Are you ready to FIRE up your ABM?
Join Kerry Cunningham, Sr. Research Director at SiriusDecisions, and Matt Amundson, VP of Marketing at EverString, to understand how to combine fit, intent, recency, and engagement data to build a potent go-to-market strategy.
Register to learn:
- The definition of FIRE
- How to uncover high-fit prospects who are showing buying intent
- Strategies to align marketing and sales
- How to introduce FIRE within your company
Kerry
What are Demand Units?
When b-to-b organizations define who their buyers are, they often think of either the organizations that buy, naming accounts (e.g., The Acme Corporation), or perhaps departments within accounts (e.g., Human Resources), or geographic regions (Acme North America). B-to-b organizations also frequently think of individual people as buyers, naming titles (e.g., VP of HR), roles (e.g., Champion), or function (e.g., senior HR leader). Both of these ways of describing a b-to-b buyer are valid elements of the b-to-b buyer description, but they are not sufficient. To completely capture the essence of the b-to-b buyer, sellers must describe the buying entity in terms of the needs that must be addressed, as well as the multiple people involved in the purchase and how they work together. To do this, SiriusDecsisions developed the concept of the Demand Unit. Demand Units are buying centers (autonomous decision-making entities) that experience the need solved by a seller solution and have autonomous decision-making and funding authority to acquire an appropriate solution.
Need: Fit. For B-to-B sellers, buyers are defined first and foremost through their needs. With the Fit dimension of the Demand Unit, organizations define which buyer needs they address. Fit is typically described by saying what a solution does, for whom, and under what conditions.
Need: Urgency. The Urgency dimension of a Demand Unit defines how business-critical the solution is to the buyer. For many solutions, Urgency must be created through the sales process, while for others, urgency is determined by the buyer when the buyer sets a timeline for purchase.
Buying Group: Relationships. The Relationship dimension of a Demand Unit defines buyer roles that typically comprise a buying group, including their job functions, information requirements and influence on the buying process.
Buying Group: Resources. The Resources dimension defines the resources a Demand Unit must command or acquire in order to purchase and utilize a seller’s offering. The most consistent element within Resources is budget, but there are often other considerations, as well, including both human expertise and technical resources requirements.
Kerry
Last May, we introduced the demand unit waterfall, which adds two new stages to the top of the demand waterfall. The first accounts for the addressable market, and the second hones in on the portion of the addressable market that is most likely to be in the market for a solution at present.
The innovatino we introduced with the addressable market stage is that we need to count the addressable market, not in accounts, but in demand units – which means we have to locate each of the possible buying centers within an account and that’s what we are scoring and acquiring as part of our Adddressable marketing.
The second new stage is Active. Identifying
Next, we get to the place where typical scoring takes place. Now, we are not onlyl cocnerned with scoring individuals, but the demand unit. And, a little secret here, you’ve already been scoring mostly buying center and account level if you’re using predictive….
Last May, we introduced the demand unit waterfall, which adds two new stages to the top of the demand waterfall. The first accounts for the addressable market, and the second hones in on the portion of the addressable market that is most likely to be in the market for a solution at present.
The innovatino we introduced with the addressable market stage is that we need to count the addressable market, not in accounts, but in demand units – which means we have to locate each of the possible buying centers within an account and that’s what we are scoring and acquiring as part of our Adddressable marketing.
The second new stage is Active. Identifying
Next, we get to the place where typical scoring takes place. Now, we are not onlyl cocnerned with scoring individuals, but the demand unit. And, a little secret here, you’ve already been scoring mostly buying center and account level if you’re using predictive….
Last May, we introduced the demand unit waterfall, which adds two new stages to the top of the demand waterfall. The first accounts for the addressable market, and the second hones in on the portion of the addressable market that is most likely to be in the market for a solution at present.
The innovatino we introduced with the addressable market stage is that we need to count the addressable market, not in accounts, but in demand units – which means we have to locate each of the possible buying centers within an account and that’s what we are scoring and acquiring as part of our Adddressable marketing.
The second new stage is Active. Identifying
Next, we get to the place where typical scoring takes place. Now, we are not onlyl cocnerned with scoring individuals, but the demand unit. And, a little secret here, you’ve already been scoring mostly buying center and account level if you’re using predictive….
Last May, we introduced the demand unit waterfall, which adds two new stages to the top of the demand waterfall. The first accounts for the addressable market, and the second hones in on the portion of the addressable market that is most likely to be in the market for a solution at present.
The innovatino we introduced with the addressable market stage is that we need to count the addressable market, not in accounts, but in demand units – which means we have to locate each of the possible buying centers within an account and that’s what we are scoring and acquiring as part of our Adddressable marketing.
The second new stage is Active. Identifying
Next, we get to the place where typical scoring takes place. Now, we are not onlyl cocnerned with scoring individuals, but the demand unit. And, a little secret here, you’ve already been scoring mostly buying center and account level if you’re using predictive….