via our next data cycle (over night), and we will bring in any accounts that meet your global filter + list criteria at that time.

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Managing Lists & Advertising Audiences

Once your advertising tactic is up and running in Terminus Engage, there are a few ways you can manage your audience:

  • Launching an advertising tactic from a static account list will maintain your advertising audience for the entire runtime of your campaign, unless accounts are manually turned off, or are removed/added to that list in the Account Hub. With Enhanced Audience Segmentation, however, accounts will move in and out of your advertising tactics dynamically, as they are updated in your connected CRM.
    • For example: If you originally selected to target accounts in Opportunity Stage = “Demo Requested,” and an account in your CRM is updated from Stage = “Interest” to Stage = “Demo Requested,” that account will move into your advertising tactic after our next data cycle (overnight).
  • Accounts will also be inactivated in a running tactic if they no longer match the Global Filter settings you originally selected. However, they will be reactivated in that tactic if they match that same criteria again in the future, (NOTE: This functionality is exclusive to tactics that are using Enhanced Audience Segmentation with Global Filters).
    • For example: If you originally selected to target accounts in Opportunity Stage = “Interest,” and an account in your list is updated in your connected CRM to Opportunity Stage = “Demo Complete,” that account will switch to an inactive status during our next data cycle (overnight). 
    • Similarly, if accounts were originally selected based on the criteria Last Engagement Spike = “Last 30 Days,” and an account is inactivated in that tactic when it’s engagement spike date exceeds 30 days, the account will reactivate if a new engagement spike occurs while the tactic is still active.
  • Users can manually switch accounts off at any time in the Tactic Detail Page.

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A few additional notes on functionality to consider when using this feature:

  • If an Account List associated to an advertising tactic that has global filters applied is deleted in the Account Hub, all active accounts in that tactic will be inactivated in the next data cycle (over night).
  • If one of the Global Filters (or corresponding Field Names) are updated or changed (either in the Terminus Hub or in your connected CRM), all accounts that were previously matched in a tactic will be inactivated in the next data cycle.


Ideas for Getting Started

For users that may be new to this feature, or for existing users looking for some new ideas, here are a few core use cases to get you started:

(1) Activate Advertising When Intent or Engagement Spikes Occurs

Automatically turn on advertising as soon as an account shows off-site intent for your product, or a competitor’s product, or shows an engagement spike on your website, so you’re the first to act.

You can do this by first creating a list in the Account Hub for accounts that are high-fit (meaning, they align closely with your ideal customer profile) prospects or existing customers, or applying Global Filters directly in the Engage tactic builder. 

Next, create a new tactic in Terminus Engage using Account Hub as the audience source. In the next step, you’ll apply filters and/or select from a pre-existing list to filter on further to determine when accounts will receive advertising:

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Segmentation Filters in Engage:

  • Intent Topic = [list all intent topics tracked - or create a tactic for each topic so your messaging is tailored to the specific intent topic]

*Note: You will need to have the Terminus <> Bombora integration configured to do this.

AND/OR

  • Engagement Model = [Desired Terminus Engagement Model]
  • Last Engagement Spike = [Desired Timeframe]

We recommend selecting 30 or 90 days as a baseline for Last Engagement Spike and Last Intent Surge, especially if you’re working a smaller volume of accounts or if your accounts are less active online.

You can then choose to layer in additional account details and/or select from a pre-existing list of  accounts, to narrow this audience further.


(2) Serve a Progression of Ads Based on Opportunity Stage

The goal of this setup would be to target accounts with different sets of ads as they progress through the buying cycle.

As a starting point, you could work from a saved Hub list of high fit, prioritized accounts in your key business segments (tiers, industries, sizes, etc.), or apply account and stage-specific global filters across all your connected CRM data. 

From there, you can create an advertising tactic for each stage where you want to engage different people with different content.

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For example:

Tactic A:

  • Account List = Opp Acceleration (*optional)
  • Global Filters = Opportunity Stage = Interest
  • Global Filters = Industry = Construction
  • Ad Creative / Landing Page = Pain Point/Challenge-Focused / Blog Post


Tactic B:

  • Account List = Lead to Opportunity Acceleration (*optional)
  • Global Filters = Opportunity Stage = Consideration
  • Global Filters = Industry = Construction
  • Ad Creative / Landing Page = Feature-Specific/Value Prop / Webinar Invite


Tactic C:

  • Account List = Lead to Opportunity Acceleration (*optional)
  • Global Filters = Opportunity Stage = Negotiation
  • Global Filters = Industry = Construction
  • Ad Creative / Landing Page = Competitive Messaging / Case Study

As accounts are updated in your CRM to new Opportunity Stages (as reflected in your Global Filter selections), your advertising audiences will also update.


(3) Activate Advertising Plays for Accounts with Sales Accepted Leads/Contacts

Running account-based advertising plays in tandem with outbound sales prospecting cadences is a great way to compound engagement and drive better outcomes in those accounts without spreading your budget too thin. 

Let’s say your BDR/SDR team is focused on a key set of accounts this quarter, and marketing wants to help drive additional engagement in those accounts once a key influencer or stakeholder has been identified. 

To start, you could pull from a list you’ve already created in the Account Hub to track overall progress in your SDR target accounts, and include a filter for all accounts that have a contacts that have a status of “Accepted/Working”:

  • Global Filter = Account List = Q2 SDR Targets
  • Global Filter = People, Contact Status = Accepted/Working

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This means you’d be targeting any prospect accounts from your “Q2 SDR Target List” who also have a contact with a status that is “Accepted/Working.”


FAQs

Can I use Enhanced Audience Segmentation for IP (Global) targeting, or my retargeting campaigns?

  • No; currently this feature is only available for display or LinkedIn-integrated advertising tactics.


In the Account Hub, will I be able to see which display/LinkedIn tactics my accounts are in?

  • No; currently we will not surface which specific advertising tactics accounts are a member of in the Account Hub.


Can I set progression rules in advertising tactics using Enhanced Audience Segmentation?

  • No; progression rules can only be applied when using our direct Salesforce integration for advertising. However, with Enhanced Audience Segmentation, accounts can still move in and out of your advertising tactics dynamically as they are updated in your connected CRM. 


I already use the Terminus <> Salesforce direct integration to launch advertising tactics. What are the advantages of using Hub Lists + Global Filters instead? 

  • The enhanced functionality enables cross object rule building. This means customers can more easily create scalable, automated tactic audiences.
  • While some cross object functionality is available in the current rule builder between opportunity and accounts, this feature will allow you to expand to the 5 primary objects including: Accounts, Opportunities, Campaigns, Contacts & Terminus Information including Firmographic and Behavioral Intelligence data.

 

 

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