ABX offers a clear value proposition for Demand Generation marketers—you can focus on pipeline quality by targeting only the right accounts with strong buying propensity and run all your campaigns around a bullet-proof Target Account List; cutting wasteful spend on prospects that will never buy from you. What could be easier? Join this session as we uncover how to use data and insights to orchestrate relevant, trusted marketing and sales actions throughout the B2B customer lifecycle.

1. B2B Sales & Marketing: As
Easy as ABX for Demand
Generation
Leanne Chescoe, Snr. Manager EMEA
Marketing
Webinar Series
15/07/2021
Demandbase
Paul Gibson VP EMEA

2. © 2021 Demandbase
|
Today’s
Presenters
Paul Gibson
VP EMEA, Demandbase
Leanne Chescoe
Snr. Manager
EMEA Marketing, Demandbase
2

3. © 2021 Demandbase
|
✓ What is ABX?
✓ Why it is important for B2B Sales &
Marketing Teams
✓ What is means for Demand Generation
✓ Using Technology to execute an ABX
Strategy
3
Agenda

4. © 2021 Demandbase
|
4
Account-Based Experience (ABX) is a go-to-
market strategy that uses data and insights to
orchestrate relevant, trusted Marketing and
Sales actions throughout the B2B customer
lifecycle

5. © 2021 Demandbase
|
Why ABX
5

6. © 2021 Demandbase
|
Why ABX
6

7. © 2021 Demandbase
|
Why ABX
7

8. © 2021 Demandbase
|
ABX for Demand Generation
8
Challenges Where Technology can help
Which channels are getting the most traction with
accounts on my target account list?
Get engagement insights based on information you care about
How to prioritise which account to target since my
budget is limited?
Use a combination of account insights and predictive analytics to
prioritise the right accounts
Need to get my segmentation strategy right, and focus
on my ICP
Reduce the guesswork and leverage AI to help identify the right fit
accounts
How can I act on this insight to ensure I don’t miss
opportunities?
Orchestrate the right activity, through the right channel, at the right
time

9. © 2021 Demandbase
|
9
What programs are
driving engagement?

10. © 2021 Demandbase
|
Use Case: Understanding Content Consumption
Trends
• Desired Outcome:
• Understand channels driving most engagement
• Recommendation:
• Create a Segment for the activity you’re interested in
(i.e. Types of Content: eBooks, Webinars, etc.)
• Look at the Engagement dashboard of the account list
Use the new Segment field on the Heatmap to get
engagement insights based on what you care about
• Take It To The Next Level
❏ Apply the same methodology with multiple Segments
❏ To action on this insight, combine the new Segment with account/person filters for further targeting
10
Activity
Segment
It’s difficult to understand exactly which channels are getting the most traction with accounts on my target account list.

11. © 2021 Demandbase
|
11
Discover in-market
accounts who are
ready to buy

12. © 2021 Demandbase
|
Discover in-market accounts who are ready to buy
12
Typical Challenges for Demand Marketers:
• “I need to get to pipeline faster”
• “I want to prioritise accounts most likely to respond”
• “I need to identify the right members of the buying committee”

13. © 2021 Demandbase
|
• Desired Outcome:
• Identify additional accounts to engage and add to CRM
• Recommendation:
• Dynamically identify all accounts that are NOT in CRM with:
• Recent onsite engagement with at least 5 page visits
• Recent Keyword Intent
• Take It To The Next Level
❏ Consider adding additional filters using specific keywords,
engagement minutes, industry, etc. for more segmented marketing
campaigns
❏ Share these net new accounts with Sales for alignment on
communication/prioritisation strategy
❏ Add the net new accounts to an Account-Based Advertising
Campaign
Use Case: Uncover Net-New Accounts
13
Onsite
Engagement
Keyword Intent
Not in my CRM
I want to include accounts that are not in our CRM to an awareness campaign. I’m interested in accounts showing intent and least 5
website visits in the last 30 days.

14. © 2021 Demandbase
|
14
How will this help my
segmentation strategy?

15. © 2021 Demandbase
|
Use Case: Understand In-Market Intent and
Engagement
• Desired Outcome:
• Group your target account list into actionable segments based
on interest and activity
• Recommendation:
• Leverage your Target Account List
• Prioritise your list to isolate accounts with recent intent and marketing
engagement activity
• Use this list to target the engaged accounts with the relevant messaging
• Take It To The Next Level
❏ Consider additional detail: Are you interested in activity on a specific page or
keyword?
❏ Would additional segmentation on demographics like industry be useful?
❏ Advertising campaigns to generate traffic to a desired landing page
❏ Awareness campaigns for accounts not showing high intent
or onsite engagement
❏ Deliver accounts to Sales for alignment on communication/prioritisation
strategy 15
Target Account List
Keyword Intent
(Customize with
relevant criteria)
Marketing
Engagement
Minutes
“I have an established target account list, but how can I segment by activity to inform my next targeted campaign?

16. © 2021 Demandbase
|
16
How can I take action on
this insight?

17. © 2021 Demandbase
|
Use Case: Orchestrate activity across channels
• Desired Outcome:
• Ensuring opportunities are not missed
• Recommendation:
• Identify which channel is most relevant
• Take It To The Next Level
❏ Advertising campaign
❏ Personalising website
❏ Marketing Automation nurture streams
❏ Sales enablement cadences
❏ Direct Mail
17

18. © 2021 Demandbase
|
Working with Sales
18

19. © 2021 Demandbase
|
Q&A
19

20. © 2021 Demandbase
|
✓ ABX for Marketing Operations - 29th July, 10:30am
BST
✓ ABX for Digital Marketing - 5th August, 10:30am
BST
✓ ABX for Sales/SDRs - 12th August, 10:30am BST
20
Join the
series

21. © 2021 Demandbase
|
21
Continue
your
education

22. © 2021 Demandbase
|
Connect with
us
Paul Gibson
pgibson@demandbase.com
linkedin.com/in/gibsonp/
Leanne Chescoe
lchescoe@demandbase.com
linkedin.com/in/leannechescoe/
22

23. © 2021 Demandbase
|
Thank You
23
You’re the best!