MarketSource Builds Brand Awareness and Exceeds All Advertising Benchmarks Using Demandbase One™

Why Demandbase?

How’d They Do?

Since partnering with Demandbase to launch their ABM program, MarketSource has:

• Effectively onboarded their sales team

  Karen knew from the start that the success of their ABM program would depend on buy-in from the sales team. She wanted to get their input early, so she invited sales leaders from both of MarketSource’s central business units to help evaluate potential ABM platforms. Involving sales early in the process meant Demandbase was a purchase in which sales had a vested interest. Since launching, Karen confirms that both sales leaders have been incredible partners and outspoken champions of Demandbase within their organizations.

  Another deliberate step they took when launching Demandbase was to make sure that marketing fully understood the platform’s main capabilities so they could help drive adoption with the larger sales team. To accomplish this, marketing started with a pilot and included just a handful of sales users to help them understand what was useful to a salesperson and what changes to make before the full rollout. This strategy has enabled them to clearly and effectively onboard the larger sales team, leading to increased sales adoption.

• Launched advertising 

  With Demandbase, they were able to start experimenting with display advertising. They started small for their first attempt, taking two priority segments and designing ads to drive clicks. Their first attempt was incredibly successful and exceeded their Demandbase benchmarks in all categories, including lifted, visited, clicked, etc. In some cases, their click-through rates were more than double the benchmarks. Impressed with those results, they expanded their advertising efforts to more segments.

  As their advertising matured, they aligned their ad campaigns to their journey stages. Soon after, they added orchestration to align their advertising and email marketing across segments and journey stages.

  Today they have comprehensive multichannel always-on campaigns addressing each of their segments.

• Used journey stages to monitor account progression

  Before implementing Demandbase, the MarketSource team made an effort to build out their content library, as one of their first ABM goals was to use their content for marketing to distinct segments based on their journey stages.

  Today MarketSource has a full complement of campaigns running while they monitor account progression. As a result, they’re seeing which marketing efforts move accounts forward in the funnel.

  During a recent review of their journey stage metrics in one segment, they saw that they had moved 100% of accounts from the qualified stage to the aware stage or beyond. They were so shocked and pleased by the results that they double-checked to ensure accuracy.

• Warded off the competition

  One of their sellers’ primary use cases involves looking at how engaged their prospects are with their competitors. Armed with this knowledge of who they’re potentially going up against during the sales cycle, they can frame their strategy to position MarketSource as the vendor of choice, strengthening their chances of closing the deal.

Without Demandbase?

When asked what would happen if MarketSource didn’t have Demandbase anymore, Karen laughs and exclaims that the world would come to an end. On a more serious note, she concludes this would be true from a Marketing standpoint, sharing that “If you took Demandbase away, we wouldn’t be able to dynamically segment our customers or have the insights to make intelligent decisions about our marketing and sales strategy.”

She finishes by letting us know that the expectation of working without Demandbase going forward would mean having to proceed blindfolded and going back to an old process that no longer works.