I utilize Demandbase One to get an accurate view of engagement from our top accounts. It allows us to see who is coming to the website, what they are looking at, and what they are researching, looking at intent topics during a certain time frame. It's beneficial in determining the growth of these accounts with the ability to see increases easily and decreases with pageviews, unique visitors, and a number of accounts.
Pros
Engagement Comparisons (Month over Month, Quarter over quarter, etc.)
Viewing what pages were visited by what accounts
Intent topics researched for each account in a set list
Cons
Account list building - It's hard to build accurate lists as there are multiple names for certain companies and the domain filter needs to be used in additional to the account name to confirm the right account
Demandbase One advertising - Targeting is not as granular as other platforms
Yearly data review - Data is only held for a certain amount of time so to compare YoY metrics need to be reminded to pull those at the end of the year or else it's not an accurate comparison
Likelihood to Recommend
We have a set target account list and customers that we are trying to target, so from an ABM perspective, it's great to see the accounts that are coming to our site based on our advertising efforts and what they are viewing on our website to help with outreach. However, the advertising platform is not as granular with targeting in terms of job titles and other firmographic criteria, so other programmatic vendors are utilized.
VU
Verified User
Strategist in Marketing (Electrical & Electronic Manufacturing company, 1001-5000 employees)
We use Demandbase for digital add campaign projects. We start with lists inside programs in Marketo and then we have an integration set up with Demandbase where we reference people in those programs and we build Account lists inside Demandbase that we use to target B2B or B2C customers with digital ads. These lists can be used to create look a like lists.
Pros
The clean and direct layout and visuals make learning in the platform pretty easy
The platform integrates with a large variety of other systems and tools
It does a great job improving account-based marketing and we are an organization that deals with a lot of accounts
Cons
I worry that sometimes the data may be outdated and not updated as often as it should be
Demandbase can only pull "member of program" from Marketo not "member of smart list"
Depending on the project, the cost can be pretty high
Likelihood to Recommend
If we need a B2C list for a digital ad project such as LinkedIn, it is easier to use Marketo's integration with the platform but if we are trying to create a broad B2B account list for a digital ad it is much better using Demandbase.
We use Demandbase One to run ABM campaigns which allows us to target specific accounts and personas we know are our primary acquisitions. We also use it to analyze and define accounts to target which can be helpful when the market is extremely big.
Pros
Easy ad serving from within the same platform
custom reporting
integration with our Salesforce
Cons
Demandbase One is very complex and can have a steep learning curve
Would like to see better integration between campaigns and other data
Likelihood to Recommend
Demandbase One is great for building target account lists that we can use for Demandbase campaigns, or push to LinkedIn, or even just to do research. Integration with our Salesforce instance helps bring data together into one place. Less appropriate for deep landing page analysis. I wish it could provide that insight too!
We're using InsideView as a good starting point to research companies and customers in the hunting stage but also while refreshing the information of current customers. Is it used by the Sales department, as well as the Marketing and Finance departments. InsideView delivers a very good overview and brings the information that is mandatory to be successful in the business.
Pros
One-point tool
Fast
Reliable
Cons
Probably a better user interface.
More detailed information.
Likelihood to Recommend
While considering business with a new partner or the customer, you need to have mandatory information about them. InsideView delivers a very good overview and brings the information that is mandatory to be successful in the business. It gives you not only the basics but the information you might not need at this time but for sure later. For sales, it's a must-have tool.
InsideView is used by the whole organization but especially for salespeople. We mainly use it as a way to obtain contacts in new prospects, helping us to reach the right person for the sales message. It also provides some general information about the company (location, annual revenue, contact number, and what do they do). Also interesting, it provides a family tree, which is useful to know if a company is inside a group of companies).
Pros
Important contacts
General overview of the company
Size of company (people and revenue)
Cons
I miss contacts in smaller companies.
No information recovered from social media.
Likelihood to Recommend
InsideView is great if you don't have previous information about a prospect. It gives you a first idea of the company and, more importantly, it gives you some contacts you can use as a first contact to approach the company. Sometimes, it provides contacts that are not up to date, so you can miss new contacts or maybe some of the contacts are no longer in the company.
We use Inside View for many purposes. Prospecting, ability to follow customers for new locations, prospective clients for news and trigger events, finding contact information and my favorite the Family Tree function. This function has opened the door to a ton of opportunities within groups we already do business with. Great way to create a warm call!
Pros
Up-to-date news on most companies.
Robust list of contacts within companies.
Fast search function.
Cons
Sometimes the bandwidth can be laggy.
Scrolling through the family tree function is very slow.
Likelihood to Recommend
InsideView is my go-to platform for any information on prospects. The great thing is how once a contact is sourced a quick followup on LinkedIn to reach out is easy.
InsideView is being used by sales teams within my organization to conduct research on our customers and potential customers. The news feed allows us to track specific companies or verticals that we are targeting, and allows our team to connect with these organizations more rapidly. Our sales teams have been utilizing this system for the last few months, and it has allowed us to hunt for new business and customers much more efficiently. InsideView has also allowed us to track industry trends more accurately.
Pros
The sales and support teams at InsideView are top-notch. I have worked with them extensively to fix bugs and to expand my knowledge of InsideView.
Information is accurate and up to date. InsideView also allows users to report incorrect information.
InsideView goes out of their way to ensure that organizations using the system have the necessary training. They will also target power users to see where improvements can be made.
Cons
The LinkedIn connection utilization is difficult and not easy to use.
Watchlists within InsideView are limited. It would be nice to be able to create more in-depth watchlists to track customer news feeds.
Using InsideView as an add-in for Microsoft Dynamics is clunky, and does not function as smoothly as InsideView does from its stand-alone website.
Likelihood to Recommend
InsideView is great for conducting background research on companies that are being targeted. It also provides an additional way to pull individualized contact information from these organizations, giving us a deeper insight into our customers. InsideView does have a drawback. The system struggles when trying to find targeted locations, such as a branch office or a single manufacturing facility. It provides a great 10,000-foot view, but can have difficulty trying to get a more detailed picture of these companies.
We use Demandbase for our ABM efforts where we are targeting and doing our outbound marketing to large enterprise companies who may be looking to purchase IT hardware, conferencing equipment, and large displays. It is being used by a few people in our B2B marketing team however we may expand the usage to our sales team in 2019. Demandbase allows us to advertise specifically to the companies we want and through their analytics tools; we can measure engagement and content consumption. We can prioritize which companies we should focus our marketing on by looking at the engagement level and intent data.
Pros
ABM (Account Based Marketing) is their strongest offering. Their ABM platform tools such as Ad Targeting is very simple to use with minimum training. It is so much easier to use than other ABM platform we reviewed in the past.
Analytics quality is one of the best we have used if not the best. We love the UI and it is not convoluted with so much data.
Account Selection which is also part of their ABM Platform is intuitive and very useful. It allows us to quickly choose our target customers with lookalike modeling or intent data. It also help us to rank our target accounts better.
Cons
One of the tool called "Engagement Orchestration" was not as good as other platforms we reviewed such as Engagio.
Hard to say without doing the full cost analysis with others we reviewed but their tool is more expensive than other platforms that are out there.
I wish they offered more in-depth trainings and office hours to ask questions like how Salesforce does it.
Likelihood to Recommend
Demandbase is great for companies who are targeting a large number of companies to sell or market to but do not have enough marketing budget to do full-blown marketing campaigns for all of them. It can really help you prioritize your target customers and maximize your advertising. They can be too expensive for companies who are just starting on ABM.
As the only website Engineer working in a startup that critically uses website visitors to analyze interest in our company at this stage, Demandbase has provided a great tool to understand the demographics of about 85% of the traffic that visits our website. The data it also provides is also great to use to attribute to the sales that our business makes and helps us capitalize on our targeted advertisements to increase our sales at this stage.
Pros
For B2B companies, this is a great tool that provides accurate targeting and easy to personalize for these types of sales.
This is one of the best tools for quality leads on product sales, which makes it one of the best ABM tools out there.
It is great to see simple to advanced real-time site analytics/traffic statistics for websites.
Demandbase is best at helping with great insights that can help further push website traffic.
Cons
It can take quite a while for data to be extrapolated by Demandbase.
The pricing for their products isn't really flexible for startup companies, which I think should be treated as a more valuable customer in their market.
Sometimes the simplification that Demandbase likes to feature causes data to be a little bit too innaccurate and generalized.
Likelihood to Recommend
Demandbase is definitely a great product for companies that are looking to capitalize in general sales, website traffic, etc... but it's not great for companies that already have very effective research and marketing. Demandbase provides a very good base layer for assistance in sales, but for the companies that are looking to increase their effeciency from 95% to 97%, a different, less "oversimplified" consultant would be better.
Used by Sales for the last 3 years that I worked at this company and it was a very good resource and an easy to use product
Pros
Sourcing contacts
Contact information
Role/responsibility of a contact and organizational chart
Compelling events within that organization
Cons
Tighter integration with Salesforce
More up to date contact info, sometimes the information was stale or old
Likelihood to Recommend
Knowing how many users have access to the tool. Training on it is not necessary but there were a lot of new features where training could help on an ongoing basis.
