1
Copyright © 2022 Demandbase
In the Lab with DB
Maximizing Your ROI
with Demandbase:
A Practical Playbook
for Marketers

2
Copyright © 2022 Demandbase
Ashley Long
GTM Operations and
Forecasting Director
Meet the Speakers
Jessie Goodrum
Senior Customer
Lifecycle Marketing
Manager

3
Copyright © 2022 Demandbase 3
Copyright © 2022 Demandbase
Our Playbook
Includes:
● Targeting the right accounts
and people to hit pipeline goals
● Using intent and engagement
to progress opportunities
● Orchestrating programs and
enriching data across systems
with automation
● Enabling our teams with
account and people insights to
help them prioritize and close
business faster
● Tracking metrics and goals
around program success

4
Copyright © 2022 Demandbase
Targeting the Right Accounts &
People

5
Copyright © 2022 Demandbase
TAM
Any account that could be a good fit for your
company
ICP
Accounts with additional characteristics
(technographics, industries) to indicate a
stronger fit for your products
TAL
Accounts that are hand picked by sales to
receive additional prioritization and spend
Tier 1/Tier 2 (Top 3/Top 30)
A small subset of the TAL chosen by sales to
receive the most personalized/highest spend
programs and offerings
Account
Definitions Total Addressable
Market (TAM)
Ideal Customer
Profile (ICP)
Target Account
List (TAL)
Top Tiers
(Top 3/
Top 30)

6
Copyright © 2022 Demandbase
● Ideal Customer Profile (ICP)
○ Find commonalities between your best customers and strategic
accounts in pipeline
○ Leverage Qualification Score to review quality accounts selected by
Demandbase
○ Choose a few key characteristics to define your ICP
● Target Personas
○ Review key decision makers and influencers in past deals
○ Consider the most engaged and active people within accounts prior to
deals being created
○ Include people that will have the strongest impact in your selling if
they’re on board
Identify Your ICP & Target Personas

7
Copyright © 2022 Demandbase
● Segments are groupings of data
following specific criteria
● Can be leveraged anywhere in
Demandbase and can also be
pushed to Accounts and People in
Salesforce
● Bonus: Consider creating Segments
for Activities, such as groupings of
web page visits related to specific
products
Use Segments to Group Data for Easy Access

8
Copyright © 2022 Demandbase
Surface actions from higher quality accounts and people sooner with
engagement minute weighting
● Target Account List
● Primary Buying Personas
● Key Industries
● Disqualified/Test
Accounts (low or 0%
weighting to remove
all minutes)
Engagement Minute Weighting

9
Copyright © 2022 Demandbase
Create a Unified Account
View with Journey Stages
● Leverage journey stages to target
accounts at specific junctions in the
buying cycle
● Tailor marketing messaging, tactics,
and sales outreach to these stages
● Use journey stages throughout your
tech stack to assist with audience
management and prioritization
Qualified
Engaged
MQA
Open Opp
Customer

10
Copyright © 2022 Demandbase
Selecting Target Accounts
● Account scoring is created using pipeline conversion statistics,
current customer data, and SME/sales input.
● Marketing provides an initial draft of target accounts for each
segment based on score & other criteria.
● Sales reviews these
selections, provides input,
and makes any updates/
replacements.

11
Copyright © 2022 Demandbase
Using Intent & Engagement
Data

12
Copyright © 2022 Demandbase
Recommendation:
○ Dynamically identify all accounts that are NOT in
CRM with:
■ Recent onsite engagement with at least 5
page visits
■ Recent Keyword Intent
Take It To The Next Level
○ Consider adding additional filters using specific
keywords, engagement minutes, industry, etc.
for more segmented marketing campaigns
○ Share 225 net new accounts with Sales for
alignment on communication/prioritization
strategy
○ Add 225 net new accounts to Account Based
Advertising Ad Campaign
Use Case: Uncover Net-New Accounts
Onsite Engagement
Keyword Intent
Not in my CRM

13
Copyright © 2022 Demandbase
Use Case: Understand In-Market Intent and
Engagement
Recommendation:
○ Leverage your Target Account List (TAL)
○ In DB1, prioritize your TAL using selectors to isolate accounts with recent
intent and marketing engagement activity
○ Use this list to target the engaged accounts with the relevant messaging
Take It To The Next Level
○ Consider additional detail: Are you interested in activity on a specific
page or keyword? Would additional segmentation on demographics like
industry be useful? Beyond my TAL, what other companies are interested
in my products and/or services?
○ Use account lists with selectors throughout DB1, such as in:
■ Advertising campaigns to generate traffic to a desired landing page
■ Awareness campaigns for accounts not showing high intent or onsite
engagement
○ Deliver accounts to Sales for alignment on communication/prioritization
strategy
Target Account List
Keyword Intent
(Customize with
relevant criteria)
Marketing
Engagement
Minutes

14
Copyright © 2022 Demandbase
Use Case: Identify Competitor Intent
Recommendation:
○ Using Selectors, create a dynamic account list of
current customers
○ Layer on recent Competitive Keyword Intent
○ Layer on Desired Renewal Date
○ Execute retention campaigns with competitive
insights
Take It To The Next Level
○ Work with Customer Success to develop nurture
campaigns and personalized outreach
○ Based on highest threat competitors, develop
swords and shield messaging and delivery plan
○ Develop outreach campaign(s) to win-back
Churned Customers
SFDC
Customers
Competitive
Keyword
Intent
Renewal date
this year
SaaS Only Customer, SaaS and Ads Customer

15
Copyright © 2022 Demandbase
Use Case: Grow Existing Accounts through Customer
Cross-Sell and Up-Sell
Recommendation:
○ Create a dynamic account list using Selectors
○ Use SFDC field value that identifies what existing
customers own
○ Layer on account activity with intent for additional
products/services
Take It To The Next Level
○ Leverage Orchestration to include Targeted Customer
Upsell/Cross-Sell accounts in:
■ Ad Campaign and Site Personalization with messaging
geared toward new products
■ Direct Mail Campaign activated in DB1 via Sendoso
(PFL, Alyce, etc.)
■ Email campaign activated in DB1 via Marketo (Eloqua,
Pardot etc.)
SFDC Customers
New Product
Intent
SaaS Only Customer

16
Copyright © 2022 Demandbase
Orchestrating Across Systems

17
Copyright © 2022 Demandbase
Data
Predictive Scores
Intent Behaviors
People/Account Activity
Website Visits
CRM
MAS
Sales Inbox/Calendars
Take any of this…
Actions
Email
3rd Party Ad Channels
List Building/Updates
Sales Automation
Direct Mail
CRM Changes
Sales Tasks/Alerts
And do these… Automatically…

18
Copyright © 2022 Demandbase
Retargeting
Create rules that dictate
who qualifies for
retargeting campaigns in
3rd Party Ad Channels
Orchestration | Use Cases
Audience Expansion
Create rules to automatically update
an existing static account list based
on data changes or additional
activities
Account & People Nurture
Place accounts & people in the
correct nurture or drip campaigns
automatically
Upsell & Cross-Sell
Automatically communicate to
customers based on additional
product interest
Reactivation Actions
Automated segmentations of
accounts and people for “wake
the dead” campaigns
Sales Handoff
Create automated sales
handoff alerts when key
behaviors occur both pre
and post-sales

19
Copyright © 2022 Demandbase
Orchestration ROI: Marketing Productivity
Data released by HubSpot revealed that the average marketer spends about
33% of their week completing repetitive tasks.
Time spent executing
repetitive tasks
(building or updating a list,
triggering actions, etc.)
2 hours / campaign
Avg. monthly campaigns
executed across all channels
(email, webinar, direct mail,
advertising, etc.)
20 campaigns
With Orchestration, save 40
hours per month on repetitive
campaign building tasks
40 hours every month
Automate tedious, but necessary tasks so you can spend more time high value projects.

20
Copyright © 2022 Demandbase
Audiences: New Contacts from Target Accounts
Sync both account and contact lists to LinkedIn. That way, you can suppress the current contacts in the account and focus campaign
dollars exclusively on the net new contacts (and you’re not wasting $$$ on contacts you already have). No wasted spend!
One of our digital marketing team’s go-to Audiences: Acquiring New Contacts for Target Accounts in the Sales Qualified
or Discovery Stage of the Pipeline.

21
Copyright © 2022 Demandbase
Intent + Advertising
Accounts are actively searching for your solution, but you don’t know who from the account. Use advertising to build
awareness and attract them to your website.
audience

22
Copyright © 2022 Demandbase
Generate Further Engagement with Direct Mail
Prospect hits >20
mktg engagement
minutes in a month
AND visits high
value webpage
Step 1
Trigger Action for
Direct Mail: send
eGift card
Step 2 Step 3
Contact selects
eGift choice from
landing page and
redeems gift
Alert SDR to follow
up
Step 4
SDR follows up
Step 5
Some prospects have been very actively engaging with your marketing, and they’ve just visited a high-value webpage.
Engage them further with direct mail and tee-up a conversation opportunity for your SDRs.

23
Copyright © 2022 Demandbase
Assigning tasks based on MQA is a great way to ensure qualified people and accounts are not lost in the hand-off.
Consider creating a few different sequences for SDRs to use that are customized based on title, so that a CMO isn’t
getting the same information as a marketing ops person.
Sales Hand-Off

24
Copyright © 2022 Demandbase
Prospect comes around again? It’s time to make a move! Take action to engage them and help sales reach out in a timely
manner.
Re-Engage & Get the Meeting

25
Copyright © 2022 Demandbase
Your potential and existing customers are actively researching your competitors. Use this intent-based knowledge to get
ahead of the competition and engage with them at the right time with the right content.
Target accounts in
the Engaged or SQA
stage with an open
opp
214 Accounts
with Open
Opps
Only includes
accounts with a sales
activity in the last 14
days
157 Accounts
researching
competitors
Based on average
deal size of $150k
$23.5 Million
Projected
Revenue At Risk!
Serve personalized ads
to the buying committee
across multiple channels
Alert your account
executives via
Salesforce Tasks
Drop key decision
makers into a
personalized nurture
based on the competitor
they are researching
Advanced: Beat Your Competition

26
Copyright © 2022 Demandbase
Database: Billing State Normalization

27
Copyright © 2022 Demandbase
Assignments: Adding Marketers to Accounts

28
Copyright © 2022 Demandbase
The Problem
Matillion’s sales and marketing teams
used different systems with different
data sets that didn’t talk to each other.
Marketers were manually merging the
data and analyzing it to find insights that
could be shared about which accounts
to prioritize and how and when to
engage.
Customer Story | Automations
The Solution
Using Demandbase firmographic, technographic,
and intent data to identify and prioritize the
accounts, campaigns were created to
automatically push accounts through the funnel.
“If they are qualified or aware, they got a certain set
of messaging, if they were engaged, they got another
subset, if they’re an opportunity or a customer, they
got bottom-of-funnel messaging tailored to accelerate
close rates and drive expansion,”
- Kristin Kolb, Director of ABM at Matillion
Read the case study

29
Copyright © 2022 Demandbase
Enabling Our Sales Team

30
Copyright © 2022 Demandbase
Demandbase ABX for Sales
1) Email Digest 3) Scout Chrome Extension
Insights in SFDC

31
Copyright © 2022 Demandbase
Email Digest
• Set-up daily email digest
• Include fields to stack rank list like
account, contact, title, account
priority tier, engagement minutes,
etc.
• Utilize a sales touch filter to
create “zero out” lists → show me
all accounts that haven’t been
touched this week

32
Copyright © 2022 Demandbase
SDR Digests
● Qualified people to prioritize
● Demo request page visits
without submissions
● MQA accounts without Sales
Touches
● High Intent Accounts
SDR Manager Digests
● People disqualified by SDRs
● MQA Accounts moved to
Nurture
● Overdue Meeting
opportunities
SDR Order of Operations

33
Copyright © 2022 Demandbase
Insights in Salesforce
● Easy access company level details across views, reports, and Visualforce
● Company news, intent, and common connections
● Industry section shares challenges, trends and even discovery call questions

34
Copyright © 2022 Demandbase
Scout Chrome Extension
● Use to explore Accounts without having to
navigate to a specific platform. Type in any
one of your Accounts to get engagement
information quickly, no matter what site
you’re on
● Leverage Communication History to see any
interaction your team has had with
prospects/customers at the Account
● Update contact information and add new
contacts to SFDC

35
Copyright © 2022 Demandbase
ABX Standups

36
Copyright © 2022 Demandbase
ABX Plays
Mapped to strategy / stage If this… …then that
Awareness
(All)
ICP accounts that are not yet engaging
with our website and campaigns
Advertise to build awareness and attract
them to our website
Awareness
(All)
Target accounts that are aware but not
in-market
Send a personalised or fun gift to build
brand affinity
Awareness
(Qualified)
Qualified accounts are good fit for
personal invites to an upcoming webinar
Orchestrate direct mail and human
outreach
Conversion
(Engaged)
Lower-level contact from key account
attends an online demo
Lift the conversation by inviting a C-level
exec to meet with one of our top execs
Conversion
(MQA)
New Marketing Qualified Accounts
(qualified and in market)
Reach out to multiple people at the
account
Sales Pursuit Open opportunity
Help the full buying committee drive
validation and consensus with broader
advertising and exec alignment

37
Copyright © 2022 Demandbase
ABX Plays
Mapped to strategy / stage If this… …then that
Expansion
Existing customers that start showing
intent or engagement in products they
don't yet own
Reach out to new buying center using
your team and your existing contacts at
the customer account
Renewal / Retention
Customer showing intent for competitor
keywords
Alert the CSM and account manager, set
up executive alignment meeting
Any
Valuable (strategic, key) accounts that
aren't responding over other channels
Use hyper-personalised, high value
offers to engage with top decision
makers
Any
Key executives from a top target
downloads content or registers for a
webinar
Offer a meeting with a subject matter
expert or prompt the AE to conduct a
personalised demo
Sales Pursuit
Stuck or lost opportunities that show
intent or engagement from key
personas, but don't have a recent sales
touch
Alert the AE to take action and/or bring
in new voices and channels to get the
conversation going again

38
Copyright © 2022 Demandbase
Enabling Our Marketing Team

39
Copyright © 2022 Demandbase
● Custom dashboards & filtering capabilities allow for all marketing
stakeholders to quickly review information, such as:
○ Specific program engagement results & opportunity influence
○ Highly engaged individuals or persona groups
○ Average stage volume & velocity for target accounts
○ Trending intent for accounts from target industries
○ Most popular web pages related to specific products
○ Customers surfacing competitive intent
Data at Your Fingertips

40
Copyright © 2022 Demandbase
● Filter for historical Date Range
and desired account
characteristics
● Choose heatmap parameters
to show where engagement
has happened within an
account
○ Persona
○ Marketing Campaign Types
○ Industry
● Click into the details to see the
detail on these Activities,
People, or Accounts
Using Engagement Heatmaps to Understand
Areas of Interest

41
Copyright © 2022 Demandbase
● Filter for Date Range &
Marketing Campaign
● See total Engagement Minute
trends over time or Group by
additional variables for
categorized summaries
● Understand where
engagement is coming from
at a glance using the Heatmap
○ Customize Rows & Columns
using any field available in DB1
to slice data the way you want
to see it
Visualize Program Engagement with
Heatmaps & Engagement Minute Trends

42
Copyright © 2022 Demandbase
Marketing Snapshots
● Leverage Marketing Owner automations
● Set up custom snapshots & digests for
your marketing team members to stay on
top of their key accounts
● Ideal for segment owners or team
members running ABX stand-ups

43
Copyright © 2022 Demandbase
Enabling Program Owners to Build Lists for
Program Execution
● Marketing program owner creates a list using Demandbase (intent,
engagement, account segment, etc.)
● List is submitted to Marketing Ops when the program build is
requested
● Marketing Ops pushes list to
Marketo using Orchestration -
no additional list building
necessary!

44
Copyright © 2022 Demandbase
Tracking Metrics and Goals
around Program Success

45
Copyright © 2022 Demandbase
Success in the Advertising Dashboard

46
Copyright © 2022 Demandbase
Using Journey Stage Comparisons to
Understand Performance
● Visualize progression downward as accounts become more
engaged
● Compare multiple account lists and time periods for cohort analysis
and A/B testing
Strong focus in Q1 to engage this pool
of accounts, 2x accounts in Engaged 90
days later
6 accounts converted to Customer stage

47
Copyright © 2022 Demandbase
Using Program Impact for Marketing Influence
● Program Impact gives insights into
the effectiveness of your marketing
campaigns
● “Attribution Light”
○ Influence-based opportunity reporting
● Impacts can be shown separately
for different Account Lists
○ Target Account Lists
○ Account Segments
○ Sales Territories
Select Any
Account List
to view
Results
Individually

48
Copyright © 2022 Demandbase
Using Program Impact for Marketing Influence
Use Advanced Filters to apply any
additional field available in DB1 to your
data set.
Select Date Ranges to view results from
responses within a given time period.
Use Quick Filters to easily apply
frequently used account or person filters to
your data set.
Swap between
Type/Channel and
Campaign/Program
for more or less
granular
summarization.

49
Copyright © 2022 Demandbase
● Focus on quality over quantity
● Measure account activity throughout the journey
● Align sales and marketing around the same KPIs
● Prove value using baseline and cohort analysis
● Report on business outcomes
● Commit to the long-haul – revenue doesn’t come overnight
Measurement Best Practices

50
Copyright © 2022 Demandbase
KPIs & Metrics
▪ Website Metrics:
○ TAL time on site
○ TAL bounce rates
○ TAL most popular pages
▪ Conversion rates by Channel
○ Conversion to Pipeline
○ Conversion to Closed/Won
Target Account List (TAL)
metrics:
#/% of TAL’s on website
#/% of TAL’s engaged with
programs
■ Average engaged contacts
#/% of TAL’s moved into pipeline
#/% of TAL’s that closed/won
▪ Key Metrics
Target vs Non-Target Accounts, New Business & Upsell/Cross-Sell
▪ Average Deal Size
▪ Close Rates
▪ Funnel Velocity
Long
Term
Short
Term

51
Copyright © 2022 Demandbase
Other Important Metrics to Demandbase
Engagement
● % of qualified program
membership
● % of qualified website
traffic (known and
anonymous)
● % of target accounts
engaged
● Cost per qualified
engagement
● Net new qualified names
acquired
● MQAs & MQLs generated
Conversion
● % of MQAs & MQLs that are
accepted & converted to
opportunities
● % of opportunities from
target accounts
● Opportunity tracking by
segment
○ Conversion
○ Velocity
○ ASPs
Return
● Pipeline & closed won
● Spend ratios (attributed
dollars/cost)
● Total unique opportunities
influenced
● Total attributed dollars
opportunities
● Average and most common
touches from marketing at
each opportunity stage
● Pipeline goal attainment by
segment

52
Copyright © 2022 Demandbase
Q&A

53
Copyright © 2022 Demandbase
Demandbase Education - Learn Your Way
Learn through a variety of training programs that meet you where you are today
Become an ABM Guru!
Hands-on training to set
your career apart. Everyting
you need to know about the
future of ABM and B2B and
Go-to-Market.
ABX Certification
In-Product Guidance
See step-by-step
instructions. Learn
how to execute
different tasks as
you work in the
Demandbase One
platform.
24x7 answers. Over 500
how-to and technical articles
always at your fingertips.
Demandbase Help Center
Customer Office Hours
Learn from the
experts. Ongoing
guided skills
sessions to
support your
success.
Demandbase Academy
Increase platform productivity
through digital, self-paced
training. Demonstrations, guided
exercises, and knowledge checks.
Completion certificate to promote
your expertise socially.

54
Copyright © 2022 Demandbase
Thank you!
YOU’RE
DEE
BEST!