Unspam Your Brand - B2BSMX Aug 2022

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Copyright © 2022 Demandbase
Unspam
Your
Brand
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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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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Unknown Known
B2B Buying is Complex and Anonymous

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Account Intelligence Lifts The Darkness

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Account Intelligence
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out-of-date data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 and Contact Info
● What Size, industry, address,
parent/child; name, title, role,
contact info, connections…
● Why Find and score accounts,
build territories, identify and
contact decision makers
● 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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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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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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Using Account
Intelligence for
Smarter GTM

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Activate Account Intelligence To…
FIND
Smart
Account
Selection
ATTRACT
B2B Brand
Advertising
CLOSE
Sales and
Marketing
Orchestration
ENGAGE
Message /
Journey Stage
Alignment

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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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FIND
Smart Account
Selection

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The number of
accounts you
COULD pursue is
larger than the
number you CAN
pursue.
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“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6.2K
$50K – $250K
“Thousands”
<$50K
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
1 : 1 ABX
1 : FEW ABX
1 : MANY ABX
Targeted Demand Gen (ICP)
Your GTM Is a Spectrum of Styles

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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.)
Entitlements
Data Advertising
Direct Mail
High Value
Offers

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Time to select… Marketing-driven, Sales-owned
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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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ATTRACT
B2B Brand Advertising

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

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ENGAGE
Message / Journey
Stage Alignment

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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
The Journey 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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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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Result: Massive Increases In Account Engagement
Feb 2022 Display: Lift % by Journey Stage
Lift: % of accts more engaged during campaign than in 30 days prior to launch
49%
63%
72%
76%
81%
76%
25%
25%
Qualified
Aware
Engaged
MQA
SQL
Pipeline Opp

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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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CLOSE
Sales & Marketing
Orchestration

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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
SDR Order of Operations
New marketing qualified accounts (MQAs)
Interactions with key content or campaigns
Accounts visiting key webpages
Trending / competitive intent
Closed lost opportunities that are waking up.
Open opps and upcoming renewals showing
competitive intent
High Pipeline Predict scores (not yet MQA)

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ABX Stand Ups
The Secret Weapon for GTM Alignment
3

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

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

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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!

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IGNORE EVERYTHING
FOLLOWING THIS

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

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I had an argument with
a 90° angle.
I lost.
It turns out it was right.
“

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

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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 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!
“

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The problem with math puns is
that calculus jokes are all
derivative, algebra jokes are
usually formulaic, and arithmetic
jokes are pretty basic.
I can handle that.
But graphing is where I draw the
line!
“

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Start here
Initial research
Social media
First website visit
Competitive website
visits
Buying
committee
research
Social network
Pipeline
Evaluation
Retain
Research
additional
solutions
Customer
Unknown Known
Form fill /
Hand-raise /
Demo request
Not here
The B2B Buyer Journey:
Complex, Digital,
Anonymous… and Annoying

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I recently heard about a young
adult novel, in which Schrodinger’s
cat and Pavlov’s dog team up for a
cross country adventure.
So, I went to the library to see if
they had a copy for my daughter.
The librarian said the description
rang a bell, but she wasn’t sure if it
was there or not.
“

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

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• Cookie
• IP Address
Identify Masked Visitors
Cookie
Present?
Identified
Visitor
(Microsoft)
IP Address
Match
Visits
Customer
site/intent page
Cookie
Present?
Web Visitor
(Microsoft)
Identified
Visitor
(Microsoft)
New cookie
placed
Not Identified
IP Address
Match
Remember
the IP address

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Identify Masked Visitors
~20B signals a day
● API data (tag)
● Advertising behavioral data
● Our database of companies & contacts
● Partner data (e.g. Liveramp IdentityLink,
Trade Desk Unified ID)
● All privacy compliant
AI processing and intelligence
● Domain knowledge
● Behaviors
● Bot detection
● Balance precision vs match rate
Constantly evolving
● Covid-19 and WFH
● Deprecation of 3rd party cookies

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Post-Cookie Update
Demandbase Updates
● Account-based ads less cookie-dependent by design than B2C platform buying - IP;
firmographics/technographics; content and context
○ We will increase non-cookie signals and identifiers for intent measurement
● Liveramp IdentityLink using hashed non-cookie identifiers to match users online; Trade Desk Unified ID
initiative now also available via Liveramp
● High Intent Pages - Demandbase innovation
○ Storing and targeting Intent using keyword sets and historical performance of site content instead of cookie
data
○ Initial results are within range of cookie-based intent performance
CONFIDENTIAL - SHARED UNDER NDA

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Demand
Generation
Account-Based
Marketing
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News & Social Insights
● What Exactly what it sounds
like: news and social insights
● Why Timely, relevant
reasons to reach out
● How Mining new sites, social
platforms, and blogs
● Consider Custom trackers

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Typical ABX Engagement Channels
TOPO Marketing Technology Report 2019

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Demandbase ABX Stand-Up Framework
● Overview
○ 30 min sessions re-booked during weekly office hour time slots
○ First-come, first-served — focus on reps with the biggest needs
○ AE and SDR present
● Scheduling
○ 2 hours/week/marketer
● Session Expectations
○ 1:1 Account Review (Max 2) OR groups of accounts (e.g. Tier 1, MQA)
○ Discuss actions and plays to implement (both sales and marketing)
3

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Sales Intelligence
ABM Platforms

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Sales Intelligence
ABM Platforms

Unspam Your Brand - B2BSMX Aug 2022

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