How to Find and Close Deals: A Playbook for Winning Sales Teams

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Copyright © 2022 Demandbase
In the Lab with DB
How to Find and
Close Deals: A
Playbook for Winning
Sales Teams

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Carolyn Najac
Commercial Lead,
Enterprise Sales
Austin Jouett
Sales Development Rep,
Enterprise
Meet the Speakers
Patrick Boyle
Team Lead, Enterprise
Growth SDRs

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Copyright © 2022 Demandbase 3
From Today’s
Session, You’ll
Learn How To:
● Streamline your
prospecting process to
focus on high-value
accounts and people
● Identify key
decision-makers, address
customer pain points, and
navigate complex sales
cycles
● Harness the power of
account intelligence to
identify opportunities and
position solutions more
effectively

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Copyright © 2022 Demandbase 4
Agenda
● Demandbase Overview
● Strategies & Real Life
Examples by Role

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Overview

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SALES & MARKETING
ALIGNMENT
How engaged & aware are my teams
accounts
WEEKLY FOCUS
Which Accounts & Contacts
should I be Focused on this
Week?
OUTBOUND ALIGNMENT
Aligning with team on where
to focus time & energy,
constantly communicating
How Leading Sales Organizations Leverage
Demandbase

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Account Intelligence with Demandbase
First Party
Connections
CRM
Marketing
Automation
Email / Calendar
Commerce
Third Party
Global Account
Identification
3.7B+ IP addresses
Global Company
Information
83M+ companies
across 750 Industries
Global Contacts
147M+ contacts
Corporate
Hierarchies
1.6M+ hierarchies
Technographics
20K+ technologies
(Installed Base, Trending Skills,
Next Tech Purchase, IT Spend,
Renewal Date, Media Spend &
End of Life)
Unknown
Third Party
& Behavioral
Your
First Party
Global Intent Data
1T+ intent signals
monitored monthly,
400K keyword topics
Social Insights
107M+ social profiles
News & Events
40K+ Sources

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Inputs Used When Prioritizing Accounts
PIPELINE PREDICT
SCORE
Highest propensity to
become an opportunity in
the next 30 days
ENGAGEMENT SCORING
Assigned point system for
specific levels of
engagement
QUALIFICATION SCORE
The likelihood of ever
becoming a customer
JOURNEY STAGES
Specific junctions in the
buying cycle

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Account Based Insights for Sales
Make it Easy - Workflows Designed to Deliver Insights in the Channels you Live In
1 2 3 Salesforce
iFrame &
Dashboards
Email Digests Real-Time
Slack Alerts

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Sales Development

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What Questions Do I Need to Answer?
- How should I prioritize my accounts?
- How do I surface interested accounts?
- How should I prospect into those accounts?

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Prioritization
- Where to start?

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Weekly Demandbase Digest
Reports are fully customizable and can be sent hourly, daily, weekly depending on rep’s preference
Hot Contacts: Top engaged people across all marketing
campaigns: last 7 days & no sales touches
Re-engaged accounts: closed/ Lost sales
opps with trending engagement
Accounts showing strong buying signals &
no sales touches

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DB1 Homepage & Quick Cards
Ron Swanson
Leslie Knope
Tom Haverford

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Quick Card: Newly Engaged People - Last 30 Days
Jane Doe
John Smith
Lois Lane
Jim Halpert
Michael Scott
Leslie Knope

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Example Workflow:
Surfacing New Accounts & People

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Surfacing New Accounts: Thinking Outside the
Box
Middle/Bottom of Funnel

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Once you have your
account list, it’s time
to find the right
prospects
Prospect Filters

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Finding The Right Prospects

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From 3rd Party to 1st Party Engaged: Winning Outreach

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Account Executive/Manager

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- Who are the key decision makers?
- What opportunities exist that are not yet in my pipeline?
- How are my opportunities progressing?

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Workﬂow #1
Demandbase Weekly Snapshot Email every Sunday
Use weekly email digests to prioritize
accounts:
• Top & Most Engaged Executives
People
• New Accounts Ready to Buy
• Open Opps- no sales touches
• Open opp engagement
• Anonymous Page visits: demo
request
Email Digests

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AE’s Favorite Reports
Most engaged executives at
prospect accounts
Accountability on open opportunity progression

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Workﬂow #2
Demandbase Insights Available via Slack
Recommendation:
Don’t wait for a form fill- prioritize these
people & accounts!
Understand exactly when accounts
are on your website - what pages
they consuming are who those
visitors are if they are a known
contact in your systems

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Use Case: Efficient Prospecting
Engagement scoring takes the
guesswork out of my day to day to
easily to identify net new revenue
opportunities
Before someone spends money with
you, they’ll spend time with you

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Drill in to a specific account and understand what they are doing with your brand across all marketing campaigns and tailor
outreach based on
- What pages are resonating on site
- What research are they doing off site
Sales outreach is also tracked &
be highlighted in orange

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Known contacts and activities will be tied to the account once we integrate
For unknown visits: Isolate the anonymous buying committee based on the
location of their research

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Easily filter by location of contact, job function to narrow the list down of who
you should be reaching out to

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Take Action
● Email and phone number provided
● Tailor your outreach based on what you know they are doing research on and
tie back to your business Value props!

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SDR Manager

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- What is the reason for using engagement insights?
- How do I help my team make sense of these insights?
- How can we efficiently reach high-value accounts &
prospects?

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Why Use Engagement Insights?
Problems SDRs Face Today
● All channels for SDR outreach are oversaturated
○ The typical response here is to push for more activity
○ The Demandbase response is for higher quality activity
● Most SDR messaging is about the seller, not the prospect
○ Prospects are inundated with pitches
○ Prospects need their problems and pains resolved
● SDRs burn out looking for needles in haystacks
○ Inbound leads account for 10% (or less) of site traffic
○ Limited ability to prioritize territory beyond firmographics

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Why Use Engagement Insights?
A Wider Spectrum for Prioritization + Personalization
Demo
Requests
Other Inbound
Leads
Known
Website Visits
Anonymous
Website Visits
Intent
Known Anonymous
~10% of Site Traffic ~90% of Site Traffic Off-Site

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How Can We Make Sense of This?
● Prioritize Accounts
○ Pipeline Predict Score
○ Qualification Score
○ Journey Stage
○ High-Value Engagement + Intent
○ Total Engagement + Intent
● Define Interest
○ Is the engagement known or anonymous?
○ What is the account engaging with?
○ What intent are they showing?
● Prospect + Reach Out
○ Is there a critical change in their business?
○ Are there known contacts engaged?
○ Which persona/s align with the engagement?

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Creating Efficiency

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Create Your Dashboard & Email Digest

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View Company Insight on the Account
● Easy access company
level details
● Company news,
intent, and common
connections
● Industry section
shares challenges,
trends and even
discovery call
questions

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Check Recent Engagement
● Easy access to the
most recent
engagement
● Hover over timeline
to dive understand if
the activity was
known
● Deep dive into
intent and specific
known & unknown
activities

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See Speciﬁc Intent
● Understand intent
being researched
● Prioritize intent that
is the most
important to you
● Create keyword
sets for different
product types, BUs,
segments, etc.

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Uncover Top Engagements
● Understand known
contacts that are
engaging
● Prioritize these
contacts first
● Pull in employees
who work closely
with them to
multithread

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Find More Contacts
● Search based on
title, function, level,
location
● Sort for confirmed
email + phone
numbers
● Find connections
within your internal
network

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Q&A

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Thank you!
YOU’RE
DEE
BEST!

How to Find and Close Deals: A Playbook for Winning Sales Teams

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