Your Demand Gen, Smarter

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Copyright © 2022 Demandbase
Your Demand Gen,
Smarter
Jon Miller
Chief Marketing Officer

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Hear about the man who only
signed up for one dating
platform?
He found love at ﬁrst site.
“

Copyright ©2022 / Demandbase Inc.
Limitations of lead-based approaches
led to the rise of account-based strategies
Traditional demand
gen is heading for
a shipwreck
THE END OF AN ERA

Anonymous buyers + privacy + fragmented systems =
account blindness, hard to reach buyers
Traditional demand
gen is heading for
a shipwreck
THE END OF AN ERA

New sales engagement tools change top-of-funnel
Larger buying committees transform bottom of funnel
Traditional demand
gen is heading for
a shipwreck
THE END OF AN ERA
Non-linear buying processes break traditional handoffs

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I was addicted to doing the hokey
pokey…
but then I turned myself around.
“

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Your Demand Gen, Smarter
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Intelligence
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It ﬁlls up my
Inbox…
SPAM!
At least 10,
15 a day
I. Hate. Spam.
It’s not just email…
it’s everything
“Irrelevant”
sums it up
No…!

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● Irrelevant oﬀers
● Conﬂicting
messages
● Unwanted or
irrelevant sales
outreach

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Traditional Demand Gen Suffers From…
Missed
opportunities
The costs:
Clunky, frustrating
buyer journeys
Cranky
CFOs
Hunch-based
decisions
Omni-spamming
Account blindness

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Account Intelligence is the answer

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Algorithms Are Commoditized, Data is the Differentiator
When it comes to modern data science, data >> algorithms =
convergence of data and workflow vendors
KDnuggets

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What do baby parabolas drink?
Quadratic formula.
Where do bad rainbows go?
Prism. It’s a light sentence.
“

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Brand
and
Demand

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B2B Buying
Today is
Complex and
Anonymous
70%+ online
~30% offline

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Use
B2B Advertising
To Reach
Anonymous
Buyers
Engage the right people at the right accounts before they even come to your site.
YOUR AD
HERE
Orange Juice Futures Up After
Positive Crop Report Issued
Sought in DOA Probe,
Clarence Beeks goes missing
after New Year’s Eve party
Duke & Duke Commodity
Brokers fold after
insider-trade debacle
William R. Valentine named
head of strategy at
newly-formed Winthorpe &
Valentine
Updated 10 minutes ago

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Brand and Demand have typically been separate
Brand
Paid media
Unknown targets
CPM pricing
Agencies
Demand
Owned media
Known targets
# leads pricing
In-house

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Brand + Demand = Smarter Together…
GTM
Platforms
Account
Intelligence
Anonymous
buyers
Known
buyers
Account targeting Person
targeting
3rd party
data
1st party
data

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Account
What’s So Special About B2B Advertising?
1. Identifying
accounts
Account

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3. Optimizing within
accounts
• Title targeting
doesn’t work
• Instead bid higher
for high-intent
individuals
Lands End
2. Optimizing across
accounts
• Avoid super
suckers
% impressions to
top 10% accounts
Accounts
<100
impressions
Account
with
clicks
B2B DSP (no super suckers) 25% 5% 36%
B2C DSP (super suckers) 85% 62% 4%
What’s So Special About B2B Advertising?
1. Identifying
accounts
Walmart
BID $25
BID $8
BID $2

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Intent-Based Advertising Works!
Highest Intent
Cookies
Medium Intent
Cookies
Low Intent
Cookies
Average
Cookie
Negative Intent
Cookie
Ad
Engagement
Rate
Demandbase Other
CPM $13.85 $12.94
CPC $14.75 $27.70

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What did one cannibal say to the
other while they were eating a
clown?
Does this taste funny to you?
“

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Brand
and
Demand
3
Redefining
Sales
Alignment

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When Sales and Marketing Play Nice
Old: The Hand-Off New: Exquisite Orchestration
TOPO: #1 indicator of account-based success is the
coordination between marketing and sales
Source: TOPOʼs 2019 Benchmark survey

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74%
Say sales’ awareness of
marketing campaigns is important
to win their business1
Of B2B sales reps who receive alerts
to key actions required on
opportunities say these alerts help
them do their job better1
When sales and marketing teams are
aligned, companies see an average
of 19% faster revenue growth and
15% higher profitability2
SOURCE:
1. SALESFORCE, STATE OF THE CONNECTED CUSTOMER
2. SIRIUSDECISIONS, KEYNOTE AT SIRIUSDECISIONS SUMMIT 2019
85%
Share insights
Align data Coordinate interactions
2
19%
Degrees of Alignment
1 3

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Alerts: Way Better Than A Virtual Assistant
Alert!
Jane Doe’s
Accounts
New MQAs

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Sales Intelligence
Marketing Intelligence

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Sales Intelligence
Marketing Intelligence
Demandbase Sales Intelligence

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Marketing-
Sourced
Pipeline
Marketing-
Inﬂuenced
Pipeline
All
Sourced
Pipeline
✔

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Did you hear about the
lawyer who sued the
airline for misplacing his
luggage?
He lost his case.
“

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Brand
and
Demand
3
Redefining
Sales
Alignment
4
Aligned To
Full Journey

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Most marketers
over-focus on NEW
business at expense of
POST-SALE

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New Business Is a Fraction of Total Revenue
Renewals: 65%
New Bookings: 22%
Expansion: 12%
CAC: $1.34
CAC: $o.50

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Deﬁne The Account Journey
Aware
Engaged
MQA
Opportunity
Customer
MQA (Cust)
Qualified Matches our ideal customer profile (ICP) – FIT
Showing awareness for our category – INTENT
Engaging with us – ENGAGEMENT
Marketing Qualified Account – PIPELINE PREDICT
Open opportunity
Closed won opportunity
In-Market for expansion solution
Opp (Cust)
Win (Cust)
Open opportunity for expansion
Adoption and retention
Customizable
Stages

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Move from emotion to
logic with thought
leadership and
education. Focus on validation
and consensus
across the entire
buying committee.
Align Your GTM to the Account Journey
Early in the journey, focus on building
your brand on a foundation of trust.
Drive adoption and
retention with best
practices.
Engage
when
accounts are
in-market
and actually
interested in
hearing from
you.
Aware
Engaged
MQA
Opportunity
Customer
MQA (Cust)
Qualified
Opp (Cust)
Win (Cust)

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Intelligence
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Brand
and
Demand
3
Redefining
Sales
Alignment
4
Aligned To
Full Journey

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Get Your Copy!
260 pages of
practical advice &
best practices
demandbase.com/guide

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I was just reminiscing about the
beautiful herb garden I had when
I was growing up.
Good thymes.
“

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Thank you!
YOU’RE
DEE
BEST!

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IGNORE EVERYTHING
FOLLOWING THIS

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A friend of mine didn’t pay his
exorcist.
He got repossessed.
“

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Police arrested a bottle of water…
…it was wanted in three different
states: solid, liquid, and gas.
“

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Why should you never mention the
number 288?
It’s two gross.
“

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Did you hear about the racing
snail who got rid of his shell?
He thought it would make him
faster, but it just made him
sluggish.
“

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When does a joke become a “dad
joke?”
When it becomes apparent.
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Pi was ﬁghting with an imaginary
number.
“Get real,” pi said. “Be rational,”
the imaginary number said.
“

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Why was the fraction worried
about marrying the decimal?
Because she would have to
convert.
“

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Why did the two fours skip lunch?
They already eight!
Why was the student upset when
his teacher called him average?
It was a mean thing to say!
“

Your Demand Gen, Smarter

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