How I booked meetings with Lyft, FedEx and more.

How do you leverage your internal subject matter experts to drive pipeline, revenue and expansion?

Hold tight, because I’m about to show you.

Every company contains at least one SME. Someone who knows the product in and out, and how to leverage it to drive business outcomes.

But rarely do we leverage them in our GTM efforts.

When I was at Terminus I put this idea to the test for our strategic accounts.

(Terminus is an ABM platform for those that don’t know)

We were driving really good engagement via our 1:1 ABM strategy, but couldn’t quite get through to book new meetings with key stakeholders.

So I put myself in our persona’s shoes. What was life like back when I was learning ABM?

I knew that an ABM strategy was important, and I need and want to learn more about how to strategize and execute. But where do I start?

We had three ABM experts on our staff, between myself and two others that could offer our expertise and experience.

Enter: Our 1:1 ABM Lunch n’ Learn offering.

We launched 1:1 sponsored content and LinkedIn conversation ads to our strategic accounts, each ad with custom messaging to the account.

We directed them to fill out a LinkedIn lead gen form, which I know, usually doesn’t work. This case was different. We tested the form versus other forms of lead gen and LinkedIn was far more effective.

Because I no longer work for Terminus I only have access to certain assets. What you see here is what I was able to recover, but we also ran 1:1 display ads and a custom content hub promoting this offer.

On the sales side, we helped curate custom emails for the reps to send directly to our key stakeholders promoting the same offer with similar messaging.

So what happened during the meetings?

Well first off we sent them lunch, ha! Thanks Sendoso.

Once on the call we took the time to understand their ABM maturity and where they were at in their journey.

From there we went through our ABM philosophy and a customized slide deck curated for that specific account. This deck used a sample use case the account might use Terminus for. It showcased real examples of how they would be able to use the platform’s different features to accomplish their business objectives.

This strategy resulted in at least six or seven meetings with companies like Lyft, FedEx, and Schneider Electric, and new pipeline worth millions.

The takeaway? People want to learn. We’re genuinely curious people.

Your internal SMEs whether that’s you or someone else is a great way to offer education that can result in new pipeline, revenue, and more.

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How can I help your ABM strategy?

1. Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?

2. Channel selection and setup consultation: Need help selecting which channels to use for your strategy? Or how to set them up for personalization and targeting?

3. Industry GTM strategy consultation: Trying to verticalize your product but don’t know where to start? Which industry to select?

Consultation sessions are 30 or 60 minutes long on Friday’s. Please fill out the form below and I will be in touch shortly!