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

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. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
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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

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Demandbase Confidential.
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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

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Demandbase Confidential.
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The Sales and Marketing Divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

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

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Why Account-Based
Marketing?
Focuses
on best
opportunities
Delivers
customer-centric
experience
Supports
Sales reality
Connects
Marketing
to revenue

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Identify ABM as “Very
Important” to their
marketing efforts
87%
Source: Sirius Decisions 2016 ABM Survey

8. “Account-Based Marketing” search interest

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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. Why Account-Based
Marketing Automation?

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Demandbase Confidential.
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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. 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. Account-Based Marketing by Engagement
Segment accounts by
engagement
Deliver the right program to
the right account in Campaign
Canvas

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. Account-Based
Marketing Automation
In Action

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: Dell.com

17. Audience Segment: Dell.com

18. ABMA Campaign Creation

19. Configuration Screen- Company Match

20. Configure Mapping of Firmographic Data

21. Post Processing Results

22. Lead-to-Account Roll up

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. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Want to learn more?
Please reach out to…
Charlie Banker, Sr. Account Executive
D: 512.680.1483
cbanker@demandbase.com