The document outlines strategies for effective demand generation, emphasizing the inefficiencies of traditional sales funnels. Key recommendations include defining an ideal customer profile, automating outreach processes, and focusing on target accounts to improve deal size and sales cycles. The document provides metrics highlighting the success of these strategies, demonstrating significant ROI from a targeted account approach.

1. As Easy as Demandbase One,
Two, Three
Quick Tips for Demand Generation
1

2. © 2021 Demandbase |
✓ Why Traditional Funnels Suck
✓ Back to the Future
1. Introduce Your Brand
2. Get the Meeting
3. Win the Deal
✓ ROI of a Target Account Strategy
2
Agenda

3. SIZE SPEED
VALUE
It usually comes down to three things.
We need to increase the average deal size. We need to expand into the enterprise. We need to shorten our sales cycle.

4. LEADS LEADS
LEADS
So, we measure three other things.
We need MORE people on our website. We need MORE people in the funnel. We need MORE MQLs!

5. NAMES (Database)
658,863
PROSPECTS
12,945
MQL
657
SQL
196
OP
79
Traditional funnels suck.
How many people moved from here to there?
What percent of prospects became MQL?
How many MQLs turned into SQLs?

6. Hang on.
Who’s really in that funnel?

7. NAMES (Database)
658,863
PROSPECTS
12,945
MQL
657
NAMES (Database)
658,863
No longer at company | Opted out
Wrong department | Wrong profile
Partners | Employees
Self qualified out | Job seekers
Analysts | Competitors
Why can’t you convert more prospects?
60% to SQL – GREAT!
What are you doing for the other 40%?

8. Let’s hop back a few
months & see what
we can do differently.

9. NAMES (Database)
65,624
PROSPECTS
2,515
MQL
227
SQL
132
OP
43
November 1, 2020
IDEAL CUSTOMER PROFILE (ICP)
1. Define your ICP
2. Create an account list based
on ICP criteria
3. Ignore the rest (for now).

10. 10
688
166
8
48
10
16
33
QUALIFIED
AWARE
ENGAGED
MQA
SQL
PIPELINE
CUSTOMER
ICP ACCOUNT FUNNEL
NOVEMBER 1, 2020

11. © 2021 Demandbase |
1-2-3
11
Start simple. Group journey stages by intended outcomes.
1. Introduce our brand
■ Qualified
■ Aware
2. Get the meeting
■ Engaged
■ MQA
3. Accelerate the deal
■ SQL
■ Pipeline Opportunity

12. 12

13. 13

14. INTRODUCE OUR BRAND
14

15. © 2021 Demandbase | 15

16. © 2021 Demandbase |
RINSE & REPEAT
• GET THE MEETING
○ Set up automation to add people in MQA & SQL to
direct mail campaigns or BDR sequences.
○ Automate notifications to sales teams when
accounts reach defined milestones.
16
CLONE YOUR AUTOMATIONS & LISTS TO SAVE TIME
• WIN THE DEAL
○ Monitor sales and marketing engagement for spikes
and/or dips to help your forecast accuracy.
○ Keep an eye on competitive intent signals for
accounts in your pipeline.

17. Back to 2021.

18. 18
688
166
8
48
10
16
33
8
738
182
143
61
85
274
QUALIFIED
AWARE
ENGAGED
MQA
SQL
PIPELINE
CUSTOMER
NOVEMBER 1, 2020 MARCH 1, 2021
HOW DID WE DO?

19. 2.3X 170
54%
THE ROI OF FOCUS
Target Account deals
are more than twice
the size of all others
of wins are in target
accounts, making up
70% of bookings
10
Engaged people per
target account at
various stages
Days to close – 25%
better than similar
size deals a year ago

20. © 2021 Demandbase | 20
Thank You
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