Breaking Through the Noise to Boost Brand Awareness and Generate High-Quality Leads.
Demandbase, a trailblazer in account-based marketing (ABM) solutions, faced an initial challenge back in the late 2010’s: amplifying their brand awareness and generating high-quality leads in the highly competitive UK and European markets. Despite exploring numerous media channels and engaging in various events, the company observed a diminishing return on investment from traditional approaches. With a goal to overcome these hurdles, Demandbase needed a partner capable of delivering sustainable results and high-value leads, to this day.
Leanne Chescoe, Marketing Director at Demandbase, was acutely aware of the need for a strategic shift. She knew that to stand out in a market and achieve meaningful growth, they needed a partner who could provide a comprehensive, integrated approach to marketing.
Solution: A Strategic Partnership with B2B Marketing
For the past seven years, Demandbase has forged a strong and productive partnership with B2B Marketing. This collaboration has been pivotal in addressing the company’s marketing challenges. B2B Marketing has provided a range of services and platforms, including research reports, webinars, lead generation programs, and high-impact events such as Martechopia, Ignite, and the ABM Conference.
One of the key elements of this partnership is B2B Marketing’s ability to integrate these services into a cohesive strategy. Rather than relying on isolated campaigns, Demandbase benefited from a joined-up approach that ensured consistency and alignment across various touchpoints. This strategic alignment was crucial in targeting the right audience with the right message, thereby enhancing the effectiveness of their marketing efforts.
Leanne Chescoe highlights the value of this approach: “Working with B2B Marketing has allowed us to take a holistic view of our marketing strategy. Their ability to integrate different components—whether it’s a research report or a high-profile event—has been instrumental in driving our success.“
One of the standout solutions provided by B2B Marketing was The Global ABM Conference. This event has been a cornerstone of Demandbase’s marketing strategy, offering a platform for engaging with decision-makers and influencers in the B2B space. The conference not only provided opportunities for direct interactions but also served as a significant lead generation and brand-building activity.
The ABM Conference: A Case Study in Success
The Global ABM Conference, held every November, serves as a prime example of how B2B Marketing’s strategy translated into tangible results for Demandbase. This event was meticulously planned and executed, resulting in impressive outcomes that far exceeded Demandbase’s initial expectations.
During the conference, Demandbase generated huge opportunities:
Sponsored Event Success and Strategic Planning
Beyond The Global ABM Conference, Demandbase has seen consistent success with various sponsored events organized in the EMEA region. These events have been strategically designed to fit the audience’s needs and preferences, contributing to their overall effectiveness.
The strategy behind these events includes several key elements:
Pre-event Outreach:
Engaging with potential attendees before the event to build anticipation and encourage participation.
Incentives:
Offering valuable incentives to attract and retain attendees.
Post-event Engagement:
Hosting a post-event dinner to foster deeper relationships and discussions with attendees.
B2B Marketing’s supports all these marketing tactics, which has been crucial in enhancing the overall event experience. By integrating these strategies, Demandbase has been able to maximize the impact of their sponsored events and achieve high-quality lead generation.
Leanne Chescoe emphasizes the significance of these efforts: “The strategic planning and execution of our sponsored events have been instrumental in our success. B2B Marketing’s ability to support and enhance these efforts has made a tangible difference in our results.”
The Role of Webinars and Content Syndication
In addition to events, B2B Marketing has played a vital role in Demandbase’s webinar program and content syndication efforts. Webinars have become an essential component of their marketing strategy, providing a platform for sharing insights and engaging with a targeted audience.
B2B Marketing’s support in co-producing and promoting these webinars has resulted in high levels of engagement and lead generation. By leveraging their expertise in content syndication, Demandbase has been able to extend the reach of their webinars and generate valuable leads.
The ability to reuse content from webinars and other initiatives has also been a significant benefit. This approach allows Demandbase to maximize the value of their content and maintain engagement with their audience over time.
Perception of B2B Marketing in the Market
Demandbase’s experience with B2B Marketing has significantly shaped their perception of the brand. They view B2B Marketing as the premier trusted source in the B2B marketing community, both as a client and a vendor.
Leanne Chescoe describes this perception: “B2B Marketing is at the center of the B2B marketing community globally. Their events, resources, and expertise are unparalleled. We consider them a crucial player in the industry, providing valuable knowledge and fostering a space for best practice sharing.”
This strong perception underscores the value of B2B Marketing’s role in the market. It highlights their position as a leading authority and a trusted partner in delivering high-impact marketing solutions.
Benefits: Quantifiable Results and Strategic Impact
High-Quality Leads:
Through targeted events and strategic planning, Demandbase has consistently generated high-quality leads that convert into valuable opportunities.
Increased Brand Awareness:
B2B Marketing’s integrated approach has helped Demandbase enhance their brand visibility and establish a strong presence in the UK and European markets.
Revenue Growth:
The success of key events like the ABM Conference has contributed significantly to Demandbase’s revenue growth, with a high close rate and substantial pipeline influence.
Enhanced Market Perception:
B2B Marketing’s role as a trusted source of information and solutions has strengthened Demandbase’s market position and credibility.
