Onboarding Process

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Introduction

This article briefly reviews the main stages of the Demandbase Onboarding phase. You'll learn about the information and decisions you'll need to gather to successfully go live with Demandbase and execute your first ABM initiative. 

Topics in this Article

In this quick overview we'll review the key team members, steps, and tasks involved in the Onboarding phase so you know what to expect. Here are the topics included:

Onboarding Stages

The Onboarding phase is an exciting time during which our team will work with you to implement your licensed solutions and execute your first tactics on the ABM Platform. The goal of this phase is for you to achieve your first success with Demandbase, including measurable results that you can communicate with stakeholders. 

There are two main stages included in Demandbase onboarding:

  1. Going Live: Getting each of your Demandbase solutions set up and tested.
  2. First Success: Executing your initial goals, ABM tactics and measuring the results. 

Going Live

In this stage we'll work with you to implement all of the Demandbase solutions your organization has licensed. Please consult your Customer Success Manager to confirm which solutions your organization has purchased. 

Here are the main set-up tasks:

  • Demandbase Tag set up
  • Platform user set up
  • Demandbase Profile set up
  • Audience creation
  • 3rd party integration set up
  • Ad campaign set up (for Targeting Solution)
  • Site personalization and forms set up (for Engagement Solution)
  • Slack and/or Salesforce integration (for Conversion Solution)
  • Testing and validation

First Success

In this stage we'll work with you to implement all of the Demandbase solutions your organization has licensed. Please consult your Customer Success Manager to confirm which solutions your organization has purchased. 

  • Determine your business goals
  • Accessing baseline data
  • Deciding on your tactics
  • Executing your tactics
  • Evaluating and communicating your results

Who's Who

During this phase several different team members work together to carry out essential tasks. 

Team members in this phase include those from Demandbase as well as from your own organization. By working together throughout this phase we'll get everything completed successfully.

Demandbase Team Members

Your Demandbase team includes professionals who work together to ensure your onboarding phase is completed successfully. Here is a list of the main team members involved.

  • Customer Success Manager (CSM): Your main point of contact at Demandbase. Responsible for ensuring you are successful with Demandbase Solutions.
  • Project Manager (PM): Manages implementation of your Demandbase solutions to help you go live, ensuring that all steps and tasks are planned, communicated, and completed in a timely manner.
  • Implementation Engineer: Configuration, testing, and validation tasks during the Go Live stage.
  • ABM Consultant: An expert on applying Demandbase solutions for ABM, who will facilitate your Accelerator Sessions to ensure you know how to successfully carry out an ABM strategy using your purchased Demandbase solutions and integrations.
  • Support Engineers: Help answer questions and solve any technical issues you may have as you start to use your Demandbase solutions.

Your Team Members

There are several key team members whom you'll need to make sure are committed and engaged during the onboarding phase. The smaller your organization, the more likely it is that one person covers multiple roles. 

Which roles will you take on? Which will you need others to assist with? Think about who from your organization will take on each of these roles, and work to gain their commitment to work with you during this phase. 

  • Decision Maker/Buyer: The person who decided to purchase Demandbase solutions. 
  • Marketing Lead: The person responsible for your ABM strategy. May be the same person as the Decision Maker/Buyer. Typically serves as the main point of contact with the Demandbase CSM.
  • Main Demandbase User: The person who will be logging in to use your licensed Demandbase solutions on a regular basis. May be the same person as the Marketing Lead.
  • Technical Resource: The person who will serve as the primary point of contact with the Demandbase PM to set up technical configurations within your Demandbase solutions as well as your 3rd party platform integrations. Typically part of an operations or IT team in your organization.
  • Sales Manager: The person who will assist with accessing and analyzing data from 3rd party CRM platforms such as Salesforce.
  • Marketing Content Developers: Your team members who develop creative and other personalized content for use with the Engagement Solution execution.

Milestones and Goals

Here are the key milestones and typical time frames for becoming fully operational with Demandbase and executing your first ABM tactics. You'll see that some of the main tasks are done in parallel with other tasks depending on your solutions and resources.

Keep in mind that this is a sample timeline and can vary depending on the number of solutions you are implementing. Your project manager will provide you with a specific schedule during your Implementation Kick Off call.

Week 1

Strategic Overview Call

Attendees from your company:

  • Your Decision Maker/Buyer

Strategic Overview Call

Attendees from Demandbase

  • Your Customer Success Manager (CSM)
  • Your Project Manager (PM)
  • Your ABM Consultant

Agenda:

  • Team and Roles
  • Goals and Solutions
  • Roadmap to Success
  • Objectives and KPIs
  • Next Steps

Week 2

Implementation Kick Off Call

Attendees from Your Company: 

  • Your main Demandbase user
  • Your technical resource

Attendees from Demandbase

  • CSM
  • PM
  • ABM Consultant

Agenda:

  • Introductions
  • Onboarding Timeline & Steps
  • User Provisioning Strategy
  • Demandbase Tag
  • Demandbase Profile (Platform Pro only)
  • Audience Management
  • CRM Integration
  • Analytics Integration

Weeks 3 - 7

Implementation Work

Participants from Your Company: 

  • Marketing lead
  • Technical resource

Participants from Demandbase

  • CSM
  • PM
  • IE
  • SE

Goals:

  • Carry out all technical implementation tasks for each Demandbase solution
  • Meet as needed to check on status of tasks and ensure implementation is progressing
  • Review and test each solution

Weeks 4 -12

Accelerator Sessions (typically 4-5 sessions)

Attendees from Your Company: 

  • Marketing lead
  • Main Demandbase user

Attendees from Demandbase

  • CSM
  • ABM Consultant

Goals

  • Review Your ABM Strategy
  • Use Cases and Best Practices
  • Analyze Your Audiences
  • Report ABM Performance

Weeks 4 -12

Execution of Your Initial ABM Tactics

Participants from Your Company: 

  • Marketing lead
  • Main Demandbase platform user
  • Technical resource
  • Marketing content developers
  • Sales managers and sales reps

Participants from Demandbase

  • CSM
  • ABM Consultant

Goals:

  • Select the use cases to focus on first.
  • Use your Demandbase Solutions as needed to execute.

Tips for Success

Follow these tips from the Demandbase team to ensure success during this phase of your journey.

Involve Stakeholders Early

To prepare for a successful implementation you need to gather data and decisions from stakeholders for Demandbase to use as inputs into the ABM platform, including information needed to set up your target account lists, performance metrics, and Demandbase Profile.

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Educate Team Members

Each team member needs to understand your ABM strategy and how your Demandbase Solutions will enable successful execution of that strategy. 

Your main platform users, technical resources, marketing content creators, and sales team all need to know how need them to be involved in carrying out your initial ABM tactics. Use the resources we provide and hone your ability to communicate across your organization about ABM and Demandbase.

Provide team members with links to educational and support resources so that they can quickly access the information they need to complete their tasks. 

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Get Buy-In for New Metrics

ABM performance indicators are different from what most B2B marketing and sales teams track. Make sure you identify the right metrics to  measure early on, and that your marketing and sales leaders are on board with shifting the definition of success in an ABM world.

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Summary

Here's a recap of the topics in this article.

Onboarding Stages

There are 2 main stages included in Demandbase onboarding:

  1. Going Live: Set up of Demandbase Tag, platform users, audiences, 3rd party integrations, and Targeting, Engagement, and Conversion solutions.
  2. First Success: Determining your business goals, accessing baseline data, deciding on and executing tactics, and evaluating and communicating results.

Who's Who

The main team members participating in this phase:

Demandbase Team Members

  • Customer Success Manager (CSM): Your main point of contact
  • Project Manager (PM): Manages the implementation phase
  • Implementation Engineer (IE): Configuration and testing
  • Consultant: Facilitates your Accelerator Sessions
  • Support Engineer: Answers technical questions, troubleshoots issues

Your Team Members

  • Decision Maker/Buyer: The person who decided to purchase Demandbase solutions
  • Marketing Lead: Responsible for your ABM strategy
  • Main Demandbase User: Regular Demandbase platform user
  • Technical Resource: Handles technical configurations and integrations
  • Sales Manager: Helps with accessing and analyzing 3rd party CRM platforms such as Salesforce
  • Marketing Content Developers: Develop creative and other personalized content for use with Engagement Solution execution

Milestones and Goals

Typical timing and flow for key milestones over the first 90 days:

  • Week 1: Strategic Overview call
  • Week 2: Implementation Kick Off call
  • Week 3 - 7: Implementation work
  • Week 4 - 12: Accelerator sessions
  • Week 4 - 12: Execution of initial ABM tactics
  • Week 12: Executive Business Review call

Tips for Success

Recommendations for ensuring a successful outcome:

  • Involve stakeholders early: Gather data and decisions from stakeholders.
  • Educate team members: Each team member needs to understand your ABM strategy and how your Demandbase Solutions will enable successful execution of that strategy.
  • Get buy-in for new metrics:  Identify the right metrics to measure and get stakeholder buy-in. 

Resources

Resources you can use to educate and communicate:

  • In-platform guides
  • Knowledge Base articles
  • Training Center
  • Certifications
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