TreviPay Onboards Demandbase to Drive Their Transformation Into a Hyper-Growth Organization

Why Demandbase?

How’d They Do?

With Demandbase as their vendor of choice, TreviPay has:

• Improved alignment between marketing & sales

  Tara acknowledges that alignment between marketing and sales was hard-won. While they made progress in improving alignment, Tara and her team pushed that further by ensuring that the value of their ABM program lived outside of marketing. They wanted the ABM program to expand to all customer and sales-centric teams across their org, including sales, account management, operations, c-suite, etc.

  Since implementing an organization-wide ABM approach, meetings from targeted accounts have increased more than 600% — far exceeding expectations.

• Changed how they identify their targets

  Transforming into a hypergrowth organization meant getting their sales team to change how they built multiple target lists. Tara acknowledged that they had difficulty switching from just picking accounts and monitoring them in Demandbase to letting Demandbase surface accounts that were in market, those who had an active need for TreviPay.

  Because TreviPay sits at an intersection between many different industries, the team knew they needed a combination of list-building techniques to accomplish their goals. Now, they use intent signals to inform a target list built from a combination of picked accounts and accounts surfaced from Demandbase.

• Found a solution that adapts to them
  Because TreviPay does not have a specific cut-and-dry place in the market, one of the benefits of choosing Demandbase is the flexibility of continually adapting the solution to fit their particular and changing needs. For example, Tara mentions that they periodically update the intent keywords they’re tracking when moving between topical and pain point-based approaches to their target list.

Without Demandbase?

Tara immediately says that ABM at TreviPay wouldn’t work without Demandbase. She then hesitates as she doesn’t want the statement to seem pandering, but after some consideration, she doubles down. She acknowledges, “It’s almost impossible to compete in today’s market without a solution like Demandbase showing buyer signals before a prospect even raises their hand.”