About The Company

Demandbase, a leader in Account-Based Marketing (ABM), offers the only Artificial Intelligence-enabled, comprehensive ABM platform that spans Advertising, Marketing, Sales and Analytics.

Industry: Marketing & Advertising

The Challenge

Demandbase amplifies its prospecting blitzes with a 646% increase in direct dials

A few years ago, Demandbase – a marketing technology leader in account-based marketing – realized that its sales contact database was growing stale. In today’s increasingly competitive landscape, Demandbase could not sit back and wait for its database to replenish organically; instead, it needed to remedy the situation before sales felt a dip in qualified prospects – and revenue. “SharkWeek, or what we call the beginning of every quarter when our reps are engaged in series of call blitzes, was around the corner,” said John Dering, Senior Director of ABM Technology and Strategy. “We had some tools in place that worked well for certain parts of the business, but we needed considerably more out of our database – especially for particular parts of our market.”

For this reason, Demandbase recruited ZoomInfo to grow its database with buyers at target accounts, as well as enrich its existing prospect data with accurate information.

The Solution

Out with the old, in with the new (and continuously updated)

With ZoomInfo Enrich, Demandbase dramatically improved its database of direct dials while also prioritizing person-based location information over corporate office location-based criteria – to help deliver the right regional offers to prospects at target accounts. Above all, this strategy underscored the importance of identifying the right buying committee – and it worked.

Soon, Demandbase flushed out its database and validated the account and contact records it needed, seeing a 646% increase in direct dials and an 3% increase in person-based location information, meaning thousands of the company’s prospects now receive more relevant offers from marketing.

“It was incredible. After performing quarterly target account list refreshes, we were able to identify people in high-value markets and fill in target accounts that previously had no, or limited, buying team contact information,” continued Dering.

“By the time SharkWeek was here, we refreshed the majority of our database, and sales was able to kick off the quarter with the most accurate information at their disposal to go after the right prospects.”

The Results

Today, the sales team thrives during Sharkweek

About a year later, the company’s database is in a healthier state of accuracy. Initially, around 55% of its target accounts had validated or up-to-date buyers; using ZoomInfo, Demandbase was able to boost that number north of 90%. “With ZoomInfo, our sales reps can access what they need quickly and easily and have confidence in the data they are using – increasing effectiveness and productivity across both marketing and sales departments,” explained Dering.

With ZoomInfo, our sales reps can access what they need quickly and easily and have confidence in the data they are using – increasing effectiveness and productivity across both marketing and sales departments.

John Dering,
Senior Director of ABM Technology and Strategy, DemandBase

“Before the SharkWeek concept was introduced, we typically saw over half of our quarterly pipeline come in during the last month of a quarter. That meant our quarters were back-end heavy in terms of execution,” said Dering. “Now with SharkWeek properly supported, we’ve consistently seen 60% or more of our pipeline hit before we enter the last month of a quarter. That means our deals are more evenly spread out across a given quarter, making it easier for the team to focus on working their deals and our business planning and forecasting much more predictable.”

We call that a win-win.

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