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©2016 Copyright Demandbase, Inc. Demandbase Confidential.
The Future of Marketing Automation is Here
David Johnson Director, Product Marketing Oracle Marketing Cloud
John Dering
Director, Marketing Programs
Demandbase
Mandy Schafer Sr. Product Marketing Manager Demandbase
What’s Broken in B2B?
Sales & Marketing Alignment
The Waterfall
BANT
Metrics/Attribution
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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The Sales and Marketing Divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
of marketing generated leads are
never followed up by sales.
50%
- Miller Pierce, 2014 VOC Study
50% of marketing generated leads are
never followed up by sales.!
Leads aren’t valued
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
5
Why Account-Based Marketing?
Focuses on best
opportunities Delivers
customer-centric experience
Supports Sales reality
Connects Marketing to revenue
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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Identify ABM as “Very Important” to their marketing efforts !
87%!
Source: Sirius Decisions 2016 ABM Survey
“Account-Based Marketing” search interest!
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
• Reach target accounts across mulitple channels!
• Choose systems that can target and engage accounts !
ABM: The Sum is Greater Than its Parts
• Foundational systems for ABM strategy!
• Includes many tech’s B2B marketers already using!
The History and Timeline of Marketing Automation
The Digital Shift Toward Account-Based Marketing
84%ofB2Bmarketerssaythat
ABMdelivershigherROIthananyotherapproach.
-ITSMA
Inconsistent Data Translates to Fragmented Customer Experiences
85% Of CMOs say fragmented
data prevents cross-channel consistency.
- CMO Club
Introducing Account-Based Marketing from Oracle Marketing Cloud The only ABM solution that spans across the customer lifecycle and across paid, owned, and earned channels.
GrowLeverageengagementandconversiondatatofindcustomersthatlooklikeyouridealones.
EngageEngageprospectswithcontextualizedexperiences.
ConvertDrivefunnelconversionsbydeliveringEmelycontent.
AcquireDelivernewcustomeracquisiEonthroughon-goingnurture.
Why Account-Based Marketing Automation?
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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Organize contacts into company objects for account-based campaigns!
Account-Based Marketing
Automation!Automated account data append for all contacts in Oracle Eloqua!
Real-time append of account data to shorten forms!
Account Score based on known & anonymous buying signals!
in partnership with:!
Build Dynamic Segments Segment Accounts by Engagement: "
▶ Known "▶ Anonymous"
Target Buyer Teams at High Value, Engaged Accounts""Reach All Contacts from Accounts when Linked "
Account-Based Marketing by Engagement
Segment accounts by engagement"""Deliver the right program to the right account in Campaign Canvas"
Prioritize the Hottest Accounts for Sales
Focus scoring on the most valuable accounts!
Scoring the most engaged accounts, even if the activity is anonymous!
Account-Based Marketing Automation In Action
ABM Automation Example
Marketing Challenges: Known and Unknown contacts in Oracle Eloqua Missing Firmographic data Infogroup wants to do Account-Based Marketing directly from Oracle Eloqua
Customer: Infogroup Vertical: Software & Tech Key Account: Dell.com
Audience Segment: Dell.com
ABMA Campaign Creation
Configuration Screen- Company Match
Configure Mapping of Firmographic Data
Post Processing Results
Lead-to-Account Roll up
Interested in ABM Automation? Account-Based Marketing Automation combines the functionality of Demandbase Real-time Forms and Data Append for Oracle Eloqua customers, adding in Anonymous engagement scoring. Current Oracle Eloqua Refresh Connector customers:
▶ Product sunsets Dec 2016 ▶ Contact your CSM to migrate to the new version.
Current Real-Time Forms customers: ▶ We encourage you to move to Account-Based Marketing Automation. ▶ Check with your CSM, some customers may already have this included as
part of their forms solution.
New customers: ▶ Real-time Forms will no longer be available on it’s own, it is now repackaged
as Account-Based Marketing Automation.
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
Questions?