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ABM at Scale
Niraj Deo
Product Management, Oracle Data Cloud
Mani Iyer
CEO, Kwanzoo
@deoniraj @iyermani
#ABMDoneRight
with...
#ABMDoneRight
Introducing our speakers
Mani Iyer
CEO, Kwanzoo
Host & Moderator
Niraj Deo
Senior Director of Product
Manage...
#ABMDoneRight
INTRODUCTION & AGENDA
1. Moving to ABM: The 6-Step ABM Execution Process
2. Solutions: How to choose the rig...
#ABMDoneRight
The 6 Step ABM Execution Process
1. Account Selection & Coverage
2. Contact Discovery & Alignment
3. Account...
#ABMDoneRight
5
Kwanzoo Enables B2B Media Execution for Account-Based Marketing & B2B Retargeting w/ 1:1 Personalized Ads
...
#ABMDoneRight
Identify Accounts at Scale
Using Firmographic Data
• Industry
• Company Size, Company Revenues
Using Predict...
#ABMDoneRight
Discover Contacts at Scale
Understand your Contact Coverage into
Target Accounts
• Is the product/service so...
#ABMDoneRight
How to build Accounts and Contacts
Use Oracle BlueKai’s B2B specific Categories
to create an ABM ready audie...
#ABMDoneRight
ABM Execution at Scale: Specific Use Cases
• Prospecting to 10,000s of Target Accounts
• Prospect by Past Ac...
#ABMDoneRight
The B2B CX Flow Across Oracle and Kwanzoo
Predictive Analytics
Data Marketplace
Account Based 3rd Party Audi...
#ABMDoneRight
Kwanzoo Display Personalization
Personalize ABM messages at scale
• OMC|Eloqua:
Email Personalization
• OMC|...
#ABMDoneRight
Capture leads, insights & signals at scale
• OMC|Eloqua and OMC|BlueKai as a platform and system of record f...
#ABMDoneRight
ABM Account Specific Analytics
Oracle BlueKai’s B2B Taxonomy and Categories provides
in-depth capability to ...
#ABMDoneRight
ABM Program Execution Analytics
ABM Website Metrics
ABM Ad Activity Metrics
Display Engagement Metrics
(Reta...
#ABMDoneRight
The 6 Step ABM Execution Process
1. Account Selection & Coverage
2. Contact Discovery & Alignment
3. Account...
#ABMDoneRight
YOUR QUESTIONS?
It’s time for your questions. If you haven’t already, please submit your
questions in one of...
#ABMDoneRight
Thank You!
For more information on ABM Done Right and upcoming ABM Done Right webinars, please contact
Kwanz...
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ABM at Scale with OMC|Eloqua and BlueKai [PPT]

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Account-based marketing (ABM) is changing the way B2B companies approach demand generation in 2016. Are you doing ABM right? Join Kwanzoo CEO Mani Iyer and OMC|BlueKai Expert and Senior Product Executive Niraj Deo as they explain OMC and partner ABM capabilities, how they fit into the 6-Step ABM Execution process, and how to build an ABM solution stack that delivers results.

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ABM at Scale with OMC|Eloqua and BlueKai [PPT]

  1. 1. ABM at Scale Niraj Deo Product Management, Oracle Data Cloud Mani Iyer CEO, Kwanzoo @deoniraj @iyermani #ABMDoneRight with OMC|BlueKai and Eloqua
  2. 2. #ABMDoneRight Introducing our speakers Mani Iyer CEO, Kwanzoo Host & Moderator Niraj Deo Senior Director of Product Management, Oracle Guest Speaker & ABM Expert
  3. 3. #ABMDoneRight INTRODUCTION & AGENDA 1. Moving to ABM: The 6-Step ABM Execution Process 2. Solutions: How to choose the right Oracle Marketing Cloud (OMC) and partner solutions for ABM 3. Orchestration: Delivering account-centric cross-channel experiences 4. Analytics: New metrics for measuring ABM program success
  4. 4. #ABMDoneRight The 6 Step ABM Execution Process 1. Account Selection & Coverage 2. Contact Discovery & Alignment 3. Account-Relevant Messages & Content 4. Account-Specific Interactions [Across Online & Offline Channels] 5. Account-Focused Plays Across Sales & Marketing 6. Account-Based Analytics & Measurement
  5. 5. #ABMDoneRight 5 Kwanzoo Enables B2B Media Execution for Account-Based Marketing & B2B Retargeting w/ 1:1 Personalized Ads OMC|BlueKai and Kwanzoo enable ABM Programs at Scale Data Marketplace Marketing Automation CRM Online/Digital Data Management Customer Data Management Online Cookies, IPs, and Device IDs for Accounts and Contacts Web, Mobile, Social, Offline Accounts, Contacts, Leads, Opportunities Data Management Platform DSPs (Media Buying) “B2B Media Execution for Account-Based Marketing, B2B Retargeting with 1:1 Personalized Ads”
  6. 6. #ABMDoneRight Identify Accounts at Scale Using Firmographic Data • Industry • Company Size, Company Revenues Using Predictive Modeling • Mapping to Ideal Customer Profiles • Using behavior and intent signals • Score and rank accounts
  7. 7. #ABMDoneRight Discover Contacts at Scale Understand your Contact Coverage into Target Accounts • Is the product/service sold across job functions? • User Attributes of Interest: • Job Functions, Job Titles, Email Address, Social Handles, Key Interests • 4700+ Attributes Program Objectives drive Targeting • Brand Awareness: Target All Employees, Relevant Job Functions (broader reach) • Demand Gen: Target Relevant Job Titles (greater precision)
  8. 8. #ABMDoneRight How to build Accounts and Contacts Use Oracle BlueKai’s B2B specific Categories to create an ABM ready audience • 4700+ Categories made available by Oracle and Branded Data Providers Anchor your B2B marketing around Custom Account Based Audience • Made of contacts who most likely work for your accounts
  9. 9. #ABMDoneRight ABM Execution at Scale: Specific Use Cases • Prospecting to 10,000s of Target Accounts • Prospect by Past Account Purchase Behavior • Upsell / Cross Sell to Current Customers • Conference and Event Registrations • Personalized In-Banner Forms for Lead Capture • Voice of Customer Surveys Directly in Ads
  10. 10. #ABMDoneRight The B2B CX Flow Across Oracle and Kwanzoo Predictive Analytics Data Marketplace Account Based 3rd Party Audience Data Management Platform Offline (known)Web Mobile Social Accounts & contacts Wins & losses Top & bottom performers.. Best target accounts and contacts Account and Contact based Marketing and Sales across channels Activate data via online cookies, IPs, device IDs • 1:1 Personalized Display Ads • Capture ad activity in Oracle Marketing Cloud B2B Media Execution with “Rinse and Repeat”
  11. 11. #ABMDoneRight Kwanzoo Display Personalization Personalize ABM messages at scale • OMC|Eloqua: Email Personalization • OMC|AppCloud: Web Personalization • Kwanzoo: Display Personalization
  12. 12. #ABMDoneRight Capture leads, insights & signals at scale • OMC|Eloqua and OMC|BlueKai as a platform and system of record for all interaction data (including ad interaction data from Kwanzoo) – 1st Party Data and Interactions (your data) – 3rd Party B2B Data available as B2B Categories (e.g. Company Size) – 3rd Party Account Based Audience (e.g. Top 1000 Accounts, Accounts for Product XYZ) – 3rd Party Advanced Account Categories such as Past Purchases, Event Attendance • Kwanzoo In-Banner Forms for Lead Capture • Kwanzoo Rich Media for Engagement (Polls, Surveys, Video Lead Forms) • Kwanzoo feeds all ad interaction data back into OMC|Eloqua and BlueKai
  13. 13. #ABMDoneRight ABM Account Specific Analytics Oracle BlueKai’s B2B Taxonomy and Categories provides in-depth capability to analyze audience and user profiles
  14. 14. #ABMDoneRight ABM Program Execution Analytics ABM Website Metrics ABM Ad Activity Metrics Display Engagement Metrics (Retargeting, Programmatic) B2B Cross-Channel Pipeline Metrics
  15. 15. #ABMDoneRight The 6 Step ABM Execution Process 1. Account Selection & Coverage 2. Contact Discovery & Alignment 3. Account-Relevant Messages & Content 4. Account-Specific Interactions [Across Online & Offline Channels] 5. Account-Focused Plays Across Sales & Marketing 6. Account-Based Analytics & Measurement
  16. 16. #ABMDoneRight YOUR QUESTIONS? It’s time for your questions. If you haven’t already, please submit your questions in one of the following ways: 1. Submit your question(s) via Twitter by tweeting them to @kwanzoo, @iyermani or @deoniraj with hashtags #ABMDoneRight or #ABMChat 2. Submit your question(s) directly via the Questions window on GotoWebinar
  17. 17. #ABMDoneRight Thank You! For more information on ABM Done Right and upcoming ABM Done Right webinars, please contact Kwanzoo via: • Phone: +1.408.216.7025 • Email: info@kwanzoo.com • Website: www.kwanzoo.com • Social Media: – Twitter: @kwanzoo and @iyermani – LinkedIn: https://www.linkedin.com/in/iyermani

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