Case Study: Masergy achieves 7X opportunity creation and 250% account penetration with Terminus

How Masergy Built an Award-Winning ABM Strategy from the Ground Up

Masergy, a provider of software-defined global networking, cybersecurity, and cloud communications, faced the common enterprise challenge of scaling direct demand amid stiff competition, limited brand awareness, and heavy reliance on channel partners. When Malachi Threadgill joined as Director of Demand Generation, the team was generating large volumes of low-quality leads but needed a more targeted approach to reach dispersed buying committees and drive meaningful pipeline.

Masergy rebuilt its go-to-market with an account-based strategy: hiring lead development and inside sales, using predictive and intent data to prioritize accounts, and deploying Terminus for full-funnel targeted advertising and Salesforce-integrated sales insights. The program won SiriusDecisions’ 2018 ABM Program of the Year and delivered measurable business impact — 250% increase in account penetration, 7× more opportunity creation, 50% higher opportunity MRR, a 10% shorter sales cycle, and ad CTRs roughly 5× the industry average.

Masergy

Malachi Threadgill

Director of Demand Generation & Global Sales