Join Demandbase and Wolters Kluwer to learn how to turn ABM and intent data into actionable insights that win sales team adoption and drive revenue.

1. LIVE WEBINAR
Beyond the Buzzwords:
Making ABM and Intent
Data Actually Work for
Your Sales Team

2. Andrei Greska
Marketing Analytics
Manager
Wolters Kluwer
Host
Jay Tuel
Chief Evangelist
Demandbase
Speaker
2

3. Agenda
Adoption Challenges
3
Making Insights Relevant
Enablement Approach
Results
What’s Next + Q&A

4. Adoption Challenges
Change management
distracts from goals
1
Reluctance to
learning new tools
2
Lack of relevance =
lack of adoption
3
4

5. Roadblock
Sales will stonewall
Marketing if the insights
are not relevant
5

6. Solution
Deliver insights that are
relevant and easy to use
→ Product specific
engagement
6

7. Steps that drove adoption
Isolate product
interest
1
Deliver insights on
channels where
Sellers live
2
Find a champion
who can enable
with real wins
3
7

8. 1 3 7 25
8

9. Impact
Sellers come
to you asking
for more
Managers get
involved wanting
insights for their
whole team
Reps know
manager is
going to ask,
so they know
account insights
9

10. Unsuccessful
● Insights are conceptual
● Enablement driven by mktg,
ops or enablement
● Not part of sales process
● No trust in data, minimal
collaboration from sales
post roll-out
Learnings
Successful
● Insights are useful
● Enablement driven by
peer who is a champion
● Built into weekly strategy
conversations
● Sales proactively comes
to you for more
10

11. What’s Next?

12. Q&A