Case Studies > Progress Increases Engagement and Conversion Across the Funnel

Progress Increases Engagement and Conversion Across the Funnel

Company Size

1,000+

Region

America

Country

United States

Product

Demandbase Account-Based Marketing (ABM) solutions
Demandbase Website Personalization
Demandbase Forms
Eloqua

Tech Stack

Account-Based Marketing (ABM)
Website Personalization
Online Advertising
Chat Integration

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Productivity Improvements
Revenue Growth

Technology Category

Analytics & Modeling - Predictive Analytics
Application Infrastructure & Middleware - API Integration & Management
Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Consumer Goods
Software

Applicable Functions

Business Operation
Sales & Marketing

Use Cases

Predictive Replenishment

Services

Software Design & Engineering Services
System Integration
Training

About The Customer

Progress is a company that provides a comprehensive platform for building and deploying applications. They offer flexible frontend tooling for delivering an engaging and multi-channel user experience (UX), a modern, reliable, scalable, and secure backend to build and run microservices, and leading data connectivity capabilities for harnessing data from business systems and any other data source, whether on-premise or in the cloud. Progress has adopted an Account-Based Marketing (ABM) strategy to better target and engage their customers. They aim to attract the right accounts at scale, engage visitors even if they are unknown, and accelerate prospects to revenue. Progress is focused on providing the best tools and solutions to help their customers build and deploy applications quickly and efficiently.

The Challenge

Progress offers its customers the best platform for building and deploying tomorrow’s applications quickly and easily. Progress offers flexible frontend tooling for delivering an engaging and multi-channel UX, a modern, reliable, scalable and secure backend to build and run microservices, and leading data connectivity capabilities for harnessing data from business systems and any other data source, whether on premise or in the cloud. Having adopted an Account-Based Marketing (ABM) strategy, Progress knew in order to implement their ABM strategy at scale, they needed a technology solution that would help solve their three main marketing challenges. They wanted to determine how to: • Attract the right accounts at scale and with a limited budget • Engage visitors even though the majority of visitors were unknown • Accelerate prospects to revenue

The Solution

Progress employed a full suite of Demandbase Account-Based Marketing (ABM) solutions to overcome the marketing and business challenges they faced. To reach the right audience, Progress implemented an online advertising campaign to generate awareness around their new brand and to position themselves as a thought leader. They noticed specific companies from their target account list were not responding to their ads, so they turned to Demandbase to implement an Account-Based Advertising campaign. They focused on one key industry, Consumer Goods, and targeted approximately 200 companies. They refined the messaging to speak directly to the Consumer Goods audience on both the ad and the corresponding landing page. To engage both the known and anonymous visitors on their site, Progress utilized Demandbase Website Personalization to identify visitors by account and deliver a more relevant experience based on the visitor’s profile. They personalized various aspects of the home page to align with the users’ industry and used this strategy on their product pages as well. To accelerate prospects through to purchase, Progress leveraged online chat and forms. Using Demandbase to identify users, they created a unique chat experience for target accounts and used Demandbase Forms integrated with Eloqua to reduce form fields, prepopulate forms, and improve data quality.

Operational Impact

Progress experienced significant lift in attraction, engagement, and conversion of its high-value target audience by embracing an ABM strategy across the entire funnel.
Existing customers showed increased interest in more products, indicating higher engagement and satisfaction.
The personalized website experience led to deeper user engagement, as measured by 'next page clicks' and 'pages/session'.
The use of Demandbase Forms and online chat helped accelerate prospects through to purchase by providing a more streamlined and personalized experience.
The targeted advertising and personalized messaging strategies effectively reached and engaged the right audience, leading to improved marketing outcomes.

Quantitative Benefit