Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS) - S2E13: How to Leverage Unified Data for B2B Marketing Wins -- ft. Leanne Chescoe, Marketing Director at Demandbase

S2E13: How to Leverage Unified Data for B2B Marketing Wins -- ft. Leanne Chescoe, Marketing Director at Demandbase

10/07/24 • 28 min

Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS)

Main Insight:
Focusing your time and budget on the accounts that are most likely to buy, and aligning teams with a unified system, is essential to a successful account-based marketing (ABM) strategy.

Guest Bio:
Leanne Chescoe is a results-driven B2B marketer with 15 years of experience in SaaS, specializing in ABM strategies, lead generation, and channel partnerships. In 2018, she founded the Women in B2B Network, a thriving community of over 400 senior professional women, aimed at empowering members through connections, opportunities, and expertise.

Key Takeaways:

Adopt an Account-Based Approach: The most urgent strategy for B2B marketers today is focusing on the accounts that have the highest propensity to buy. This requires a clear understanding of target account lists and being able to identify in-market accounts based on intent data.
Understand the Customer Journey: Approximately 95% of the customer's time in the buyer's journey is spent without direct contact with a salesperson, much of which is anonymous. Gaining insights into what potential customers are researching—whether it’s your products or your competitors’—is critical.
Utilize Intent Data: Marketers must be proactive in identifying accounts that are showing interest in related products or competitors. Having real-time access to intent signals enables more precise targeting and personalization, which leads to better customer experiences.
Create a Unified System: It's vital to have a consolidated platform that integrates all your data—account-level, contact-level, and system-level—across marketing and sales. This ensures that both teams are aligned with a shared view of the customer journey, preventing go-to-market fragmentation.
Align Sales and Marketing: When marketing and sales teams share the same platform and data, they can work more effectively to prioritize accounts, track engagement across the buyer journey, and know the best time for sales to follow up. Sales readiness isn’t just about one download—it’s about consistent, meaningful engagement.
Measure Engagement: With a unified system, you can measure engagement across the entire buyer journey and adjust your messaging to fit where a prospect is in the funnel. This ensures that both marketing and sales are equipped with the right information to engage prospects effectively.

Leanne emphasizes the importance of making sure the right messaging is being delivered at every stage of the sales cycle and that sales follow-up occurs only when there is substantial engagement. By leveraging these strategies, B2B marketers can improve their ABM results and foster a more seamless sales process.

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Key Takeaways:

Adopt an Account-Based Approach: The most urgent strategy for B2B marketers today is focusing on the accounts that have the highest propensity to buy. This requires a clear understanding of target account lists and being able to identify in-market accounts based on intent data.
Understand the Customer Journey: Approximately 95% of the customer's time in the buyer's journey is spent without direct contact with a salesperson, much of which is anonymous. Gaining insights into what potential customers are researching—whether it’s your products or your competitors’—is critical.
Utilize Intent Data: Marketers must be proactive in identifying accounts that are showing interest in related products or competitors. Having real-time access to intent signals enables more precise targeting and personalization, which leads to better customer experiences.
Create a Unified System: It's vital to have a consolidated platform that integrates all your data—account-level, contact-level, and system-level—across marketing and sales. This ensures that both teams are aligned with a shared view of the customer journey, preventing go-to-market fragmentation.
Align Sales and Marketing: When marketing and sales teams share the same platform and data, they can work more effectively to prioritize accounts, track engagement across the buyer journey, and know the best time for sales to follow up. Sales readiness isn’t just about one download—it’s about consistent, meaningful engagement.
Measure Engagement: With a unified system, you can measure engagement across the entire buyer journey and adjust your messaging to fit where a prospect is in the funnel. This ensures that both marketing and sales are equipped with the right information to engage prospects effectively.

Give feedback on this episode by sending the host a text message.

SIGN UP FOR THE EMAIL NEWSLETTER at forwardlaunchdigital.com/podcast

Previous Episode

S2E12: How to Get Better Marketing Results Without Team Burnout -- ft. Pete Sena, Founder of Digital Surgeons

MAIN INSIGHT: Prioritize self-care and employee wellness in the marketing workplace to prevent burnout and foster sustainable business growth.
GUEST BIO: Pete Sena is a creative entrepreneur and founder of Digital Surgeons, a brand experience consultancy. For nearly 20 years, he has partnered with founders and business leaders to accelerate growth through marketing innovation, branding, and digital-experience design. A human-centered problem solver, Pete focuses on the behaviors and systems that drive people, products, and experiences. His work has impacted leading brands such as Unilever, Microsoft, and LEGO. He leverages expertise at the intersection of design, technology, and consumer behavior to enact positive change and increase business value. His experiences, such as the development of the Four Green Lights system for aligning values with business growth, are published to his blog, petesena.com
RESULTS:

Enhanced team morale and employee retention
Healthier work-life balance for staff
Reduced stress and prevention of burnout
Increased productivity and creativity
Improved client satisfaction
Positive impact on profitability
More collaborative and supportive work environment
Holistic business growth valuing individual contributions

KEY TAKEAWAYS:

Implement wellness programs and initiatives within the company
Encourage practices like prioritizing sleep and meditation among employees
Foster self-awareness and self-care routines
Create a supportive environment with generous PTO policies and a remote-first culture
Align business goals with employee wellness using systems like the four green lights
Reduce unnecessary meetings and promote asynchronous communication
Set clear boundaries between work and personal time
Emphasize effective communication and thorough documentation
Over-communicate to prevent misunderstandings and foster transparency
Establish a clear vision that includes employee well-being as a core component
Encourage open communication and provide a wellness budget for staff initiatives

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Next Episode

S2E14: Designing Flexible Systems for Scalability -- ft. Matt Bivons, CEO of Canopy Servicing

KEY TAKEAWAYS:

Focus on building scalable infrastructure early to support long-term growth.
Design servicing systems with flexibility to adapt to customer needs and regulatory changes.
Leverage analytics and customer data to continuously refine product offerings and user experience.
Invest in modern technologies to future-proof financial products and services.

Give feedback on this episode by sending the host a text message.

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Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS) - S2E13: How to Leverage Unified Data for B2B Marketing Wins -- ft. Leanne Chescoe, Marketing Director at Demandbase

Transcript

WEBVTT
00:01:10.513 --> 00:01:14.033
All right. Today, I am sitting down with Leanne.
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She is the Marketing Director at Demandbase. She's a proactive B2B marketer
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who has led both traditional and digital marketing campaigns.
00:01:22.973 --> 00:01:28.713
She is extremely effective in developing ABM strategies, lead generation channel
00:01:28.713 --> 00:01:31.513
partnerships, and other prom