This review was last updated
This CRM Review examines Demandbase.
In-Depth CRM Review
680 Folsom, Suite 400
San Francisco, CA 94107-2159
CRM Category: Marketing Support – Cloud
Sub-Category: Strategic Account Marketing
Seats: Small Enterprise
About the Company:
Demandbase is pioneering the next generation of sales & marketing on the web with identification technology that enables companies to personalize digital experiences (web sites, media, and 3rd party products) for their business audience. We are seeking talented individuals that have a passion for applying technical innovation to sales and marketing problems, making customers successful, and personal career growth. We offer a great working environment right in downtown San Francisco, competitive salaries, stock options and a superior benefit plan.
Demandbase is the first real-time targeting and personalization platform for B2B, transforming the effectiveness of marketing programs and Marketing’s ability to impact revenue. While personalization tools have long existed for B2C, until now, none were geared specifically to enable B2B marketers to make online interactions more effective, delivering the right message at the right time.
About the Product:
On April 19, 2016, Demandbase, launched a next generation ABM solution for Oracle Marketing Cloud. With Demandbase Account-Based Marketing Automation, B2B marketers can now implement account-specific campaigns directly in Oracle Eloqua Marketing Automation, accelerating conversion rates and driving revenue from qualified marketing leads. The Account-Based Marketing Automation solution is built on the Oracle Marketing AppCloud Framework and enables companies to run account based campaigns to their most important prospects and customers directly within Oracle Eloqua.
“CSC has long recognized that to be successful, we must not simply market to individuals, but instead focus on buying committees within key accounts,” said Chris Marin, senior principal, Digital Marketing Platform & Analytics, CSC. “Demandbase Account Based Marketing Automation for Oracle Eloqua is a positive step forward that helps align our Marketing Automation system with our ABM approach. Besides enriching and cleaning both contact and account type records, this new tool helps identify the linkage between people and the companies they work for as well as reveals net new accounts. This integration will transform our ability to deliver account centric programs and take our ABM strategy to a new level.”
ABM adoption is accelerating across industries and changing the way the B2B community measures marketing performance. SiriusDecisions states that more than 90 percent of companies call ABM a B2B must-have. According to ITSMA, 84 percent of B2B marketers say that ABM delivers a higher ROI than any other approach.
“The combination of Account-Based Marketing and marketing automation is a big step forward for the industry,” said Craig Rosenberg, chief analyst at TOPO. “Over the last year, we have seen B2B Marketers move in droves to account-based approaches. As they transition to focus on key accounts, marketers want to leverage existing marketing automation investments. By delivering account-level campaign management from within the marketing automation system, Demandbase with Oracle Marketing Cloud addresses a critical market need.”
With more than three billion web visits identified and appended each month, Demandbase has built the gold standard for account data that includes rich firmographic data and behavioral information. Demandbase Account-Based Marketing Automation leverages this to append companies’ first party data by joining contacts to their corresponding accounts. With a layer of parent accounts, marketers can, for the first time, easily execute account-specific campaigns right from Oracle Eloqua. It also extends Oracle Eloqua’s lead scoring to include an Account Score, which shows the level of engagement at the account level, rather than just among individuals. The new offering enhances Demandbase’s portfolio of Account-Based Marketing solutions, including advertising, personalization, conversion and measurement solutions.
“We see CMOs embracing Account-Based Marketing at an increasing pace and wanted to enable our customers to better target, engage and convert opportunities by better linking activities and data across a single account,” said Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. “With Demandbase’s data platform that was built specifically for the needs of the B2B marketer, as an integral part of the Oracle Marketing Cloud’s ABM strategy, we are enabling our customers to deliver more relevant experiences based on an individuals’ role within an account.”
Demandbase Account-Based Marketing Automation makes it easy to deliver significant customer experiences and helps to demonstrate marketing’s impact on the business. B2B marketers can now use Oracle Eloqua to:
- Increase conversions by eliminating online form fields and dynamically appending submissions with more accurate and standard account data
- Automatically append historical lead and contact data with standardized account data
- Enable account-based campaigns within Oracle Eloqua to improve nurturing processes
- Leverage Demandbase’s Account Score to trigger campaigns and workflow at the account level
- Target the entire buyer committee from their most important accounts and deliver a consistent experience across the organization
With the ability to execute campaigns by accounts, sales and marketing teams can prioritize and align around the same specific accounts.
“ABM is the strategy that is bringing marketing and sales teams together to better compete in the market and win customers,” said Chris Golec, chief executive officer of Demandbase. “I am excited to build on the long standing relationship we have had with Oracle and look forward to dramatically improving how B2B marketers nurture their accounts.”
Strategic Account or Named Account Marketing is an application of account-based marketing. It transcends broad-based account targeting to focus on the specific accounts that represent the highest likelihood of creating revenue for your company. These named accounts could be existing customers, as it is often easier to upsell or cross-sell into your customers than into a new account. Or they could be a select list of companies, typically compiled in conjunction with sales, that share common characteristics with your existing customer base, representing your best chance at creating revenue through new opportunities.
For complete pricing details, please contact the company directly.
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For a proper demo of this CRM solution, please contact the company directly.
Rich’s View of Demandbase:
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