Fivetran's Account-Based Marketing Transformation with Demandbase

Fivetran is a global technology company specializing in data integration and data pipelines. With over 1000 employees, the company is headquartered in Oakland, CA. Fivetran is in a rapid growth phase and is continuously looking for ways to optimize its sales and marketing strategies. The company had been focusing on traditional demand generation tactics but decided to incorporate account-based marketing (ABM) into their strategy to win certain accounts and move upmarket. The ABM team at Fivetran, led by Casey Patterson, was established to bring the sales strategy to life. The company needed a tool that could provide insights into every single activity at an account level, serve that information to sales in a prioritized and scalable way, and set the ABM team up for success with account level targeting and reporting.

Fivetran, a rapidly growing data integration and data pipeline provider, was facing a challenge in their sales and marketing strategy. They had been focusing exclusively on traditional demand generation tactics, pushing inbound leads into the top of the funnel. However, with a desire to win certain accounts and move upmarket, they decided to add account-based marketing (ABM) to their strategy. The ABM team at Fivetran, led by Casey Patterson, was established to bring the sales strategy to life. However, they quickly discovered a knowledge gap in both sales and marketing. They lacked insights into what was happening at an account level. The demand gen team was successful at bringing in hot leads, but sales were often targeting lists of accounts, sometimes based on MQLs, sometimes not. To support both sales and marketing goals, they needed a tool that could report on every single activity at an account, serve that information to sales in a prioritized and scalable way, and set the ABM team up for success with account level targeting and reporting.

Fivetran chose to work with Demandbase and implemented Demandbase One ABX Cloud within a month, integrating all their martech and CRM tools. This included Salesforce, Marketo, Uberflip, Drift, Bombora, Slack, Google Analytics, and Salesloft. The solution was customized to Fivetran’s specific needs, enabling them to confidently roll out the tool to sales and the broader marketing teams. The sales team immediately embraced Demandbase One and began using it to prioritize their accounts. The insights from the platform quickly became a part of their planning sessions and were used to tailor their conversations, helping them stand out from typical salespeople. Demandbase One provided a single pane of glass for all the data about their accounts, enabling them to create a differentiated experience. The platform also allowed them to spot the right accounts to target, those who were most engaged. The ability to customize journey stages was another key driver for Fivetran, allowing them to align the stages with their business priorities.

• With the implementation of Demandbase One ABX Cloud, Fivetran has seen significant operational improvements. The platform has fostered true sales and marketing collaboration, with both teams able to see exactly how the other is engaging with their accounts. This has made breaking into each account a true collaboration between the go-to-market teams. The platform has also allowed for customization to meet the unique needs of each sales team member, providing them with the exact insights they need to tackle their territory. Demandbase has also served as a virtual 'sales assistant', helping the sales team understand what's happening in their territory in real time. This has been particularly beneficial for a rapidly growing company like Fivetran, where the sales team is constantly onboarding new members. The platform has also helped Fivetran differentiate themselves in a crowded market by providing insights that allow them to customize their outreach and messaging. Finally, Demandbase has helped Fivetran grow existing accounts and ward off competitive threats by highlighting contacts within an account who are exploring new use cases and signaling potential threats when reps see an account researching a competitor's solution.