In this conversation with VP of Growth Marketing at Terminus, Auseh Britt, talks about demand gen marketing strategies. Today, you’ll hear about the marketing organization at Terminus, traditional demand gen versus ABM, how Terminus prioritizes budgeting, strategic accounts, and broad market coverage, ABM marketing campaigns, pulling intent data for campaigns, how to rally everyone behind a strategy, and some of the common mistakes and misconceptions about ABM.

Starting her career in Civil Engineering, and working for the Department of Transportation, Auseh realized that she enjoyed the project management aspect of the industry. She soon pivoted to marketing roles at InterContinental Hotels, Teleflora, Business.com, Bloomberg, Questex, Logi Analytics, and Terminus. Auseh holds a BSc in Civil Engineering from the University of Florida and an MBA in Marketing from Carnegie Mellon University - Tepper School of Business.

[00:30] Auseh’s career path

[02:40] Marketing organization at Terminus

[04:25] Traditional demand gen versus ABM

[07:53] Splitting budgets between traditional demand gen and ABM

[10:19] Tying budget to customer lifetime value

[11:44] The split between strategic accounts versus broader market coverage

[13:40] The target market personas

[17:18] Campaign alignment between marketing and sales

[22:08] The mechanics of pulling intent data for campaigns

[23:39] Common mistakes and misconceptions about ABM

[26:59] Rallying everyone behind a strategy

[29:05] Auseh’s advice

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