How Demandbase incorporates webinars into an account-based marketing strategy

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 on 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 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.

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.