AI, Machine Learning and Intent are all the rage, but how do you make it real and operationalize it within your marketing organization? In this session, we’ll walk through a number of use cases that show how you can use intent data to inform your programs and drive specific actions to help build stronger pipelines and close more deals.

1. INTENT FOR ALL!
Mimi Rosenheim, Sr. Director Digital Marketing, Demandbase
John Dering, Sr. Director ABM Technology and Strategy, Demandbase
3/14/19

2. § Picture of a graduate
§ Who came out of undergrad thinking “I want to be a B2B marketer”?
I think I’m
going to be a
B2B Marketer!

3. SO WE’VE CHASED B2C EVER SINCE
B2C
Volume
Automation
Attribution
And tried to make it work for B2B!
B2B
Quality
Personalization
Influence
Has led to frustration and an inability to prove
marketing value as a revenue driver in B2B

4. Close Rates
Average Deal Size
Funnel Velocity
THE GAME HAS
CHANGED!
Through a focus on accounts,
and improved technology,
B2B marketers can:

5. AI + ABM
1st Party data is limited
Form fills
RSVPs
Email opens
Sales activity
3rd Party data can be too much
Website activity
Off-site searches
Spiking intent
Understanding the Anonymous
So how do we put it to good use?
Social signals
Company & Contact news

6. INTENT IS FOR EVERYONE!

7. DIGITAL MARKETING
Engaging target accounts online
Understand who is showing Intent
Segment those NOT on your site
Use their search data to customize ad creative
Personalize the website to match ad creative

8. DEMAND GENERATION
Cutting through the digital noise
Identify Target Accounts that are
NOT engaging with your digital tactics
But ARE showing intent signals
Send high-value direct mail to grab their
attention
Enable the SDR team to reach out with
relevant messaging

9. FIELD MARKETING
Impactful face-to-face engagement
People who aren’t in a buying cycle will usually
NOT come to a field event
Use intent data to prioritize where your target
accounts are showing buying signals
Prioritize accounts to invite
Layer that over engagement data from
your CRM and MAS to figure out the
contacts to invite

10. CUSTOMER MARKETING
At renewal time…
Are your customers on your website?
If so, are they looking at new products?
Or, are they looking at your competitors site?
In either case:
Marketing can react
And share with Sales to tailor their approach
Keeping and growing your Customers
Net Retention
✚ Renewals
✚ Pricing Increases
✚ Upsell/Cross-sell

11. SALES ENABLEMENT
Help SDR’s prioritize
Prioritize outbound
Tailor messaging
Help AE’s win
Short circuit discovery
Get out ahead of the RFP process
Focus, efficiency and effectiveness

12. SALES ENABLEMENT
Help SDR’s prioritize
Prioritize outbound
Tailor messaging
Help AE’s win
Short circuit discovery
Get out ahead of the RFP process
Focus, efficiency and effectiveness

13. SALES ENABLEMENT: PRIORITIZE OUTBOUND BY INTENT
Relevant keywords to your business
that the target account is showing
increased interest in.
Focus on accounts that are
reading/researching relevant topics.
Review the most common article
employees at this account read that
contains the term.
Easy access to LinkedIn Sales Navigator,
Salesforce, and Location breakdown for the
page views.
Bizmado

14. © 2018 DEMANDBASE SLIDE 14
SALES ENABLEMENT: TAILOR OUTBOUND MESSAGING
News insights give you something current and
relevant to mention in your outreach.
One-click access to the contact record in Salesforce
News article about both your account/contact and
terms specific to your business.
Easy access to LinkedIn Sales Navigator
and Salesforce.

15. SALES ENABLEMENT: SHORT CUT DISCOVERY
Persistent Slack alerts
over short time period
Still hitting high-value
pages
Time to reach out!

16. SALES ENABLEMENT: GET AHEAD OF RFP
Email sent... Email received...
Relevant but not
creepy subject. Ding ding ding!

17. KEY TAKE AWAYS
Intent is for everyone!
Make an impact digitally and offline
Make the most of face-to-face
engagements
Retain and grow your valuable
customer base
Increase Sales effectiveness