the future of b2b marketing automation is here

©2016 Copyright Demandbase, Inc. Demandbase Confidential.

The Future of Marketing Automation is Here

David Johnson Director, Product Marketing Oracle Marketing Cloud

John Dering

Director, Marketing Programs

Demandbase

Mandy Schafer Sr. Product Marketing Manager Demandbase

What’s Broken in B2B?

Sales & Marketing Alignment

The Waterfall

BANT

Metrics/Attribution


3

The Sales and Marketing Divide

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts

of marketing generated leads are

never followed up by sales.

50%

- Miller Pierce, 2014 VOC Study

50% of marketing generated leads are

never followed up by sales.!

Leads aren’t valued


5

Why Account-Based Marketing?

Focuses on best

opportunities Delivers

customer-centric experience

Supports Sales reality

Connects Marketing to revenue


6

Identify ABM as “Very Important” to their marketing efforts !

87%!

Source: Sirius Decisions 2016 ABM Survey

“Account-Based Marketing” search interest!


•  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!

The History and Timeline of Marketing Automation

The Digital Shift Toward Account-Based Marketing

84%ofB2Bmarketerssaythat

ABMdelivershigherROIthananyotherapproach.

-ITSMA

Inconsistent Data Translates to Fragmented Customer Experiences

85% Of CMOs say fragmented

data prevents cross-channel consistency.

- CMO Club

Introducing Account-Based Marketing from Oracle Marketing Cloud The only ABM solution that spans across the customer lifecycle and across paid, owned, and earned channels.

GrowLeverageengagementandconversiondatatofindcustomersthatlooklikeyouridealones.

EngageEngageprospectswithcontextualizedexperiences.

ConvertDrivefunnelconversionsbydeliveringEmelycontent.

AcquireDelivernewcustomeracquisiEonthroughon-goingnurture.

Why Account-Based Marketing Automation?


14

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:!

Build Dynamic Segments Segment Accounts by Engagement: "

▶  Known "▶  Anonymous"

Target Buyer Teams at High Value, Engaged Accounts""Reach All Contacts from Accounts when Linked "

Account-Based Marketing by Engagement

Segment accounts by engagement"""Deliver the right program to the right account in Campaign Canvas"

Prioritize the Hottest Accounts for Sales

Focus scoring on the most valuable accounts!

Scoring the most engaged accounts, even if the activity is anonymous!

Account-Based Marketing Automation In Action

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

Audience Segment: Dell.com

ABMA Campaign Creation

Configuration Screen- Company Match

Configure Mapping of Firmographic Data

Post Processing Results

Lead-to-Account Roll up

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.


Questions?