How Terminus Uses Video to Boost Sales Response Rates by 3x

Key Results from Using Vidyard

40%

Higher Open Rate

37%

Higher Click-Through Rate

Reply Rate

See how the Terminus sales development team has transformed the way they prospect with video and why it’s become their secret weapon for account-based selling.

Overview

Who is Terminus?

Terminus is the leading account-based marketing (ABM) platform that enables B2B marketers to target accounts, engage decision-makers, and accelerate marketing and sales pipeline velocity at scale. The Terminus Sales team targets marketing and sales leaders, demand generation professionals, and digital marketing leaders across B2B markets.

Challenge

How to break through the noise and stand out

Terminus is at the forefront of building a new category around ABM, which has caused some interesting challenges for their Sales team. The idea of ABM is new, and their buyers typically don’t have an initiative or budget set aside for their solution. They face challenges around market confusion, and lack of knowledge around how to launch an ABM strategy. As well, they have to strategize to include the entire buying committee in their sales process as marketers across several teams may need to collaborate to use their platform. In short, they need to stand out as thought leaders, build multiple relationships with clients, and develop trust as a partner that can help them succeed.

Video is a channel that allows our sales team to personalize their outreach in powerful ways, and to put a face to what otherwise could feel like a cold outreach or sales process.
Tonni Bennett
VP of Sales at Terminus

Solution

Personalized video + sales prospecting =
a match made in heaven

That’s where Vidyard comes in.

To surmount their unique set of challenges, Terminus absolutely needs to personalize their messaging and find creative ways of sharing it in order to break through the noise. They also need to reach multiple contacts in the organization throughout the entire sales process.

Terminus’ VP of Sales, Tonni Bennett, brought Vidyard into their sales prospecting to see if it could change the conversations with buyers. Video quickly became a crucial tool in allowing them to achieve these objectives quickly and efficiently with some pretty incredible results.

Results

Mind-blowing outcomes

The results so far? As Bennett writes, “pretty mind-blowing.” Within just a few months of incorporating video, they found that in their outreach emails (using video as a first touchpoint vs. a traditional approach) they were seeing:

40% higher open rate
37% higher click rate
216% higher response rate (more than TRIPLE the reply rate!!)

Right away Bennett and her team started getting real-world feedback from prospects like:

“You caught my attention. Kudos to you guys for a killer prospecting email. I forwarded your email to our BDR team for some inspiration…hope you don’t mind.”
“Thank you so much for actually taking the time to…talk about me instead of just telling me what you do.”

In fact, one of the recipients of their videos wrote a whole blog post about how impressed she was by the approach from one of Terminus’ SDRs, Morgan Gillespie. Here’s one example of Morgan’s creative outreach.

Beyond just helping Terminus boost response rates from prospective clients, video also started helping them build broader relationships. Terminus is seeing that the videos they send have a higher propensity to get circulated to more members of the buying committee in a natural, viral way. It’s actually reaching the decision-makers because the content is suited for busy people who simply don’t have the time to read lengthy emails and documents, and who have greater trust for technology they can see and real people that can confidently display thought leadership.

Read the full story here to learn more about Terminus’ journey or watch our live discussion with Tonni Bennett to hear how they built video into their sales cadence and coached their team to ensure success.