Demandbase Triples SDR Pipeline Using ABM and LeanData

March 20, 2020 Ashley Ward

Demandbase, a leader in account-based marketing, needed a single source of truth across their operations teams to make sure that the business was operating as smoothly as possible. Uncovering account-level insights for all of their leads would empower the Sales and Customer Success teams, while eliminating wasted time for the SDR team. Ensuring that the SDRs can effectively take advantage of the company's ABM strategy, rather than a spray-and-pray approach. 

LeanData has enabled Demandbase to easily manage inbound interest from the accounts they are targeting and focus their SDR team on deliberate outreach with those accounts. The improvement in effectiveness has led to SDRs tripling their monthly pipeline generation. 

Demandbase used LeanData to create custom field in Salesforce Leads that pull information from the related Account, helping them to understand who the Lead is and which team member should take the next action. By leveraging account-level insights, Demandbase is ensuring that no inquiries slip out of their hands and critical Revenue Ops metrics are being measure across the organization. 

"Because we've got that deliberate outreach to specific accounts that we want to target and an easy way for us to manage how we handle inbound interest from those target account, it means that our SDR team is really focused and much more efficient about actually generating opportunities.

We tripled the output per SDR per month in terms of pipeline generation based on the idea of deliberately going after target accounts."

- Nani Shaffer, Sr. Director of Demand Gen and Operations

About the Author

Ashley Ward

Ashley heads Customer Marketing at LeanData and is responsible for the development of strategic initiatives to drive growth and advocacy throughout the customer lifecycle. Her favorite part of Customer Marketing at LeanData is getting to know OpsStars who are transforming the way they work.

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