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Peter Isaacson, CMO“The combination of ABM and AI is changing the paradigm in B2B marketing and creating ways for financial services companies to differentiate and personalize their services to the right audiences,” says Peter Isaacson, CMO, Demandbase. “Now is the time for financial services companies to go beyond traditional marketing strategies and seek ways to target specific companies and deliver customized and tailored messaging to their key accounts.”
Demandbase’s ABM approach with AI capability helps businesses identify, attract, engage, convert, close, and measure progress against key accounts. Their end-to-end ABM platform manages the whole B2B marketing cloud, including advertising, marketing, sales and analytics.
Advertising
Demandbase’s suite of advertising solutions includes account-based advertising and account-based retargeting. Demandbase takes a unique approach compared to other digital advertising solution providers by going beyond cookie data. In an ABM strategy, advertising takes a different approach—by identifying accounts in real time via their unique IP addresses to deliver personalized and tailored content to those companies. “Developing a campaign based on the initial engagement of potential customers who show active buying signals helps organizations deliver the right message at the right time,” notes Isaacson.
Marketing
Furthermore, Demandbase’s marketing solutions support clients in account identification, and website personalization.
Our suite of advertising solutions is based on the initial engagement of the customers. It helps organizations deliver personalized messages to their target accounts
These tools help engage and convert key accounts by reducing friction and optimizing content.
Sales
To help sales teams close more deals, Demandbase’s account-based sales development delivers insights on both the account, and the key contacts within those accounts. By developing a comprehensive view of the account, and understanding insights among the key buying group within the company, sales and marketing teams can convert more accounts to pipeline, and more pipeline to closed business.
Analytics
“One of the most difficult challenges with financial services marketing is proving ROI on advertising. ABM solves this problem by focusing on more meaningful B2B metrics such as the number of targeted accounts driven to your company’s website, instead of the more commonly used B2C metrics like click through rates.” said Isaacson. Demandbase’s analytics tools focus on website awareness, engagement and conversion, connect it to actual revenue opportunities, and separate high-value website visitors who work at target accounts from the low-value noise.
Demandbase’s solutions are unique, easy-to-use, implement, and deploy. AI is at the core of its solutions and is set to disrupt the world of sales and marketing.
Demandbase Executives Publish Insightful Book on Sales and Marketing Alignment
Thursday, June 20, 2024
SAN FRANCISCO, -- Demandbase, the leader in AI-driven account-based go-to-market (GTM), today announced that two of its executives have co-authored and launched the book, "Yes, It's Your Fault." Written for an audience ranging from mid-level sales and marketing professionals to upper management, CSO John Eitel and CMO Kelly Hopping offer a refreshing take on what achieving sales and marketing alignment really requires based on their extensive experience in the field, their current working relationship, and as practitioners of ABM.
"The topic of sales and marketing alignment is far from new, but it's never been more pressing in the B2B world than it is right now — evidenced by the fact that poor alignment can cost organizations 10% or more of annual revenue," said Kelly Hopping, chief marketing officer at Demandbase. "Given that John and I have spent the better part of this last year taking our collective expertise with alignment and putting it into practice at Demandbase together, we felt compelled to share our learnings. It's our hope that our unique, firsthand take on the subject will empower other sellers and marketers with the knowledge necessary to make alignment a reality."
"Yes, It's Your Fault" offers a comprehensive look at the origins of sales and marketing misalignment, the factors that have contributed to the current status quo, and, most importantly of all, the exact steps organizations can take to drive alignment for themselves. The book serves up an insider's view into the ongoing alignment efforts between Hopping and Eitel at Demandbase, anecdotes from both of their storied careers, quotes from other B2B leaders, case studies from companies winning with alignment, practical guidance, and a foreword by industry expert Craig Rosenberg, founder of Scale Venture Partners.
"Kelly and I have been incredibly intentional about creating an aligned relationship from the start of our tenures at Demandbase, and writing this book was yet another awesome exercise in alignment," said John Eitel, chief sales officer at Demandbase. "But, our journey hasn't been all roses and butterflies. In this book, we aimed for great transparency into our present-day struggles and problems we've encountered throughout our careers. We can't wait for other B2B professionals to learn from the trials and errors we've had and the solutions and successes we've experienced, so they can have a clear roadmap to alignment for themselves."
"Sales and marketing misalignment is a tale as old as time — everyone complains about it, but rarely does one side or the other take their share of the blame and decide to do something about it. John's and Kelly's refreshing approach to improving alignment by putting the focus on the human side of things could be a lightbulb for many teams. Alignment is achievable and Yes, it's Your Fault is a good read for any teams looking to take their first step towards improving their misalignment woes," said Craig Rosenberg, chief platform officer at Scale Venture Partners.
Company
Demandbase
Management
Peter Isaacson, CMO
Description
Offers an end-to-end Account-Based Marketing platform, coupled with AI capability
