How much of your effort is wasted chasing the wrong type of audience? If you're like most enterprises, the answer might be quite discouraging. Fortunately, there are some interesting solutions taking aim at the problem by rethinking the traditional approach.
Terminus, for example, just released an update to its account-based marketing (ABM) software platform that essentially re-engineers the way marketers target accounts, execute campaigns and move prospects through the sales pipeline.
Through its #FlipMyFunnel approach, which prioritizes "best-fit" accounts over “spray-and-pray” tactics, Terminus helps marketers expand their audiences by providing access to its database of more than 300 million B2B professionals, sourced through partnerships with data providers such as Dun & Bradstreet. Marketers then use Terminus to proactively engage decision makers and influencers in these target accounts using various channels, including mobile, social, display and video.
According to the company, the most recent version of Terminus is "centered around the idea that marketers want to be more strategic with their account-based marketing campaigns and more precisely measure account behavior." Preaching to the choir... am I right?
Within Terminus, marketers can now pre-set account-level goals and strategies, view and segment target accounts based on these goals, create and deploy campaigns, and pre-set criteria for moving accounts through the pipeline. This visibility allows marketers to adjust campaign strategies and tactics in real-time based on account behavior and response to content.
Terminus has also enhanced its platform with direct mail functionality, providing marketers a new medium for engaging accounts. A marketer can select accounts based on their current stage of the marketing and sales cycle, and automate the process of creating, printing and shipping a direct mail piece, including finding the mailing addresses. Terminus has a partnership with PrintingForLess (PFL) to enable automated fulfillment, and also provides delivery notification.