Nothing Works Anymore: Why B2B Needs A New Playbook

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Copyright © 2023 Demandbase
Nothing Works Anymore
The new playbook for a
Smarter GTM
Jon Miller
Chief Marketing Officer

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Two atoms were walking across a
road when one of them exclaimed,
“I think I lost an electron!”
“Really!” the other replied, “Are
you sure?”
“Yes, I’m absolutely positive.”
“
! ?

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Copyright © 2023 Demandbase Demand Brand

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Buying Groups Average 14 Participants
Source: 2022 Gartner Technology Buying Behavior Survey
Roughly half “active” and half “occasional”

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When does a Dad joke
become a Dad joke?
When it becomes
apparent.
“

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The New Playbook:
A Smarter
Go-To-Market

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The SMARTER GTM™
Playbook
Qualified Decision
Consideration
(MQA)
Experiencing pain Named the problem Selecting a solution
CONDITION
the market by
building brand
awareness.
FIND
accounts
worthy of your
resources.
ENGAGE
accounts that
are in-market
and want to
hear from you.
ORCHESTRATE
Sales and
Marketing for
the modern
buyer.
Awareness

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CRM
Marketing Automation
Corporate Email
Ad Impressions
Website Visits
1st
Party
3rd
Party
Match
Maintain
Intent
Connections
Companies
News & Social
Hierarchies
Contacts
Technographics
Validate
Cleanse
Enrich
Deduplicate
Account ID
Lead-to-Account
Account Intelligence Makes You Smarter

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Why is six afraid of seven?
Because seven eight nine!
But why did seven eat nine?
Because you’re supposed to eat
3 squared meals a day.
“

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The SMARTER
GTM™ Playbook

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The SMARTER GTM™
Playbook
Coming up, we’ll cover how to:
● FIND accounts worthy of your resources
● CONDITION the market by building brand
awareness
● ENGAGE accounts that are in-market and want to
hear from you
● ORCHESTRATE Sales and Marketing for the
modern buyer

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{not for beginners}

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FIND
accounts worthy of
your resources

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The number of
accounts you
COULD pursue is
larger than the
number you CAN
pursue.

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ENTITLE-
MENTS
Tier 1 Tier 2 Tier 3
Demand
Gen
(ICP)
ENTITLE-
MENTS
Tier 1 Tier 2 Tier 3
Demand
Gen
(ICP)
Data Quarterly Quarterly Annually As Needed
Advertising $$$$ $$$ $$ $
Direct Mail $$$$ $$$ $$ $
Personalization ✔✔ ✔ - -
High Value
Offers
$$$$ $$$ $$ $
Account
Planning
Yes No No No
SDR & Sales 6x 3x 1x 0.3x
ENTITLE-
MENTS
Tier 1
(3 per)
Tier 2
(30 per)
Tier 3
(100 per)
Demand
Gen
(ICP)

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Actual Example: DM on LinkedIn to Get It

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I ntent Interest in your products and/or competitors
it Accounts in your ICP (firmographics+technographics)
R elationship Context and history with the account
E ngagement Time spent with your company
Use FIRE to Score and Rank Accounts
F

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Account Selection: Marketing-driven, Sales-owned
Tier 1
Tier 1
Tier 2
Tier 3
Tier 2

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Why do teenagers travel in
groups of 3s and 5s?
Because they can’t even.
“

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CONDITION
the market by building
brand awareness

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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

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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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Display Advertising Impact
Results
Group A: Received Ads
Group B: No Ads
Movement out of Qualified journey
stage:
● Conversion 17% points higher
in test group A (that’s 44%
more!)
● Conversion and Velocity was
faster for every subsequent
stage

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After a sheepdog chased
all the sheep into the pen,
he told the farmer “All 40
accounted for.”
“But I only have 36 sheep,” the
farmer replied.
“I know,” said the sheepdog.
“But I rounded them up.”
“

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

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ENGAGE
accounts that are
in-market and want to
hear from you

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Pipeline Predict
Qualified accounts showing behaviors that predict
buying activity = Marketing Qualified Account (MQA)
I ntent Interest in your products and/or competitors
it Accounts in your ICP (firmographics+technographics)
R elationship Context and history with the account
E ngagement Time spent with your company
Use FIRE to Find In-Market Accounts
AI + Big Data Finds
and Scores Buying
Patterns
F

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Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Customizable
Stages
Understand The Account Journey
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
Adoption and expansion

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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 Message to the Journey Stage
Early in the journey, focus on building
your brand on a foundation of trust. Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Account Journey
Drive adoption,
retention, and
expansion with best
practices
Engage when
accounts are
in-market and
actually interested in
hearing from you

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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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ORCHESTRATE
Sales and Marketing
for the modern buyer

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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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ABX Stand Ups
The Secret Weapon for GTM Alignment
3

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Marketing-
Sourced
Pipeline
Marketing-
Inﬂuenced
Pipeline
Team
Sourced
Pipeline
✔

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We hired a new CSO at
Demandbase. I said
“Bro, want to see the new
marketing pamphlet?”
He replied, “Brochure”.
“

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

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Key Takeaways
1. Traditional tactics suffer from buyer
indifference — we need a new playbook
2. Use entitlements to allocate resources to
worthy accounts
3. Condition the market by building brand
awareness
4. Align your message to the account journey
5. Orchestrate Sales and Marketing for the
modern buyer (standups, team-sourced
pipeline)

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Thank you!
YOU’RE
DEE
BEST!

Nothing Works Anymore: Why B2B Needs A New Playbook

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