Demandbase

Problem: ABM teams drive traffic from target accounts but treat all visitors the same on-site, wasting experimentation budget on low-value companies and diluting insights from strategic accounts. Solution: Use Demandbase revenue and account lists inside Convert to create audiences that only include high-revenue or in-target accounts. Run A/B tests and personalizations exclusively for these visitors using simple JS-based conditions. Outcome: Experimentation focuses on accounts that matter most, increasing win rates and pipeline impact. Marketers get clearer learnings on what moves high-value accounts, improving ROI from both ABM and CRO programs.

Problem: Generic website messaging fails to resonate with visitors from different industries, leading to low engagement and missed opportunities with sectors that have distinct pain points and buying triggers. Solution: Leverage Demandbase industry attributes in Convert to build audiences like SaaS, Manufacturing, or Financial Services. Serve tailored headlines, proof points, and case studies per industry without developer help. Outcome: Visitors see content that speaks directly to their vertical, boosting relevance, time on site, and demo or trial conversions. Teams learn which industry narratives convert best and can scale winning variations quickly.

Problem: The same pricing page and CTAs are shown to startups and enterprises, even though their buying processes, budgets, and decision criteria are very different, hurting conversion and qualification quality. Solution: Use Demandbase employee_range or revenue bands within Convert to segment visitors into SMB, mid-market, and enterprise audiences. Test different pricing layouts, CTAs (e.g., “Talk to Sales” vs “Start Free”), and social proof for each segment. Outcome: Pricing and CTAs match how each company size prefers to buy, increasing form fills and qualified pipeline. Insights on which motions work best by segment inform broader go-to-market and sales enablement strategies.

Problem: High-intent accounts from paid or outbound campaigns land on generic pages and follow the same multi-step journey as cold visitors, slowing down conversion and risking drop-off. Solution: Combine Demandbase firmographic data with campaign parameters in Convert to identify high-intent, in-segment accounts. Show them streamlined paths: shorter forms, direct calendar booking, or tailored offers. Outcome: Strategic accounts move faster from visit to meeting, increasing conversion to opportunities and shortening sales cycles. Marketing can prove direct influence on pipeline velocity for named accounts.

Problem: Content teams don’t know which assets or messages resonate with different company types, so they produce generic resources and can’t tie content performance back to firmographic segments. Solution: Use Demandbase attributes in Convert to run tests on hero content, case studies, and resource recommendations by industry, revenue, or tech profile. Analyze experiment results segmented by company characteristics. Outcome: Teams discover which narratives and assets drive engagement and conversions for each segment, guiding future content investments. Content becomes more targeted, improving both lead quality and marketing efficiency.

Problem: ABM campaigns target specific account lists, but the website doesn’t reflect those plays in real time, creating a disconnect between ads, outreach, and on-site experience. Solution: Use Demandbase account lists and segments inside Convert to trigger personalized experiences only for accounts in active ABM programs. Match on-site messaging, offers, and proof points to the current play. Outcome: Prospects experience a consistent journey from ad to website, increasing trust and conversion. ABM teams can quickly launch and QA new plays without dev support, turning strategy changes into live experiences in days, not sprints.