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How Demandbase Incorporates Webinars Into an Account-Based Marketing Strategy

About Demandbase

INDUSTRY: Technology/marketing

ON24 SOLUTION:  ON24 Webcast Elite

INTRODUCTION 

A leader in account-based marketing

Demandbase is the leader in Account-Based Marketing (ABM). The company offers the only end-to-end ABM technology platform — account identification, account-based advertising, B2B website personalization, account-based marketing automation, sales insights and integrations into CRM so that ABM results are optimized around sales activity.

INDUSTRY: Technology/marketing

ON24 SOLUTION:  ON24 Webcast Elite

INTRODUCTION 

A leader in account-based marketing

Demandbase is the leader in Account-Based Marketing (ABM). The company offers the only end-to-end ABM technology platform — account identification, account-based advertising, B2B website personalization, account-based marketing automation, sales insights and integrations into CRM so that ABM results are optimized around sales activity.

Webinars are a key part of the company’s marketing strategy, providing some of its best, most engaged leads. The marketing team relies on ON24 Webcast Elite to understand how well Demandbase webinars are engaging audiences and share leads with its sales team.

Situation

Incorporating webinars into an ABM strategy

The quickly-growing company needed to keep its sales pipeline full. In 2016, Demandbase started shifting its marketing strategy to better align marketing and sales. Both teams agreed which accounts were the most valuable and focused on them.

 

Incorporating webinars into an ABM strategy

The quickly-growing company needed to keep its sales pipeline full. In 2016, Demandbase started shifting its marketing strategy to better align marketing and sales. Both teams agreed which accounts were the most valuable and focused on them.

 

Even after shifting strategies, webinars remained an important tactic. However, quality became more important than quantity. The marketing team offered fewer webinars, but focused more on content, promotion, and follow-up.

The marketing team partnered with sales to set performance goals for webinars, identifying a target number of pipeline opportunities, marketing qualified leads (MQLs) and sales accepted leads. Then, marketing helped sales prioritize follow-ups based on data, such as whether a target attended the webinar, asked a question, or answered a poll.

Solution

A webinar platform for targeted marketing

Demandbase relied on the ON24 platform as it moved to an account-based marketing strategy for webinars, taking advantage of:

  • ON24 integration. The Demandbase marketing team shares important webinar data with its sales team through ON24’s seamless CRM integration.
  • Audience engagement tools. Demandbase uses audience engagement tools, including polls and surveys, to gain insights into webinar audiences and help prioritize leads for the sales team.
  • Custom webinar console. Hosting webinars through ON24’s platform gives the marketing team more control over branding, so webinar pages are better aligned with the brand’s look and feel.

Results

Reaching the right accounts with webinars

Since implementing the new webinar strategy with ON24 Webcast Elite, Demandbase has achieved some of its top goals:

  • More targeted accounts. Demandbase has seen an increase in the number of targeted accounts in its webinar audiences.
  • 3X pipeline generation. The company has reached its pipeline generation goals with its marketing webinars
  • Sales and marketing alignment. Marketing and sales are easily able to share and prioritize leads from webinars.

A webinar platform for targeted marketing

Demandbase relied on the ON24 platform as it moved to an account-based marketing strategy for webinars, taking advantage of:

  • ON24 integration. The Demandbase marketing team shares important webinar data with its sales team through ON24’s seamless CRM integration.
  • Audience engagement tools. Demandbase uses audience engagement tools, including polls and surveys, to gain insights into webinar audiences and help prioritize leads for the sales team.
  • Custom webinar console. Hosting webinars through ON24’s platform gives the marketing team more control over branding, so webinar pages are better aligned with the brand’s look and feel.

Reaching the right accounts with webinars

Since implementing the new webinar strategy with ON24 Webcast Elite, Demandbase has achieved some of its top goals:

  • More targeted accounts. Demandbase has seen an increase in the number of targeted accounts in its webinar audiences.
  • 3X pipeline generation. The company has reached its pipeline generation goals with its marketing webinars
  • Sales and marketing alignment. Marketing and sales are easily able to share and prioritize leads from webinars.
quote mark

“We now get about 30% of our opportunities before the webinar takes place because ultimately, that registration is an indicator of interest.”

NANI JANSEN , Director of Marketing Operations, Demandbase

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