Are you working on your territory assignments and realizing you don’t have the right data? Has EOY budget planning been a nightmare? Are you worried about your marketing programs not reaching the right people? If you answered yes to any of the above, then watch this webinar, Confessions of a Professional Data User: Starting 2022 on the Right Foot where Demandbase’s Adam Perry and Asher Mathew will share their insights on setting up your data for success in 2022. In this webinar you’ll learn how to: Bring together the five critical components of data for success: firmographics, technographics, intent, account identification, and contacts. Identify, understand, and engage the right buyers at the right companies And because we never want you to walk away from a webinar empty handed – we’ll share actual steps to build your bench for your data projects in 2022.

1. Confessions of a Professional Data User
Asher Mather & Adam Perry
Steps to Starting 2022 on the Right Foot

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Introductions
VP Data Cloud
Asher Mathew
VP Revenue Enablement
Adam Perry

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✓ Clean data matters
✓ Things to think about
✓ Integrating your data with your systems
✓ Takeaways
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Agenda

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Pain Points We Hear
“I can’t see all the activity
related to leads and
contacts.”
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“I can’t measure the impact
of campaigns at each funnel
stage.”
“Execution of campaigns
using data from different
systems is hard, lots of
logistical problems, lots of
wasted time.”

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Significant shifts in how B2B companies go to market...
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Old Paradigms New Customer Demands
Focus on single lead / contact Focus on accounts
Identify and target full buying
committee (avg. ~5-10 people)
Buyers filling out forms
Buyers increasingly
value anonymity
AI-driven intent tracking online
and offline
Predominantly in-person
interactions
Digital transformation
accelerated by COVID
Increasingly digital interactions
Linear marketing and sales
hand off
Constant coordination
between M&S teams
Workflow orchestration
throughout buying cycle
“Software is eating the world” Data-driven solutions
Comprehensive, accurate,
timely data as competitive
advantage

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Transform your data into something sales and
marketing can’t live without.
First Step:

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The Five Types of Critical B2B Data (3rd Party)
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Data Impact
Firmographics
● Essential information such as financials, employee counts, market segments, industries, and
location
● News and other alerts
● Corporate hierarchy information so you know how accounts relate to each other
Contacts
● The people who work at the accounts, including name, function, job level, title, contact information
(including phone), location, and social networks
Technographics
● Insight into a company’s current tech stack and future technology needs
● Install base, next technology purchase, skill sets, IT spend, etc.
Account ID
● The ability to identify the account of any visitor on a webpage (deanonymization)
● Essential capability to understand engagement, personalize account interactions, and measure the
impact of account-based efforts
Intent
● The topics that people from the account
consume on the open web
● Baseline levels indicate an account’s level
of interest in your company or category
● Surging trends can show when accounts
are entering into an active buying cycle

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What is “Good” Data?
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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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Getting Started Solving Your
Data Challenges
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✓ Target the Right Accounts
Use FIRE to supercharge your account selection
✓ Leverage Your 1st and 3rd Party Data
Fill data gaps and personalize, personalize,
personalize!
✓ Sales and Marketing Go Together Like PB&J
Leverage a single pane of glass to push deals over
the finish line
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Get your data in
shape

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“I need to keep territory lists updated”
Data Hygiene and ROI
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Update territory assignments using logic and automations
✔ Automate account and people assignments using
automations in Orchestration.
✔ Auto-create account lists for all of your sellers.
✔ Keep your data updated through automated sequences.
“I need to prove the overall impact of a
campaign”
Measure your campaign’s success in one platform
✔ Use Program Impact to show account and people
engagement with your campaign.
✔ Measure the progression of accounts through the
funnel using Journey Analytics.
✔ See how your campaigns are influencing an account’s
progression through the Deal Story.

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Identify Accounts Ready to Buy
Pipeline Predict
Qualified accounts showing behaviors that predict buying
activity
Awareness
Engaged
MQA
Opportunity
Customer
Cross-Sell
Retention
Qualified
AI-Driven Journeys
Customizable
Stages
Uncover Unknown
Accounts Showing
Interest
Predictive Analytics with FIRE
F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company
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AI + Big Data
Finds and Scores
Buying Patterns

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Actionable Revenue Insights
TOPO: #1 indicator of account-based success is the coordination between marketing
and sales1.
Real-Time Alerts
Shared Account-View
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Customizable Email Alerts
Real-Time Slack
Notifications
Insights Inside CRM
Insights Anywhere
Chrome Extension
Understand your accounts and measure results with a
“single pane of glass” for Marketing and Sales
74% say sales’
awareness of marketing
campaigns is important
to win their business2
85% of B2B sales reps who
receive alerts on
opportunities say they help
them do their job better2
Alert customer-facing reps about key opportunities
and insights in their territory
Source: 1. TOPO’s 2019 Account Based Benchmark Report; 2. Salesforce, State of the Connected Customer
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Increase your customer’s lifetime value
Identify cross-sell and up-sell opportunities
Tailor your Content
Use intent to customize your
content by journey stage.
Find Expansion Opportunities
Set up predictive models and
monitor engagement by product
line.
Stay Ahead of Competitive Threats
Know when competitive keywords are
high and trending.
Track Site Engagement
Identify trends in product page views
and know when to engage the buying
committee.

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Integrating data into your
systems

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Data, Insights, and Connections Drive Revenue
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24-32%
Response Rate
44-84%
Response Rate
Data
Company and Contact Information
Insights
Business/News Events
Connections
Relationship Opportunities
6-8%
Response Rate
Sources: DMA Response Rate Report; Craig Elias “Trigger Selling”; UNC Kenan-Flagler School of Business

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Connect all your data
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For one comprehensive view of the account and the people at them
CRM
Marketing
Automation
Corporate Email
Ad Impressions
Website Visits (Anonymous)
Intent
1st Party 3rd Party
Contacts
Deanonymize
Lead-to-Account
Match
Maintain
Validate
Cleanse
Enrich
Deduplicate
Account ID
Firmographics &
Hierarchies
Technographics

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✓ Better data creates better B2B go-to-market
She who has the best data, wins
✓ Five types of critical B2B data
Firmographics, technographics,
intent, account ID, contacts
✓ Having a Data Strategy is a priority
65% are doing nothing
about it
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Takeaways

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Want a free data assessment?
Email shubank.shekar@insideview.com

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Thank You
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You’re the best!