Demandbase Solution Overview: Conversion Solution
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1) The document discusses Demandbase's Conversion Solution which provides sales teams with insights from Demandbase's ABM platform to improve their prospecting efforts. 2) It demonstrates how the Conversion Solution provides insights on website engagement and account news that sales teams can use to personalize their outreach. 3) A case study of how Demandbase's own sales development team uses the Conversion Solution is presented, showing how insights allow them to prioritize accounts and find the right contacts to engage with.
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Demandbase Solution Overview: Conversion Solution
- 1. DEMANDBASE CONVERSION SOLUTION Adam Nichols, Director Product Marketing Jeff Freeman, Director Product Management Jay Tuel, VP Sales Development DEMANDBASE IN ACTION
- 2. SLIDE 2 DEMANDBASE ABM PLATFORM ABM PLATFORM Audience Management ABM Analytics Account Selection Global B2B Data at Scale Patented IP Identification Proprietary B2B Ad Tech/DSP Artificial Intelligence & Machine Learning MASIntegration
- 3. AGENDA § The importance of Sales in ABM § Demo of the Demandbase Conversion Solution § Real story – how does Demandbase use Conversion? § Q&A
- 4. MAKE SALES A MEANINGFUL PART OF ABM
- 5. SLIDE 5 MEASURING BUSINESS IMPACT: ABM PERFORMANCE METRICS Lift Pipeline Close Rates ACV Funnel Velocity Retention/Upsell
- 6. SLIDE 6 MARKETING AND SALES ROLES HAVE CHANGED OLD MODEL MQL CLOSE IDENTIFY MARKETING SALES MARKETING SALES CLOSE NEW MODEL IDENTIFY
- 7. SLIDE 7 OLD MODEL NEW MODEL • Focus on volume • Calls/emails per hour • BANT • All accounts are the same • Go for the close- every time • Focus on quality • SQLs and opportunities • Get the right person • Be smart about which accounts you target • Go for timely engagement SALES NEEDS A NEW APPROACH
- 8. SLIDE 8 BUT SALES HAS CHALLENGES #1 CHALLENGE: CONNECT RATES “Help me find the right person at the right account.” 43% #1 PRIORITY: IMPROVED MESSAGING “I need to know what to say when I reach out.” 72%
- 9. SLIDE 9 THE INSIGHTS THAT SALES NEEDS… Real-time intent Website engagement Account news Contact talking points Leveraging AI and machine learning to uncover insights and deliver them where sales lives.
- 10. SLIDE 10 … DELIVERED WHERE SALES WANTS THEM Demandbase Conversion Sales Insights Slack All Insights, Lightning ready All Insights Flexible scheduling Real-time Web Engagement Insights Email Salesforce
- 11. LET’S SEE A DEMO
- 12. SLIDE 12 EXCITING NEW COLLABORATION WITH SALESFORCE Today Future
- 14. SLIDE 14 THE DEMANDBASE SALES DEVELOPMENT TEAM AND ABM Alignment Focus - Inbound • Three teams in the US – West, Central and East • One UK team • Teams split into Inbound, Mid-Market and Enterprise/Strategic • 3:24 inbound to outbound ratio • ~2:1 AE to SDR ratio • Get to inquiries ASAP • Responsible for Chat • Assign inquiries to appropriate Outbound SDR • Dig up old inquiries, see if they are now a fit Focus - Outbound • Paired together with AEs – geo or named accounts • Focus on AE’s top accounts (from ABM) • Highly personalized outbound activity – calls, emails and social • Work on “land and expand” and upsell
- 15. SLIDE 15 HOW DOES MY TEAM APPROACH THE DAY? Social Selling Personalized Emails Calls/Connects Voicemails 60 Activities 1. Prospect Activity • Slack website activity (Conversion) • Email insight digest (Conversion) • Follow-up on prospect engagement (Sales engagement/MAS) 2. Inquiries from Marketing • Events, Field Marketing, Website, Direct Mail 3. AE Top Accounts (Tier 1) 4. Nurture + Closed Lost Opportunities 5. Tier 2 Accounts with Account Score >2 PRIORITIZATION
- 16. SLIDE 16 STEP 1 – EMAIL DIGEST TELLS YOU WHERE TO FOCUS WHAT I’VE LEARNED: An account in my patch is reading/researching a topic that is interesting to me.
- 17. SLIDE 17 STEP 2 – GET MORE CONTEXT VIA SLACK WHAT I’VE LEARNED: The same account is visiting my web site and hitting high value pages.
- 18. SLIDE 18 STEP 3 – FIND THE RIGHT PERSON IN LINKEDIN SALES NAVIGATOR WHAT I’VE LEARNED: There is a high likelihood that this person is the person I should reach out to!
- 19. SLIDE 19 STEP 4 – WRITE A PERSONALIZED EMAIL BASED ON THE INSIGHTS THE EMAIL I SENT THE EMAIL I RECEIVED!!
- 20. SLIDE 20 AI BASED INSIGHTS BOOST PROSPECTING RESULTS 39%Fewer touches to get target accounts into pipeline 67%Increase in prospecting engagement 2017 internal Demandbase study of beta customers using Conversion solution
- 21. KEY TAKE AWAYS § Sales engagement is critical to convert marketing activity into pipeline and closed deals. § Sales needs meaningful insights that support ABM strategy. § Insights need to be easily accessible and actionable.