Sales outreach · Production

Fivetran uses Demandbase One ABX Cloud to give sales reps real-time account intelligence and ABM-driven pipeline insights

The problem

Fivetran's sales and marketing teams lacked account-level visibility — sales was targeting lists without knowing which accounts were engaged, and neither team could systematically report on or prioritize account activity.

First attempt

Before Demandbase, Fivetran focused exclusively on traditional demand generation tactics pushing MQL-based inbound leads with no account-level intelligence, leaving the team with a knowledge gap in both sales and marketing.

Workflow diagram · grounded in source

Real-time account signal trigger

trigger

“I use the Slack notifications to trigger me and my BDR into action”

AI intent and engagement scoring

ai_action

“accounts Demandbase's AI predicts are engaged, have high intent, and high qualification”

Territory heatmap review

human_review

“an ABM team member pulls up their territory's activity. They look at a heatmap based on contact titles, select the activity type and title they want to follow up on”

Contacts pushed to Salesloft

integration

“send the contacts into Salesloft in 30 seconds”

Personalized sales outreach

output

“Demandbase layers in the information that allows us to differentiate ourselves in the market”

Reported outcome

The sales team immediately embraced Demandbase and now uses real-time account signals to personalize outreach, prioritize territories, and push contacts into Salesloft in 30 seconds; ABM and sales teams collaborate on territory planning using shared account intelligence.

Reported metrics

time to push contacts to Salesloft30 seconds

Demandbase implementation timewithin a month

Sales team adoptionimmediately embraced Demandbase One

Rep outreach differentiationshe doesn't sound like a salesperson, she sounds like a consultant

Reported stack

Demandbase One ABX CloudPipeline PredictSalesforceMarketoUberflipDriftBomboraSlackGoogle AnalyticsSalesloft

Source

https://www.demandbase.com/resources/case-study/fivetran-account-executive-calls-demandbase-his-sales-detective/

Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

The sales team immediately embraced Demandbase and now uses real-time account signals to personalize outreach, prioritize territories, and push contacts into Salesloft in 30 seconds; ABM and sales teams collaborate on…

What tools did this team use?

Demandbase One ABX Cloud, Pipeline Predict, Salesforce, Marketo, Uberflip, Drift, Bombora, Slack, Google Analytics, Salesloft.

What results were reported?

time to push contacts to Salesloft: 30 seconds; Demandbase implementation time: within a month; Sales team adoption: immediately embraced Demandbase One; Rep outreach differentiation: she doesn't sound like a salesperson, she sounds like a consultant (source-reported, not independently verified).

What failed first in this deployment?

How is this sales outreach AI workflow structured?

Real-time account signal trigger → AI intent and engagement scoring → Territory heatmap review → Contacts pushed to Salesloft → Personalized sales outreach.