Virtual Marketing Innovation Summit Keynote

B2B ACCOUNT-BASED MARKETING PRESENTATION TITLE!

WELCOME TO THE ABM REVOLUTION!!

Why the heck are you spending your money advertising to me on the Detroit News web site?I am never going to buy your software.Love, Mom!

What!!

Are Still Plaguing!

B2B Marketers?!

3 PROBLEMS!of site trafficis NOT from

target accounts"

85%!of web visitors

do NOT engage on web site"

80%!of visitors do

NOT complete call-to-action"

97%!

“Account-Based Marketing” search interest!

Identify ABM as “Very Important” to their marketing efforts !

87%!

Why Now?!

Account-Based Identification!

Account-Based Measurement!

Account-Based Advertising

!

Common Data Model!

ConnectedExperiences!

Marketing Activities are Disconnected!

Ads

Social

MAS

Pipeline

Email

Web

CRM

Events

Customer

ABMSystem of !

Record

Ads

Social

MAS

Pipeline

Email

Web

CRM

Events

Customer

The Future of ABM!

The Future of ABM!

•  Media, web site, social, CRM interconnected and automated!

!•  100% subscription model that

scales by account!!•  Spend and results measured at

the account level !

ABM!System of!

Record

Organize contacts into account objects for account-based nurturing!

!

Account-Based Marketing

Automation!

Automated account data append for all Marketing Automation!

Real-time append of account data to shorten forms!

Behavioral Account Score!

in partnership with:!


KEVIN AKEROYD!GM & SVP!ORACLE MARKETING CLOUD!

OracleConfiden-al-Restricted 14OracleConfiden-al–Internal/Restricted/HighlyRestrictedCopyright©2016,Oracleand/oritsaffiliates.Allrightsreserved.|

Marke&ng Drives B2B Customer Experience with Data Marke&ng Innova&on Summit for B2B

KevinAkeroydGM&SVPOracleMarke-ngCloud

OracleConfiden-al–Internal/Restricted/HighlyRestricted 15

The following is intended to outline our general product direc&on. It is intended for informa&on purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or func&onality, and should not be relied upon in making purchasing decisions. The development, release, and &ming of any features or func&onality described for Oracle’s products remains at the sole discre&on of Oracle.

Safe Harbor Statement

B2B Marke&ng Sophis&ca&on Is Evolving Rapidly


“In2016,leaderswillunderstandandan4cipateindividualneedstodeliverpersonalizedexperiences,sharplyincreasingtheirleadinthemarket.”TheMarTechlandscape

hasgrownfrom150to4,000vendorssince2011.–ScoUBrinker,chiefmartec.com

By2017theCMOwillspendmoreonITthantheCIO–LauraMcLellan,Gartner

-ForresterResearch

A

Digital Marke&ng Is Now Marke&ng


“Ascustomersoptfordigitallyledexperiences,digitalmarke4ngstopsbeingadiscretedisciplineandinsteadbecomesthecontextforallmarke4ng.Digitalmarke4ngisnowmarke4nginadigitalworld.”-YvonneGenovese,Gartner

Ofmarketershavesiloedteamsandtechnologiesbychannels-eConsultancy

93%Marke>ng

Agency

EMAIL WEB

SOCIAL MOBILE

CONTENT SEARCH

CREATIVE

MEDIA

Companies Lack Centralized Hub to Orchestrate Customer Interac&ons and Content Across Lifecycle


EmailLandingPages Mobile WebSocial DirectDisplayAdsSearch Mail Phone

MARKETER

CUSTOMER

SUSPEC

T

PROSPEC

T

CUSTOMER

ADVO

CATE

Acquire

Interest

Target

Research

Engage

Evalua-on

Convert

Buy

Target

Own

Engage

Maintain

Convert

Expand

The New Digital Funnel: A Cross-Channel Approach

Cross-Channel Across the Organiza&on


IndividualTargetExperience

AccountBasedTarge>ngExperience

to


85%OfCMOssayfragmented

datapreventscross-channelconsistency.

-CMOClub

GregJones,ChicagoPastPurchase:1YearSoXwareLicense

ANONYMOUS KNOWN

Fragmented Data Translates to Bad Experiences

22

CreateIdealAccountProfilestoFindtheRightCustomersSegmentandtargetbasedonspecificaccountprofiles,industriesandaUributes

23OracleConfiden-al-Restricted

Content Is S&ll King Create Personalized Cross-Channel Engagements Through Persona Driven Content Strategy

23


Marketers Who Deliver Reap Compe&&ve Advantage

$57–Lessperacquiredcustomer

23%Premiumintermsofshareofwallet,profitability

CostofAcquisi>on Reten>onConversion

$55millionto$1.6billion

annualimprovement

Sources:Forrester&Gallup

25

OracleEloquaCampaignCanvasIntegra>on

The First ABM Solu&on for Marke&ng Automa&on

ü  Implementwithinmarke-ngautoma-on

ü  Executeaccount-specificcampaigns

ü  Runaccount-basednurturecampaignsforprospectsandcustomers

ü  Accelerateconversionrates

ü  Drivemorerevenuefrommarke-ngqualifiedleads(MQLs)

26

Account-Based Data Integra&on DemandbaseDataIntegra>onü  Appendrichdataand

behavioralinforma-on

ü  Joincontactstocorrespondingaccounts

ü  Executespecificcampaignstoparentaccounts

ü  Extendleadscoringtoincludeanaccountscore

ü  Triggercampaignsandworkflowbyaccountscore

27

Demandbase Personaliza&on “Youknowme.Youreallyknowme.”

ü  TargetAccountsü  EliminateLongForms

ü  IncreaseAccountConversion

SolvingtheAnonymoustoKnownConversionProblem

28

Build an Ac&onable Customer Profile

WithOracle’sCross-ChannelMarke-ngsolu-on,youdesignmarke-ngprogramsthatstartwith

eachindividualcustomerfirst

Behaviors

Sen>ment Preferences

Ac>vi>es

29

Sales and Marke&ng Alignment

SALES MARKETING
