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Demandbase
How ABX Technology
solves Sales Challenges
that CRM, MAS &
Enablement tools can’t
Paul Gibson, VP International & Revenue Expert, Demandbase
Alex Jenvey, SDR Extraordinaire, Demandbase
2. 2
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● Too much time spent researching not selling
● Good opps being missed or hear about them
too late
● On the backfoot, have to re-educate, slows
sales cycle
Pipeline full of poor fit companies not in market
● Affects Sales and Marketing alignment
● Prioritise in the wrong areas
● AOV lower
● Extended Sales Cycles
● Lower Close Rates
Key issues we
hear from Sales
4. 4
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Start here
Initial research
Social media
First website visit
Competitive website
visits
Buying
committee
research
Social network
Pipeline
Evaluation
Retain
Research
additional
solutions
Customer
Unknown Known
Form fill /
Hand-raise /
Demo request
Not here
The B2B buyer’s journey is
complex and anonymous
6. 6
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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, billing country etc. for more
segmented marketing campaigns
○ Share 225 net new accounts with Sales for
alignment on communication/prioritization
strategy
○ Add 225 net new MQAs to Account Based
Advertising Ad Campaign
Use Case: Uncover Net-New Accounts
Onsite Engagement
Keyword Intent
Not in my CRM
7. 7
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Use Case: Understand In-Market Intent and
Engagement
Recommendation:
○ Leverage your Target Account List (TAL)
○ In DB1, prioritize your TAL using selectors 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? Beyond my TAL, what other companies are
interested in my products and/or services?
○ Use account lists with selectors throughout DB1, such as in:
■ 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/prioritization
strategy
Target Account List
Keyword Intent
(Customize with
relevant criteria)
Marketing
Engagement
Minutes
8. 8
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Use Case: Identify Competitor Intent
Recommendation:
○ Using Selectors, create a dynamic account list of
current customers
○ Layer on recent Competitive Keyword Intent
○ Layer on Desired Renewal Date
○ Execute retention campaigns with competitive
insights
Take It To The Next Level
○ Work with Customer Success to develop nurture
campaigns and personalized outreach
○ Based on highest threat competitors, develop
swords and shield messaging and delivery plan
○ Develop outreach campaign(s) to win-back
Churned Customers
SFDC
Customers
Competitive
Keyword
Intent
Renewal date
this year
10. 10
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Strategy or Technology?
Combine Strategy & Technology for ABX
Success
TECHNOLOGY – ACTION
● Orchestrate Actions
● Digital Advertising
● eMail cadences – MAS/Enablement
● Social
● Direct mail
TECHNOLOGY – DATA – Account Intelligence
● Offsite/Onsite Behaviour/Intent
● Levels of Engagement
● Buyer Journey Stage
● Consolidate known and anonymous
STRATEGY - PLAN
● Interpret data
● Decide where to prioritise
● What actions to take
● What channels to utilise
14. 14
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Align interactions to the buyer’s journey
Early in the journey, focus on building your brand on a
foundation of trust.
Move from emotion to logic with thought leadership and
education.
Find when accounts are in-market and actually
interested in hearing from you — but before they
raise their hand on your website.
Focus on validation and engaging the entire buying
committee.
Enhance the post-sale experience with adoption best
practices and finding expansion opportunities.
Use deep account
insights to ensure each
interaction is relevant
and useful enough to be
worthy of their attention.
Aware
Engaged
MQA
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified
18. 18
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Inject Account Intelligence
Share juicy insights with your sales friends:
● Intent signals
● Campaign engagement
● Buying committee website visits
● Use news alerts to know when to reach out to that
company - with big company news - acquisitions,
funding, leadership changes
Make them even happier by using their favourite
communications channels - email digests, Slack, CRM.
After all, 85% of B2B sales reps who receive alerts on
opportunities say they help them do their job better.
Source: B2B Marketing Trends, Salesforce
21. 21
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Measure Account and Buying Committee Engagement
• Track how well you are
deepening relationships with
Accounts & Buying Groups
• View engagement over time
and key campaigns that drive
engagement
• Identify which buying
committee members are most
engaged with heatmaps
• See a timeline of an account’s
journey with marketing and
sales activities using the Deal
Story
Engagement Analytics
22. 22
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Know Exactly Who You’re Talking To.
• Zero in on the ripest
prospects, armed with
technographic data, curated
firmographics, and news
• Identify decision-makers at
target accounts across the
globe from a database of
104M+ B2B contacts
• Check out corporate family
trees to quickly understand
key relationships, grow your
network, and build bridges
that lead to cross-sell
opportunities
Get the inside advantage.
23. 23
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Why ABX
Technology Matters
● Find in-market good fit
opportunities earlier
● See what accounts are
engaging with your
business (and which ones
are not)
● Drives prioritisation,
strategy & messaging
● Avoid wasted time and
budget on non-fit accounts
24. 24
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What ABX
Technology Delivers
● No missed
opportunities
● All budget/time spent
on companies you can
actually close
● Faster sales cycles
● Higher AOV
● Better close rates
Hinweis der Redaktion The B2B buyer’s journey is complex and anonymous
Today’s B2B buying journey is complex and almost entirely digital, meaning it’s more and more anonymous. Many solutions (CRM, marketing automation etc.) are focused on what happens after somebody fills out a form and becomes known to you. The problem is there's a lot of research happening off your website before a form gets filled out. If you wait for the form fill, you’ve waited too long.
What's equally important is that B2B buying decisions are made by groups. And because they're groups of people, when one person shows engagement, they're likely representing a committee of people who are all conducting their own evaluations — considering if you are the right fit and how you might align with their other initiatives and projects. Complex, right? Account & Contact data - keeping it clean and up to date. Engagement Tab Shown (ABX,ABX Elite license types will see this.) Demandbase One puts Account Intelligence into action
The magic really happens when you take all that rich Account Intelligence and activate it everywhere you touch your prospects and customers, using Demandbase One — the only, complete Smarter GTM™ suite of solutions. Start with any cloud solution and multiply the benefits when you use them all.
The Account-Based Experience Cloud gives you a single solution to orchestrate all your go-to-market touches across marketing, sales, and the entire customer lifecycle.
Our Advertising Cloud is the only demand-side platform (DSP) purpose-built for B2B, so you can focus on the most valuable accounts and reach the whole buying team.
The Sales Intelligence Cloud integrates real-time B2B data and intelligence directly into your sellers’ daily workflow to give them an inside advantage.
Last but not least, our Data Cloud opens the door to our data and insights so you can integrate them where they matter most, in your data warehouse, your transactional systems, and more.
Let’s dive into each of these in a little more detail. More you connect, the more you get (show visually)