ABX Platform Demandbase announced a Smarter Sales Intelligence solution that combines Demandbase Sales Intelligence with additional tools, data, and prescriptive insights. UX enhancements include prescriptive dashboards with personalized account and contact recommendations.
The firm had a little fun with its press release, publishing a semi-tongue twister headline, “Demandbase Saves Stressed Sellers by Simplifying Sales with Smarter Sales Intelligence.” But wait! There’s More! Demandbase also released a 90-second infomercial touting their Sales Intelligence solution that “consolidates sales intelligence tools in both first and third-party data, and all in one place. It’s like having a superpower for smarter selling! Get easy access to insights, best-in-class predictive models, and contact recommendations integrated within your existing tools.”
Many of the UX changes were based on customer feedback, with the critical account information at the top. Content includes the journey stage, top intent keywords, people, predictive scores, and firmographics.
“The idea is that we’re bringing all the information that sellers care about and then presenting it on one screen so that they don’t have to go places to find it,” explained Demandbase Senior Product Marketing Manager Travis Breier to GZ Consulting. “It’s a unification of the data.”
Sellers “don’t enjoy the research aspect” of account-based selling, continued Breier. “They just want to be doing outreach.” Therefore, Demandbase is “meeting the sales reps “wherever there’s spending time, whether that is their browser, CRM, or SEP.”
Prescriptive Sales Dashboards proactively inform sellers where they should direct their attention, when they should reach out, and what they should say. Both accounts and contacts are recommended, with suggestions specific to each rep’s territory. The Dashboard calls out the top accounts and contacts for outreach based on activity and intent; that is, which leads have the highest probability of converting into opportunities.
The Sales Dashboard offers multiple filters, identifying accounts that:
- “I should reach out this week.”
- “have been in the news recently.”
- “are most engaged.”
- “have the highest intent.”
- “have a high likelihood to become an opportunity.”
And contacts that
- “I should reach out this week.”
- “Are not in my CRM.”
- “Are part of the buying group and from Top Accounts.”
- “Are former buyers.”
- “Are trending on my website.”
High engagement lists are likely to be compelling for reps. In many cases, they will be aware of the engagement as they are directly involved. Still, there will also be situations where they are unaware of the engagement (e.g., Customer Success set up a trial at the account or individuals attended a webinar or responded to a marketing campaign) and missing an opportunity for outreach.
Recommendations are not black-boxed but include engagement data and known contacts in the buying group. If a rep disagrees with a recommendation, a feedback button helps train the model.
“One of the biggest risks when you’re trying to get adoption from the sales persona on something like this, is losing their trust,” explained Breier. “We want to give some context and qualify the recommendation that we’re making.”
Demandbase also identifies and recommends contacts for outreach, even if they aren’t currently in the CRM. Along with names and titles, Demandbase feeds emails, mobile phones, technographics, intent signals, and persona-based messaging. New fields include Demandbase’s predictive scores:
- Pipeline Predict Score: How likely an account will become a pipeline opportunity.
- Qualification Score: Likelihood an account will ever become a customer, regardless of where it is in the buyer journey.
Demandbase continues to build out its data coverage, with 83 million companies, 147 million contacts, 87 million emails, and 40 million direct dials. Much of its third-party content was integrated after they acquired InsideView and DemandMatrix two years ago.
Furthermore, Demandbase simplified its user interface to display the most important information about prospects and customers.