Cards for Humanity: How to Fill-in-the-blanks for Optimal Sales Results!—Recording from ON24 Game Day, presented by Alli Macmanus, Sales Development Manager and Fearless SaaS Master, Demandbase

1. Cards for Humanity:
Alli MacManus, Sales Development Manager (and
marketing’s biggest fan)
How to Fill-in-the-blanks for Optimal Sales Development Results
09/28/2021
Demandbase

2. In order to crush your
pipeline number, you need
the right _____ and
____________.
Tools
Coordination

3. © 2020 Demandbase |
✓ Filling in the blanks
✓ Prioritizing Accounts: Gardening
✓ Which signals to latch on to (by tier)
○ Leveraging intent
✓ Research and level of attention by tier
✓ The Infallible Multi-channel approach
3
Agenda

4. So where are the
blanks for Sales
Development? Increasingly
Digital Buyer’s
Journey Needle in a
haystack Identifying
Triggers-- what to
prioritize and how
to take action

5. © 2020 Demandbase | 5
Account Prioritization: Segments and Gardening
Think of your
account patch
like a garden
Tier 3 (Kale):
Minimal intent, no
other real
engagement,
predictive score
between 20% and
50%
Tier 2 (Squash):
More intent,
additional
engagement,
predictive between
50% and 75%
(bonus for previous
deal cycles)
Tier 1
(Watermelon): All
of the above, plus
a predictive score
of 75%+, and/or a
previous deal cycle

6. © 2020 Demandbase | 6
Which signals to latch onto
So how do I
latch onto
those buying
signals, and
learn more?
Tier 3: Intent!
Bullion
searches to find
the right people
Tier 2: Start
with your
known activity,
comm history,
and then move
to intent
Tier 1: Start
with known
activity, check
sales nav for
team link, move
on to intent

7. © 2020 Demandbase |
Diving into intent a bit
7
Subtitle goes here • Look at the literal intent terms
• Some matter more than others….ie:
Account based marketing vs
marketing campaigns
• Beyond the literal terms...look at
trends within the results
• Ie: an account is showing intent
surrounding Predictive analytics,
ABM, and sales intelligence (or your
equivalent)
• Think about who might be
responsible for those things.
• Let’s run through an example

8. © 2020 Demandbase |
Step 1
8
• Go to sales nav account page, click
all employees
• Search keywords in “”, you can
search multiple using AND/OR logic
• Ie, for the account we just looked
at: "account based marketing"
OR "Predictive Analytics"

9. © 2020 Demandbase | 9
Step 2 and 3: Narrow it down a bit, and sift
• This gave us 53 results, let’s get more granular
● Click Seniority level
○ Filter it down to director, CXO, and VP
○ We can always expand on this later to include
managers if we’re disappointed by the results
● In this case, that brings us down to 12
● Now it’s a matter of checking profiles and
responsibilities to find the best fit

10. © 2020 Demandbase |
Research and where to look-- the rule of three
10
What type of
research should go
into accounts
within each tier?
Person, Company,
database
Tier 3:
P: LI intent search for
right contact
C: Company website,
owler (competitors),
basic industry
knowledge
D: Prior outreach, to
see what has not
landed
Tier 2:
P: Google the execs,
read articles they are a
part of
C: LI growth trends, job
openings, funding,
acquisitions, new
products
D: Communication
history, dive into
previous deal cycles
and see where we
missed
Tier 1:
P: Podcasts, books,
interviews, go
deeper
C: Quarterly
earnings calls, stock
reports, analyst calls
D: Same as tier 2,
but dig deeper

11. © 2020 Demandbase | 11
Which channels
am I hitting for
each segment?
Tier 3: Email
blasts,
automation
where
appropriate, “fill
in the blank”
style
personalization
Tier 2: Light
email
personalization,
call step
emphasis, basic
LI touches
Tier 1: Heavy
email
personalization,
call steps, deeper
LI touches, direct
mail,
Drift/Vidyard,
Cameo
The Infallible Multi-channel approach

12. © 2020 Demandbase | 12
Takeaways?
Right Person, Right
Account, Right
time
Understand your
Garden-- where are
your Kale, Squash,
and Watermelon;
how do you care for
them?
A strategic Multi-
channel, multi-
threaded approach
is key in today’s
market

13. © 2020 Demandbase |
Thank You
13
You’re the best!