Hi there! Josh Baez, Sr. Customer Success Manager, here for a quick tip to help you better plan and segment your accounts in Terminus.
The way you segment your accounts plays a massive role in your ABM strategy. And while we usually recommend segmenting by product lines, verticals, and identified tiers; there is one additional segmentation that often gets overlooked.
Segmenting by company size.
Segmenting by company size is a quick and easy way to improve the performance of your Terminus display tactics. A common issue we see is when your largest accounts are in the same tactic as your smallest accounts. When this happens, the largest accounts - which we refer to as "whales" - actually end up taking a majority of your daily budget. And this, in turn, leaves little to no daily budget for the smaller and medium-sized accounts in that tactic.
When this happens, you end up in a situation where your largest accounts have the most ad impression volume. And your smallest account have next to nothing.
One way to combat this is to have separate ad tactics built for small, medium, and large-sized companies. This way, you can dedicate ad spend and ensure that all accounts you're marketing to are getting the right, appropriate share of ad impressions served to them.
How else are you segmenting your account lists? What types of segmentation have yielded the best success?
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