This document discusses account-based marketing automation (ABMA). It notes challenges B2B marketers face with most site traffic and engagement not coming from target accounts. ABMA aims to identify the right accounts, market directly to those accounts, and measure success by accounts. Benefits of ABMA include organizing contacts by account, enriching data, executing account-based nurture campaigns, and gaining visibility into engagement signals through an account score. The document promotes a solution from Demandbase that integrates with Oracle Eloqua to enable ABMA.

1. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
ACCOUNT-BASED
MARKETING AUTOMATION
NICK ESSLING
Sr. Account Executive
Demandbase
Indianapolis, IN
KYLE GUTKE
Sales Engineer
Demandbase
Salt Lake City, UT

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. More
marketers are
having
SUCCESS
with ABM
of B2B marketers
employing ABM
stated they are
aligned with sales.
91%
of B2B companies said
Account-Based
Marketing has an impact
on marketing’s success.
96%

5. What
3 Problems
Are Still
PLAGUING
B2B Marketers?
Of site traffic is NOT
from target accounts
85%1
of target accounts do
not engage on web site
80%2
of visitors do not
complete call-to-action
97%3

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

8. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
BIZGROUP
WE HAVE
SOLUTIONS
FOR FINANCIAL
INSTITUTIONS
LEARN MORE
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

9. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
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
LEARN MORE
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
The ABM Ecosystem
ATTRACT ENGAGE CONVERT MEASURE

12. (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

13. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
B2B Marketers want more from their MAS

14. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
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

15. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
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

16. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Introducing ABMA
Shorter forms to drive conversions
Data append and refresh
Contacts organized by account
Account Score
Account-Based Nurture

17. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Shorter Forms with Data Append

18. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
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

19. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
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

20. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Visibility into Active Buying signals
14 21 287
Engagement
over time
Account Score
52 61 68 74

21. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
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

22. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
ACCOUNT-BASED
MARKETING AUTOMATION
NICK ESSLING
Sr. Account Executive
Demandbase
Indianapolis, IN
BETH TILTGES
Field Marketing Manager
Demandbase
Chicago, IL
KYLE GUTKE
Sales Engineer
Demandbase
Salt Lake City, UT