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The Future of B2B Marketing Automation


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Demandbase presentation at the Oracle Marketing Cloud SoCal User Group on June 15, 2016.

Published in: Marketing
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The Future of B2B Marketing Automation

  1. 1. ABM and the Future of Marketing Automation Charlie Banker Sr. Account Executive Demandbase Austin, TX Kyle Gutke Sr. Sales Engineer Demandbase Pleasant Grove, UT
  2. 2. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 2 Digital habits have changed B2B buying 67-90% 40% more stakeholders than 4 years ago. — IDC through the buying process before they reach out to a vendor. — Forrester
  3. 3. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 3 B2B Marketers face several challenges Attract the right audience1 Engage with the right content2 Produce better leads3 Understand whether programs are working, and prove ROI4 82% of B2B website visitors are not potential customers 60% of website visitors bounce w/o interaction after one page 97% of website visitors ignore calls-to-action and remain unknown 67% of CMOs struggle to prove the long-term impact of spending
  4. 4. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 4 The Sales and Marketing Divide MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
  5. 5. - Miller Pierce, 2014 VOC Study 50% of marketing generated leads are never followed up by sales. Leads aren’t valued
  6. 6. ©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
  7. 7. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 7 Identify ABM as “Very Important” to their marketing efforts 87% Source: Sirius Decisions 2016 ABM Survey
  8. 8. “Account-Based Marketing” search interest
  9. 9. ©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
  10. 10. Why Account-Based Marketing Automation?
  11. 11. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 11 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:
  12. 12. Build Dynamic Segments Segment Accounts by Engagement: ▶  Known ▶  Anonymous Target Buyer Teams at High Value, Engaged Accounts Reach All Contacts from Accounts when Linked
  13. 13. Account-Based Marketing by Engagement Segment accounts by engagement Deliver the right program to the right account in Campaign Canvas
  14. 14. Prioritize the Hottest Accounts for Sales Focus scoring on the most valuable accounts Scoring the most engaged accounts, even if the activity is anonymous
  15. 15. Account-Based Marketing Automation In Action
  16. 16. 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:
  17. 17. Audience Segment:
  18. 18. ABMA Campaign Creation
  19. 19. Configuration Screen- Company Match
  20. 20. Configure Mapping of Firmographic Data
  21. 21. Post Processing Results
  22. 22. Lead-to-Account Roll up
  23. 23. 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.
  24. 24. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Want to learn more? Please reach out to… Charlie Banker, Sr. Account Executive D: 512.680.1483