The document discusses how to unify sales and marketing as revenue rock stars. It recommends finding common ground between sales and marketing by focusing on shared goals like target accounts and the customer journey. It also recommends treating intent data as new leads and using personalization over automation to improve engagement. Additional tips include fostering communication, holding each other accountable for revenue, using multi-channel outreach, making processes scalable and repeatable, and measuring all activities.

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How to Unify Sales and Marketing
as Revenue Rock Stars
Jay Tuel | VP Sales Development, Demandbase
Brian Finnerty | VP Growth Marketing, Demandbase

2. Speakers
Jay Tuel
VP Sales Development
Demandbase
Brian Finnerty
VP Growth Marketing
Demandbase

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Agenda
• Why sales and marketing unification matters
• The (long and winding) path to Closed/Won
• Finding common ground as “best friends”
• Tips to unify sales and marketing as revenue rock stars

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Who Cares About Unification?
Organizations with tightly-aligned sales and
marketing had 36% higher customer retention
rates and 38% higher sales win rates.
Companies with dynamic, adaptable sales and
marketing processes had an average of 10% more
of their salespeople on quota.

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The Path to Closed/Won

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Finding Common Ground as “Best
Friends”
• Target accounts
• Buying committee
• Extreme value
• Meetings/demos
• Pipeline → Revenue
• Karate in the garage
• Velociraptors

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Tips for Success
• Intent is the new lead
• Personalization beats automation
• Foster communication + accountability
• Go multi-touch, multi-channel
• Make it scalable and repeatable
• Measure everything that moves

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Intent is the New Lead

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Intent is the New Lead
Understanding Buying Signals
3rd Party Intent 1st Party Engagement
Initial buying signals when your accounts are in
the beginning research/content sumption phase.
Treat intent like inbound leads. Types of intent:
• High-value keyword interest
• Competitive research = potential
evaluation
• Trending intent
Stronger buying signals from your website and
sales and marketing activities used for
prioritization + relevance. Strong engagement
signals:
• High-value pages like product/solutions,
case studies, content or contact pages
• Are they engaging with your marketing
campaigns or MAS emails?
• Are multiple people engaging?
• Do intent keywords align with pages they
are viewing?

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Intent is the New Lead
Understanding Buying Signals
COMPETITIVE
Which companies are
researching your competitors?
HIGH-VALUE
KEYWORDS
Which companies are searching
for solutions that you solve for?
PRESS-RELEASES
Which companies are releasing
new products or focusing on a
new market?
PRODUCT-SPECIFIC
Which companies are reading
about your products?
ACCOUNT NEWS
Which companies just received
funding?
INTENT SPIKES
Which companies have a
sudden spike of product
interest?

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Capture Attention with
Personalization

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Personalization Over Automating Everything
Discusses previous
work history, intent,
and personal interests.
Attention grabbing
subject line.
Vidyard Topics:
❑ Demo of our platform.
❑ Linked intent to LinkedIn
responsibilities in profile.
❑ Called out personalized info
from email.
Humanizes outreach
with a Vidyard.
Personalization works!
Q3 Email Stats
Cadenced emails
Open rate 35%
Reply rate 3%
Personalized emails
Open rate 61%
Reply rate 10%

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Personalization Over Automating Everything
81%
HIGHER CTR

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Foster Communication +
Accountability

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Foster Communication
Campaign Priorities Email Leadership Meetings & Shared Goals

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Make Marketing Accountable for Revenue

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Go Multi-touch, Multi-channel

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Multi-touch, Multi-channel
7/7/18
[Webinar]
DGR B2B Buyers
7/24/18
[Webinar]
ABMLA Summer
Podcast Series
9/17/18
[Event]
Dreamforce –
OpsStars
9/17/18
[Event]
Dreamforce -
Temple Party
10/8/18
[Event]
AIS Save the Date
10/10/18
[Webinar]
FY19 Planning
11/27/19
[Event]
AIS Registration
12/5/18
[Webinar]
ITSMA ABMLA
12/10/18
[Email]
ITSMA Report
12/11/18
[Field]
ABM Certification
12/21/18
[Webinar]
ABM Tech Talk
1/3/19
[Webform]
ABM Vendor
Guide
1/3/19
SQL CREATED
1/8/19
[Webinar]
Create & Measure
1/24/19
[Field]
Take a Closer
Look - Denver
2/21/19
[Field]
ABM Certification
- Advanced
3/12/19
[Field]
Seattle CONEX
Tour
4/18/19
[Webinar]
Virtual AIS
6/11/19
[Webinar]
ABM Revealed
7/7/19
[Field]
ABM Certification
- Advanced
7/23/19
[Field]
ABM Certification
- Foundations
7/31/19
[Webinar]
Measurement
8/14/19
[Webinar]
ABM Platform
Demo
8/16/19
DEAL CLOSED

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Make it Scalable +
Repeatable

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Build Repeatable Processes

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Measure Everything That
Moves

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Measure Everything That Moves
Revenue Dashboard SDR + Manager Weekly Activity Doc

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In Closing…
• Unify Sales & Marketing on shared common ground.
• Intent insights + personalized outreach gets 2x-3x
improvements in open and reply rates.
• Communication and accountability are key to staying on
the same page.
• Build repeatable processes and consistently measuring
results are key to scaling.

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Q+A