Boston Oracle Marketing Cloud user group discusses the basics of account-based marketing and how it can be used to optimize your marketing efforts.

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ACCOUNT-BASED
MARKETING AUTOMATION

2. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential !
1. B2B Challenges!
2. ABMA!
3. Demandbase!
4. Integrations with Eloqua!
5. Q&A!
What to expect today…

3. ABM is here to stay

4. - SiriusDecisions!
- Demand Metric!

5. Source: Demandbase!

6. 50%of marketing-!
generated leads!
are never followed-up
on by Sales
- Miller Pierce, 2014 VOC Study!
Leads aren’t valued

7. Identify the
right accounts
STEP 1
Market to those
accounts
STEP 2
Measure by
accounts
STEP 3
Focus on what matters… Accounts

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BIZGROUP
WE HAVE
SOLUTIONS
FOR FINANCIAL
INSTITUTIONS
BIZGROUP HOME ABOUT US PRODUCTS CONTACT
WE HAVE
SOLUTIONS FOR
FINANCIAL
INSTITUTIONS
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!
BIZGROUP HOME ABOUT US PRODUCTS CONTACT

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MEASURE ANALYTICS
DEMANDBASE B2B MARKETING CLOUD
REAL-TIME IDENTIFICATION ENGINE & APIs
Demandbase B2B Marketing Cloud

10. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential !
BIZGROUP
WE HAVE
SOLUTIONS FOR
FINANCIAL
INSTITUTIONS
BIZGROUP HOME ABOUT US PRODUCTS CONTACT
WE HAVE
SOLUTIONS FOR
FINANCIAL
INSTITUTIONS
ATTRACT ENGAGE CMS
MEASURE ANALYTICS
Demandbase B2B Data Cloud
CONTACT US:
FULL NAME!
EMAIL ADDRESS!
COMPANY!
BIZGROUP HOME ABOUT US PRODUCTS CONTACT
CONVERT MAS, CRM

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

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B2B Marketers want more from their MAS
Source: Sirius Decisions, “Eight is NOT Enough: Increasing Adoption of Marketing Automation Platforms,” 2014

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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

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The “Actual” Buyer Journey
Ads
Emails
Webinar
Research
Event
Sales
Call
Social
Media
Whitepaper
DownloadPurchase
Decision
Known
Unknown
Reality: Non-linear, multi buyer, account-based

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Introducing ABMA
Shorter forms to drive conversions
Data append and refresh
Contacts organized by account
Account Score
Account-Based Nurture

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Shorter Forms with Data Append

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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

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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

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Visibility into Active Buying signals
14 21 287
Engagement
over time
Account Score
52 61 68 74

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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

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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

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Demandbase ABMA DEMO

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ABMA Campaign Creation

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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

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

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• 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

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• 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

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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

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Post-Processing Results: Accounts
Account 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

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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

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ACCOUNT-BASED
MARKETING AUTOMATION