Equilar Scores BIG on Pipeline, Data Management, and Client Retention with Demandbase

The Head Scratcher

Equilar had a great deal of raw data from multiple silos: sales interactions in Salesforce, email activity, website activity, and data from their own marketing automation system, web activity and more. But unifying these into a comprehensive view of who was engaging, and reaching the right contact with the right message at the right time, felt impossible. At the same time, they needed a way to build and automatically maintain a database of contacts at scale.

To gain insight into their client and prospect bases’ engagement and discover new contacts, they turned to Demandbase and InsideView.

What’d They Do?

With Demandbase, Equilar was able to create a scoring system based on key metrics that contributed to new business and renewals. They created a healthy pipeline driven by much more strategic, targeted marketing efforts based on contacts’ engagement levels. Having a more accurate view into their entire pipeline enabled Equilar’s sellers to contribute even more through a more strategic outbound process focused on engaging with prospects.

This outbound process was supported by InsideView’s data management and sales intelligence capabilities: not only could they access a large database of relevant B2B contacts, they were able to automatically enrich leads and map them to the right account, and keep the data in their CRM up-to-date. Sellers benefited from the ability to receive automated emails keeping them apprised of news related to their territory account list.

How’d They Do?

Equilar has been thrilled with the flexibility and power to get innovative with their scoring models within Demandbase: syncing in not only email campaigns, Salesforce interactions, and website data, but also activity from their own SaaS product. This has resulted in a robust scoring module that gives them full transparency into their pipeline – as well as the ability to accurately forecast movement through it.

They have also found that Demandbase positively contributes to client retention as well. In addition to seeing product activity, they also have a clear view into client engagement from a marketing perspective as well. They are kept up-to-date with regular alerts about their accounts which allow them to reach out with relevant touchpoints.

Finally, automating the data management process has saved Equilar time, and also kept their data cleaner than ever. They no longer have lots of bounce backs from broad email blasts; instead, they can run targeted campaigns to consistently updated and verified emails.

If you want the full story, check out the video below!