We've put together a step-by-step deck to walk you through how you can orchestrate relevant Marketing and Sales actions across the buyer’s journey. Click below to access the slides and a short video overview of what to expect!

1. Orchestrating Marketing and Sales Actions
Across the Buyer’s Journey
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2. © 2021 Demandbase
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Build Account
Journeys and
Measure
Progress
Build custom account stages
using cross-object relationships
leveraging data from accounts,
people, opportunities, and
activities
Use Journeys to understand
where your buyer is in the funnel
and activate channels based on
the stage
Understand pipeline, revenue,
velocity and conversion for each
account list

3. © 2021 Demandbase
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500
accounts
400
accounts 300
accounts
200
accounts
100
accounts
600
accounts
350
accounts
150
accounts
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
Qualification
Score
>70%
Product Specific
Intent Exists
Two people
have
Engagement
Minutes
>10
(in the last 90 days)
Pipeline Predict
Score >85%
or >100
Engagement
Minutes
Accounts with
an Open
Opportunity in
the X or Y
Stage
Confirmed
Customer
Accounts that
own Product X
with Intent for
Product Y
Accounts with
Renewal
Opportunity
Date
<90 Days
The Account Journey

4. © 2021 Demandbase
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
The Account Journey Marketing Action
Customer Story: Placeholder
Awareness Advertising Campaign:
Thought leadership webinars,
eBooks, Infographics, interactive
quizzes.
Qualification Score
>70%
Example: Account is on target account List
or is a Green field Account with
no intent or on-site activity
Sales Action
Add account & contacts, review
historical emails using Demandbase’s
unified inbox
Customer Story: Placeholder

5. © 2021 Demandbase
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The Account Journey
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
Product Specific Intent
Exists.
Example: Employees at
target account searched Google for
“Best Account Based Experience Software”
and read a few articles related to
Demandbase
Marketing Action Sales Action
Sellers review intent + on-site
activity, prioritize top accounts
Customer Story: Placeholder Customer Story: Placeholder
Start Email Nurture Program

6. © 2021 Demandbase
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The Account Journey
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
Marketing Action Sales Action
Sales Development Outreach
effort begins
Two people have
Engagement Minutes >10
(in the last 90 days)
Example: Marketing Manager & VP of
Revenue attended “Account Based
Experience” webinar or visited multiple
product pages this week
Customer Story: Placeholder Customer Story: Placeholder
Use web personalization to drive
accounts to relevant content

7. © 2021 Demandbase
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The Account Journey
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
Marketing Action
Mid-Stage Advertising Campaign:
White papers, videos, demos,
webinars, live events, relevant case-
studies
Sales Action
Account Executives begin
personalized outbound efforts
Pipeline Predict Score >85% or
>100 Engagement Minutes
Example: Account is showing signals
similar to recently opened opportunities;
Visited customer stories page, has
competitive intent, attended some webinars
Customer Story: Placeholder Customer Story: Placeholder

8. © 2021 Demandbase
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The Account Journey
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
Marketing Action
Direct Mail Campaign with Swag
(automate with Orchestration)
Sales Action
Review anonymous & known
behaviors & competitive intent
Accounts with an Open
Opportunity in the X or Y Stage
Example: This morning, an Account
Executive opened an opportunity in
Salesforce
Customer Story: Placeholder Customer Story: Placeholder

9. © 2021 Demandbase
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The Account Journey
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
Marketing Action
Growth Advertising Campaign:
Best practices, eBooks, customer-
stories, introducing growth product(s)
Sales Action
Review activities to uncover
growth opportunities
Accounts that own Product X
with Intent for Product Y
Example: Customer that owns our
Engagement Platform that has a lot of
recent intent for “B2B Advertising”
Customer Story: Placeholder Customer Story: Placeholder

10. © 2021 Demandbase
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The Account Journey
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Retention
Cross-sell
Customer
Opportunity
MQA
Engaged
Awareness
Qualified
No Activity Early Research &
Engagement
In-Market to Buy Increasing LCV
Marketing Action
Email Campaign with thought
leadership content & ROI Stories
Sales Action
Review activity on customer
support pages & competitive intent
Accounts with Renewal
Opportunity Date
<90 Days
Example: Acme, Inc. has an open renewal
opportunity that’s due 72 days from now”
Customer Story: Placeholder Customer Story: Placeholder

11. © 2021 Demandbase
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Thank you!
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