As Account-Based Marketing (ABM) has become standard best practice, B2B marketers are holding themselves accountable to business metrics further down the funnel, such as pipeline and revenue. So, what happens after Marketing hands leads over to Sales? With Demandbase’s new Conversion solution, Marketers can now give Sales the insights to better reach and engage the right individuals – with personalized messages, within your target accounts – and deliver them right where Sales spends their time: email, Salesforce, and Slack. In this webinar you will a demo of the new Conversion solution and learn how to: - Leverage AI and machine learning to discover which accounts are demonstrating interest - Get detailed insights about what your target accounts are doing on your website - Know more about your accounts: quotes in press releases, blog posts, speaking engagements, and more - Use LinkedIn to find new customers

1. EMPOWERING SALES WITH
ACCOUNT INSIGHTS
John Dering
Director, ABM Strategy & Technology | Demandbase
Adam Nichols
Director, Product Marketing | Demandbase
DEMANDBASE CONVERSION SOLUTION

2. © 2016 DEMANDBASE｜SLIDE 2
TODAY’S PRESENTERS
ADAM NICHOLS
Director, Product Marketing
JOHN DERING
Director, ABM Strategy and Technology

3. AGENDA
§ Demandbase and AI
§ Marketing and Sales’ roles are changing
§ The Demandbase Conversion Solution
§ Q&A

4. © 2016 DEMANDBASE｜SLIDE 4
DEMANDBASE: LEVERAGING INTENT AND A.I. ACROSS THE FUNNEL
1
A.I. BASED
AUDIENCES
TARGET BETTER
2
A.I. BASED
PERSONALIZATION
ENGAGE MORE
3
A.I. BASED
SALES OUTREACH
CONVERT FASTER

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MEASURING
BUSINESS IMPACT:
ABM PERFORMANCE
METRICS
Lift
Pipeline
Close Rates
ACV
Funnel Velocity
Retention/Upsell

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MARKETING AND SALES ROLES ARE CHANGING
OLD MODEL
MQL CLOSE
IDENTIFY
MARKETING SALES
MARKETING
SALES
CLOSE
NEW MODEL
IDENTIFY

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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. BUT SALES HAS CHALLENGES
© 2016 DEMANDBASE # 8
#1 CHALLENGE
Connect Rates
43%
#1 PRIORITY
Improved Messaging
72%
*TOPO – The 2016 Sales Development Benchmark Report

9. INTRODUCING THE NEW DEMANDBASE CONVERSION SOLUTION
The insights that Sales wants…
• Real-time intent
• Website engagement
• Account news
• Contact talking points
Leveraging AI and machine
learning to uncover insights and
deliver them where sales lives.

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INSIGHTS 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.com

11. DEMO

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HOW CONVERSION IMPACTS PROSPECTING ENGAGEMENT
+53%
Test Quarter 1
Engagement
+62%
Test Quarter 2
Engagement
Sequenced, Automated
Prospecting Emails
Personalized Prospecting
Emails with Conversion
Baseline

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HOW CONVERSION IMPACTS PROSPECTING EFFICIENCY
Sequenced,
automated
touches: 127
Personalized
touches
leveraging
Conversion:
92
39%fewer touches to get
target accounts into
pipeline
(*) touches defined as phone calls, emails, social interactions or in person meetings
Average touches* per cold account to pipeline

14. KEY TAKE AWAYS
• Marketers need to impact
metrics further down the funnel
• Sales and Marketing need to
become more tightly aligned
• The Demandbase Conversion
Solution empowers Sales with
with insights they need to close
deals faster

15. Q&A

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THE RIGHT KINDS OF INSIGHTS - EMAIL
Web Engagement
Hot Contact + Talking Points
Real Time Intent

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THE RIGHT KINDS OF INSIGHTS – SALESFORCE
§ Lightning-ready (also works with
Classic)
§ Easily monitor and react to insights
right in the Salesforce UI

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THE RIGHT KINDS OF INSIGHTS – SALESFORCE CLASSIC

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THE RIGHT KINDS OF INSIGHTS - SLACK
§ Easy to install Slack app
§ Direct notification of
website engagement to
account owners
§ Sales can take action
right from Slack

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LINKEDIN INTEGRATION ENABLES EASY ACCESS TO KEY CONTACTS