Demandbase × Thales Cloud Protection and Licensing
Demandbase x Thales, 4x CTRs and doubled MQAs from a standing ABM start
4x industry average CTRs (30% vs 8% industry average)
Fragmented, data-blind lead-gen to unified ABM with intent signals
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Why it works
The headline leads with numbers going up, making Breakthrough the right call over Efficiency. The story also has a genuine New Capability dimension: Thales EMEA had no ABM motion at all before, so the program is net-new, not merely faster. The sales onboarding tactic of drip-feeding reports to leaders before involving reps is a concrete, replicable mechanism that lifts the piece above a pure metrics dump.
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The staged sales onboarding approach: share engagement reports only with sales leaders for a month or two until they start asking questions, then roll out to reps. It builds pull instead of push, and the case study shows it worked.
Click to enlarge ↗ This is editorial commentary and curation. The case study, screenshot, and all metrics are Demandbase's published work; we link to the source and lead with our analysis.