How to Prioritise In-Market B2B Buyers with Data-Driven Sales and Marketing - Demandbase

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Overview

In this CMO Inspired Summit masterclass, originally recorded in 2024, Leanne Chescoe of Demandbase and Paul Gibson, SVP EMEA Sales at Demandbase, look at what revenue leaders really care about as businesses plan for the year ahead.

They explain why many B2B businesses still rely on outdated methods that lead to misaligned goals and wasted budget, and how real-time insight into which accounts are engaging, researching and in-market helps teams prioritise high-fit opportunities and remove poor-fit companies from the pipeline.

Key takeaways

  • Revenue leaders focus on close rates, average contract values and renewal rates, so marketing should be measured against them.
  • Vanity metrics such as click-through rates mean little if the ads are not reaching people you can actually sell to, and the C-suite is catching on.
  • Account-level insight shows which accounts are visiting your website, researching off-site, looking at competitors or exploring new products.
  • Sales should engage at the account level, recognising that several people within a buying group may be engaging at once.
  • Prioritise quality over quantity: move away from a pure leads model and act only on relevant signals, avoiding AI tools that generate false positives.

Watch the full session on YouTube: How to Prioritise In Market B2B Buyers with Data-Driven Sales & Marketing

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