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

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:

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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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Chapter

1. S2E13: How to Leverage Unified Data for B2B Marketing Wins -- ft. Leanne Chescoe, Marketing Director at Demandbase (00:00:00)

2. Introduction to Leanne (00:01:10)

3. Insights on B2B Marketing Strategies (00:03:57)

4. The Importance of Feedback Systems (00:11:00)

5. Building an ABM Team (00:12:24)

6. Steps to Align Sales and Marketing (00:19:38)

7. Implementing Account Intelligence (00:25:09)

8. Resources for ABM Success (00:26:52)