Summit US Case Studies Dun Bradstreet Case Study 2

Account-First Marketing: How Intuit Wins in the Mid-Market

Tuesday May 5, 2020 | 12:35 PM - 12:55 PM

Sponsor Name: Dun & Bradstreet

Speakers: Michael Goss, Senior Marketing Manager, Intuit, Nipul Chokshi, VP Marketing, Dun & Bradstreet

Intuit Quickbooks serves as the financial core of 4.5M small and medium businesses globally. With a goal to drive a 15% increase in annual revenue growth, the revenue team implemented the SiriusDecisions Waterfall as their overarching framework for their demand generation efforts. This session will show how Intuit goes “account-first” in order to deepen their understanding of their buyers and their market, to focus their efforts and to engage with maximum relevance in order to drive pipeline and revenue.

Key Takeaways:

  • How to think differently about segmentation to maximize focus and increase relevance
  • Using behavioral signals to design compelling offers and to identify who will be most receptive to those offers
  • How data and insights can be invaluable in enabling customer teams to grow share of wallet