1. The NEW SiriusDecisions
How Kwanzoo Fits Into
The NEW SiriusDecisions
Demand Unit Waterfall
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2. Solution (from a Provider)
What is the NEW SiriusDecisions Demand Unit Waterfall?
Demand Unit
Each stage in the waterfall represents a group of Demand Units
A Demand unit is “a buying group that has been organized to address a need the organization is challenged with that requires a solution”
It’s not about “Leads” anymore – but all about Demand Units
Target Demand
Active Demand
Engaged Demand
Buying Group within an Account / Company
Prioritized Demand
Qualified Demand
Needs (of the Buying Group)
Pipeline
Resources + Budget
Solution (from a Provider)
Closed
Copyright © Kwanzoo, Inc. Confidential – Do Not Distribute.

3. How Kwanzoo Fits Into the NEW SiriusDecisions Demand Unit Waterfall
Master Account List (represents all potential Demand Units)
Target Demand
Kwanzoo Account Coverage Reports (ACRs)
[ Know which accounts are reachable via ABM display ads before you launch ]
Active Demand
In-Market Accounts
Reachable Accounts
for ABM Display
Engaged Demand
Prioritize for Display Media Spend
Kwanzoo Account Engagement and Visitor Journey Reports (AERs)
Prioritized Demand
[ Know which accounts are ready to talk to Sales ]
Known Contacts and Leads Engaged
(5-10% of site traffic)
From MAP
Anonymous Visitors Engaged
(90-95% of site traffic)
Prioritized
Account
List for Sales
Qualified Demand
Pipeline
[ Know who Sales should call ]
Accessed Via CRM
Closed

4. Account Coverage Reports (ACRs) Show Your ‘Active Demand’ Accounts Pre-Launch
In-Market Accounts
Active Demand
The Kwanzoo Account Coverage Report (ACR) shows which accounts from your Master Lists are reachable via matched cookies or IP addresses
As you go into the Kwanzoo platform, our My Programs dashboard gives you all the key program metrics on ONE SCREEN.
You can review business-level metrics, such as accounts engaged, contacts engaged, nurture touches delivered to both known contacts and anonymous users, along with site visits and form-fills or lead captures.
There is a separate section with the operational metrics to focus on, so you can OPTIMIZE program performance. Here you can review how well you ad creative is really working, so you can make decisions as to which ads to keep running, and which ones to swap out and replace with fresh ads.
Our clients typically start off with at least 3 different ad concepts, copy and creative, such as an e-book offer, a white-paper offer, and a webinar-offer. They then replace some ad creative approx. 6 weeks into the program.
All of our metrics are easily exported out into Excel, or can be sent as ed reports to key users inside your Company or to your agency partners. We are also able to help you setup an integration between Kwanzoo and your marketing automation / CRM so your sales team receives account-level insights from your targeted display programs in real-time.
In-Market Accounts (from Intent Data) that are also Reachable Accounts (from Kwanzoo’s ACR reports) are the specific group of Accounts at the Active Demand stage of the Waterfall
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5. Account Engagement Reports (AERs) Show Your ‘Engaged Demand’ Accounts
Full List of Accounts in the Account Engagement Report, along with Visits and details on the Visitors show your ‘Engaged Demand’
Key Sales Questions
Who is coming? Which Accounts? What are they doing? ‘Engaged Demand’ = Accounts and Visitor Insights in AERs # Anonymous Visitors = Up to 5X the # Known Contacts + Leads
BIG LETTERS: Deliver Impact
Small letters: on sales pipeline
BOX: Measuring Success
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6. Kwanzoo ABM Contact Discovery Service (optional)
Kwanzoo Anon Visitor Journeys + MAP/CRM Data Show Your ‘Prioritized Demand’
Account Name, Job Level, Job Function, Geo Location, Ad Message + Pages Visited (Visitor Journey)
Kwanzoo ABM Contact Discovery Service (optional)
Note: Turn the “Other Vendors Provide” into a Table
Combining Kwanzoo’s Anon Visitor Journeys + ABM Contact Discovery Service with your MAP / CRM data helps your Sales Team map out ‘Prioritized Demand’ down to individuals in a Demand Unit or Buying Group.
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7. More Questions? Review Our ABM Resources
ABM Behind the Curtain:
rces/behind-the-abm-curtain/
Blog:
SlideShare:
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8. Contact Us and More Info
Phone:
Website:
Twitter:
@kwanzoo
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We’re now happy to take your questions. Is there a specific program that we can now model out for you to consider running with us? What would you recommend as a next step?
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