Demandbase > Case Studies > Matillion's Successful Adoption of Demandbase for Enhanced Sales and Marketing Alignment

Matillion's Successful Adoption of Demandbase for Enhanced Sales and Marketing Alignment

Technology Category

Analytics & Modeling - Machine Learning
Infrastructure as a Service (IaaS) - Cloud Computing

Applicable Industries

Education
Equipment & Machinery

Applicable Functions

Sales & Marketing

Use Cases

Mass Customization
Time Sensitive Networking

Services

Cloud Planning, Design & Implementation Services
System Integration

About The Customer

Matillion is a leading enterprise data integration company that aims to make the world’s data useful with an easy-to-use, cloud-native data integration and transformation platform. Optimized for modern enterprise data teams, Matillion is built on native integrations to cloud data platforms such as Snowflake, Delta Lake on Databricks, Amazon Redshift, Google BigQuery, and Microsoft Azure Synapse. This enables new levels of efficiency and productivity across any organization. The company has 580 employees and is located in Manchester, England, and Denver, Colorado.

The Challenge

Matillion, a leading enterprise data integration company, was seeking to scale their go-to-market efforts to meet their growth objectives. They realized that the solution was not merely to increase lead volume but to focus on the right kind of accounts and deepen their engagement. They needed to implement an account-based approach. However, the sales and marketing teams were using different systems with different data sets that didn’t communicate with each other. This led to a manual and time-consuming process of merging and analyzing data to find insights about which accounts to prioritize and how and when to engage with them. The process was slow and cumbersome for sales, and while the insights were valuable, there was a need to automate the process and deliver real-time insights directly into the tools used by the sales team.

The Solution

Matillion chose Demandbase, a solution that would bring value to both marketing and sales and grow with them. With Demandbase, Matillion was able to analyze their account data in any way they wanted, which proved to be incredibly powerful. They used firmographic, technographic, and intent data to identify and prioritize the accounts they should be targeting, and tapped into the contact data to find and engage all decision-makers on the buying committees. They also implemented programmatic campaigns that pushed accounts through the funnel by personalizing the approach and messaging based on where they were in the buyer journey. Demandbase was chosen for its flexibility, overall support, and add-on packages. The solution allowed Matillion to give tangible, actionable insights to their sales team wherever they preferred to work, whether it was in the Demandbase platform, CRM, or email.

Operational Impact

The adoption of Demandbase led to a significant improvement in Matillion's operational efficiency. The sales team became more focused and efficient, no longer having to prospect into large account lists. They were able to go solely after accounts that had been warmed up by marketing, using insights such as intent signals and how long an account had been in a journey stage. This allowed them to respond quickly when they saw movement. The account-based marketing (ABM) team, freed from having to manually generate sales insights reports, was able to spend their time executing additional programs and developing new playbooks for different types of strategies. The company saw a big spike in performance followed by steady improvement, with a dramatic increase in the number of demos and discovery calls set up, as well as conversion rates.

Quantitative Benefit