Driving data-driven growth: How DISCO built a cross-functional ABM engine with Demandbase

DISCO, a leading legal technology company headquartered in Austin, Texas, sought to elevate its go-to-market strategy with richer, data-driven insights that would enable the organization to engage prospects earlier in the buying process with more personalized, effective outreach. Facing a significant gap in understanding customer intent and engagement, DISCO turned to Demandbase in order to enhance, unify, and activate data across its CRM, MAP, and web properties.

The introduction of Demandbase transformed how DISCO approached account-based marketing, according to Jen Barry, Director of Integrated Marketing at DISCO. By surfacing key intent signals such as keywords, competitor research patterns, and on-site engagement, Demandbase enabled DISCO’s teams to gain actionable intelligence that empowered its sellers to reach out to accounts in a more timely and confident manner, with enhanced messaging precision that addressed account needs as signaled by intent data. DISCO could better understand account intent and then tailor its outreach accordingly.

What once was a “blind” outreach process to accounts based on generic messaging became a highly targeted, timely, and insight-led “sense and respond” motion across DISCO’s marketing, sales, and customer success teams. Both internal alignment and the relevance of messaging improved based on data-fueled insights, leading to richer, account-centric, and more effective outreach.

Demandbase also played a pivotal role in shaping DISCO’s ICP (ideal customer profile) and TAM (total addressable market) definitions, enabling the organization to identify prospects most likely to be in-market for its offerings and meet those customers precisely where they are in their journey. This cross-functional visibility helped DISCO align strategy and execution across its teams, strengthening DISCO’s ability to connect with high-value accounts that required a more coordinated engagement approach.

Beyond technology, DISCO credits Demandbase’s partnership and enablement for accelerating operational and revenue-related success. With hands-on support from Demandbase’s customer success and technical teams, DISCO achieved a rapid rollout and even launched an SDR enablement program leveraging Sales Insights within Salesforce. Moreover, a gamified challenge inspired adoption and enthusiasm among sellers, fostering deeper platform engagement across the DISCO organization.

The result? A unified, insight-driven go-to-market engine that empowers teams to act on data in a timely manner (i.e., when prospects are most likely to engage with DISCO outreach), drives meaningful engagement that meets accounts where they are, and scales growth efficiently. Put simply, DISCO can now better sense what accounts want and respond accordingly. After a year of successful adoption, DISCO is now looking ahead to integrating Demandbase’s AI capabilities in order to further enhance its sales intelligence and decision-making.