B2B Buying Today: Unspam Your Brand

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Copyright © 2022 Demandbase
Unspam
Your
Brand
Jon Miller
Chief Marketing Officer

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3
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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B2B Buying Today

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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
● Advertising
that’s just... noise
● Sellers who
ignore what they
ought to know
about you

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B2C
Amazon

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The Challenges Of Digital B2B Buying
Missed
opportunities
The costs:
Clunky, frustrating
buyer journeys
Cranky
CFOs
Hunch-based
decisions
Omni-spamming
Account blindness

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Buyers Are
Dropping
Signals Into
The Digital
Maze…
70%+ online
~30% offline

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Account Intelligence: The Roadmap
1st
Party
3rd
Party
Match
Maintain

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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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Building Your Account
Intelligence

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Connect
Your First-Party Data
● CRM
● Marketing automation
● Emails and meetings
● Web visits
● Advertising impressions
● Product usage
● Custom

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Maintain Your Data
Because it never stands still
The average B2B database is 25% inaccurate at any given time (Forrester)
Fix duplicate and
out-of-date data
Validate
emails
Clean and enrich
your CRM

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Hierarchies
Intent
Technographics
Contacts
Connections
Companies
Account ID
Augment Intelligence with Third-Party Data

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Company Info
● What Size, industry, address,
parent/child…you get the idea
● Why Find and score accounts,
build territories, etc.
● How Triangulated & validated
from multiple public sources
● Consider Match and fill rates

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Contact Data
● What Name, title, role, contact
info, connections…
● Why Identify and contact
decision makers across the entire
buying team
● How Triangulated & validated
from multiple public sources
● Consider Accuracy > volume

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Account Identiﬁcation / Deanonymization
● What De-anonymize web
traffic on 1st and 3rd party sites
● Why Identify otherwise
anonymous digital signals
● How IP + Cookie
● Consider Match vs accuracy

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Technographics
● What Installed technologies
and predicted patterns
● Why Often #1 attribute for ICP
fit; find customers of
competitors and partners
● How Website tags + job boards,
resume databases, etc.
● Consider Behind the firewall

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The Intent Of Intent
● What Track content companies
consume outside your website
● Why
Find companies showing
interest in your company, your
category, or your competitors
Spot those magic moments

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www.bloomberg.com/three-thing
s-to-know-about-cybersecurity
Cookie
1234
at IP Address
2.1.4.5
www.techrepublic.com/your-ent
erprise-cybersecurity-plan/
Cookie
4657
at IP Address
8.7.1.2
www.bloomberg.com/google-nsa
-rsa-conference-highlights
Cookie
9876
at IP Address
7.7.6.4
Visitor Content
Where Does Intent Come From?

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Where Does Intent Come From?
User Works AT
Content
extraction

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One Article? That’s Not Intent
Timing (and volume) are everything!
How recently did they
read them?
How old were
the articles?
How many relevant
articles did they read?
How rare are the
keywords?
Over how many days?
Any other keywords that
disqualify the account?

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Prior 12 Months
#
of
People
Researching
Company A
Company B
Company C
High Intent
Strength
Medium Intent
Strength
Low Intent
Strength
Intent Strength

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Trending Intent
Trending Intent
Prior 12 Months
Total
Intent
Behaviors
per
Account
Compares the last 7 days to the last 8 weeks
Company A
Company B
Company C

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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: The Payoff

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Got Data? Now What?
● Flow into ABM, CRM, etc.
● Sales and SDR alerting
● Use in predictive / advertising / direct mail
● Journey analytics
percent of companies with intent data
found their biggest challenge was
understanding how to use it (Gartner)
67

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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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Activate Account
Intelligence to Create a
Smarter Go-To-Market

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Account Intelligence
Inject intelligence into every step of the buyer journey
B2B
advertising
Sales
intelligence
Account-based
experience (ABX)
Existing
systems

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Account-Based
Experience (ABX)
The Right Experience for
Each Account at Each
Stage of the Journey

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Pipeline Predict
Qualified accounts showing behaviors that predict buying
activity
I ntent Interest in your products and/or competitors
F it Accounts in your ICP
R elationship Context and history with the account
E ngagement Time spent with your company
Account-Based Experience Starts With FIRE
AI + Big Data Finds
and Scores Buying
Patterns

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Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Account Journey
Customizable
Stages
Understand The Account Journey
Pipeline Predict
Qualified accounts showing behaviors that predict buying
activity
AI + Big Data Finds
and Scores Buying
Patterns F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company

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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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Entitlements Deﬁne The Right Experience for
Each Account at Each Stage of the Journey
Tier 3
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Tier 4
Tier 2
Tier 1
Data Advertising
Direct Mail
High Value
Offers

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Demandbase Entitlements
Advertising Direct Mail 1:1 Marketing Other
Tier 1
(5 per)
● $$$$ ● $300/executive
contacts; $100+/contact
for others. Personalized
by request.
● Additional DM upon
MQAs or big events.
● ABX Stand Ups
● Marketer-to-Marketer
calls
● By Request
○ 1:1 Marketing Plans
○ 1:1 Account Events
○ Cameo messages
○ Custom content
○ Custom video
● 1:1 Exec Outreach
● Free Certification (Open
Opps)
● Pipeline Acceleration
Report
● Sales alerts
Tier 2
(30 per)
● $$$ ● $100/contact
● Additional DM upon
MQAs or big events
● ABX Stand Ups
● Marketer-to-Marketer
calls
● By Request
○ Custom content
● Free Certification (Open
Opps)
● Sales alerts
● By Request
○ 1:1 Exec Outreach
Tier 3
(100 per)
● $$ ● $100/contact (up to 3) ● By Request
○ Marketer-to-Marketer
calls
● General demand gen
(events, content, etc.)
Demand
Gen (ICP)
● $ ● General demand gen
(events, content, etc.)

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

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B2B Advertising

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Account
What’s So Special About Account-Based 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 Account-Based 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

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Move from emotion to
logic with thought
leadership and
education. Focus on validation
and consensus
across the entire
buying committee.
B2B Advertising Powered by Account Intelligence
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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I had an argument with
a 90° angle.
I lost.
It turns out it was right.
“

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Sales Intelligence

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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 2
Alert!
Jane Doe’s
Accounts
New MQAs

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ABX Stand Ups
The Secret Weapon for GTM Alignment
3

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

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Thank you!
YOU’RE
DEE
BEST!

B2B Buying Today: Unspam Your Brand

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B2B Buying Today: Unspam Your Brand