Account-Based Marketing Automation

(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential !

ACCOUNT-BASED MARKETING AUTOMATION


1.  B2B Challenges!2.  ABMA!

3.  Demandbase!

4.  Integrations with Eloqua!

5.  Q&A!

What to expect today…

ABM is here to stay

- SiriusDecisions!

- Demand Metric!

Source: Demandbase!

50%of marketing-!generated leads!are never followed-upon by Sales- Miller Pierce, 2014 VOC Study!

Leads aren’t valued

Identify the right accounts

STEP 1

Market to those accounts

STEP 2

Measure by accounts

STEP 3

Focus on what matters… Accounts


BIZGROUP

WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS

BIZGROUP HOME ABOUT US PRODUCTS CONTACT


ATTRACT ENGAGE CMS CONVERT MAS, CRM

DEMANDBASE B2B MARKETING CLOUD

REAL-TIME IDENTIFICATION ENGINE & APIs

Demandbase B2B Marketing Cloud

CONTACT US:

FULL NAME!

EMAIL ADDRESS!

COMPANY!



MEASURE ANALYTICS

DEMANDBASE B2B MARKETING CLOUD

REAL-TIME IDENTIFICATION ENGINE & APIs

Demandbase B2B Marketing Cloud


BIZGROUP




ATTRACT ENGAGE CMS

MEASURE ANALYTICS

Demandbase B2B Data Cloud

CONTACT US:

FULL NAME!

EMAIL ADDRESS!

COMPANY!


CONVERT MAS, CRM


MAS is critical for B2B, but still challenging

Most of the B2B buying cycle happens before the hand raise, but MAS focuses on known

individuals

B2B marketers are moving towards ABM and targeting accounts, but MAS is built to focus

on individuals


B2B Marketers want more from their MAS

Source: Sirius Decisions, “Eight is NOT Enough: Increasing Adoption of Marketing Automation Platforms,” 2014


The “Perceived” Buyer Journey

Individual Lead IT professional

Targeted buyer job title/function sees ad

Clicks on ad, fills out form, downloads WP

Send form data to MAS, send nurture email

Follow up with call from phone number listed on form

Show demo Invite to webinar, last touch attribute

Purchase


The “Actual” Buyer Journey

Ads

Emails

Webinar

Research

Event

Sales Call

Social Media

Whitepaper Download Purchase

Decision

Known

Unknown

Reality: Non-linear, multi buyer, account-based


Introducing ABMA

Shorter forms to drive conversions

Data append and refresh

Contacts organized by account

Account Score

Account-Based Nurture


Shorter Forms with Data Append


Organize Contacts by Accounts

BEFORE • Segmented database • Each color represents individual

leads with no structure

Good data

Account Identification

Firmographic Data

Contact to Account Association

AFTER • Cleaned database removes

duplicate contact records • Contacts are grouped by accounts,

with firmographic data added

Incomplete Data Not Actionable Cleaned account-level data Incomplete Data Not Actionable


Additional Structure at Account-Level

Company Location Industry Sales Website

Caterpillar Virginia Construction Over $5B Catny.com

BEFORE Without Account-Based Marketing Automation

AFTER With Account-Based Marketing Automation


Visibility into Active Buying signals

14 21 28 7 Engagement over time

Account Score 52 61 68 74


Visibility into Active Buying signals Traditional B2B Nurture: •  Generic stages •  Individual-based •  Based on personas and

behavior Account-Based Nurture: •  Choose email

content by account/vertical

•  Time the cadence of content by stage of account

•  Nurture quality of Account

Inquiry response

Day 1 Welcome

Day 2 Product

introduction

Day 5 Generic

whitepaper

Financial Services nurture

Day 1 Welcome

Day 2 Product

introduction

Day 5 HSBC Case

Study

Stage 1 customers

Day 1 Welcome

Day 2 Product

introduction

Day 5 Generic

whitepaper

Stage 2 customers

Day 1 Product

News

Day 2 Infographic

Day 5 Demo video


Benefits of ABMA

▪ Organize individual contacts by account ▪ Enrich and update contact data ▪ Standardize B2B data in contact & account records ▪ Anonymous interactions identified via Account Score ▪ Execute Account-Based Marketing Nurture campaigns

directly from Oracle Eloqua


Demandbase ABMA DEMO


ABMA Campaign Creation


Contacts Before Processing•  There are 3 contacts with a Caterpillar email address and 2 with a personal email

•  Simon Williams has a Caterpillar email address but a personal network IP address •  Clint Barton and Jim Rhodes have personal email addresses but Caterpillar IP address


Eloqua Configuration Screen 1This first Config screen tells the app which fields to use for the company match and in what order


•  The 2nd screen identifies which Account fields should be populated with Demandbase firmographic information

•  The overwrite checkbox means if data already exists in that field, overwrite it with Demandbase data. I’ve kept the example simple, only mapping city, state, company name and annual revenue.

Eloqua Configuration Screen 2


•  This 3rd screen identifies which Contact fields should be populated with Demandbase firmographic information •  Question Should We:

•  A. Prioritize Firmographic information in the Account Record? •  B. Place Firmographic information in both Account & Contact Records?

Eloqua Configuration Screen 3


Post-Processing Results: Contacts•  You can see that all the employees were identified and a city and state were populated •  Because we were matching email domain and then IP, we are able to determine that Simon Williams is a

Caterpillar employee. •  Because Clint and Jim, are using personal email addresses, their email addresses do not determine they are

Caterpillar employees but their IP address did •  This example could have worked with IP first and then email domain


Post-Processing Results: AccountsAccount Mapping: •  Demandbase SID to Eloqua ID to SFDC ID •  Account Score (April 2016) •  Known Lead Score Aggregated to Account

Db SID & Account Score mapped to Eloqua Account Record…

Firmographics plus 1st Party tags i.e. customers, prospects, Marketo Users

Industry, Revenue, Employee Size, etc., + 1st Party Tags


ABMA Use Cases

▪ Account-based nurture – segments based on accounts, verticals, account score

▪ Webform conversion optimization ▪ Append & standardize data from offline demand gen

programs ▪ Append & standardize data between Eloqua & SFDC ▪ Combine lead score with Account Score to identify hot

prospects


ACCOUNT-BASED MARKETING AUTOMATION

Date post:	15-Feb-2017
Category:	Marketing
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