Thales Leverages Demandbase One for Enhanced ABM Approach and Improved CTRs
Technology Category
- Application Infrastructure & Middleware - Blockchain
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Equipment & Machinery
- National Security & Defense
Applicable Functions
- Quality Assurance
- Sales & Marketing
Use Cases
- Tamper Detection
- Time Sensitive Networking
Services
- Cloud Planning, Design & Implementation Services
- Testing & Certification
About The Customer
Thales Cloud Protection and Licensing is a worldwide leader in data protection, providing everything an organization needs to protect and manage its data, identities, and intellectual property. This includes encryption, advanced key management, tokenization, and authentication and access management. Enterprises around the world depend on Thales to protect and secure access to their most sensitive information and software, whether it's in the cloud, data centers, devices, or across networks. Thales solutions enable organizations to move to the cloud securely, achieve compliance with confidence, and create more value from their software in devices and services used by millions of consumers every day.
The Challenge
Thales Cloud Protection and Licensing, a global leader in data protection, was facing challenges with their sales and marketing tech stack. Despite having CRM, marketing automation, and a chat bot in their EMEA division, they were struggling to transition from a traditional lead-gen focus to a modern, efficient Account-Based Marketing (ABM) approach. They lacked the necessary data to make informed decisions and desired a single source of truth for sales and marketing, with intent and engagement data. They also wanted to identify which accounts were visiting their website, data that went beyond their own first-party data. Furthermore, they lacked the tools and integrations to automate and scale ABM. The challenge was to find a solution that could address these deficiencies.
The Solution
Thales turned to Demandbase One: ABX and Advertising to address their challenges. Demandbase One now sits at the center of their ABM strategy, driving account selection, monitoring target accounts’ intent and engagement, and activating, refining, and automating targeted ad campaigns. Thales is in the process of integrating Demandbase One with Salesforce, which will be followed by integrating their direct mail gifting tool, Reachdesk, and a content experience platform to scale their personalization efforts. Thales was already using Demandbase in their Asia Pacific region for targeted advertising, but they discovered that it could also fill a number of their data and automation needs as a single solution. The rich insights, numerous integrations, and orchestration functionality of Demandbase were key factors in their decision to adopt it.
Operational Impact
Quantitative Benefit
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