Learn why the industry’s only comprehensive ABM platform is the bedrock for any ABM strategy. Hear directly from our product team to find out what’s new with the ABM Platform and peek into the future direction. You’ll gain firsthand knowledge and best practices on how leading companies are leveraging the ABM Platform to execute successful ABM programs across the funnel.

1. ABM PLATFORM SOLUTION OVERVIEW
Dom Lindars | VP, Product Management
Nani Jansen | Director, Product Marketing
DEMANDBASE IN ACTION

2. AGENDA
§ Challenges of ABM
§ Account Selection & Audience Management
§ ABM Analytics
§ Q&A

3. SLIDE 3
WHAT IS FULL-FUNNEL ABM?
Identifying and Targeting priority
accounts
Engaging audiences with
relevant content
Converting and
closing the right accounts?
Measuring
the impact on
business goals

4. SLIDE 4
92% OF B2B MARKETERS
agree that ABM is the way of the
future. But many struggle with
strategy and implementation.
THE RIGHT ACCOUNTS
ALIGNMENT WITH SALES
NEW KPIs
RELEVANT DATA
CONSISTENT MEASUREMENT
…PULLING IT ALL TOGETHER
?
?
?
?
?
?

5. SLIDE 5
TECHNOLOGY
IS NOT A
SILVER BULLET
FOR B2B
MARKETERS
Demandbase, Marketo, Adobe, CMO Survey
believe their
analytics tools are
well integrated
26%
able to use their
data to effectively
measure results
28%
are challenged by
outdated,
irrelevant or
inaccurate
business data
59%
say data and
analytics will
be crucial in
the future,
but…
100%

6. SLIDE 6
DEMANDBASE ABM PLATFORM
ABM PLATFORM
Audience Management
ABM Analytics
Account Selection
Global B2B
Data at Scale
Patented IP
Identification
Proprietary B2B Ad
Tech/DSP
Artificial Intelligence
& Machine Learning
MASIntegration

7. SLIDE 7
• Intuitive account audience creation and
management
• AI-based identification of companies
showing early signs of intent
• Essential ABM performance
measurement and reports
• Extensive account-based data and
insights
• Full-Funnel actionability
• Integration with 3rd party analytic tools
END-TO-END
ABM PLATFORM

8. ACCOUNT SELECTION &
AUDIENCE MANAGEMENT

9. SLIDE 9
FOCUS ON WHAT MATTERS: ACCOUNTS
ACCOUNT-BASED MARKETING ENABLES B2B
MARKETERS TO IDENTIFY AND TARGET
THE ACCOUNTS THAT MATTER MOST
Identify the
accounts that
matter most
Market to those
accounts
Measure the results
by accounts

10. SLIDE 10
CRITERIA FOR ABM TECHNOLOGY
Enable transparency among stakeholders
Seamlessly integrate across teams and tools
Provide consistent & accurate account data
Connect programs across customer lifecycle

11. SLIDE 11
WHAT MAKES A GOOD ACCOUNT?
✓
BASIC CRITERIA
§ Revenue
§ Headcount
§ Region
§ Industry
✓✓
BASIC CRITERIA + FIT
§ Demonstrating a need
§ Showing a strong match for
your value proposition
✓✓✓
BASIC CRITERIA + FIT + TIMELY INTENT
§ Researching topics
§ Engaging with your site content
§ Presence of a buying committee
§ Available budget

12. SLIDE 12
WHAT’S DIFFERENT ABOUT ACCOUNT SELECTION?
DATA-DRIVEN
Informed by 60B B2B signals per month,
one of the world’s largest B2B datasets.
TRANSPARENT
Detailed explanations for rankings and data
sourcing.
ACTIONABLE
Built-in actions for advertising, website
personalization and sales notifications.
CUSTOMIZABLE
Learns from your input on the ideal
customer profile

13. SLIDE 13
ACCOUNT SELECTION METHODOLOGY
1. Marketer profile
• Ideal customer profile
• Existing customers
• Common job titles
• Keywords
• Competitors
2. Account scoring 3. Account list
Company 1
-28.1
Company 3
-66.9+12.4
Company 2
+56.0
Composite
Score
-32.2
+48.5
4. Refresh with Real-Time Intent

14. DEMO

15. ABM ANALYTICS

16. SLIDE 16
MEASURING ACCOUNT-BASED MARKETING
CHALLENGE
Provide marketers with
QUANTIFIABLE
metrics to demonstrate
impact.
Of CMOs say that lacking the
ability to measure results is a
top concern.
Marketers struggle to
MEASURE ABM
77%
HOWEVER…
Forrester
93%
of B2B companies said ABM is
important to marketing’s
success.
More marketers look to
SUCCEED with ABM
SiriusDecisions

17. SLIDE 17
ABM ANALYTICS
Surface insights to help practitioners and decision-makers
support their strategies.
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based on
recommendations

18. DEMO

19. SLIDE 19
Understand the impact of Account-
Based Marketing - Monitor the health of your
ABM strategy by examining the progress of your
most valued accounts through the buying cycle.
Compare audiences - Create a side-by-side
comparison of audiences with different revenue
ranges, employee sizes or verticals to
understand how your segments perform at any
stage of the funnel.
Compare vendors - Test the effectiveness of
your marketing spend by exposing different
audiences to different vendors’ solutions, and
see which of them drive better progression
through the funnel.
USE CASES
Understand the incremental impact of
ABM programs - Compare audiences that
have been exposed to your ABM activities to
those that haven’t.
Take action - Diagnose problems and
opportunities in your customer journey. Create
new audiences from the accounts that are not
progressing, and activate them to drive
awareness, engagement or conversion.
Build credibility - Share intuitive and
transparent reports showing progress
through the buying cycle and impact on
revenue.

20. KEY TAKE AWAYS
• Organize your ABM strategy
around key audiences.
• Leverage AI to identify
companies that meet your
buying criteria and are showing
the right intent signals.
• Take action based on ABM
performance metrics.

21. Q&A

22. DEMANDBASE IN ACTION
11:45-12:30 – Targeting Solution
1:45-2:30 – Engagement Solution
2:45-3:30 – Conversion Solution