With over 70% of B2B buyers starting their research with a generic search, understanding your buyer is critical. To get ahead of the competition, B2B marketers must reach key decision makers as early as possible in the buyer’s journey. Demandbase Real-Time Intent identifies the online activities of accounts and buying committees to capture their first moment of interest in your products and services. You no longer need to wait for a hand raise, Real-Time Intent lets you know what your target accounts are interested in, at that very moment of interest. Get a glimpse of this groundbreaking technology in this webinar. You will learn how to: -Identify accounts that are showing the greatest intent for a specific topic -Target accounts who are starting to research one of your competitors -Deliver customized, relevant messages that fit each phase of the journey -Trigger sales outreach for any account that shows a spike in intent

1. GETTING AHEAD OF THE BUYING CYCLE
WITH REAL-TIME INTENT
Phil Hollrah, VP Product Marketing
Alan Fletcher, CPO

2. © 2017 DEMANDBASE｜SLIDE 2
CHALLENGES WITH TODAY’S B2B BUYERS JOURNEY
Larger, more complex buying committees with
sophisticated, digital research behaviors
More channels, and accessibility of information for buyers
makes it harder to sell
Critical to identify and understand true intent early on – and
act on it throughout the buying journey
Data and intent monitoring solutions haven’t deliver
all we need

3. CHALLENGES WITH
TODAY’S BUYERS
JOURNEY
• 71% of B2B buyers start their
research with a generic search
• B2B buyers conduct 12
searches on average prior to
engaging a specific brand's site
• B2B buyers review an average
of 10.4 sources in any buying
situation
• B2B buyers consume 10 pieces
of third-party content for every
one piece created by your
business
Millward Brown Digital
Google
Google
Crimson Marketing

4. © 2017 DEMANDBASE｜SLIDE 4
INTENT AT THE EARLIEST POSSIBLE MOMENT
Initial
Research
Social
Network
Social
Media
First
Website
Visit
Competitive
Site Visits
Form Fill /
Hand Raise
Buying
Committee
Research
Pipeline
Customer
Advocate
Competitive
Intent
Upsell /
cross-sell
TIME
INTEREST
Customer RetentionCustomer Acquisition

5. © 2017 DEMANDBASE｜SLIDE 5
LIMITATIONS WITH TODAY’S INTENT OFFERINGS
SIZE AND COVERAGE
B2B signals and interactions occur across
the web – not limited to specific sites within
a network.
TIME COMMITMENT
Process can take weeks or months. Need
the ability to refine and experiment,
allowing time to change.
LACK OF FLEXIBILITY
Lists aren’t flexible and categorization is
too broad. Can be difficult to customize.
LIMITATIONS OF DATA
Specifically looking for exact keywords,
pre-defined categories. Doesn’t include
your onsite data.
NOT EASILY ACTIONABLE
A lot of manual work and analysis
required. Hard to execute across multiple
technologies with data loss.

6. © 2017 DEMANDBASE｜SLIDE 6
DEMANDBASE REAL-TIME INTENT
Real-Time Intent identifies the online activities of
accounts and buying committees to capture their first
moment of interest in your products and services
CAPTURE THE FIRST SIGNALS OF INTEREST

7. © 2017 DEMANDBASE｜SLIDE 7
DEMANDBASE REAL-TIME INTENT
EARLY
Capture intent at the first
moment of interest
PRECISE
Target by account, persona,
job function, individual
ACTIONABLE
Trigger automated sales and
marketing activities
DEMANDBASE
REAL-TIME INTENT

8. © 2017 DEMANDBASE｜SLIDE 8
REAL-TIME INTENT – TRIGGERED ACTIONS
Hyper-targeted Ads by
Account & Persona
Website Content
Personalization
Account Based Sales
Development
Account
Identification
ARTIFICIAL
INTELLIGENCE
Forms Completion

9. © 2017 DEMANDBASE｜SLIDE 9
BETTER AND MORE DATA DRIVES REAL-TIME INTENT
DATA SOURCE PURPOSE
Offsite/Publisher
Data
What sites your target accounts, personas
and individuals are visiting
3rd Party Data Generally poor, but when aggregated +
synthesized, provides baseline value
IP Matching Data Identifies companies in Real-Time on your
website or publisher sites
Business Internet Reveals business relationships, written
records, investments, and corporate goals
Keyword Mapping Maps thousands of keywords to millions of
companies

10. © 2017 DEMANDBASE｜SLIDE 10
HOW REAL-TIME INTENT COMPARES
Transparency
Matching
Size and
Coverage
Early
Indicators
Accuracy
Actionable REAL-TIME
INTENT

11. © 2017 DEMANDBASE｜SLIDE 11
REAL-TIME INTENT IN ACTION

12. © 2017 DEMANDBASE｜SLIDE 12
REAL-TIME INTENT IN ACTION

13. © 2017 DEMANDBASE｜SLIDE 13
REAL-TIME INTENT IN ACTION

14. © 2017 DEMANDBASE｜SLIDE 14
REAL-TIME INTENT IN ACTION