Don Wight

Chief Revenue Officer

Demandbase

Email: dwight@demandbase.com

Bridging the Great Divide:

Aligning Sales and Marketing

Sales and Marketing…

Can’t we all

just get along?

The sales and marketing divide

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts

MARKETING SALES

The result…

Marketing isn’t

supporting us

We delivered

1,238 MQLs this quarter.

+27% above goal!”

Focusing on volume wastes time and money

4.4% Inquiries

Convert

.03%Inquiries to

closed/won

Source: Sirius Decisions

Leads aren’t valued…

of marketing

generated leads are

never followed

up by sales.

50%

- Miller Pierce, 2014 VOC Study

The buying process happens before the lead is created

SALES

CALL LEAD

SOCIAL

MEDIA

WEBSITE

VISIT

SEARCH

DETERMINE

PROBLEM

WEBSITE

VISIT

WEB

RESEARCHFRIENDS

AND FAMILY

Typical B2B Buying Process

B2B can’t use B2C tactics

Spray and Pray• Quantity ≠ quality

• Wasted resources

Persona Marketing• Targeting based on behaviors

• Right person, wrong company

Targeting Accounts• B2B buys & sells by account

• Aligns marketing with sales/revenue✔

Account-Based Marketing

Identify the companies

most likely to buy, and

then market to them

Account-Based Marketing

Identify the companies

most likely to buy, and

then market to them

Why Account-Based Marketing?

• Ensures attention is given to top prospects/customers

• Defines growth and timing based on account specifics

• More efficient with a defined universe

• Delivers on their target accounts

• Linked to greater customer satisfaction and retention

• Customers experience less noise, respond at higher

rates to more relevant outreach

Focuses on Best Opportunities

Supports Sales Reality

Delivers Customer-Centric Experience

Account-Based Marketing at

Demandbase

The Process

1

2

3

4

5

6

Identify stakeholders in marketing and sales

Use predictive analytics to help establish target account list

Scrub list with sales and marketing stakeholders

Develop marketing and sales engagement plans around those accounts

Execute marketing programs

Refresh target list quarterly

3

2

1

Identifying key account attributes

Multimedia

TechnologiesAnalyticsMarketing

Automations

Web Hosting

Platforms Live Chat

4

Overall technology applications used

Complexity of website

Social Activity

Revenue

The DB 1500

Territory and account planning

WHO

MARKETING

SALES

SDR

WHAT

OVERVIEW

BRAINSTORM

ALIGN

Field event prioritization

Target Geo: Midwest IL, OH, MN, WI, MO

Total Accounts in Territory: 270• # Touched by Q3 Programs: 135

• Average # of Contacts per account: 6

• Average # of Touches per Contact: 7.5

Q3 Activities:• Advertising campaign

• B2B retargeting

• Field Marketing Event: Aug 7

• # of pipeline opportunities: 4

• Won Deals: 1

• Content Marketing World (Cleveland): September 8

• Prospect Luncheon (Cleveland): September 10

Personalize the experience

Measure by territory

August

July

Programs executing this quarter:

• Advertising campaign

• B2B Retargeting

• Chicago Field Program

• Cleveland Appt Setting Campaign

• Content Marketing World

Performance Assessment:

• Saw 5 more target accounts engaged this

month.

• 6 key accounts engaged in in-person activities.

• General upswing in engagement, but not as

much as planned.

• Q4 programs increased to address this.

$190,350

$375,500

15

27

DB 1500 vs Non DB 1500 Accounts

Funnel

VelocityASP Close Rate

Enterprise 7% +26% +75%

Mid Market 4% +5% +10%

Advertising -16% +72% +21%

The NEW result…

MARKETING SALES

We reached 50% of your

target accounts this

quarter and contributed

$12.6M in pipeline within

those accounts

And we closed

15 marketing

generated opps

Key Takeaways

SALES• Align Marketing and Sales with the same key

KPI’s will build a winning team

• An account-based marketing approach reduces

marketing budget and sales resource waste

• A sales and marketing strategy around ABM is

producing solid business results throughout the

funnel

Thank you!

Don Wight

Chief Revenue Officer

Demandbase

Email: dwight@demandbase.com