Demandbase’s Tara Quehl, Product Marketing Director, Financial Services, and Stephenie Springer, Director of Product & User Experience, dive into how to optimize data to increase revenue at your organization.

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Conquer Your Data And Drive Growth Through The Roof
Conquer Your
Data & Drive
Growth Through
The Roof

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● How to harness your data to drive
better insights
● Best practices for a data-driven
ABM strategy
● How to align and share those
powerful insights with sales

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A revenue-generating
strategy that focuses
on select high-value
(key) accounts and
treats them as markets
of one from the first
touch through
purchase and beyond
What is
Account-
Based
Experience?

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Is it hype or real value?
of marketers say they
can measure a positive
impact since adopting
an account-based
approach
Source: Forrester blog, Does ABM Help Produce Better Revenue
Results?
62%

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The Problem: Fragmented GTM forces smart
people to do stupid things:
spamming buyers with intrusive,
irrelevant buyers with intrusive,
irrelevant interactions.

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Pitfalls to avoid
Treating ABM like a relay
race
Starting without a
strategy
Letting sales lead the
account selection process
Failing to size the
market opportunity
Measuring leads, not
account engagement

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ABX done right
Align sales & marketing
around a focused set of
accounts
Engage your targets
with actionable
intelligence
Measure performance
against target markets
Targeting Tailoring Tuning

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What is “Good” Data?
TIMELY
COMPLETE
ACCURATE
ACTIONABLE
Enables action that drives
critical business outcomes
The only thing worse than
making business decisions in the
absence of data is making them
with bad data
Accurate data when you
need it that will also keep
pace with a rapidly changing
marketplace
Comprehensive data solutions that create
success today and in the future

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What a waste!
of sellers’ time is spent
on non-selling
activities
Source: CSO Insights, 2nd Annual Sales Operations & Technology
Report
70%

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Use real-time insights
to prioritize accounts
● Top & Most Engaged
Accounts
● Top & Most Engaged
People
● Top Intent Keywords
● Website Traffic
● Journey Stages
Focus on the best accounts

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Get a 360 view of
accounts
● Firmographics
● Website Activity
● Intent
● News
● Engaged Contacts
● Net New Buyers
Understand your prospects & customers

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Identify and contact
key decision makers
● Job Function, Level, &
Title
● Desk and Mobile Phone
Numbers
● Emails
● Employment History
● Connections
Reach the entire buying committee

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Understand marketing
driven engagement
metrics
● Top Page Visits
● Top Intent Keywords &
Competitive Intent
● Top Engaged Contacts
● Qualification Scores
● Pipeline Predict Scores
Know what matters most to your prospects

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Not your
father’s sales
process.
Buyers expect a better, more
insightful experience.
94%
of B2B decision makers
seek out sellers that
exhibit specific insights
into their company's
problems.

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Why do you need better data & insights?
2.5%
Response Rate
6 - 8%
Response Rate
24 - 32%
Response Rate
44 - 84%
Response Rate
Basic cold calling without any insights
Leveraging company & contact data
Add in engagement, web analytics,
intent, news, & compelling events
Layer in Connections
Source: DMA Response Rate Report; Craig Elias “Trigger Selling”; UNC Kenan-Flagler School of Business

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Thank you!
YOU’RE
DEE
BEST!