Matillion Aligns Sales & Marketing Around Demandbase With An 87% Adoption Rate

What’d They Do?

The marketing team at Matillion began looking for a solution that would, “not only bring value to marketing, but to sales as well — a full suite that would grow with them.” They didn’t want to have to “rip and replace” at a later date. They chose Demandbase.

“Now we’re able to slice and dice our account data any way we want, which is so incredibly powerful,” beamed Kristin. Matillion is using the firmographic, technographic, and intent data to identify and prioritize the accounts they should be targeting, and tapping into the contact data to find and engage all decision-makers on the buying committees. With many of their targets being in the global 8,000, it’s all about multithreaded go-to-market motions within those accounts.

At the start, Kristin turned on a couple of programmatic campaigns and has grown the number over time. The campaigns push accounts through the funnel by personalizing the approach and messaging based on where they are in the buyer journey. “If they are qualified or aware, they got a certain set of messaging, if they were engaged, they got another subset, if they’re an opportunity or a customer, they got bottom-of-funnel messaging tailored to accelerate close rates and drive expansion,” explained Kristin.

Perhaps best of all, Kristin is thrilled to be able to, “give tangible, actionable insights to our sales team wherever they like to work, whether it’s in the Demandbase platform, CRM, or email.”

Why Demandbase?

How’d They Do?

• Saw big spike in performance followed by steady improvement
  After first turning on Demandbase, Matillion saw a dramatic improvement in the number of demos and discovery calls set up, as well as conversion rates. Since then, those numbers have continued to climb as they, “rely on Demandbase to efficiently focus on engaging the right accounts at the right time, and the right people within those accounts.”
• Pushing opps through the funnel faster with customization by journey stage
  Matillion uses Demandbase’s technographic data and journey stages to orchestrate customized experiences for highly segmented audiences. In one example, the target group received LinkedIn ads, email that drove them to customized content, and then were invited to a couple of events — a virtual experience and a hands-on lab where they were offered a free trial. It was hugely successful.
• Sales is focused and efficient — no longer wasting time on large lists
  With marketing providing, “a ton of demand gen tactics, nurturing, and air cover until target accounts are ready for sales, the sales teams are no longer having to prospect into large account lists.” They’re going solely after accounts that have been warmed up by marketing. They’re more efficient, more personalized in their outbounding, and using insights such as intent signals and how long an account has been in a journey stage. When they see movement, they jump on it as fast as it happens. “We kind of hit a home run with sales when we got this tool,” gleamed Kristin.
• ABM team now spends time on new programs and strategies
  Now that Kristin and her team are freed from having to manually generate sales insights reports, they’re spending their time executing additional programs and coming up with new playbooks for different types of strategies.