The document presents a detailed guide on leveraging data and account intelligence for improved go-to-market strategies. It emphasizes the challenges in B2B buying, the importance of first and third-party data for account intelligence, and offers an action plan for implementing intent data effectively. Additionally, it discusses the alignment of sales and marketing for enhanced revenue growth and the significance of maintaining accurate data for successful account-based advertising.

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How to Use Data and Account
Intelligence for Smarter Go-To-Market
Go-To-Market Lab

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Today’s Speakers
Adam Perry
VP of Revenue
Enablement
Imran Ahmed
Data Product
Marketing
Director

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Mature systems,
processes & data
to scale dramatically.
- Gabe Rogol, CEO
Education
Action
Plan
New data signals to take action on
People, Process, and Products
Workshop
Break Out
- Intro
- Intermediate
#InkGabe

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31%
29%
28%
9%
3%
FRAGMENTED
● Manual process
● Clunky buying
journeys
● Missed
opportunities
DISJOINTED
● Low fidelity
account insights
● Siloed and
disjointed
● Outdated 3rd
party data
ALIGNED
● Sales/marketing
aligned
● Identified
addressable
market: shared
view
● Single source of
truth: MA/CRM
● Data management
strategy
AUTOMATED
● Proactive/prescript
ive account-based
strategies
● Touch governance
across
the customer
lifecycle
● True consultative
selling
● Strategic CIO
initiative
SMARTER
● Iconic + magnetic +
unfair advantage
● Enterprise-wide
alignment
● Data science as
a weapon
● Sustained
leadership
Go-to-Market Maturity Model
Where does your organization sit?
59% of companies are here

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Buyers Are
Dropping
Signals Into
The Digital
Maze…
70%+ online
~30% offline

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The Challenges Of Digital B2B Buying
Missed
opportunities
The costs: Clunky, frustrating
buyer journeys
Cranky
CFOs
Hunch-based
decisions
Omni-spamming
Account blindness

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● Irrelevant offers
● Conflicting
messages
● Advertising
that’s just... noise
● Sellers who
ignore what they
ought to know
about you

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Education
90% of data was created in the
past two years (Forbes)

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Match It
Leads
Activities
Campaigns
Opportunities
Contacts
Programs
Email
Forms
Clicks
Anonymous
Web Visits
Accounts

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Accounts
Activities
Campaigns
Opportunities
Contacts
Programs
Email
Forms
Clicks
Anonymous
Web Visits
Match It
Account ID
● Cookie
● IP
● Accuracy
Lead to Account (L2A)
● Simple email domain or
“fuzzy logic”
● Tie breakers
Leads

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Account Intelligence: The Roadmap
1st
Party
3rd
Party
Match
Maintain

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Hierarchies
Intent
Technographics
Contacts
Connections
Companies
Account ID
Augment Intelligence with Third-Party Data

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Company Info
●What Size, industry, address,
parent/child…you get the idea
● Why Find and score accounts,
build territories, etc.
●How Triangulated & validated
from multiple public sources
●Consider Match and fill rates

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Contact Data
●What Name, title, role, contact
info, connections…
● Why Identify and contact
decision makers across the entire
buying team
●How Triangulated & validated
from multiple public sources
●Consider Accuracy > volume

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Account Identification / Deanonymization
●What De-anonymize web
traffic on 1st and 3rd party sites
● Why Identify otherwise
anonymous digital signals
●How IP + Cookie
●Consider Match vs accuracy

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Technographics
●What Installed technologies
and predicted patterns
● Why Often #1 attribute for ICP
fit; find customers of
competitors and partners
●How Website tags + job
boards, resume databases, etc.
●Consider Behind the firewall

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The Intent Of Intent
●What Track content
companies consume outside
your website
● Why
Find companies showing
interest in your company, your
category, or your competitors
Spot those magic moments

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Workshop
- Intro
- Intermediate

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Which Breakout Should I Join?
Join the Intro Breakout if:
● You are just getting started with Intent
● Want a better understanding how
intent works
● Enjoy hearing from peers about their
experiences with intent
Join the Intermediate Breakout if:
● You understand intent fundemals
● Want suggestions for other ways to
take advantage of intent
● Enjoy hearing from peers about the
way they implemented intent

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Intro

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Got Data? Now What?
● Flow into ABM, CRM, etc.
● Sales and SDR alerting
● Use in predictive / advertising / direct mail
● Journey analytics
percent of companies with intent data
found their biggest challenge was
understanding how to use it (Gartner)
67

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One Article? That’s Not Intent
Timing (and volume) are everything!
How recently did they
read them?
How old were
the articles?
How many relevant
articles did they read?
How rare are
the keywords?
Over how many days?
Any other keywords that
disqualify the account?

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Prior 12 Months
#
of
People
Researching
Company A
Company B
Company C
High Intent
Strength
Medium Intent
Strength
Low Intent
Strength
Intent Strength

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Trending Intent
Trending Intent
Prior 12 Months
Total
Intent
Behaviors
per
Account
Compares the last 7 days to the last 8 weeks
Company A
Company B
Company C

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Intermediate

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Of companies with intent data
found their biggest challenge was
understanding how to use it (Gartner)
67%

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Reverse Intent
“Tail that Wags the Dog”
Scenario A:
Companies select intent keywords based
on website copy, SEO, competitors, etc
Scenario B:
Look back 2Q at accounts that bought or
renewed to see what intent topics they map to

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- Typically Intent is
“rolled up” into to an
account score, which
helps sales prioritize
accounts once a the
score is high enough
Sales Use Cases
- How about surfacing
Intent into
conversational
marketing so sellers
can engage with more
topical questions?

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Cross Sell/Expand
Using Intent with Existing Customers
Churn Prevention
Relationship Building
ACCT 1 ACCT 2 ACCT 3 ACCT 4 ACCT 5
INTENT
BUYER
BUGS
USAGE
TOTAL

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Action Plan

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Why is six afraid of seven?
Because seven eight nine!
But why did seven eat nine?
Because you’re supposed to eat
3 squared meals a day.
“

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CRM
Marketing Automation
Corporate Email
Ad Impressions
Website Visits
1st
Party
3rd
Party
Match
Maintain
Intent
Connections
Companies
News & Social
Hierarchies
Contacts
Technographics
Validate
Cleanse
Enrich
Deduplicate
Account ID
Lead-to-Account
Account Intelligence: The Payoff

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Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Customizable
Stages
Understand The Account Journey
Matches our ideal customer profile (ICP) – FIT
Showing awareness for our category – INTENT
Engaging with us – ENGAGEMENT SCORING
Marketing Qualified Account – PIPELINE PREDICT
Open opportunity
Closed won opportunity
Adoption and expansion

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“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6.2K
$50K – $250K
“Thousands”
<$50K
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
1 : 1
1 : FEW
1 : MANY
Targeted Demand Gen (ICP)
Map Accounts to Styles of ABX

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Entitlements Define The Right Experience for
Each Account at Each Stage of the Journey
Tier 3
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Tier 4
Tier 2
Tier 1
Data Advertising
Direct Mail
High Value
Offers

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Account
What’s So Special About Account-Based
Advertising?
1. Identifying
accounts
Account

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3. Optimizing within
accounts
• Title targeting
doesn’t work
• Instead bid higher
for high-intent
individuals
Lands End
2. Optimizing across
accounts
• Avoid super
suckers
% impressions to
top 10%
accounts
Accounts
<100
impressions
Account
with
clicks
B2B DSP (no super suckers) 25% 5% 36%
B2C DSP (super suckers) 85% 62% 4%
What’s So Special About Account-Based
Advertising?
1. Identifying
accounts
Walmart

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Maintain Your Data
Because it never stands still
The average B2B database is 25% inaccurate at any given time
(Forrester)
Fix duplicate and
out-of-date data
Validate
emails
Clean and enrich
your CRM

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74%
Say sales’ awareness of
marketing campaigns is
important to win their business1
Of B2B sales reps who receive alerts
to key actions required on
opportunities say these alerts help
them do their job better1
When sales and marketing teams are
aligned, companies see an average
of 19% faster revenue growth and
15% higher profitability2
SOURCE:
1. SALESFORCE, STATE OF THE CONNECTED CUSTOMER
2. SIRIUSDECISIONS, KEYNOTE AT SIRIUSDECISIONS SUMMIT 2019
85%
Share insights
Align data Coordinate interactions
2
19%
Degrees of Alignment
1 3

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ABX Stand Ups
The Secret Weapon for GTM Alignment
3

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The report will provide you
with a sample of:
● Up to 25 in-market accounts showing buying
signals for your solutions
● The intent keywords your top accounts are
researching the most right now
● A heat-map of the accounts showing the most
buying intent activity
● Contact enrichment based on target titles
within the accounts surfaced
demandbase.com/pipeline-acceleration-
report
Get a
Pipeline
Acceleration
Report
Personalized for you!

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Get Your Copy!
250+ pages of
practical advice &
best practices
demandbase.com/guide

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