How Kwanzoo Fits Into

The NEW SiriusDecisions

Demand Unit Waterfall

Copyright © 2017. Kwanzoo, Inc. Confidential – Do Not

 What is the NEW SiriusDecisions
Demand Unit Waterfall?
Demand Unit
Target Demand - 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”
Active Demand - It’s not about “Leads” anymore – but all about Demand Units

Engaged Demand

Buying Group within an Account / Company

Prioritized
Demand

Qualified
Demand Needs (of the Buying Group)

Pipeline

Closed Solution
Resources + Budget
(from a Provider)

Copyright © 2017. Kwanzoo, Inc. Confidential – Do Not

How Kwanzoo Fits Into the NEW
SiriusDecisions Demand Unit Waterfall
Master Account List
Target Demand (represents all potential Demand Units)

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
[ Know which accounts are ready to talk to Sales ]
Demand

Known Contacts and Anonymous Visitors Prioritized

Qualified
Leads Engaged Engaged Account
Demand
(5-10% of site traffic) (90-95% of site traffic) List for
From MAP Sales
Pipeline
[ Know who Sales should call ]

Closed Accessed Via CRM

 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

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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 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

Copyright © 2017. Kwanzoo, Inc. Confidential – Do Not
 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)

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.

Copyright © 2017. Kwanzoo, Inc. Confidential – Do Not

 More Questions? Review Our
ABM Resources
Resources:
http://www.kwanzoo.com/cms/resou
rces/

ABM Behind the Curtain:

http://www.kwanzoo.com/cms/resou
rces/behind-the-abm-curtain/

Blog:
www.kwanzoo.com/blog

SlideShare:
www.slideshare.com/kwanzoo

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 Contact Us and More Info

Phone: 408-216-7025

Email: info@kwanzoo.com

Website: www.kwanzoo.com

Twitter: @kwanzoo

Copyright © 2017. Kwanzoo, Inc. Confidential – Do Not