What’s It Like To Use a Next-Gen ABM Platform?

A few years ago, I saw the future. It wasn’t the sort of vision where you wake up one day and you suddenly know that COVID-19 is going to bring the world to a grinding halt in 2020 (although that certainly would’ve been a useful vision to have). Instead, I simply looked around at the way B2B marketing was evolving and changing, and realized that the technology marketers had access to wasn’t keeping up with these changes. Right then, I knew that B2B marketing automation was heading towards a seismic shift.

In my mind’s eye, I could see what would come next: a B2B marketing platform built for the way marketers and sellers actually go to market with ABM. A platform that doesn’t keep you in silos, or make it difficult to get insights, or make you jump to another platform simply to take action. This platform would be a seamless extension of your day-to-day marketing needs, answering your questions about prospects and customers, and providing the solutions you need to grow your business.

You may have guessed by now that I’m talking about our new Demandbase ABM Platform. But I’m also talking about the culmination of a journey I’ve been on ever since that day when I saw the future. From the day I founded Engagio, to the day I realized that Demandbase was the perfect partner to accelerate our vision, I’ve been working tirelessly to create a next-generation marketing automation platform for B2B.

And it’s finally out in the world! Customers in our Early Adopter Program have been using our integrated ABM Platform for over a month now, as we test and perfect it for the official launch. So I thought it was high time to talk to them and see what they think.

A few of these early adopters — Lily Bond of 3Play Media, Emily Ketchum of Fuze, and Jimmy Montchal of Coursedog  — graciously agreed to sit down and give us a peek into what it’s like to use the new platform to take their ABM to the next level.

Actionable Insights, All In One Place

One thing that really stood out to me is that they’re enjoying the wide range of insights the platform provides. I’m glad to hear it, since this was by design. The ABM Platform gains information not only from the world-class 3rd-party intent data that Demandbase provides, but also from all of the sources that marketers and sellers use regularly: CRM, MAS, and your own website and company email information. It’s also API-compatible and gives you the ability to upload data via CSV, which allows you to integrate with the majority of 3rd-party apps.

After all, there’s nothing worse than knowing that the data is out there, but that you can’t access it or act on it. The Demandbase ABM Platform solves this problem by putting all your data in one place and making it easy to understand, so that important insights aren’t lost in the noise.

Once you have your insights and formed a plan, you can then take actions like dropping contacts into campaigns or launching ads without having to leave the platform. How’s that for futuristic?

There are so many questions you can ask to understand what a customer or prospect is interested in based on their behavior. What are they doing on the web? How are they responding to marketing programs? Are they engaging with marketing automations? Are they in our nurture streams? Demandbase brings all of this information together in one place, making it seamless to consume that data and understand who’s engaged and what they’re interested in. I haven’t seen any other platform that lets you do that.

Emily Ketchum, Director of Global Marketing Operations, Fuze

We loved the clear insight into engagement Demandbase gave us at the account level and how it helped us identify spikes in engagement so we could jump on those opportunities and take action right in the platform. It completely changed the way we sell and market.

Lily Bond, Sr. Director of Marketing, 3Play Media Inc.

What bigger accounts are looking for is a personalized experience, and Demandbase makes ABM much easier out-of-the-box. The data you see drives actions and simplifies the ability to orchestrate plays across sales and marketing. My team is just me, a product marketer, and two SDRs. But we’re running these large-scale ABM programs because of the technology we have, because of Demandbase.

Jimmy Montchal, VP of Demand Gen, Coursedog

Intent Data Made Effortless

Another point that came up repeatedly was the new platform’s intent data capabilities. Like the Engagio platform, the new ABM Platform integrates with Bombora and also allows for CSV uploads of intent data from other sources. But it’s no surprise that the true hero of intent data in the new platform is provided by Demandbase itself. Demandbase intent allows you to use Keyword Segments, which surface in-market accounts using intent data signals to inform the Demandbase AI if an account is in-market.

Demandbase intent gets rid of a lot of the pain points associated with intent data, since it’s easy to use, intuitive, and means you’ll never go into a deal blind. Is your prospect researching a competitor? You’ll know about it. Is a customer looking into a capability that you can provide to them with upsell? You’ll know about it. Is a lost deal realizing that you were the better choice all along? (We knew you always were.) You’ll know about it. It’s like having a crystal ball, but one that runs on high quality data.

When Engagio merged with Demandbase earlier this year, we were excited to access some of the tools that Demandbase offered. For example, we’re thrilled to start using Demandbase’s intent data to shape our prospecting.

Lily Bond, Sr. Director of Marketing, 3Play Media Inc.

We’re always trying new technologies and new tactics, new ways to surround our target accounts. It all really starts with the data: are they engaging with us? Are they showing intent? From there, we can determine how we approach these accounts once we know that there’s some activity and it’s time for us to start lighting up the marketing and sales engine.

Emily Ketchum, Director of Global Marketing Operations, Fuze

Buckle up and hold on tight, because the future is here.

Chief Marketing and Product Officer, Demandbase

As Chief Marketing and Product Officer of Demandbase, I'm responsible for delivering Demandbase’s product vision to delight customers and fulfill its mission of transforming how B2B companies go-to-market. I have a long history of establishing and leading some of the most notable marketing technology companies. Most recently, I was co-founder and CEO of Engagio, the leading Account-Based Orchestration Platform. Earlier, I co-founded and held the position of Chief Marketing Officer for Marketo (acquired by Adobe).