2020 truly changed the world forever. And here at Demandbase, it’s no different. Across both the Marketing and Sales teams, we’ve had to pivot to become more efficient with less. We’ve had to learn new skills and change the way we work in order to confidently go into 2021 with peace of mind that we will hit our goals. In this webinar mini-series, we’ve put together quick tips and use cases on how we’ve been using Demandbase One in order to become more efficient even with limited resources. See how our Marketing Operations, Sales Development, and Demand Generation teams are hitting our goals all while keeping up productivity and freeing up some time for what really matters – like those all-important walks around the block! In part 1 of our series, Ashley Long, our Senior Marketing Operations Manager will walk through how she uses Demandbase One every day to: Unify data from Salesforce, marketing automation, email/calendar, and 3rd party sources to create a “single pane of glass” for our revenue team. Help Sales and Marketing teams see each other’s activities for a more coordinated effort across channels. Match leads to accounts, clean and standardize data, and create scrubbed segments to achieve the best account-data hygiene. Identify accounts in-market using AI.

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Agenda
© 2021 Demandbase |
ü Engagement Minutes
ü Journey Stages
ü Segments
ü Custom Fields
ü List Building
ü Orchestration
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3. © 2021 Demandbase |
© 2021 Demandbase |
• Measure engagement with
multiple types of data and
data sources
• Perform time-based
reporting on activity
• Fine control &
customization over
activities included &
excluded
• Weighting functionality
based on person or account
characteristics
An Overview
Engagement Minutes
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Lead Scoring Comparison
Engagement Minutes
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Feature Demandbase One MAS Lead Scoring
MAS Activity
SFDC Campaigns
Sales Activity
Intent Activity
Anonymous Web Activity
Score/Status Progression
Time-Based Activity Reporting
Weighting

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© 2021 Demandbase |
• A-a-glance view of where an
account exists in your
funnel
• Customize stages using
Selectors to match your
sales cycle
• Compare journey stage
progression to previous
time periods or different
lists
An Overview
Journey Stages
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6. © 2021 Demandbase |
© 2021 Demandbase |
• Configurable groupings of
People, Account,
Opportunity, and Activity
data
• Organize data in a
meaningful way for your
organization using
Selectors:
• Personas
• Engagement Types (Sales
v. Marketing)
• Web Activity by Topic
• Campaign Response Type
An Overview
Segments
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© 2021 Demandbase |
Visualize & Action On Data
Segments
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© 2021 Demandbase |
An Overview
Custom Fields
• Map Demandbase One data to Salesforce via custom fields
• Select the type of data to write:
• Segment
• Engagement Minutes
• Count of Engagement Activities
• First Engagement Date
• Last Engagement Date
• Top Occurring Activities
• Select the time range of data to write
• Include or exclude data using Selectors
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9. © 2021 Demandbase |
© 2021 Demandbase |
• Build lists!
• Extensive cross-object
capabilities
• Dynamic real time lists
• “Inverse” & criteria filtering
• Relationships & ability to
reference other lists
• Ability to create saved filters
that can be applied for
quick access
An Overview
List Building
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© 2021 Demandbase |
Can you show me a list of all the people we have in our database that match the MOPs persona?
Use Case Example
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Lead
Report
Contact
Report
Persona
Report
Excel
CRM Demandbase One

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© 2021 Demandbase |
Can you show me which people attended our event last year but haven’t registered yet this year?
Use Case Example
CRM Demandbase One
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Last Year’s
Attendees
Final List
(spreadsheet)
Excel vlookup
This Year’s
Registrants
Remove Registrants

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© 2021 Demandbase |
Can you give me a list of accounts with people that participated in last quarter’s campaign and currently have no open
opportunities or sales activity?
Use Case Example
CRM Demandbase One
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Campaign
Members
Final List
(spreadsheet)
Excel vlookup
Opportunity
Report
Remove Matches Sales Activity
Report?
Account List

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© 2021 Demandbase |
• Create subscriptions of Selector-based reports to send
high-value information to your sales and marketing teams
on a regular basis via email or Slack
• Personalize subscriptions to only send sales owners
insights that pertain to their territories
• Combine multiple subscriptions into a single digest email
for easy consumption
An Overview
Bonus: Subscriptions & Digests
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14. © 2021 Demandbase |
© 2021 Demandbase |
• Automation processes to accomplish:
• Changing Person/Account Data
• Creating Campaign Audiences & Adding to Marketing Campaigns
• Adding to/Removing from SFDC Campaigns & Updating Statuses
• Adding to/Removing from SalesLoft/Outreach Sequences
• Converting Leads to Contacts
• Apply customizable lists using Selectors to apply more detailed targeting and segmentation
• Set schedules for recurring or one-time automations
An Overview
Orchestration
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15. © 2021 Demandbase |
© 2021 Demandbase |
Can we create an automation to send an industry-specific white paper to Marketing Executives that reach a certain threshold
of marketing engagement minutes?
Use Case Example
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© 2021 Demandbase |
Let’s help our sales team target Digital & DemandGen marketing personas that are on our target account list and have recently
visited product pages on our website with personalized content.
Use Case Example
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© 2021 Demandbase |
Is there an easy way for us to automate our account assignment rules in Salesforce?
Use Case Example
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© 2021 Demandbase |
Thank You
You’re the best!
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