Ariba Gains 387 New Mqls and Beats Monthly Goals by 118%
Customer Company Size
Large Corporate
Country
- United States
Product
- Demandbase Forms
- Ariba Network
Tech Stack
- Marketing Automation Software
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
- Revenue Growth
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Software
- Professional Service
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Data Science Services
- System Integration
About The Customer
Ariba, an SAP company, is a global leader in business commerce, making it as easy as consumer commerce. Through the Ariba Network, they help customers find opportunities to cut costs, reduce risk, and grow revenue. The Ariba Network is a cloud-based community where buying, selling, and managing cash is as seamless as using popular consumer platforms like Amazon, eBay, and PayPal. Ariba's operations are heavily reliant on the quality of information in their marketing and sales processes.
The Challenge
Ariba, an SAP company, faced significant challenges due to poor quality of prospect information, which was affecting their marketing productivity, lead management, and overall sales and marketing alignment. The implementation of marketing automation software highlighted the need to address these data quality issues. Without cleaning up their data, Ariba could not effectively overhaul their sales and marketing funnel, update lead management processes, or introduce lead scoring.
The Solution
To address the information quality issues, Ariba conducted a baseline analysis and identified several tasks to improve data quality, including finding and filling information gaps, standardizing information values, normalizing current information, and ensuring new information complied with revised standards. They implemented Demandbase Forms to fill gaps in their marketing contacts database. Demandbase provided essential firmographic information for lead scoring and routing, allowing Ariba to shorten lead capture forms and increase conversions. This solution also helped standardize information elements such as company, industry, city, state, and revenue, ensuring more current and accurate data.
Operational Impact
Quantitative Benefit
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