Wunderman Propels Success with B2B Marketing Innovation from Demandbase
Company Size
1,000+
Country
- United States
Product
- Demandbase B2B Marketing Cloud
- Company Targeted Advertising
- Website Optimization
- Personalization and Analytics
Tech Stack
- Real-time company identification technology
- Web analytics integration
- Content management tools integration
- Marketing automation technologies
Implementation Scale
- Pilot projects
Impact Metrics
- Brand Awareness
- Customer Satisfaction
- Digital Expertise
- Productivity Improvements
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- System Integration
- Training
About The Customer
Wunderman, a member of WPP and part of the Young & Rubicam Group, is one of the world’s largest digital agency networks. Founded by Lester Wunderman in 1958, the company has 170 offices in 60 countries, offering brand experience, consumer engagement, data and insights, and world health marketing solutions. Wunderman has a vision for the future where the customer participates, and it continues to follow its founder’s innovative path by connecting customers and brands in the right context and at the right time. The company leverages B2B marketing technologies like Demandbase to drive customer engagement and success.
The Challenge
B2B companies are rapidly adopting technology and data to drive marketing strategies such as account-based marketing and tactics like targeting and personalization. However, many B2B marketers, despite being aware of these concepts, struggle with implementing and integrating them effectively. Digital display advertising, in particular, has been a challenge for B2B companies due to its often ineffective and frustrating nature, with little ability to track or quantify its impact. This has led to a desire for greater capacity to target and personalize digital advertising to improve engagement and effectiveness.
The Solution
Wunderman partnered with Demandbase to leverage its unique and powerful personalization offering in the ad-tech marketplace. Demandbase's patented real-time company identification technology and seamless integration with existing web analytics and content management tools allowed Wunderman to target campaigns by account, presenting targeted experiences to the right visitors at the right time. This approach enabled Wunderman to achieve higher lift and greater onsite engagement for its clients. Additionally, Wunderman educated its clients about the capabilities delivered through the Demandbase B2B Marketing Cloud, including Company Targeted Advertising, Website Optimization, Personalization, and Analytics. This comprehensive solution facilitated the convergence of marketing across channels and at every stage of the sales funnel.
Operational Impact
Quantitative Benefit
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