The future of B2B is one in which companies will merge account-based strategies with traditional demand generation motions. Ultimately, this will break down the traditional barrier that has existed between Marketing and Sales teams, which has been fortified by the lead-based model of marketing automation solutions. Ultimately Marketing and Sales teams will move as one, seamlessly sharing data and insights, coordinating every activity, and measuring everything that matters–from campaign performance to business impact so that every action is tied to Sales success.
Stop working in silos. Break free from the barriers with some of the top research and reports to help you unify your teams and drive business outcomes.
Forget about leads and start using intent (like keywords, recency, and sustained interest) to prioritize activities and identify your top accounts. The ability to identify the companies that are in-market for a solution today has made intent the fastest growing data category over the last two years, with use increasing from 28 percent to 62 percent in companies surveyed by TOPO.
It’s no surprise that personalized marketing leads to better results. At Demandbase, we’ve seen personalization (often with trending intent) increase email open rates from 29 percent to 53 percent and replies from 4.5 percent to 10 percent.
Get Sales and Marketing teams talking at every opportunity. Set up joint office hours, happy hours, standups, campaign priority emails, and more. But most importantly, get Sales and Marketing aligned on your in-market target accounts and sharing insights on the buying committees for those accounts.
It’s important for marketers to embrace revenue responsibility. What really matters to the organization is the closed deal. As Matt Heinz says, “You can’t buy a beer with an MQL.” When Marketing embraces this accountability, they go from being seen as a cost center to a revenue driver.
The days of following a linear buyer’s journey are long gone. That’s why Sales and Marketing teams need to be nimble and orchestrate multi-step, multi-channel plays that engage key members of the buying committee. Offer “extreme value” at every touchpoint—per TOPO’s guidance—that prospects can’t resist.
We’ve all heard it said “If it’s not in Salesforce, it doesn’t exist.” While that’s still true, we must extend that concept to every interaction along the buyer’s journey. We must measure every engagement with the buying committee at target accounts, from ad impressions to SDR calls and VIP dinners that close the deal over dessert.
Let us show you how savvy Sales and Marketing teams can leverage demand innovation for valued accounts (DIVA) —like out-of-the-box direct mail experiences—that delight, engage, and convert. Join Marne Reed, chief evangelist at PFL, and Delaney Kutsal, Marketing Programs Manager at Demandbase, on September 2 at 10 am PT as they delve into a discussion on out-of-the-box direct mail experiences.
Marketing and Sales teams need to be nimble to offer extreme value at every touchpoint along the buyer's journey while keeping the elusive buying committee engaged. Join Jon Miller, CPO at Demandbase, and Craig Rosenberg, chief analyst and cofounder at TOPO on September 16 at 10 am PT.
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What do the most successful B2B companies that sell into mid-market and enterprise accounts have in common? They have a truly unified Sales and Marketing engine. We created six tangible tips for uniting your team.
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Let us show you how Demandbase can help you live in a world without walls—a world where Sales and Marketing are truly unified.