IBM's Successful US Open Campaign with Demandbase Personalization
Technology Category
- Cybersecurity & Privacy - Identity & Authentication Management
Applicable Functions
- Sales & Marketing
About The Customer
IBM is a globally recognized IT services and consulting company with over 10,001 employees. Based in Armonk, New York, IBM describes itself as a company that brings together all necessary technology and services, regardless of their origin, to help clients solve their most pressing business problems. The company's account-based marketing strategy involves identifying engagement from their top accounts and providing this crucial information to the sales team for action. IBM is committed to delivering the highest quality to their clients and expects the same from the vendors they partner with for their ABM program.
The Challenge
IBM, a globally recognized brand, prides itself on delivering high-quality technology and services to solve pressing business problems. The company's account-based marketing (ABM) strategy involved identifying engagement from their top accounts and providing this crucial information to the sales team for action. However, the company faced challenges in identifying and connecting with their top accounts effectively. They needed a solution that could help them identify a larger number of accounts and top accounts compared to previous years. The challenge was further amplified when IBM decided to run a campaign around the US Open, aiming to identify their top accounts engaged with the campaign.
The Solution
IBM turned to Demandbase One with Personalization to address their challenge. Sophia Agustina, a demand generation and ABM leader at IBM, advocated for the addition of Personalization to Demandbase One, based on her previous experience with the add-on. The solution was implemented to add more value to their goal of identifying and connecting with their top accounts. Using Demandbase, IBM was able to identify over 9500+ accounts, which was three times the number of accounts they could capture with similar campaigns in previous years. They also identified almost 200 top accounts, double the number from previous years. IBM used the data from Demandbase to create personalized journeys for these accounts based on their interests. The identified top accounts who visited the US Open website were then sent to the sales team for action, along with recommended follow-ups.
Operational Impact
Quantitative Benefit
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