Demandbase > Case Studies > Equilar Enhances Data Management and Boosts Engagement with Demandbase

Equilar Enhances Data Management and Boosts Engagement with Demandbase

Technology Category

Application Infrastructure & Middleware - Database Management & Storage
Infrastructure as a Service (IaaS) - Cloud Databases

Applicable Industries

Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting
Inventory Management

Services

Cloud Planning, Design & Implementation Services

About The Customer

Equilar is a software and technology company based in Redwood City, CA, with a workforce of 100-200 employees. The company was struggling with data fragmentation, lack of insights into account engagement, and gaps in their contact data. Their marketing team was resorting to indiscriminate 'blasting' of their prospect database due to a lack of insights, and their sales reps were left guessing about which accounts to engage with. They also faced issues with data cleanliness due to the constant changes in businesses and people.

The Challenge

Equilar, a software and technology company, was grappling with data fragmentation. They had a wealth of data about their accounts, but it was scattered across various siloed systems such as CRM, marketing automation, Google Analytics, and more. This resulted in a lack of insights into which accounts were engaging and their interests, leading to what Demandbase refers to as 'account blindness.' Without these insights, Equilar's marketing team resorted to indiscriminate 'blasting' of their prospect database, while their sales reps were left guessing about which accounts to engage with. Additionally, Equilar had significant gaps in their contact data, making it difficult to engage accounts without any contacts or contact details. They also faced issues with data cleanliness due to the constant changes in businesses and people.

The Solution

To address these challenges, Equilar turned to Demandbase ABX Cloud to consolidate all their data in one place, providing a more complete and accurate view of their pipeline. They created a customized scoring model that factored in attributes and activities contributing to new business and renewals, illuminating their funnel and enabling them to segment their audiences and activate targeted campaigns based on an account's position in the buying journey. Alongside ABX Cloud, Equilar utilized Demandbase Sales Intelligence Cloud's extensive B2B contacts database to find the necessary people and contact information for outbound targeting of their accounts. This solution also provided automated email alerts about news related to their territory account lists, offering relevant touchpoints for client and prospect engagement. Lastly, Equilar leveraged the Data Integrity capabilities of Demandbase Data Cloud to keep their CRM data fresh and up-to-date, enriching their accounts, contacts, and leads with missing information, mapping leads to accounts, and validating email addresses.

Operational Impact

With the implementation of Demandbase One: ABX Cloud, Sales Intelligence Cloud, and Data Cloud, Equilar has seen significant operational improvements. They have been able to innovate with their scoring models, syncing in data from email campaigns, Salesforce interactions, website data, and activity from their own SaaS product. This has enabled them to do more segmented, relevant outreach, moving opportunities through the funnel faster and more consistently. It has also dramatically improved pipeline forecasting. Furthermore, Demandbase has positively contributed to client retention by providing a clear view into client engagement from a marketing perspective. Regular alerts about their accounts allow them to reach out with relevant touchpoints, fostering healthy and growing relationships. Lastly, by automating the data management process, Equilar's sales ops team has saved hours of time and kept their data cleaner than ever. They no longer experience numerous bounce backs from broad email blasts; instead, they can run targeted campaigns to consistently updated and verified emails.

Quantitative Benefit

Improved prospect engagement and pipeline forecasting accuracy using innovative scoring models.
Boosted client retention with a clear view into client engagement.
Saved time and reduced email bounce-backs with cleaner, more complete data.