Kevin Rooney discusses how leading sales organizations leverage Demandbase to improve sales productivity. He covers how Demandbase can help with sales and marketing alignment, prioritizing accounts and contacts weekly, and providing account-based insights. He then shares a win story example of how he used Demandbase tools like engagement insights, predictive scoring, and LinkedIn prospecting to book a meeting.

1. 1
Sales Productivity: A Deep
Dive into Daily Success
Kevin Rooney
Sr. Director, Sales Development,
Demandbase

2. 2
What We’ll Cover
● Introduction
● Using Demandbase ABX for Sales
● Win Story!

3. 3
Kevin Rooney
Sales Leader | Alignment | Strategy
Kevin has been part of the SDR team at Demandbase
for 8+ years. He started as an SDR and has first hand
knowledge on how to best utilize an account-based
selling strategy. He and his team are customer 0 and
utilize Demandbase in their day to day to drive
pipeline based on the insights they see.

4. 4
How Leading Sales Organizations
Leverage Demandbase
SALES & MARKETING
ALIGNMENT
How engaged & aware are my
teams accounts
WEEKLY FOCUS
Which Accounts & Contacts
should I be Focused on this
Week?
OUTBOUND ALIGNMENT
Aligning with team on where
to focus time & energy,
constantly communicating

5. 5
Prioritization

6. 6
Why Use Engagement Insights?
Demo
Requests
Other Inbound
Leads
Known
Website Visits
Anonymous
Website Visits
Intent
Known Anonymous
~10% of Site Traffic ~90% of Site Traffic Off-Site
A Wider Spectrum for Prioritization + Personalization

7. 7
Inputs Used When Prioritizing Accounts
PIPELINE PREDICT
SCORE
Highest propensity to
become an opportunity
in the next 30 days
ENGAGEMENT
SCORING
Assigned point system
for specific levels of
engagement
QUALIFICATION
SCORE
The likelihood of ever
becoming a customer
JOURNEY
STAGES
Specific junctions in
the buying cycle

8. 8
SDR Workflow & Efficiencies

9. 9
Account Based Insights for Sales
Make it Easy with workflows designed to deliver insights in the channels you live in

10. 10
Order of Operations
Multiple engaged people, on the verge of being an opportunity
MQA
PP >70
High Value Pages
Competitive Intent
High Value Keywords
C/L Re-engaged
Engaged AE Top 30
All Page Visits This Week
Inquiries by Persona
High predictive score w/ multiple signals, highly likely to be an opp
Case study, product pages, how to guides, etc. strong indicators of interest
Potential eval, don’t let competition be first. Individual reports for each
competitor
Keywords you would pay top dollar for SEO. DB = ABX, Advertising,
Predictive, GTM
Closed lost > 90 days that are re-engaging
1:Few accounts hand selected by sales that are in engaged journey stage
All other pages views this week, organized by persona and engagement
minutes
All other marketing inquiries sorted by persona and engagement minutes

11. 11
Email Digest
● Set-up daily email digest
● Include fields to stack rank
list like account, contact,
title, account priority tier,
engagement minutes, etc.
● Utilize a sales touch filter
to create “zero out” lists →
show me all accounts that
haven’t been touched this
week

12. 12
Create Your Dashboard & Email Digest

13. 13
View Company Insight on the Account
● Easy access
company level
details
● Company news,
intent, and common
connections
● Industry section
shares challenges,
trends and even
discovery call
questions

14. 14
Check Recent Engagement
● Easy access to the
most recent
engagement
● Hover over timeline
to dive understand
if the activity was
known
● Deep dive into
intent and specific
known & unknown
activities

15. 15
See Specific Intent
● Understand intent
being researched
● Prioritize intent that
is the most
important to you
● Create keyword
sets for different
product types, BUs,
segments, etc.

16. 16
Uncover Top Engagements
● Understand intent
being researched
● Prioritize intent that
is the most
important to you
● Create keyword
sets for different
product types, BUs,
segments, etc.

17. 17
Find More Contacts
● Search based on
title, function, level,
location
● Sort for confirmed
email + phone
numbers
● Find connections
within your internal
network

18. 18
Win Story!

19. 19
Gather Intel
1. Journey Stage - MQA

20. 20
Gather Intel
1. Journey Stage - MQA
2. Pipeline Predict - Highly
Likely

21. 21
Gather Intel
1. Journey Stage - MQA
2. Pipeline Predict - Highly
Likely
3. Role Engagement - CX/VP

22. 22
Prospecting on LinkedIn
Sales Navigator
1. Company Name
2. Keyword: “Demand Gen”
3. Seniority Level: CX/VP
4. United States

23. 23
1:1 Email Example
2
3

24. 24
Multi-Threaded Outreach
2
4

25. 25
Meeting Booked!

26. 26
Thank you!