LexisNexis achieved exceptional results from a multi-channel campaign supported by Terminus’ account segmentation, advertising and attribution capabilities. The following story unveils their strategic approach, control group testing methodology and the remarkable outcomes they generated.
The challenge:
- Scenario: Pipeline gap in specialized law segment
- Objective: Test and prove the impact of account-based advertising
- Action: 12-week integrated account-based advertising and direct mail campaign
The KPIs:
- Marketing win: Increased opportunity creation rates and successful proof of concept
- Sales win: Warmed accounts highly responsive to outreach entering sales cycle
- Ops win: Clear ROI on integrated account-based strategy
Rob Willingham, Sr. Manager of Strategic Marketing, leveraged the Terminus ABM Scorecard to measure advertising effectiveness in increasing opportunity creation rates within their target market segment. The goal was to understand the value of Terminus and demonstrate a positive ROI, answering the crucial question of how to prove the value of advertising influence.
With a focus on US-based small law firms, LexisNexis identified approximately 3,700 accounts as their relevant market. By narrowing down the ideal customer attributes and engagement data, their target account list was refined to 2,500 firms.
To assess the impact of display advertising in their ABM campaign, LexisNexis implemented a 50-50 split test. They divided the ideal customer profile (ICP) list into a test group, receiving targeted ads through Terminus and a control group, not exposed to any ads. The campaign ran for 12 weeks, with specific focus periods before and after delivering gifts to the accounts. At the six-week mark, both groups received direct mail packages.
Before the gift delivery, the test group exposed to Terminus ads witnessed an impressive 18% increase in opportunities created compared to the control group. This highlights the influence of Terminus in generating pipeline growth among target accounts. Furthermore, even after the gift delivery, the test group outperformed the control group, resulting in a 6% increase in opportunities. Overall, throughout the 12-week campaign, the combined effect of layering Terminus account-based advertising on top of direct mail outreach led to an 11% increase in opportunities
LexisNexis aligned their messaging and landing page strategy with a specific product launch, utilizing dynamic HTML5 ads that directed the audience to a dedicated landing page highlighting the product's value propositions. Sales alignment and follow-up played a critical role in the campaign's success, as timely engagement and follow-up by sales representatives enhanced the chances of converting the generated opportunities.
LexisNexis’ ABM program, powered by the Terminus ABM Platform, demonstrated remarkable success in driving opportunity creation and pipeline growth. Their adept use of a controlled audience underscored the value and effectiveness of account-based advertising strategies, showcasing how a well-executed program can yield tangible business outcomes and a positive return on investment. The partnership between LexisNexis and Terminus exemplifies the potential of ABM to drive growth, enhance engagement and deliver exceptional results in targeted marketing efforts.
