What’s an ABM solution really worth? Find out using Forrester’s Total Economic Impact™️ framework, and learn how to apply it to your own organization. Join Demandbase’s VP of Product Marketing, Jackie Palmer, alongside guest speaker and Forrester consultant, Amy Harrison, as they share the financial and business impact interviewed customers realized by using Demandbase as their Go-To-Market solution. Demandbase customer, Suzzette Giron, Senior ABM Specialist at Achievers, shares her team’s experience and outcomes as well. Hear more real customer stories and learn the details of the commissioned Total Economic Impact study conducted by Forrester Consulting on behalf of Demandbase.

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Copyright © 2022 Demandbase

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Copyright © 2022 Demandbase
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© 2021 Demandbase |

3. The Total Economic Impact Of
Demandbase
Amy Harrison, Senior
Consultant

4. Agenda
Introduction
What is TEI?
Executive summary
Interviewees
Study results
Question and answer
Please note:
This slide presentation is an abridged,
graphical, and complementary
representation of a case study.
For a full explanation of methodology
and details on model calculations,
please refer to the full case study (The
Total Economic Impact of Demandbase,
April 2022)

5. What is TEI?

6. “Next-level” business case justifications are
increasingly important for technology investments
TCO ROI TEI
IT impact
IT costs
IT cost savings
Business
impact
User efficiency
Business effectiveness
Risk/
uncertainty
Risk mitigation
Risk versus reward
Strategic
impact
Scalability
Flexibility
What is an effective business case?
Over 90% of IT decision-makers find value in a
business case

7. TEITM
is a proven,
consistent, repeatable
methodology to
justify technology
investments
Flexibility
BENEFITS
COSTS
FLEXIBILITY
RISK
TOTAL ECONOMIC
IMPACT

8. Project approach
Forrester took a multistep approach to evaluate the impact of Demandbase
DUE
DILIGENCE
CUSTOMER
INTERVIEWS
COMPOSITE AND
FINANCIAL
MODEL
WRITE CASE
STUDY
REVIEW AND
FINALIZE

9. Executive
Summary
“Demandbase has opened the sales
team’s eyes to say, ‘Wow, marketing
supports us.’ We’ve gone from a cost
center to a revenue center. We’ve
shown sales the campaigns we ran and
how they contributed to the sales
process. It’s changed everything.”
— Demand generation manager, software

10. © Forrester Research, Inc. All rights reserved.
Three-year impact
Based on an analysis of Demandbase
customer feedback and quantified
benefit, cost, risk, and flexibility factors.
ROI
367%
BENEFITS
$2.47M
PAYBACK
<6 Months

11. Who did we interview and what did we hear?

12. Software - ABM Specialist, Global company, 500 employees
Software - Demand generation manager, Global company, 500 employees
Financial Services – VP of marketing analytics, Global company, 3,000 employees
Software– Marketing operations manager, Global company, 950 employees
Forrester interviewed four users of Demandbase

13. Drivers to make the investment:
• Strained relationship between marketing and
sales
• Unaligned goals
• Lacked unified account intelligence and intent
data
• “Old school” demand gen
• Sales lacked account plans
Prior challenges

14. • Value proposition for both
marketers and direct sales
• Provide account intelligence and
intent data
• Integrate with existing CRM
systems
• Improve sales/marketing
relationship
• Integrate with web traffic analytics
• Provide account info
• Allows sales and marketing to drive
revenue
Goals

15. Creating a business case for Demandbase
Forrester created a composite organization to convey the aggregate financial analysis
REVENUE
$200M
EMPLOYEES
650 total
INDUSTRY
Software
SALESPEOPLE
200
MARKETERS
20
IMPLEMENTATION
Pilot program before
deployment

16. Study Results

17. $967K
$141K
$1.2 M
$129K
$0 M
$0 M
$0 M
$1 M
$1 M
$1 M
$1 M
$1 M
Increased profit Market
productivity
gains
Sales
productivity
gains
Avoided costs of
third-party tools
Three-year risk-adjusted
benefits
Based on interviews with current customer
organizations, as applied to the composite

18. Demandbase study table

19. © Forrester Research, Inc. All rights reserved.
Increased Profit
Increased target engagement
of 20% to 50% of early-stage
opportunities
Reduced cost of new initial
meetings by 75% from $12,000,
to $3,000
Improved marketing qualified
accounts From prioritized to open
opportunity, the metric moved from
70% to almost 90%.
2% higher conversion rate
from lead to opportunity.
“Now that we have
Demandbase, we’re able see
what programs have worked [at]
driving pipeline and revenue.
Product marketers can better
plan which campaigns to run,
and it’s helped our campaign
managers choose the right
messaging for their target
market. We can prove we’re not
going on hunches anymore.”
ABM specialist, software

20. © Forrester Research, Inc. All rights reserved.
Marketing Productivity
Gains
1,920 hours saved each year in
building lists and monthly reporting
672 hours saved each year building
and maintaining a client engagement
model
“The webinars team previously invited attendees
by targeted job title, but there was a better way.
We pulled a list of companies who researched
keywords related to the webinar content and
targeted accounts higher in the buyer journey
funnel. As soon as we started implementing that
strategy, we tripled the invitations. Previously, only
28% of attendees were from named accounts but
our most recent webinar had 92%. It is huge.”
ABM specialist, software
Close rate for marketing-
sourced leads:
19%
16%
After
Before

21. © Forrester Research, Inc. All rights reserved.
Sales productivity gains
“It’s to the point now, if we give a BDR somebody
that has made it all the way to [the] prioritize
[stage], 90% of the time they are converting that as
an opportunity. Being able to give them better
quality leads that sales can convert has been huge
for them.”
Manager, demand generation, software
32 hours saved per year prioritizing
account lists
24 hours saved per year creating
account plans
“The president of this division, who
is the head of sales, sent out an
email to the entire salesforce. He
said, ‘If I would’ve had this when I
was a salesperson, I’d have made
quota by June of every year. If you
are not using this, you’re wrong.”
Demand generation manager, software

22. © Forrester Research, Inc. All rights reserved.
Avoided costs of third-
party tools
"[The competitor] is a good tool; it just scores
differently. Demandbase is just as good if not
better for account identification, and it does a lot
more. Another nice thing—Demandbase is
expanding and buying other tools. We'll get even
more capability when we integrate our email and
Salesforce."
VP of marketing analytics, financial services
$25K saved per year on account
identification and intent data solutions
$40K saved per year on business
database

23. Improved sales and
marketing relationship
Improved marketing team
morale
Improved ROI on agency
relationships
There are benefits to using Demandbase that the
customers couldn’t quantify

24. © Forrester Research, Inc. All rights reserved.
Future benefits
Website personalization
Demandbase becomes the marketing
automation platform
Future budget shifts to account-based
marketing
“I would consider using an ABM platform as the core marketing
automation solution in my organization’s martech stack and
replacing our existing marketing automation platform within three
years.”
Base: 67 vendors, users, and technology experts
Source: Forrester’s Q3 2020 Global B2B Marketing Tech Tide™ Survey
43% Agree
16%
27%
13%
31%
12%
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree

25. Customers
incurred two
areas of cost
Fees paid to Demandbase
• The composite pays an initial fee for professional
services for installation of $5,760
• The composite pays $192K in annual fees,
including a baseline SaaS license fee, an annual
advertising fee, and ongoing fees for premium
support
• Total implementation and maintenance costs
• 3 professionals work for one full week on pre-
implementation planning efforts - equivalent to
$7,440
• An additional $11,904 is spent (in time) per year
on employee efforts around maintenance

26. 367%
Return on investment (ROI)
$1.937M
Net present value (NPV)
Financial summary
Three-year risk-adjusted results
-$0.5 M
$0.5 M
$1.0 M
$1.5 M
$2.0 M
$2.5 M
$3.0 M
Initial Year 1 Year 2 Year 3
Cash
flows
Cash Flow Chart (Risk-Adjusted)
Total costs Total benefits Cumulative net benefits

27. Business case definitions
101
Present value (PV)
The present or current value of (discounted) cost and benefit
estimates given at an interest rate (the discount rate). The PV
of costs and benefits feed into the total NPV of cash flows.
Net present value (NPV)
The present or current value of (discounted) future net cash
flows given an interest rate (the discount rate). A positive
project NPV normally indicates that the investment should be
made, unless other projects have higher NPVs.
Payback period
The breakeven point for an investment. This is the point in time
at which net benefits (benefits minus costs) equal initial
investment or cost.
Return on investment (ROI)
A project’s expected return in percentage terms. ROI is
calculated by dividing net benefits (benefits less costs) by
costs.

29. Named
Account
NIMs
The Opportunity In Front Of Us
We were
here
OB SDR team
growth x1.5
OB SDR team
growth x2
Target: 20% of ARR from
net-new logos to come
from named accounts.

30. The ABM Approach:
What’s Different?
ABA creates awareness and
interest in the Achievers
brand with advertising
personalized by account
Amplify Achievers brand Fast track opportunities Work the right accounts
By knowing where people
are in the customer journey,
we increase funnel velocity
through more timely
messaging
Pull marketing resources and
SDRs onto accounts that are
actively in market vs. wasting
time & money with cold
outreach

31. ABM amplifies the Achievers brand
Account Based
Advertising
Web
Personalization
Conversational
Chat
ABA Email
Nurturing
ABM creates awareness and interest in the Achievers brand
with advertising personalized by account
Innovation & A/B Testing
Personalized
Gifting

32. ABM enables Achievers to work the right accounts
Account-based
Pods
Account Intelligence from
Demandbase ABX Cloud
ABM creates awareness and interest in the Achievers brand
then works closely with sellers to target in-market accounts
Innovation & A/B Testing

33. Named
Account
NIMs
Since ABA pod kickoff in Feb, SDR productivity
began to rise
ABA Pod Kickoff
Oct '20 Nov '20 Dec '20 Jan '21 Feb '21 Mar '21 Apr '21 May '21 June '21
Chart Title
Q1 Productivity Target
Q2 Productivity Target

34. Retargeting Companies to Finish Conversion
Ads drove traffic to a demo page with a
chatbot instead of form. Chatbot tested
hypothesis that more people would
engage in a “conversation” than
complete an 8-field form.
Chatbot test revealed that buyers did not
want to engage this way. Visits to this
modified demo page resulted in accounts
being prioritized by SDRs, resulting in 6
NIMs - in the first 2 weeks of campaign
running.
Those with multiple visits to key
web pages were retargeted with
an ad personalized by account
name
Dunder Mifflin
100 Acre Woods
Sterling Cooper
Wonka Bars
Duff Beers
Los Pollos Hermanos
Bluth Company
Central Perk
Monsters, Inc
ACME Corp
Central Perk,

35. 2nd Achievers
Hosted Webinar
Topic: D&I
55%
Registrations from
named accounts
Tested segmenting audience by
intent data only
Accounts showing intent on D&I
keywords or engaged w/ D&I
content on our site
1st Achievers
Hosted Webinar
Topic: Culture
37%
Registrations from
named accounts
Missed opportunity to nurture
named accounts with webinars
Prospects who have attended an
event in the past
3rd Achievers
Hosted Webinar
Topic: Employee Feedback
77%
Registrations from
named accounts
Tested segmenting audience by
intent data and journey stage
MQA accounts showing intent on
EE keywords or engaged w/ EE
content on the website
Optimizing Targeting for Webinars

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Copyright © 2022 Demandbase