Demandbase

We're kicking off our first #FollowFriday of 2025 with a bang! 💥 We’re thrilled to highlight 10 more incredible women from our 100 Powerful Women in Sales list, created in partnership with Women in Sales. These trailblazing leaders are shaping the future of sales—be sure to have them on your radar this year: 🎉 Sam Yarborough - Chief Growth Officer, Salesforce, Invisory 🎉 Samantha McKenna - Founder, #samsales Consulting 🎉 Sara Uy - Founder, SellingSara 🎉 Sara Williams - Vice President of Sales, Demandbase 🎉 Sara Zeljkovic - Manager, Regional Sales - SDR Team, ClassPass 🎉 Sarah Brazier - Co-Founder, Dimmo 🦖 🎉 Shabri Lakhani - Chief Revenue Officer, ScreenCloud 🎉 Shali Rana Reed - COO and Executive Producer, The Reeder 🎉 ✨Shannon P. - Head of Events, Women in Sales 🎉 Shari Levitin - CEO, Shari Levitin Group Want to know why they’re worth following? Check out the full blog: https://bit.ly/409Rzrv #FollowFriday #WomenInSales #B2BSales #B2B

ABM doesn’t work if the primary metric for marketing is leads. I've seen 100's of the best GTM teams in SaaS move from MQLs to MQAs (Marketing Qualified Accounts). Here are the 4 biggest mistakes they make along the way: Buying behavior has changed, and we all know it. More research is done before reaching out to the vendor, less people fill out forms, there’s more people and complexity in every buying decision. All of this means that an MQL usually comes late, from someone with little authority, and often from an account that can’t buy your solution. MQAs help to overcome these problems. By scoring at the account level, capturing broader buying signals, and factoring in interest from multiple stakeholders you are able to focus your Demand Generation on a metric that ties more closely to revenue generation. But MQAs are still misunderstood and rarely used to their potential. Here’s where companies go wrong when transitioning from MQLs to MQAs: 1. No Sales buy-in The core challenge is that Sales gravitates towards an assembly approach and MQAs are non-linear and nuanced. They’re pieced together from multiple signals over time, there’s no exact path any given MQA follows. Success requires a different mindset in Sales to adapt to the way accounts buy, requiring more creativity and strategy. The most important items to enable are: (1) MQA’s are more likely precursors to revenue than MQL’s and (2) MQA’s need to be cultivated by identifying what product/service they are interested in and by determining the buying group for that product. 2. Thresholds to qualify are too low In order for MQAs to be powerful signals of revenue, thresholds need to be higher than they often are. Conversely, when thresholds are too low, credibility across Sales is quickly lost. There’s no hard and fast rule for all businesses, but generally a combination of being in your ICP, web site engagement, showing of intent, and activity from 2-5 different people with the account is important. 3. No point of entry for the account Nothing is more frustrating for an SDR or salesperson than an MQA without a person to reach out to. Ideally, there’s at least one known contact that has shown interest to attach to the MQA. If not, there needs to be a set of recommended contacts based on the intent of the account and your known contact data. 4. Lack of visibility and reporting MQAs become an afterthought if they are not exposed across multiple levels of the organization and reported on with expected conversion rates. They need to be a key component of developing demand gen assumptions for a year, discussed in pipeline working groups, and reported on to execs as precursors to pipeline. Without this consistency the pull back to MQLs will be too strong. If you find your team stuck focused on leads, hopefully these tips help accelerate your move to an account-based GTM. P.S. I’ve included 3 tactics we use at Demandbase to get Sales thinking more strategically about MQAs below 👇

New Year, New Strategies! 🎉 Start 2025 strong by unlocking the full potential of intent signals. Join us alongside TrustRadius on January 16 for an exclusive webinar designed to help you turn intent data into real results. Hannah Jordan, Director of Digital Marketing, and Allyson Havener, CMO at TrustRadius, will share actionable strategies to: 🔎 Identify early-stage research signals 🎯 Nurture prospects with precision-targeted content 🚀 Drive faster sales with hyper-relevant engagement Don’t miss this opportunity to kick off the year with smarter strategies. Register today: https://bit.ly/3PkiqKZ #Webinar #IntentData #B2B #B2BMarketing

Happy New Year! 🎊 As we close the chapter on 2024, we’re excited to embrace a new year full of opportunities, collaboration, and innovation. Wishing you a year filled with big wins, inspiring moments, and endless possibilities. Let’s make 2025 the best year yet! 🥂✨ #HappyNewYear

As we say goodbye to 2024, we’re filled with gratitude for our incredible community. Here’s to new opportunities, bigger wins, and shared success in 2025! 🥂 Happy New Year’s Eve from all of us at Demandbase! 🕛🎆 #NewYearsEve

This holiday season, we spread the joy far and wide 🌍✨, celebrating with teams in San Francisco, Austin, New York, Boston, Atlanta, Portland, London, and India! ➡️ Swipe to see some of our favorite moments from these festive gatherings. Here’s to even more in-person connections and shared joy as we step into the new year. 🥂 #LifeAtDemandbase

The only thing worse than untangling Christmas lights?... Figuring out your lead sources. If you're struggling with your marketing data, don't let another year go by in the dark. Join the "light side" with Demandbase's transparent attribution solutions. Happy Holidays! 🎄 #marketing #ad #sales

Happy Kwanzaa! ❤️🖤💚 Today begins the seven-day celebration of African heritage, culture, and community. Each day highlights one of the seven guiding principles, including unity, self-determination, and creativity, symbolized by the lighting of a candle each evening. Sending warm wishes to all who celebrate! #HappyKwanza

🕎 Happy Hanukkah! May your eight nights be filled with light, joy, and unforgettable moments with loved ones. Here’s to a season of warmth, love, and togetherness. 💙✨ #HappyHanukkah

🎄🐾 The pets of Demandbase are here to wish you a very Merry Christmas! From festive sweaters to holiday smiles, these furry coworkers are bringing all the festive cheer. Wishing you and your loved ones a pawsome holiday! 🐶✨ #PetsOfDB