We all want to be data-driven marketers, but the truth is, when it comes to B2B, data isn’t a silver bullet. In fact, data can end causing more problems than it solves if you don’t understand what you’re looking for or how to apply it correctly. In this webinar, Mike Hilts, SVP of Product and Mark Yatman, Lead Consultant, will discuss the current data landscape, common pitfalls and strategies for turning data into actionable insight. In this webinar you’ll learn: - The best types of data to leverage, and what to avoid - Which data and metrics best support your B2B strategy - How to align your data with marketing programs and goals

1. BEYOND THE BUZZ
MAKING B2B DATA WORK
FOR ACCOUNT-BASED MARKETING
Mark Yatman
Lead Strategic Consultant | Demandbase
Mike Hilts
SVP, Product | Demandbase

2. TODAY’S PRESENTERS
MIKE HILTS
SVP, Product
Demandbase
MARK YATMAN
Lead Strategic Consultant
Demandbase

3. AGENDA
§ Business Data Basics
§ B2B Data Challenges and Risks
§ Relevancy and Actionability
§ Use Cases and Best Practices
§ Q&A

4. © 2017 DEMANDBASE | SLIDE 4
B2B BUYING BEHAVIOR HAS CHANGED
67%
Of the buyer’s journey is
now done digitally
SiriusDecisions, CEB, Crimson Marketing,
70%
Of B2B buyers use social
media as a research tool
6.8Average size of today’s
B2B buying group
39%
Find the buying process
overwhelming

5. © 2017 DEMANDBASE | SLIDE 5
B2B DATA BASICS
Business Credit and
Direct Marketing Data
§ Offline sources (traditionally)
§ Firmographics and hierarchies
§ Complex but static view
Modified and Enhanced for use
Online and in ABM
§ Joined with IP address, Browser
Cookies & Devices
§ Merged with behavioral/user data
§ Dynamic and desires to be anonymous
Healthcare
Manufacturing
Construction
Logistics

6. © 2017 DEMANDBASE | SLIDE 6
BLANK SLIDE
Digital Footprint is the
only way to get complete
account data across
the funnel
§ Requires building
relationships across end
users, accounts and
identity keys
§ Enables identification of
target accounts at work,
at home and in between
ACCOUNT USERS ACCESS THE WEB FROM EVERYWHERE

7. © 2017 DEMANDBASE | SLIDE 7
New IPs ASSIGNED
Periodically
License IP
From ISPs
Small
Businesses
CHALLENGES OF IP IDENTIFICATION
One
Umbrella of IP Addresses
100s and1,000s of
Sub IP Addresses
Large
Businesses
Website Coverage:
20%
Registry
matching and
reverse DNS
40%
Advanced
Clustering
Algorithms
60%+
Advanced
Machine
Learning: AI
Hard!
Really Hard!
Really, Really Hard!
Data

8. © 2017 DEMANDBASE | SLIDE 8
CHALLENGES OF COOKIE IDENTIFICATION
Professional
Contacts
Target
Accounts
Onboarding
5-10%
Look-a-likes
Householding
Optimized for
Advertising
Advertising
Good! Bad!
Analytics &
Actionability

9. © 2017 DEMANDBASE | SLIDE 9
CHALLENGES OF IDENTIFICATION
BotsNon-Business
Qualified
Businesses
ISPs & Data
Centers
Wireless
Providers
1. Incorrectly identifying ISPs and
data centers as companies
2. Incorrectly identifying hosted
security and proxy providers as
companies
3. Incorrectly identifying bot traffic
(or inability to classify)
4. Incorrectly classifying non-
business traffic as business
traffic
5. Classifications that are not
actionable for ABM

10. © 2017 DEMANDBASE | SLIDE 10
SOLVING FOR IDENTIFICATION
Device
Cookie
IP
Identify users on corporate
networks and use cookies to identify
when off-network
Use cookies to understand user
behaviors and business intent
Identify users within applications
and other environments

11. © 2016 DEMANDBASE / SLIDE 11
MAKING IT ACTIONABLE
USE CASES ACROSS
THE FUNNEL
§ Analytics
§ Advertising
§ Personalization
§ Conversion
MEASURE
CLOSE
CONVERT
ENGAGE
IDENTIFY
ATTRACT

12. USE CASES & BEST PRACTICES

13. © 2017 DEMANDBASE | SLIDE 13
USE CASE #1: INDUSTRY DATA
6,801
28%
4309
18%
2150
9%
8743
37%
759
3%
1120
5%
Monthly Industry Visitors
Telecommunications Energy & Utilities
Financial Services Software & Technology
Education Other
§ Industry Data provides actionable target audience
§ Personalization the Telecommunications improves
engagement through creative with Industry
specific messaging KPI’s
Leading
Pages/Session
Visitor Depth
Form Velocity
Lagging
Lead Generation
Gated Asset Consumption

14. © 2017 DEMANDBASE | SLIDE 14
USE CASE #2: 1st PARTY DATA
Account
Watch
CRM
Data
Social
Traffic
Direct
Traffic
Campaign
Traffic
Organic
Traffic
§ 1st party data provides account
ownership, account ID’s and
Stage data
§ CRM Data loaded into an
account watch is made
actionable through onsite
personalization and form
enrichment Customer
Name
Email
Company
Question...........
DB Company
Account Owner
Account ID
HiddenFields
Industry
KPI’s
Leading
Pages/Session
Visitor Depth
Form Velocity
Conversion Rate
Data Quality
Lagging
Lead Generation
Gated Asset Consumption
SQL – MQL Rate
Win Rate

15. © 2017 DEMANDBASE｜SLIDE 15
BUYER JOURNEY MAPPING
0
10
20
30
40
0 5 10 15 20 25
WeeksUsers Pageviews Open Close
Stage 1 Stage 2 Stage 3
Stage Events
Clients PDF downloads
Content
Solutions Site Section
Security Insights section
Stage Events
Industry PDF downloads
Registration for Events
Clients PDF downloads
Content
Client Story site section
Solutions Site Section
Security Insights Section
About us Section
Stage Events
Industry PDF downloads
Media Center PDF Downloads
Clients PDF Download
Contact form
Content
Media Center Site Sections
Tech & Capabilities Site Section
Client Story site section
Solutions Site Section
Security Insights Section

16. © 2017 DEMANDBASE | SLIDE 16
USING DATA TO ASSIST BUYERS JOURNEY
Stage 1 Stage 2 Stage 3
CRM
Data Sales
Stage 1
Sales
Stage 2
Sales
Stage 3
Behavior
Industry PDF Download
And
Solutions Site Section
Security Insights section
Behavior
Industry PDF downloads
Registration for Events
Clients PDF downloads
and
Client Stories site section
Solutions Site Section
Security Insights Section
About Us Section
Behavior
Industry PDF downloads
Media Center PDF Downloads
Clients PDF Download
Contact form
and
Media Center Site Sections
Tech & Capabilities Site Section
Client Story site section
Solutions Site Section
Security Insights Section
Stage 1 Stage 2 Stage 3
Industry Based
Messaging

17. Q&A