Demandbase

Back-to-school season may feel different as adults, but the learning never stops! 🍎✨ To celebrate, we’re offering our ABX certification FREE for a limited time! ✏️ Use code: abx-back-to-school ✏️ Start your ABX journey today: https://bit.ly/4fLY7lA But wait, there’s more! 🎒 Every commenter on this post will score an exclusive Demandbase backpack to kick off the season in style. To claim your swag, simply drop your favorite ABX tip or strategy in the comments, and we’ll handle the rest. 😉👇 #ABX #B2B

🇬🇧 London, we’re headed your way for Make it Count 2024! 🎡 Join us on September 19th at the iconic Searcy’s at The Gherkin for a day packed with actionable insights, expert-led keynotes, and hands-on learning. Our stellar lineup of industry leaders will dive into key areas like pipeline management, revenue growth, and cutting-edge ABM strategies to equip you for success. Don’t miss this opportunity to accelerate your B2B growth! Secure your spot today: ➡ https://bit.ly/47njWnW #MakeitCount #B2B #Marketing #Sales

As the CEO of Demandbase, I’ve had an inside look at the ABM strategies of 1000’s of the best companies in B2B tech. Here are the 5 biggest mistakes I see enterprise GTM teams make with ABM: 1. Using leads as the key result This is the great irony of ABM. At the beginning, ABM was intended to solve the “bad lead” problem that had plagued Sales and Marketing. B2B sales teams had been focused on Target Account Selling. Marketing had been goaled on leads and thus content syndication, spam emails and list buying proliferated. The result? Sales teams were overwhelmed by leads that could never buy their products. Thus, ABM – an approach to GTM that aligns Sales and Marketing teams to the accounts that can buy their products in order to focus on the accounts that have the highest close rates, highest ACV’s, and greatest LTV... not the lowest cost per lead. 2. Equating ABM with new logo acquisition only The true value of ABM is realized in complex go-to-markets. In companies who sell expensive products, that involve external and internal stakeholders, over long periods of time, and who have other expensive products to sell. In other words, ABM is about aligning your go-to-market on what product should be sold next to what customer, on NET RETENTION. 3. Thinking “intent” is an ABM strategy Intent was oversold and misunderstood. Intent is an important data set, a signal, but one of many. And it is a tactic, not a strategy. Buying intent sources and having Marketing run campaigns and Sales call into high-intent accounts does not in itself drive effective ABM. 4. Making ABM a Marketing thing The acronym ABM is screwed up. There should never have been an “M” in ABM. It has caused massive confusion. The unfortunate naming has often prevented the type of alignment necessary to be effective. ABM is not a Marketing thing, it is a go-to-market thing, it is a CEO thing. If you’re selling complex products, you need an account-based approach, and that starts with the CEO making sure Sales and Marketing are aligned at the top. 5. Viewing ABM in isolation from the tech stack ABM is not a point solution, it’s not a platform, it’s how you go to market. Therefore the owners of your tech stack have to be charged with seeing all the workflows through the lens of this go-to-market. Account-based technologies and insights have to integrate and accelerate CRM, Sales Automation, CDP, Data Lakes, etc. Only when this happens can the potential of ABM be realized. TAKEAWAY: I rarely run into a B2B executive that doesn’t think ABM is important. And I rarely run into a B2B executive that has made ABM successful. The reasons for this disconnect are: - outdated lead measures - focus on acquiring new logos - believing intent data will solve everything - limiting ABM to Marketing - not thinking about the tech stack as a whole To address each only comes with a systematic approach. ABM is not a tactic, it is not a single campaign. It is the entire way you go-to-market.

In this week’s episode of The Pipeline Brew 🎙️, Matt Hummel talks to Hannah Jordan, Director of Digital Marketing at Demandbase about what makes a good digital strategy, ABM, using chat and AI, sales & marketing alignment, and the importance of centering around your existing customers. As an added bonus, Hannah throws in recommendations on beverages and where to get the best sushi in Austin 🍷🥤🍣 Listen to the podcast or read the transcript here: https://lnkd.in/gxPhqAjm

🚨 Tomorrow’s the big day! 🚨 This is your final chance to register! Don’t miss out before it’s too late: 👉 https://bit.ly/3SGeTIV

There’s nothing more powerful than real customer success stories, and we’re giving you a front-row seat to one of our favorites! 🙌 Join us on 9/10 for an exclusive webinar where CMO Kelly Hopping will be joined by Erica Foster, Sr. Director of Strategy at SAP Concur, and Luke Wakefield, Senior Manager of Marketing Operations at SAP Concur. They'll reveal how SAP Concur used Demandbase to ⚡supercharge their pipeline and achieve seamless alignment between teams. Register 🚨NOW🚨 to secure your spot: https://bit.ly/3MwgrSj #B2B #Webinar #CustomerStory #CustomerSuccess #ABM

It’s not every day you get to hear from two powerhouse women CMOs sharing their leadership secrets, but today is your lucky day thanks to the NexGen CMO Podcast! 🎙️💪💓 Join host Kelly Hopping, CMO, and her guest Ellina (Gurvits) Shinnick, CMO of HUB International, for an unfiltered and inspiring conversation on fearless leadership. They’ll dive into: ⭐ Building a positive company culture ⭐ Mastering the balance of knowing the business and oneself ⭐ Infusing creativity and energy into your marketing strategy Tune in to the episode today: https://apple.co/4e7UwN8 #NexGenCMO #B2BPodcast #B2BMarketing #Marketing

At Demandbase, we take pride in being at the forefront of change and innovation. ✨🤖 That's why we're thrilled to invite YOU 🫵 to our upcoming virtual event on October 2nd, where we'll dive into groundbreaking ideas that will shape the future of growth and success in B2B. Trust us when we say this is an event you won't want to miss! Secure your spot today: ➡️ https://bit.ly/3ARHsxa #b2b #sales #marketing #virtualevent

At Demandbase, we like to think we know a thing or two about marketing and sales alignment. 😉 That’s why we’re thrilled to unveil our latest report, developed in partnership with Momentum ITSMA! This report explores strategies that can enhance collaboration across go-to-market teams. Based on insights from top sales and marketing leaders, we’ve identified three core initiatives to help you: 👇 1️⃣ Strengthen organizational alignment 2️⃣ Streamline process integration 3️⃣ Build a collaborative culture Perfect alignment might be tough, but we're here to help you reduce friction and make significant strides in GTM cross-collaboration. Download the report today to learn more: https://bit.ly/3MrjqLR #marketing #sales #B2B #alignment

🎧 The latest episode of the OnBase Podcast just dropped, and it's a must-listen! This week, we had the pleasure of chatting with Julie Liu, Senior VP of Strategic Initiatives and Marketing at AvePoint. Julie’s journey into B2B marketing is anything but typical. With no traditional marketing background, she’s carved out a successful career by embracing a "T-shaped" approach—being a strong generalist with deep expertise in key areas. 💡 💬 "I will never stop learning, because the market changes, right? So the second that I get comfortable is the second I become useless." - Julie Liu Get inspired by Julie’s story and learn more about her path to marketing success. Tune in now: 👉 https://bit.ly/4e6C3AJ