Data Champions League: Winning Strategies for B2B Success

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Copyright © 2023 Demandbase
Using Data to Align Sales & Marketing
Presenters:
Kelly Hopping
Chief Marketing Officer
John Eitel
Chief Sales Officer

7of10
reps cite access to stakeholders
as a primary challenge
—Gartner

5%
of B2B buyers are in the market
for your products right now
—Ehrenberg-Bass Institute

But you’re asked to do
more with less when
getting attention of that
5% is more difficult
than ever.

5
What’s most critical to driving growth?
Source: DGR 2023 C-Suite Go-To-Market Benchmark Survey
Improving sales and marketing alignment
66%
Increasing win rates
63%
Improving marketing investments
56%
61%
(2022)
30%
49%

52% are not struggling with sales
and marketing alignment

7
What are the biggest alignment challenges?
45%
Operating with different
data in different systems
25%
Lack of communication
33%
Poor handoffs between
sales and marketing
37%
Measuring
different metrics
Respondents were given the option to
select more than one answer

8
When Sales and Marketing aren’t aligned
Source: Forbes Communications Council, June 2023
Butting heads due to
conflicting priorities
Different
incentives
Dis-unified efforts
for separate goals

Alignment starts
at the top.
With us.

Three Keys to Alignment
1
2
3
The Marketing to Sales Hand-off
Transparency and Communication
Metrics and Deﬁning Success

13
#1 indicator of account-based success
is the coordination between marketing and sales
Old : The Hand-Off New : Exquisite Orchestration
Source: TOPO is now Gartner

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Old : The Hand-Off New : Exquisite Orchestration

Imagine a world where
sales and marketing
cannot be successful
individually.

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Aligning Sales and Marketing with Metrics
Total Pipeline
Creation
Conversion
rates
CAC
payback
&
LTV/CAC
ratio
Average
Sales
cycle
Avg
Deal
Size

17
Transparent communication is a requirement
I don’t ever want sales to
say, who picked these
accounts?
“
Jodi Lebow
Director of Marketing

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When Sales and Marketing ARE aligned
Source: Forbes Communications Council, June 2023
Higher conversion
and more wins
Faster, easier close More qualified leads

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5 Winning Data
Plays for Revenue
Growth

20
Kieran Conway
Director, Data Cloud
Stephanie Quinn
Director, Integrated
Marketing
Meet the Speakers

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Data Maturity Curve
FIRMOGRAPHIC
DEMOGRAPHIC
TECHNOGRAPHICS
INTENT
TRENDING SKILLS
IT SPEND / WALLET
a
Institutional Insightful
MATURITY
Intelligent
VALUE

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5 Data Plays for
Revenue Growth
01 Create an ICP that is highly tailored to your company
02
Prioritize your ICP with technographics for better focus
and spend
03 Maximize ROI with Data-Driven Campaign Segmentation
04
Capitalize on accounts that are in-market and showing
intent
05
Tie accounts and contacts to engagement activities for
precise targeting and reporting

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PLAY 01
Create an ICP that’s Highly
Tailored to Your Company

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Tailoring Your ICP with
Custom Data
Baseline
• Analyzed accounts using 1st
and 3rd
party data
• Established Baseline conversion rates
• A master technology list provided by Invicti served as a technology footprint for TAM analysis
Analyze
• Identified key differentiating attributes between closed won and closed lost business
• Identified relationships between attribute values and closed won and closed lost businesses
Define
ICP
• Captured predictive attributes and value combinations
• Company size ignored to allow up-market TAM acquisition
TAM
• Quantified TAM size based on the ICP definition
• Extracted businesses meeting ICP criteria
• Ranked each company in accordance with alignment to the ICP definition
• Demandbase delivered the top 40,000 companies from the TAM

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Example: ICP Score
Methodology from
Custom Data
Attribute Value Score Contribution
Industry
IT Services and Consulting 5
Computer Software 4
Application Service Providers (ASPs) 3
Health Care Management Software 2
Financial Services Software 1
Product Count
16 - 20 5
11 - 15 4
6 - 10 3
1 - 5 2
Marketing Budget for
Martech Software
+$1M 5
$500,001 - 1M 4
$100,001 - 500,000 3
ICP scores are calculated by
by combining the Score
Contribution amount for each
preferred value. All ICP
candidates must have at least
one product OR a Martech
software budget. The higher
the ICP score, the more
closely aligned to the most
likely to convert.
For example, A business
record in the IT Services and
Consulting (5) industry
having 16 – 20 (5) products
with more than $1M in budget
for Martech Software will
have an ICP score of 15, the
highest score achievable.

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PLAY 02
Prioritize Your ICP with
Technographics for Better
Focus and Spend

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Technographics
20K+
Technologies
1B+
Monthly signals
82M+
global domains

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Technographics Work!
3x
Up to 3x higher response rates to
demand generation programs
78%
Up to 78% more cost-effective
spend due to more targeted
outreach
51%
Up to 51% higher likelihood by
sales to establish successful
contact with targeted prospects
57%
Up to 57% decrease in time to
close new deals

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Use Technographics for Account Fit Scoring
Use Technographics for sales call planning and to understand
competitor presence in the account, partner technologies
(ecosystems) in place, and to qualify inbound opportunities.
Marketing Team
Sales
Enablement
Team
GTM Intelligence
Team
Use Technographics for marketing segmentation, campaign
strategy, messaging, and outbound playbooks.
“Not only does Demandbase have quality data but we have found their team’s domain expertise
extremely valuable in helping us build our data strategy”
- Stephen C. (DocuSign)
Applicable to all GTM Teams

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Let’s Dig In

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PLAY 03
Maximize ROI with Data-Driven
Campaign Segmentation

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Market Segmentation
Use precision brushes, not paint rollers
• Broad strokes without market segmentation leads to inefficiencies of accounts
not in-market or who are not qualiﬁed
• You need to use a precision brush to focus on the right accounts, delivering the
right message, at the right time
of marketers say they suffer from
inaccurate targeting, according to
Forrester.
35%

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Multi-attribute segmentation:
• Industry
• Company size
• Journey Stage
• Customer vs Prospect
• Intent
• Geography
• Technographics
• Web traffic
• Persona
Layering in Multi-Attribute Segmentation

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PLAY 04
Capitalize on accounts who are
in-market and showing intent

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See clearer than you’ve ever seen before by uncovering hidden buying signals
What?
Intent Data
● Connect the dots across your
accounts and discover their
level of interest in your company
or categories.
● Identify when accounts are
entering into an active buying
cycle.
● Know when to reach out, what
to say, and who to say it to.
Unmatched scale
of websites (3M+)
& keywords
(550K+)

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3.7BIP Addresses
750M+Global Cookies
Intent Data
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Demandbase
Account Mapping
Signal
extraction
Daily
PageViews
IP
Address
Cookie
ID
33B Pageviews Daily
3M B2B Sites Monitored
550K+Keywords Created
1T Intent Signals Monthly

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The Intent Of Intent
Find those magic moments
What
● Track keywords that companies are researching across the
web
● Identify current interest level & historical trends
Why
● See who’s showing interest in your company, your
category, or your competitors
● Expose your accounts that are flirting with the competition
● Personalize your messages with relevant keywords

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Applying Intent Data to Campaign Strategy

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PLAY 05
Tie accounts and contacts to
engagement activities for
precise targeting and reporting

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Unify Accounts and
Contacts to
Engagement Activity
The B2B world has caught up to
B2C and moving the buying
process online. As marketers we
need to level this playing field by
meeting the buyer where they are
in the journey using online
engagement activities.

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Q&A

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Thank you!
YOU’RE
DEE
BEST!

Data Champions League: Winning Strategies for B2B Success

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