Case Study: LexisNexis achieves an 18% increase in opportunity creation with Terminus account-based advertising

How LexisNexis increased opportunity creation by 
 18% using account-based advertising

LexisNexis faced a pipeline gap in its Specialized Law segment and needed to prove the value of account-based advertising. Focusing on US small law firms, they narrowed a 3,700-account universe to a 2,500-account ICP and designed a 12-week test to measure whether Terminus-driven ABM could increase opportunity creation.

They ran a 50/50 split test: the test group received targeted Terminus display ads (dynamic HTML5 creative and a dedicated landing page) while both groups received direct mail at week six and sales followed up. The ad-exposed group saw an 18% lift in opportunities before the gifts, a 6% lift after, and an overall 11% increase across the campaign, demonstrating clear ROI from layering account-based advertising onto direct mail.

LexisNexis