Making it Rain Revenue: 5 Ways That Enterprise Sales Teams Use Demandbase for a Daily Edge

July 18, 2022

4 mins read

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Making it Rain Revenue: 5 Ways That Enterprise Sales Teams Use Demandbase for a Daily Edge

After introducing our blog series on achieving a prismatic pipeline (read: lots of new logos of all colors and sizes lighting up your dashboards), we ran an enterprise-focused survey to better understand the pain points of this segment.

Our findings will be sprinkled across this series so that we can provide account-based strategists with the evidence they need to talk to their C-suite about why account-based marketing (or its evolved iteration as account-based experience) is right for enterprise.

The challenge: enterprise sales

Enterprise sales is a completely different playing field than mid-market and SMB, and with such unique challenges, it needs its own set of solutions.

Sales organizations generally struggle with getting the right message out, at the right time. In the case of the enterprise sales organization, it’s a constant rinse and repeat loop of building pipeline, closing deals, and figuring out how to hit increasing targets (often in the billions) –– all at once. It’s a team effort, but also a team struggle:

  • SDRs fight their way through to fill their pipeline doing the impossible to get a response from their outreach, managing the administrative burden of tracking and reporting, as well as doing the dance between high activity output and results.
  • Account executives are constantly prospecting to prevent the pipeline from running dry, and working on getting their deals through the pipeline faster.
  • Sales leadership sets the tone with accurate forecasting, and enabling teams at scale.

With all of this at play simultaneously, the day to day at a large enterprise organization can feel siloed and difficult to navigate. The high quotas to deliver on and even higher brand standards to uphold add a ton of pressure to an already stressful operation.

The answer: data, insights, and account intelligence

Enterprise sales teams don’t have time for guesswork and they definitely can’t afford to miss out on a deal opportunity due to lack of sales intelligence to personalize their approach. To showcase the way in which Demandbase solutions can help tackle some of the more common challenges with sales at the enterprise level, we have pulled five use cases from our customers that most sales teams have powered through at one point or another.

Signal-based prospecting

  • The status quo: careless email blasting (omnispamming)
  • The Demandbase answer: targeted approach
  • How it works:
  • Use signals like “Engagement score last month” to build targeted accounts.
  • Getting on-demand insights about relevant and timely news for a company (e.g. mergers and acquisitions, organizational announcements, etc.) that can give you an in and confirm your timing.
  • Get insight into what your prospects are researching across the web with intent.

Insight-driven meeting prep

  • The status quo: account blindness
  • The Demandbase answer: account intelligence
  • How it works:
  • Visibility into who is on the site and what they’ve looked at (including cookieless browsing).
  • Intent data that shows you what people at the company are researching.
  • Competitive intelligence via firmographics, technographics (giving you the scoop on their tech stack so that you know what to offer with confidence that they need it and how to approach the integration conversation), news and events, and competitive intent.

Prioritize leads

  • The status quo: blind account tiering
  • The Demandbase answer: screen leads based on ideal customer profile (ICP) and intent data
  • How it works:
  • Quickly scan accounts for basic attributes such as location, revenue, and employee count.
  • Create a list of employees you’re interested in reaching out to based on title, job level, job function, location, and contact info.
  • Get email alerts on each company so that you can look for a buying trigger.

Breaking into new markets

  • The status quo: inability to grow in new, challenging environments
  • The Demandbase answer: sales insights
  • How it works:
  • Know your ICP’s attributes and needs before breaking into a new market.
  • Go into every conversation knowing what their buying habits have been and what they have been looking for.
  • Speak more precisely and intelligently to prospects’ real issues using technographics to anticipate their next technology purchase.

Deep dive on data

  • The status quo: dirty, incomplete data pools
  • The Demandbase answer: clean, validated, de-duplicated, matched, and enriched data
  • How it works:
  • Remove all the duplicate records and then clean, refresh, and enrich the remaining data.
  • Have your sales reps keep their own records up-to-date with one click.
  • Uncover upsell and cross-sell opportunities based on technographics and trending intent topics.

Try on for size

Enterprise sales organizations have their known challenges, but even with a segmented focus, each company has its own individual processes to abide by. Get in touch with our team to discover how our solutions can answer your specific pain points, yes, even at the enterprise level.

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