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Copyright © 2024 Demandbase
Nora Conklin
Principal Analyst
Kelly Hopping
Chief Marketing Officer
Demandbase
NexGen Alignment:
ABM's Role in Uniting Marketing and Sales
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Do we really have to get along?
2
Copyright © 2024 Demandbase
Subtitle
3
Source: Sales & Marketing Misalignment Impacts the Bottom Line, Marketsource
Copyright © 2024 Demandbase
Subtitle
What’s most critical to driving growth?
Source: DGR 2023 C-Suite Go-To-Market Benchmark Survey
Improving sales and marketing alignment
66%
Increasing win rates
63%
Improving marketing investments
56%
61%
(2022)
30%
49%
4
Copyright © 2024 Demandbase
Subtitle
48%are struggling with sales
and marketing alignment
Source: DGR 2023 C-Suite Go-To-Market Benchmark Survey
5
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Subtitle
Mis-aligned
metrics
Scattered
workforce
Personality
differences:
Sales is from Mars;
Marketing is from
Venus
Siloed technology
& data
Contributors to misalignment
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Why is it so hard?
7
© Forrester Research, Inc. All rights reserved.
What does the
buyer’s journey of
today look like?
Average number of meaningful self-
guided and personal information
sources used during each phase of
the buyer’s journey are evenly split
Base: 15,767 B2B buyers
Source: Forrester’s Buyers’ Journey Survey, 2022 8
Self-guided interaction types
Personal interaction types
2.9 2.8 2.7
Discover Evaluate Commit
3.2 2.9 2.8
Personal and self-guided interaction types throughout the
buyer’s journey
© Forrester Research, Inc. All rights reserved.
Buying group
dynamics
Nearly half of B2B buying group
members don’t work for the buyer’s
company.
Base: 13,998 respondents
Source: Forrester’s Buyers’ Journey Survey, 2022 9
3 vendors considered
4 people involved inside the company
4 people involved outside the company
4 departments involved
The average B2B purchase involves three vendors,
four departments, and eight people
© Forrester Research, Inc. All rights reserved.
Buying group engagement by buying cycle phase
Not all buying group members are “fully involved” throughout the process.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Champion
Decision-maker
Influencer
User
Ratifier
Discover Evaluate Commit
© Forrester Research, Inc. All rights reserved.
Base: 1,114 B2B marketing decision-makers
Source: Forrester’s Marketing Survey, 2024 (B2B)
of B2B marketers say buyers are taking
longer to commit to a purchase than last year
75%
© Forrester Research, Inc. All rights reserved.
— Gemma Davies, head of global ABM strategy, ServiceNow
© Forrester Research, Inc. All rights reserved.
What is Account-Based Marketing?
A strategic approach that aligns demand creation programs and
messaging against a set of defined accounts and goals in a way that
is relevant and valuable to those accounts and to the business.
© Forrester Research, Inc. All rights reserved.
Marketing To Accounts Or Account-Based Marketing?
• Pursue accounts based on
business and product strategy,
firmographics and what sales
wants
• Contacts in accounts get tactics
and offers focused on what you
want to tell or sell based upon
known buyers journey stage
• Success based on delivering
new leads to sales or partners
• Insight-based account selection,
prioritization
• Account plans linked to buying
groups and specific goals
• Tactics chosen based on account
insights, preferences and
needs
• Success based on account
influence, growth, relationship
status, sales/partner
productivity
Marketing to Accounts Account-Based Marketing
© Forrester Research, Inc. All rights reserved.
What Changes In An Account-Based Model?
Account Data and
Insights
Forecasting and
Planning
Demand
Management
Account
Management
General, market-based
Sales and marketing share little
Sales creates plans
Marketing is reactive and not scalable
on an account level
Short or mid-term focus
Generic SLAs
Broad demand gen: MQLs
Sales rep owned
Little marketing support
1
4
2
3
Account and contact-specific
Sales and marketing collaborate on
account needs
FROM TO
Shared so that account marketing
plans have proactive, scalable focus
Long-term focus
Account-level SLAs
Focused on specific accts/opps
Pipeline Influence
Marketing-assisted partnering
Maintains communication with
sales account leads
© Forrester Research, Inc. All rights reserved.
99%
report higher ROI in ABM versus traditional
marketing programs
Base: 433 Demand & ABM decision makers whose organization has an ABM team
Source: Forrester’s Demand, ABM, and Customer Marketing Survey, 2023
© Forrester Research, Inc. All rights reserved.
ABM is a driving force for alignment
Eighty-five percent of ABM marketers report sales and marketing alignment.
“Within the context of account-based marketing, please indicate the level
of alignment of sales and marketing.”
Base: 433 demand and ABM decision-makers whose organization has an ABM team
Source: Forrester’s Demand, ABM, And Customer Marketing Survey, 2023
Aligned
85%
Middle
13%
Not aligned
2%
© Forrester Research, Inc. All rights reserved.
ABM is insights-driven marketing
ABM platforms are now table stakes — 86% plan to maintain or increase investment.
Base: 882 B2B marketing decision-makers who are marketing executives or marketing operations leaders
Source: Forrester’s Marketing Survey, 2024 (B2B)
Nearly all Demand & ABM decision makers report
stronger ROI
10% 24% 62% 3%
ABM platforms
Chart Title
Decrease About the same
“Do you plan to increase, decrease, or maintain spend of the marketing technology budget in
each of the following technologies/tools in 2024?”
© Forrester Research, Inc. All rights reserved.
ABM supports a wider view of marketing’s value
Account health, relationship strength, and influence are taking hold in CMO dashboards.
Note: Not all answer categories are shown; only the top three response options shown.
Base: 882 B2B marketing decision-makers who are marketing executives or marketing operations leaders
Source: Forrester’s Marketing Survey, 2024 (B2B)
37%
36%
35%
Marketing-
influenced
revenue/bookings
Buyer satisfaction
Customer
satisfaction
“Which of the following metrics are regularly included on your organization’s CMO dashboard?”
© Forrester Research, Inc. All rights reserved.
Revenue teams
must work
together
throughout the
opportunity
lifecycle
© Forrester Research, Inc. All rights reserved.
Sales and marketing are engaged together in all stages
Sales, customer success, and marketing lead, influence, and support across the pipeline.
Lead: Coordinate the buying group engagement efforts
Influence: Engage with the buying group to support the leads’
efforts
(e.g., digital campaigns) or RDR buying group identification
Support: Provide insights and engage where needed (e.g., sharing
signals)
Roles change depending on the type of deal and where the buyer is in the pipeline.
© Forrester Research, Inc. All rights reserved.
Sales and marketing are engaged together in all stages
Sales, RDRs, and marketing lead, influence, and support across the pipeline.
Pipeline stages Marketing RDR Sales
Customer
success
B2B Revenue
Waterfall
(targeted to engaged)
Lead Support Influence Support
B2B Revenue
Waterfall
(prioritized to
qualified)
Influence Lead Support Support
B2B Revenue
Waterfall
(pipeline to won)
Influence Support Lead Influence
Postsale lifecycle Support Support Influence Lead
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Unify with ABM
How does Demandbase do it?
23
Copyright © 2024 Demandbase
Alignment
starts at the
top.
With us.
Copyright © 2024 Demandbase
Align on Metrics
Total Pipeline
Creation
Conversion
rates
CAC
payback
&
LTV/CAC
ratio
Average
Sales
cycle
Revenue
Copyright © 2024 Demandbase
Say goodbye to the old marketing to sales handoff
Source: TOPO is now Gartner
Old : The Hand-Off New : Exquisite
Orchestration
#1 indicator of account-based success
is the coordination between marketing and sales
Copyright © 2024 Demandbase
Unify with ABM
Copyright © 2024 Demandbase
Account Scoring to Account Tiers
Attribute Max Score Weight
MAS 5 10%
CRM 5 15%
Data Provider 5 5%
Engagement Mins 5 10%
Qualification Score 5 25%
Pipeline Predict 5 15%
Industry 5 20%
Copyright © 2024 Demandbase
Powering ABM Across Digital Channels
1 2 3
Linkedin / Display Google Ads Email Nurture
Dynamic Lists mean
audiences will
automatically update as
accounts move through
journey stages
Ability to better target
contacts means no
wasted spend
Before DB1, paid search
was a bit of a spray and
pray because you didn’t
have a good way to target
specific people
Prioritize key contacts
without jeopardizing
your reach
Personalize nurture tracks
based on journey stage,
persona, engagement, intent,
etc.
Capitalize on ‘magic
moments’ to increase
engagement / progression
Copyright © 2024 Demandbase
ABX Sample Plays
Mapped to strategy/stage If this… …then that
Awareness
(All)
ICP accounts that are not yet engaging with our
website and campaigns
Advertise to build awareness and attract them to our website
Awareness
(All)
Target accounts that are aware but not in-market Send a personalised or fun gift to build brand affinity
Awareness
(Qualified)
Qualified accounts are good fit for personal invites
to an upcoming webinar
Orchestrate direct mail and human outreach
Conversion
(Engaged)
Lower-level contact from key account attends an
online demo
Lift the conversation by inviting a C-level exec to meet with
one of our top execs
Conversion
(MQA)
New Marketing Qualified Accounts (qualified and
in market)
Reach out to multiple people at the account
Sales Pursuit Open opportunity
Help the full buying committee drive validation and consensus
with broader advertising and exec alignment
Copyright © 2024 Demandbase
Set Entitlements by Tier
Tier 3
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Tier 4
Tier 2
Tier 1
TOFU Display Campaign $$$ TOFU Display Campaign $$ TOFU Display Campaign $
Intent-Based Nurture Track Intent-Based Nurture Track Intent-Based Nurture Track Intent-Based Nurture Track
Direct Mail ($$), LinkedIn
Campaign
Direct Mail($), LinkedIn
Campaign
LinkedIn Campaign LinkedIn Campaign
Exec Outreach, Retargeting
Campaign
Custom Outreach, Retargeting
Campaign
Outreach, Retargeting
Campaign, Light DM
Outreach, Retargeting
Campaign
Exec Strategy Session, 1:1
Campaign, DM
M2M Offer, DM, Advertising
Campaign
M2M Offer, Advertising
Campaign
Advertising Campaign
Welcome Basket DM, Custom
LI Convo Ad, Ad Campaign
DM (med), Custom LI Convo
Ad, Ad Campaign
DM (small), Ad Campaign Ad Campaign
Copyright © 2024 Demandbase
ABM Standups with Sales
Weekly meetings with sales team(s) to identify which accounts might need some extra TLC
Just Getting Started
What marketing should bring:
● Journey stage data
● Top intent signals from target accounts
● Recent campaign engagement
● Website visits and top pages
Using insights, brainstorm with sales on:
● Which area to focus efforts on based
on journey stage distribution
● Personalized email copy incorporating
intent terms and web visits
● Direct mail offer that builds on prior
campaign engagement
Post meeting, share:
● Increase in web activity and key pages
● New names from focus accounts
● Increases in intent signals
Advancing in Process
What sales should bring:
● Recent news (funding, leadership change, etc.)
● Emerging pain points / industry trends
● Insights from own conversations
● Top 5 accounts and why
Using insights, work together on:
● Most helpful alerts to receive (frequency and channel)
● Outreach and DM plays based on company changes
● Messaging plan around pain points / trends
● Bespoke offerings / 1:1 campaigns for top 5 accounts
Post meeting:
● Open line of communication
● Shared reports on campaign performance
● Synced cadence of sales and marketing touches
Copyright © 2024 Demandbase
Industry Specific Ads and Assets that Span Across the Journey Stages
Drive Engagement
Thought Leadership
Education
Guide Decisions
Credibility
Brand Awareness
Top of Funnel Blog Post
Middle of Funnel
Webinar
Bottom of Funnel Guide
Prioritizing a Top Vertical
Copyright © 2024 Demandbase
Run
★ Align on strategy with
Demandbase, prioritize use cases,
retraining of the platform
★ Layer in people-based advertising
to reach known contacts
★ Personalize all advertising landing
pages
★ Personalize the business home
page to key segments (in
progress) to ensure companies get
to the right content
First we Crawl-Walk-Run…
Walk
● Refine core configurations -
customize Journey Stages and
Predictive Scores
● Use predictive scores to prioritize
target accounts and find new in-
market accounts (Dynamic TAL
build)
● Add multiple qual and predictive
scores to support multiple solutions
● Use Journey Stages to understand
where your accounts are in the
buyer’s journey and measure
progression QoQ
Crawl
● Understand on-site engagement
with deanonymization of account
level activity
● Understand competitive intent
● Install base activity (cross-sell/up-
sell signals)
● Launch first Ad Campaign
supporting top level journey stages
using what you have (First 30
Days)
● Expand advertising to additional
Journey Stages (use the data to
help prioritize programs)
● Enable Sales with account-based
intent and web engagement
insights
3
2
1
Copyright © 2024 Demandbase
Nora Conklin
Principal Analyst
Kelly Hopping
Chief Marketing Officer
Demandbase
Q&A

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NexGen Alignment: ABM’s Role in Uniting Marketing and Sales

  • 1. Copyright © 2024 Demandbase Nora Conklin Principal Analyst Kelly Hopping Chief Marketing Officer Demandbase NexGen Alignment: ABM's Role in Uniting Marketing and Sales
  • 2. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Do we really have to get along? 2
  • 3. Copyright © 2024 Demandbase Subtitle 3 Source: Sales & Marketing Misalignment Impacts the Bottom Line, Marketsource
  • 4. Copyright © 2024 Demandbase Subtitle What’s most critical to driving growth? Source: DGR 2023 C-Suite Go-To-Market Benchmark Survey Improving sales and marketing alignment 66% Increasing win rates 63% Improving marketing investments 56% 61% (2022) 30% 49% 4
  • 5. Copyright © 2024 Demandbase Subtitle 48%are struggling with sales and marketing alignment Source: DGR 2023 C-Suite Go-To-Market Benchmark Survey 5
  • 6. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Subtitle Mis-aligned metrics Scattered workforce Personality differences: Sales is from Mars; Marketing is from Venus Siloed technology & data Contributors to misalignment
  • 7. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Why is it so hard? 7
  • 8. © Forrester Research, Inc. All rights reserved. What does the buyer’s journey of today look like? Average number of meaningful self- guided and personal information sources used during each phase of the buyer’s journey are evenly split Base: 15,767 B2B buyers Source: Forrester’s Buyers’ Journey Survey, 2022 8 Self-guided interaction types Personal interaction types 2.9 2.8 2.7 Discover Evaluate Commit 3.2 2.9 2.8 Personal and self-guided interaction types throughout the buyer’s journey
  • 9. © Forrester Research, Inc. All rights reserved. Buying group dynamics Nearly half of B2B buying group members don’t work for the buyer’s company. Base: 13,998 respondents Source: Forrester’s Buyers’ Journey Survey, 2022 9 3 vendors considered 4 people involved inside the company 4 people involved outside the company 4 departments involved The average B2B purchase involves three vendors, four departments, and eight people
  • 10. © Forrester Research, Inc. All rights reserved. Buying group engagement by buying cycle phase Not all buying group members are “fully involved” throughout the process. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Champion Decision-maker Influencer User Ratifier Discover Evaluate Commit
  • 11. © Forrester Research, Inc. All rights reserved. Base: 1,114 B2B marketing decision-makers Source: Forrester’s Marketing Survey, 2024 (B2B) of B2B marketers say buyers are taking longer to commit to a purchase than last year 75%
  • 12. © Forrester Research, Inc. All rights reserved. — Gemma Davies, head of global ABM strategy, ServiceNow
  • 13. © Forrester Research, Inc. All rights reserved. What is Account-Based Marketing? A strategic approach that aligns demand creation programs and messaging against a set of defined accounts and goals in a way that is relevant and valuable to those accounts and to the business.
  • 14. © Forrester Research, Inc. All rights reserved. Marketing To Accounts Or Account-Based Marketing? • Pursue accounts based on business and product strategy, firmographics and what sales wants • Contacts in accounts get tactics and offers focused on what you want to tell or sell based upon known buyers journey stage • Success based on delivering new leads to sales or partners • Insight-based account selection, prioritization • Account plans linked to buying groups and specific goals • Tactics chosen based on account insights, preferences and needs • Success based on account influence, growth, relationship status, sales/partner productivity Marketing to Accounts Account-Based Marketing
  • 15. © Forrester Research, Inc. All rights reserved. What Changes In An Account-Based Model? Account Data and Insights Forecasting and Planning Demand Management Account Management General, market-based Sales and marketing share little Sales creates plans Marketing is reactive and not scalable on an account level Short or mid-term focus Generic SLAs Broad demand gen: MQLs Sales rep owned Little marketing support 1 4 2 3 Account and contact-specific Sales and marketing collaborate on account needs FROM TO Shared so that account marketing plans have proactive, scalable focus Long-term focus Account-level SLAs Focused on specific accts/opps Pipeline Influence Marketing-assisted partnering Maintains communication with sales account leads
  • 16. © Forrester Research, Inc. All rights reserved. 99% report higher ROI in ABM versus traditional marketing programs Base: 433 Demand & ABM decision makers whose organization has an ABM team Source: Forrester’s Demand, ABM, and Customer Marketing Survey, 2023
  • 17. © Forrester Research, Inc. All rights reserved. ABM is a driving force for alignment Eighty-five percent of ABM marketers report sales and marketing alignment. “Within the context of account-based marketing, please indicate the level of alignment of sales and marketing.” Base: 433 demand and ABM decision-makers whose organization has an ABM team Source: Forrester’s Demand, ABM, And Customer Marketing Survey, 2023 Aligned 85% Middle 13% Not aligned 2%
  • 18. © Forrester Research, Inc. All rights reserved. ABM is insights-driven marketing ABM platforms are now table stakes — 86% plan to maintain or increase investment. Base: 882 B2B marketing decision-makers who are marketing executives or marketing operations leaders Source: Forrester’s Marketing Survey, 2024 (B2B) Nearly all Demand & ABM decision makers report stronger ROI 10% 24% 62% 3% ABM platforms Chart Title Decrease About the same “Do you plan to increase, decrease, or maintain spend of the marketing technology budget in each of the following technologies/tools in 2024?”
  • 19. © Forrester Research, Inc. All rights reserved. ABM supports a wider view of marketing’s value Account health, relationship strength, and influence are taking hold in CMO dashboards. Note: Not all answer categories are shown; only the top three response options shown. Base: 882 B2B marketing decision-makers who are marketing executives or marketing operations leaders Source: Forrester’s Marketing Survey, 2024 (B2B) 37% 36% 35% Marketing- influenced revenue/bookings Buyer satisfaction Customer satisfaction “Which of the following metrics are regularly included on your organization’s CMO dashboard?”
  • 20. © Forrester Research, Inc. All rights reserved. Revenue teams must work together throughout the opportunity lifecycle
  • 21. © Forrester Research, Inc. All rights reserved. Sales and marketing are engaged together in all stages Sales, customer success, and marketing lead, influence, and support across the pipeline. Lead: Coordinate the buying group engagement efforts Influence: Engage with the buying group to support the leads’ efforts (e.g., digital campaigns) or RDR buying group identification Support: Provide insights and engage where needed (e.g., sharing signals) Roles change depending on the type of deal and where the buyer is in the pipeline.
  • 22. © Forrester Research, Inc. All rights reserved. Sales and marketing are engaged together in all stages Sales, RDRs, and marketing lead, influence, and support across the pipeline. Pipeline stages Marketing RDR Sales Customer success B2B Revenue Waterfall (targeted to engaged) Lead Support Influence Support B2B Revenue Waterfall (prioritized to qualified) Influence Lead Support Support B2B Revenue Waterfall (pipeline to won) Influence Support Lead Influence Postsale lifecycle Support Support Influence Lead
  • 23. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Unify with ABM How does Demandbase do it? 23
  • 24. Copyright © 2024 Demandbase Alignment starts at the top. With us.
  • 25. Copyright © 2024 Demandbase Align on Metrics Total Pipeline Creation Conversion rates CAC payback & LTV/CAC ratio Average Sales cycle Revenue
  • 26. Copyright © 2024 Demandbase Say goodbye to the old marketing to sales handoff Source: TOPO is now Gartner Old : The Hand-Off New : Exquisite Orchestration #1 indicator of account-based success is the coordination between marketing and sales
  • 27. Copyright © 2024 Demandbase Unify with ABM
  • 28. Copyright © 2024 Demandbase Account Scoring to Account Tiers Attribute Max Score Weight MAS 5 10% CRM 5 15% Data Provider 5 5% Engagement Mins 5 10% Qualification Score 5 25% Pipeline Predict 5 15% Industry 5 20%
  • 29. Copyright © 2024 Demandbase Powering ABM Across Digital Channels 1 2 3 Linkedin / Display Google Ads Email Nurture Dynamic Lists mean audiences will automatically update as accounts move through journey stages Ability to better target contacts means no wasted spend Before DB1, paid search was a bit of a spray and pray because you didn’t have a good way to target specific people Prioritize key contacts without jeopardizing your reach Personalize nurture tracks based on journey stage, persona, engagement, intent, etc. Capitalize on ‘magic moments’ to increase engagement / progression
  • 30. Copyright © 2024 Demandbase ABX Sample Plays Mapped to strategy/stage If this… …then that Awareness (All) ICP accounts that are not yet engaging with our website and campaigns Advertise to build awareness and attract them to our website Awareness (All) Target accounts that are aware but not in-market Send a personalised or fun gift to build brand affinity Awareness (Qualified) Qualified accounts are good fit for personal invites to an upcoming webinar Orchestrate direct mail and human outreach Conversion (Engaged) Lower-level contact from key account attends an online demo Lift the conversation by inviting a C-level exec to meet with one of our top execs Conversion (MQA) New Marketing Qualified Accounts (qualified and in market) Reach out to multiple people at the account Sales Pursuit Open opportunity Help the full buying committee drive validation and consensus with broader advertising and exec alignment
  • 31. Copyright © 2024 Demandbase Set Entitlements by Tier Tier 3 Awareness Engaged MQA Opportunity Customer Post-Sale Qualified Tier 4 Tier 2 Tier 1 TOFU Display Campaign $$$ TOFU Display Campaign $$ TOFU Display Campaign $ Intent-Based Nurture Track Intent-Based Nurture Track Intent-Based Nurture Track Intent-Based Nurture Track Direct Mail ($$), LinkedIn Campaign Direct Mail($), LinkedIn Campaign LinkedIn Campaign LinkedIn Campaign Exec Outreach, Retargeting Campaign Custom Outreach, Retargeting Campaign Outreach, Retargeting Campaign, Light DM Outreach, Retargeting Campaign Exec Strategy Session, 1:1 Campaign, DM M2M Offer, DM, Advertising Campaign M2M Offer, Advertising Campaign Advertising Campaign Welcome Basket DM, Custom LI Convo Ad, Ad Campaign DM (med), Custom LI Convo Ad, Ad Campaign DM (small), Ad Campaign Ad Campaign
  • 32. Copyright © 2024 Demandbase ABM Standups with Sales Weekly meetings with sales team(s) to identify which accounts might need some extra TLC Just Getting Started What marketing should bring: ● Journey stage data ● Top intent signals from target accounts ● Recent campaign engagement ● Website visits and top pages Using insights, brainstorm with sales on: ● Which area to focus efforts on based on journey stage distribution ● Personalized email copy incorporating intent terms and web visits ● Direct mail offer that builds on prior campaign engagement Post meeting, share: ● Increase in web activity and key pages ● New names from focus accounts ● Increases in intent signals Advancing in Process What sales should bring: ● Recent news (funding, leadership change, etc.) ● Emerging pain points / industry trends ● Insights from own conversations ● Top 5 accounts and why Using insights, work together on: ● Most helpful alerts to receive (frequency and channel) ● Outreach and DM plays based on company changes ● Messaging plan around pain points / trends ● Bespoke offerings / 1:1 campaigns for top 5 accounts Post meeting: ● Open line of communication ● Shared reports on campaign performance ● Synced cadence of sales and marketing touches
  • 33. Copyright © 2024 Demandbase Industry Specific Ads and Assets that Span Across the Journey Stages Drive Engagement Thought Leadership Education Guide Decisions Credibility Brand Awareness Top of Funnel Blog Post Middle of Funnel Webinar Bottom of Funnel Guide Prioritizing a Top Vertical
  • 34. Copyright © 2024 Demandbase Run ★ Align on strategy with Demandbase, prioritize use cases, retraining of the platform ★ Layer in people-based advertising to reach known contacts ★ Personalize all advertising landing pages ★ Personalize the business home page to key segments (in progress) to ensure companies get to the right content First we Crawl-Walk-Run… Walk ● Refine core configurations - customize Journey Stages and Predictive Scores ● Use predictive scores to prioritize target accounts and find new in- market accounts (Dynamic TAL build) ● Add multiple qual and predictive scores to support multiple solutions ● Use Journey Stages to understand where your accounts are in the buyer’s journey and measure progression QoQ Crawl ● Understand on-site engagement with deanonymization of account level activity ● Understand competitive intent ● Install base activity (cross-sell/up- sell signals) ● Launch first Ad Campaign supporting top level journey stages using what you have (First 30 Days) ● Expand advertising to additional Journey Stages (use the data to help prioritize programs) ● Enable Sales with account-based intent and web engagement insights 3 2 1
  • 35. Copyright © 2024 Demandbase Nora Conklin Principal Analyst Kelly Hopping Chief Marketing Officer Demandbase Q&A