Account Based Marketing – An Interview with Jennifer Pockell-Wilson of Demandbase

ANNUITAS

We recently had the opportunity to sit down with Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operation at Demandbase. Jennifer, leads the demand-focused marketing teams and demand operations at Demandbase. She is passionate about aligning sales & marketing toward common goals through the coordination of language, systems and process. AG: Demandbase has been a big proponent on account based marketing. Are they engaged in a sales cycle with you?

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns. Demand Generation Marketers Need to Think Sales Enablement.

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Account Based Marketing – An Interview with Jennifer Pockell-Wilson of Demandbase

ANNUITAS

We recently had the opportunity to sit down with Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operation at Demandbase. Jennifer, leads the demand-focused marketing teams and demand operations at Demandbase. She is passionate about aligning sales & marketing toward common goals through the coordination of language, systems and process. AG: Demandbase has been a big proponent on account based marketing. Are they engaged in a sales cycle with you?

Activity vs. Impact: Key Findings from the 2019 Marketing Automation Satisfaction Benchmark Report

InsightSquared

With the capabilities MAPs currently provide, marketers are falling short—unable to report on influenced revenue, new pipeline created, and sales velocity metrics. And, without these insights, the sophistication of today’s campaigns is jeopardized, along with the tight coordination needed between sales and marketing. The responses came from 179 B2B marketing and sales professionals who currently use a marketing automation platform (MAP). Sales cycle velocity.

Oracle Eloqua Delivers Unified Buyer Intelligence Through New Sales Tools Integrations

Oracle

Successful sales professionals need access to actionable insights to identify the right stakeholders, engage in relevant conversations, and ultimately drive the sales cycle. Today’s reality is that sales professionals are required to spend valuable time and resources trying to work across a vast range of disparate tools and systems to discover these insights. Please take a moment to review available partner integrations for Sales Tools Extensions.

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Why Sales-Marketing Alignment Is Necessary for ABM to Be Effective

Marketing Insider Group

Clearly, ABM has an effect on sales – but is true alignment between both the sales and marketing departments in terms of goals, strategies, and key areas of focus entirely necessary in order for this type of marketing to be a success? ABM gives the sales team fewer leads to work with.

Future of B2B marketing: Are you heading in the right direction?

ClickZ

30-second summary: Even in countless B2B firms today, marketing still owns top-of-funnel emails and lead gen that ultimately gets passed to sales a la the baton method at a certain point. At that point, sales would be on its own to pick up communications and close the deal.

How to Prioritize Prospects: Sales Secrets for Pipeline Hyper-Growth

Engagio

In our ABM Master Class Sales Secrets for Pipeline Hyper-Growth , we shared some of our best-kept secrets on how to prioritize prospects to smash revenue growth. Examining today’s Sales challenges. So what’s the new reality of Sales? Then, set FIRE to your Sales strategy!

How Anonymous Web Traffic Turned Into A Closed Deal in 10 Days

DemandBase

The sales cycle for B2B can be long and inefficient. Sales team members often have to coordinate with each other, Marketing, and other departments to provide the right answers at the right time, to the right buying individuals within target accounts to deepen engagement. Sales have a set of target accounts they’re running and looking at all the time. So what should your sales team do with the (often overlooked) warm account leads?

(Free Courses!) Master ABM and Conversational Marketing, For Your Blackbelt in Conversational ABM

DemandBase

More qualified accounts, shorter sales cycles, increased ROI, and a better experience for buyers. Demandbase is teaming up with Drift to offer you our two certifications in ABM (Foundations and Advanced) and their Conversational Marketing certification for FREE. Demandbase ABM Certification. They’re designed to get marketers and sales professionals up-to-speed on ABM best practices quickly. Even though we sell to companies, we market to people.

How to ABM Like a Boss (Part 6): Measure with ABM Metrics

Engagio

ABM takes time to show results , meaning we need metrics that show real progress within big, complex deals throughout the sales cycle. Think about what matters to Sales. Don’t just look at web data; drill into all activities, including attending events and taking sales meetings.

How Personalized Prospecting Increases SDR Efficiency and Performance

DemandBase

You know the drill: Marketing does the heavy lifting to drive awareness and engagement, and Sales Development Reps (SDRs) need to convert that into opportunities. Here at Demandbase, we enjoyed a particularly successful approach to solving these prospecting challenges. We provided SDRs with easy-to-access insights that enabled a more deeply personalized sales outreach. Sales Development Reps averaged an increase in pipeline by as much as 70%.

How to ABM: Q&A with three leaders who literally wrote the book on it

Heinz Marketing

Account-based marketing has emerged strongly over the past 2-3 years as a more disciplined, interactive way for sales and marketing to increase focus, conversion and velocity amongst their most important, strategic target accounts. Earlier this spring, Demandbase published a complete, book-level guide to ABM. Written by Chris Golec , Founder and CEO, Peter Isaacson , CMO, and Jessica Fewless , VP of ABM Strategy at Demandbase. By Matt Heinz, President of Heinz Marketing.

The Future of B2B is Changing. Are You Ready?

Engagio

In this era, Marketing began to own the top of the funnel, using marketing automation tools to send emails, capture and nurture leads, and pass them to Sales who, in turn, owned the deal close and post-sale growth. Increased focus on post-sale revenue.

Two Truths. And a Lie. (Reflections from the ABM Innovation Tour)

DemandBase

Forty-three percent of companies named Sales and Marketing alignment as their top priority for ABM in 2020. It was an event that Demandbase looked forward to hosting because it created a unique opportunity for us to educate, learn from, and engage with our B2B industry peers and partners.

Sales Scoop: ABM Gives You Wings (with Sales & Marketing Alignment)

DemandBase

Welcome to the first installment of Sales Scoop , a monthly series that gives the amazing members of our Sales team a platform to share their perspectives and successes. Our goal is to provide a bit of inspiration to our peers in the larger sales and marketing communities. Now more than ever, sales and marketing alignment is imperative to an organization’s success. ABM for Sales, because it takes two wings to fly. ABM responds to key challenges in B2B sales.

The Prophets of Profit: Predictions for ABM Success in 2021

Engagio

But to succeed in B2B Sales and Marketing, we must keep up with the trends despite the unpredictability. We engaged the top minds in B2B Sales and Marketing for their prescient understanding of two powerful questions: What are your predictions for ABM in 2021?

The 5 Tensions Keeping You From Achieving Predictable Pipeline Nirvana

Heinz Marketing

By Matt Heinz , President of Heinz Marketing – Originally posted on Demandbase. So when we invited B2B chief marketing officers to join us for breakfast with Demandbase in three cities last month, we talked less about their successes and more about their challenges. Although we can’t generate sales pipeline and results without external production, the key challenges facing CMOs today were primarily about managing internal obstacles, disagreements and tensions.

Working with Your ABM Strategy in Oracle Eloqua

Oracle

I think about the first time someone showed me Ghostery and how easily I was able to immediately use it in sales cycles and discovery on prospects – it was a game changer. There are four main stages of ABM that marketers typically work with, starting with Understanding and Identifying Accounts, Expanding Within Accounts, Engaging Relevantly With Contacts and Growing Advocates For Repeat Sales. By Mark Tarro, Senior Solution Engineer, Oracle.

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5 Daily ABM Tasks for Digital Marketing

DemandBase

And at the end of the day, it was challenging (if not near impossible) to help Sales understand the value of our digital programs that didn’t end with the acquisition of an email address. I can ignore the deafening noise from the general population and listen to the clear signals I’m getting from the people I care about most – the ones my sales team is pursuing. SALES ENABLEMENT. Sales is able to take action earlier in an account’s consideration cycle.

Stop the Sales Drop: Marketing Shifts For Stronger Growth

Marketing Insider Group

Could this be why I’m hearing about 50-80%+ sales and revenue drops? C-19 is stopping virtually everything in its tracks to create what Roger Sanford (Co-Founder of Stop the Sales Drop) coined as the “Great Pause.”. It was important for sales and marketing to pause and think about what the market needs to hear and what actions companies should take. We need to focus on the influencers around that buyer meaning sales and marketing needs increased top-to-bottom engagement.

Size Matters: Find Out How Big Your Target Account List Should Be

DemandBase

What is the length of your sales cycle? The longer your sales cycle, the fewer accounts you’ll need per rep. This is because each rep has to follow their respective target accounts through a lengthy buyer’s journey that requires the attention and time of the sales rep. How many sales reps do you have? The size of your sales team should also be taken into account. The higher your close rates are, the fewer accounts you’ll need per sales rep.

4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013

Oracle

He currently runs B2B Fusion , a vendor neutral business helping business-to-business sales and marketing leaders accelerate revenue growth by connecting marketing investment to new revenue opportunities. The Summit enables participants to step away with a peer leader set of marketing, sales, and partners to think strategically about their business. CDW’s Joe Levin highlighted how CDW reduced content to 92% and a 4:1 reduction in partner portals to increase sales effectiveness.

Partnership with Folloze Brings Account Personalization to Scale

DemandBase

The integrated capabilities enables close collaboration between marketing and sales, making it possible to execute multi-channel ABM programs that combine both outbound and inbound motions, powered by marketing and delivered by sales, at scale. Demandbase and Folloze integration offering Multi Channel Campaigns leading to a single hyper-personalized experience. Advance deals and shortened sales cycles.

5 Questions To Ask Your ABM Vendor In 2020

DemandBase

As a lead on our Sales Engineering team here at Demandbase, I’ve spent a lot of time in meetings with marketers who are just trying to cut through the noise and find solutions that work. Some companies don’t even have a strategy in place yet (see the next point) but want to dip their toes into a new way to view marketing and sales alignment. for example, Demandbase offers a certification that over 3700 marketers have completed to increase their knowledge of ABM overall).

Adobe’s ABM Strategy | How We Do Account-Based Marketing at Scale

Marketo

Like most companies, our team at Adobe executes ABM campaigns to larger companies where our deal sizes are a bit bigger and the sales cycles are a bit longer. Because of the bigger deal sizes and longer sales cycle, we have found that a focused, ABM approach leads to better performance of our marketing department. After we’ve let technology do an initial pass at the accounts, we conduct a manual review (scrub) in partnership with SDRs and sales teams every quarter.

How to ABM Like a Boss (Part 4): Select Your Target Accounts

Engagio

It’s the lead domino that will create a cascade of positive outcomes through the entire sales process. Step 1: Define your Ideal Customer Profile (ICP) and conduct a “won” Sales analysis. However, it’s important that leadership from both Sales and Customer Success be involved as well.

7 B2B Manufacturing Marketing Trends Driving Growth in 2020

Lake One

For B2B manufacturers already navigating a complex marketing and sales environment, this can be challenging. Long sales cycles Growing numbers of buying roles involved High-value transactions Channel and distributor relationships. Traditional outbound and inbound marketing strategies can struggle to prove value and support manufacturers’ sales channels in this environment. . It could be a sales follow up, a quick how-to, or just a thank you.

Account-Based Customer Marketing – How to Stop the Sales Drop with Stronger Existing Customer Growth

Marketing Insider Group

Now, sales and marketing want to increase customer engagement to make sure that their program is not cut as the C-suite looks to conserve cash. But, sales and marketing’s focus should have always been balanced between new and existing customer as sales cycles in existing accounts are at least 50% shorter than new accounts. This is a huge savings in cost of sales and marketing investment in return for greater profitability and revenue growth.

Swag for Days: 13 Don’t-Miss Dreamforce Events 2018

DiscoverOrg Sales

The cultural phenomenon that is Dreamforce – the Burning Man of the sales world – is a testament to the influence wielded by today’s sales and marketing professionals. If you’re a B2B sales, marketing, or business development, we’ve got a hand-picked don’t-miss Dreamforce session for you. If you answer “yes” to these 4 questions, this Dreamforce session is for you: Have a long and complex sales cycle. Sales and marketing alignment. One of you.

This is How I ABM: Strategy Tips from Digital, Direct Mail, and Field Marketers

DemandBase

This Is How I ABM: Tips from Marketing Operations and Sales Development Pros –Leaders from our partner organizations Spear Marketing Group and Inverta share what ABM means to them. Every type of content you’d normally use in marketing and sales is effective in your ABM campaigns, so long as it’s personalized and relevant to your target audience. Demandbase sets a great example for marketers looking to create a remarkable brand moment. We wanted to explore how marketers ABM.

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

Nowadays there are hundreds and hundreds of online tools and platforms that assist us in generating, converting, and nurturing leads into sales. Leads are now email addresses, conversation is written dialog and content, and the phone is saved until later in the sales process. Besides Google’s website optimizer, we work with firms such as Ion Interactive and Wider Funnel , but also utilize Demandbase and ReachForce to further improve conversion optimization efforts.

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Audiences that SaaS Companies Need to Build Now

Directive Agency

Sales readiness. Determine your TAM by using tools such as LinkedIn Sales Navigator and LeadIQ. Did you know that, on average, 50% of leads in a sales system are not ready to buy? If you do not currently produce assets for users based on every step in the sales cycle, prioritize this step to enable your sales team with resources to potential customers. This would require investment into a tool such as Demandbase.

Why Field Marketing is on SiriusDecisions’ Radar

DemandBase

Despite being one of the oldest teams within marketing, field marketing has largely remained a generalist role loosely defined as supporting sales efforts to meet local growth objectives. direct, indirect, ABM, post-sale customer engagement). After all, in B2B, Field Marketing is often the mostly closely aligned with sales. To some companies, field marketers are exclusively responsible for conferences; to others, they manage the Sales relationships and enablement.

Field 40

Swag for Days: 13 Don’t-Miss Dreamforce Events 2018

DiscoverOrg Sales

The cultural phenomenon that is Dreamforce – the Burning Man of the sales world – is a testament to the influence wielded by today’s sales and marketing professionals. If you’re a B2B sales, marketing, or business development, we’ve got a hand-picked don’t-miss Dreamforce session for you. If you answer “yes” to these 4 questions, this Dreamforce session is for you: Have a long and complex sales cycle. Sales and marketing alignment.

Time for the 2015 LeanData Survey on the State of Account-Based Marketing

LeanData

But were businesses recognizing enough value to incorporate it into their sales and marketing efforts? Clearly, there was the sense that sales and marketing teams didn’t want to be late on a trend that quickly was becoming a business cornerstone. It’s a fundamental strategy that revolutionizes how your sales and marketing teams work together in a cohesive fashion to grow revenue. Account-Based Sales & Marketing LeanData

Three Agile Marketing Tips for the Post-Pandemic Economy

Full Circle Insights

In B2B marketing, defining success in terms of revenue requires a completed sales cycle (and the ability to accurately attribute revenue to campaigns). Since the B2B sales cycle tends to be longer than that of B2C, funnel metrics are critical for sprint performance measurement.

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