As the world’s leader in cloud-based intelligence and integration solutions, Tibco recognizes a generational market disruption in data is underway. Data powers digital transformation and the marketing team at Tibco lives and breathes that mantra. At SiriusDecisions Summit, TIBCO spoke about how they created their single source of marketing truth to fuel a successful Global ABM program. Learn the campaigns and tactics they used to generate increased engagement and greater pipeline within their target accounts.

1. Jonathan Gallagher, Dir. of Customer Experience, TIBCO
SiriusDecisions Summit 2019
Elevating Revenue Performance
with a B2B Customer Data
Platform

2. 22
Email Bot
Delivering Exceptional Experiences
Online Chat CDP Hook ‘Em

3. 3
About TIBCO Software
© Copyright 2000-2019 TIBCO Software Inc.
Headquartered in Palo Alto, CA
10,000+ customers
We enable digital businesses

4. 4
Elevating Revenue Performance with a CDP
© Copyright 2000-2019 TIBCO Software Inc.
The Case for Change
Building the Foundation
Accelerating the Impact

5. 5
Elevating Revenue Performance with a CDP
© Copyright 2000-2019 TIBCO Software Inc.
The Case for Change
Building the Foundation
Accelerating the Impact

6. Our
Business
Imperative
To grow our
subscription
business

7. 7
Global ABM Initiative Supported
Our Growth Objective
WHO WHERE HOW
• Enterprise (1000+)
• Mid-market (250+)
• North America
• EMEA
• APAC
• Data and Insights
• Better Segmentation
• Content Customization

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Home-Grown Data Platform for
Segmentation Drove Poor Adoption
DIGITAL
SALES
CAPDB
(Home-grown CDP)

9. 99
Integration
• Operational
overhead
• Difficult to
deliver the
insights to
end-users and
channels in a
timely way
Key Gaps in Our Home-Grown CDP
Data
• A lack of data
(ex. intent)
• Managing
relationships
with multiple
vendors was
painful and
expensive
Modeling
• Lacked
flexibility
• Lacked
scalability
Segmentation
• Time
consuming
• Involved
multiple teams
• Lack of
granularity

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Lattice Atlas Provided the Single Source of
Marketing Truth
DIGITAL
SALESData Cloud
Buyer Insights

11. 1111
Integration
• Hard to
integrate new
data sources
• Hard to
integrate
across
channels (ex.
SFDC, digital)
Problems With Our Home-Grown CDP
Data
• A lack of data
(ex. intent)
• Managing
relationships
with multiple
vendors was
painful and
expensive
Modeling
• Lacked
flexibility
• Lacked
scalability
Segmentation
• Time
consuming
• Involved
multiple teams
• Lack of
granularity

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Elevating Revenue Performance with a CDP
© Copyright 2000-2019 TIBCO Software Inc.
The Case for Change
Building the Foundation
Accelerating the Impact

13. 13
All Data, In One Platform
Firmographic Intent Product FitEngagementTechnographic
3rd Party 1st Party
• Industry
• Sub Industry
• Geography
• Revenue
• VC funding
• Analytics
• API Management
• BPM
• Cloud Services
• Data Science
• Web page views
• Emails
• SFDC campaigns
• Opportunities
• Prior Purchases
• Spotfire
• Statistica
• Jaspersoft
• TCI
• Mashery
• AWS
• IBM
• Mulesoft
• Qlik
• SAP
Who is this account? What software are
they researching?
How have they
engaged with us?
Are they a good fit
for Tibco?
What tech do they
own?
Atlas

14. AI
Modeling
Flexible
Transparent
Scalable
Create
different
types of
models
Show
rationale for
scores
Self-service
AI modeling

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Deep Integration with Salesforce Drive Sales Adoption
Company Profile
Spend Analytics
Recommendations

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Deep Integration with Marketo Drives
Always-On Nurture
PLANNED FOR
DEPLOYMENT

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From Weeks to Hours with Self-Service
Audience Segmentation
FROMTO

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“We need to drive Sales,
Marketing, Product
Management & Services
alignment and focus on joint
GTM initiatives.”

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Alignment Through Sales Plays
● Identify the right accounts1
● Focus on best-fit use cases2
● Engage with the right personas3
● Drive impactful conversations4
● Land with “tip of the spear” offering5

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Anatomy of a TIBCO Sales Play
High Touch
High Velocity
Verticals
Cross Sell / Upsell

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“I need help
prioritizing my
accounts.”

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Sales Play Recommendations Help Prioritize
Recommendations
What sales play should I use to
prospect into this account?

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Sales Play Recommendations Help Prioritize
Recommendations
What sales play should I use to
prospect into this account?
Justification
Why is this account a good fit
for this sales play?

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Sales Play Recommendations Help Prioritize
Recommendations
What sales play should I use to
prospect into this account?
Justification
Why is this account a good fit
for this sales play?
Sales Play Assets
What resources can I use to
prospect into this account?

25. 2525© Copyright 2000-2018 TIBCO Software Inc.
Create new
sales play
Sales Play Recommendations Help Prioritize
Create model and
segment

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Sales Play Recommendations Help Prioritize
Push recommendations
to SFDC
Alert account
owner

27. 2727© Copyright 2000-2018 TIBCO Software Inc.
Sales Play Recommendations Help Prioritize
Reps Interact and
Prospect
Reps Convert
Recommendations

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“I need better
insights and
intelligence into
my accounts.”

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Sales Reps Use Lattice for Context and Insights

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Sales Reps Use Lattice for Context and Insights
Technographics
What technologies does the
account own?

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Sales Reps Use Lattice for Context and Insights
Technographics
What technologies does the
account own?
Fit Rating
Are they a good fit for
TIBCO software?

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Sales Reps Use Lattice for Context and Insights
Technographics
What technologies does the
account own?
Fit Rating
Are they a good fit for
TIBCO software?
Intent
What keywords or topics
are they interested in?

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Sales Reps Use Lattice for Context and Insights
Technographics
What technologies does the
account own?
Fit Rating
Are they a good fit for
TIBCO software?
Intent
What keywords or topics
are they interested in?
Product Spend
What have they purchased
from TIBCO already?

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“We need to pass
more qualified
leads to Sales.”

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Hybrid Lead Scoring Increases Conversion
Rates
45% higher
conversion rate
from MQL to
SQL

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“I need help
segmenting our
database and
building lists.”

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Targeted Email Campaigns Increase
Engagement
65% increase
in engagement
I have a Partner
Meet Up in
Atlanta and want
to drive
registrations

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Targeted Audiences Drive Targeted Ads
+42%CTR

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Elevating Revenue Performance with a CDP
© Copyright 2000-2019 TIBCO Software Inc.
The Case for Change
Building the Foundation
Accelerating the Impact

40. 40
Sales Incentives
• Contests
• Sales Play of the Month
• Recommendation Blitz
Days
Raising Awareness
Communication
• Rollout announcements
• Sales team calls
• Recommendation email
alerts
Success Sharing
• Ring the Bell
• Identify power users

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Measuring the Impact
Adoption
“Building target
account lists took
days. Now it takes
minutes!”
Productivity Engagement
+65%
Pipeline
+2x100%

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Data
• Add more data
sources (ex.
DemandBase)
• Create more models
(ex. hybrid)
Recommendations
• Create more
Recommendations
(ex. cross sell, upsell)
• Refresh segments
with new data and
more granularity
Evolving and Expanding
Sales Plays
• Create new plays
• Integrate content
management system
(Seismic)
• Integrate learning
management system
(Docebo)

43. 43© Copyright 2000-2019 TIBCO Software Inc.
Building the Foundation
Accelerating the Impact
The Case for Change
Elevating Revenue Performance with a CDP

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• You need consistent and ongoing alignment between Sales, Marketing
and the executive team
• Adoption is key
• Self-service is critical for agility and scale
• Transparency is crucial when it comes to modeling
• Cross-channel approach to engagement was foundational
• Don’t be afraid of the data, but having an analytics team is helpful
• Instrument and measure engagement and impact to demonstrate
ROI
Tips and Tricks

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To Learn More…
How to Simplify Your Tech Stack with a Customer Data
Platform
Monday 5:40PM, Product Theater
Taming the Chaos: How VMWare Accelerated the
Revenue Engine with AI and Data
Tuesday 11:45AM, Room 18B
How Thomson Reuters is becoming Customer Centric
with a Customer Data Platform
Wednesday 10:45AM, Room 18B
Booth #208 Other Interesting Sessions