B2B Sales & Marketing : As Easy as ABX for Sales & SDRs
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B2B buying has changed. Now more than ever, sales teams need visibility into their target account’s behaviours long before a lead ever raises their hand. Unlocking these hidden signals has become paramount to modern pipeline building and revenue generation. If revenue teams are blind to who’s researching their products and competitors, to which accounts are visiting the website, or which buyers are responding to marketing campaigns, then they risk losing opportunities to competitors. This session will show you how to create an outbound sales engine that will win business from target accounts before your competitors have an opportunity to say hello.
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B2B Sales & Marketing : As Easy as ABX for Sales & SDRs
- 1. B2B Sales & Marketing: As Easy as ABX for Sales & SDRs Leanne Chescoe, Snr. Manager EMEA Marketing Webinar Series 12/08/2021 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 Sales & SDRs ✓ Using Technology to execute your go-to- market 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 | Key Pain Points for Sales & SDRs 7 Challenges Where Technology can help Not enough pipeline/revenue is needed Discover more pipeline/revenue is needed Inefficient use of time, wasted time is a massive cost to business More efficient use of time, wasted time is a massive cost to business Not enough engagement with buying authorities, understand the map of buyer personas Understand engagement from buying authorities, understand the map of buyer personas Lack of visibility on intent to buy Intent data to understand in-market accounts Lack of awareness of competitor threat or other product interest Awareness of competitor threat or other product interest
- 8. © 2021 Demandbase | 8 Discover in-market accounts who are ready to buy
- 9. © 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 outreach ❏ Share these net new accounts with your SDRs for alignment on communication/prioritisation strategy ❏ Have Marketing add the net new accounts to an Account-Based Advertising Campaign Use Case: Uncover Net-New Accounts 9 Onsite Engagement Keyword Intent Not in my CRM I want to find good fit accounts that are not in our CRM. I’m interested in accounts showing intent and have visited website in the last 30 days.
- 10. © 2021 Demandbase | 10 Identify cross-sell and up-sell opportunities to grow lifetime customer value
- 11. © 2021 Demandbase | Use Case: Identify Engagement Strategies that Advance Cross-Sell and Upsell Opportunities 11 • Desired Outcome: • Advance Cross-Sell & Upsell Opportunities • Recommendation: • Apply first-party data on product ownership • Use it in combination with Real-Time Intent signals to segment your Audiences for new product sell opportunities. • Take It To The Next Level ❏ Don’t get blindsided by competitors taking customers - filter by competitive intent keywords to see if competitive intent is shown ❏ Take note of conversations around future use cases of forgone products so that it can be resurfaced at a later date Customer Status Account Owner Relevant Intent & Keyword Strength How can I segment my existing customers to inform growth conversations?
- 12. © 2021 Demandbase | 12 How can I take action on this insight?
- 13. © 2021 Demandbase | • Desired Outcome • Focus on accounts likely to convert to pipeline • Recommendation: • Use Pipeline Predict to see your accounts with the highest scores. • Alternatively, see all of your accounts’ scores by clicking “See all accounts” OR add Pipeline Predict into any account selector to refine an existing list. • Take It To The Next Level ❏ Include Qualification Score in addition to Pipeline Predict on account lists for a more refined view ❏ Layer on filtering rules to further prioritise and identify key accounts that need nurturing (no sales touches, drop off in engagement minutes, etc.) Use Case: Prioritise Accounts Based on Likelihood to Convert 13 I want to make sure that I’m prioritising outreach to my accounts based on signals indicating likelihood to open an opportunity. Select an Account List
- 14. © 2021 Demandbase | Use Case: View Intent Behaviours to Prioritise Accounts 14 • Desired Outcome: • Get in front of prospects earlier in the buyer journey • Recommendation: • Look at the Intent keywords for all of your prospect accounts • Take It To The Next Level ❏ Create Account views/reports/dashboards to reveal and rank accounts using intent & other information ❏ Place key individuals within target accounts showing high intent into specific outreach/salesloft campaigns ❏ Review open opportunities with competitive intent to get ahead of the risks of losing the deal Intent Categories Toggle I would like to understand who in my territory are researching and searching for products that I sell.
- 15. © 2021 Demandbase | Insight in the places you’re working 15
- 16. © 2021 Demandbase | Q&A 16
- 17. © 2021 Demandbase | ✓ ABX for Demand Generation ✓ ABX for Marketing Operations ✓ ABX for Digital Marketing 17 Watch the series ondemand
- 18. © 2021 Demandbase | 18 Continue your education
- 19. © 2021 Demandbase | Connect with us Paul Gibson pgibson@demandbase.com linkedin.com/in/gibsonp/ Leanne Chescoe lchescoe@demandbase.com linkedin.com/in/leannechescoe/ 19
- 20. © 2021 Demandbase | Thank You 20 You’re the best!
Notas do Editor
- First of our webinar series,
- Speaker intros
- But first, what is ABX? 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. This is the next evolution of ABM and uses all the best practices of a Customer Experience strategy. Most importantly, this is a GTM strategy - A fundamental strategy that spans all your go-to-market efforts; not a simple campaign or tactic. Data and insights is key - Using research and AI to identify when and how to engage with your accounts and what to say. It helps your brand stay relevant and trusted because it engages business buyers in a trusted way, on their own terms It involves an orchestrated process between Marketing, Sales and all customer-facing teams. And it touches all aspects of the full customer journey, from brand to post-sale expansion.
- Why should my organisation adopt an ABX approach? In most sales cycles you have at least 6-10 People in an average buying committee With ABX, we’re reaching out to everyone in the buying team — up to 10 people on average — with targeted messaging based on their roles and where they are in the buyer journey.
- ABX gives you the insight into those magic moments, so you know when it’s the right time to engage. And insight is really key here as much of that buyer journey is done anonymously and I’ll share some stats to validate that” 12 is the average number of searches prospects perform before engaging on a brand’s website 70% of buyers fully define their needs on their own before engaging with a Sales representative. 44% of buyers identify specific solutions before reaching out to a seller So ABX resolves this dilemma by using AI to identify when buyers are showing intent and engagement across first and third-party platforms — which in turn tells us what topics will be most relevant.
- Questions How do you get sales bought into an account-based approach? As a sales rep, how could this data and insight help accelerate my deals? Can you share some examples of how your team uses Demandbase to build pipeline?
- Speaker intros