Ariba Gains 387 New Mqls and Beats Monthly Goals by 118%
公司规模
Large Corporate
国家
- United States
产品
- Demandbase Forms
- Ariba Network
技术栈
- Marketing Automation Software
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Customer Satisfaction
- Revenue Growth
技术
- 平台即服务 (PaaS) - 数据管理平台
- 分析与建模 - 预测分析
适用行业
- Software
- Professional Service
适用功能
- 销售与市场营销
- 商业运营
服务
- 数据科学服务
- 系统集成
关于客户
Ariba, an SAP company, is a global leader in business commerce, making it as easy as consumer commerce. Through the Ariba Network, they help customers find opportunities to cut costs, reduce risk, and grow revenue. The Ariba Network is a cloud-based community where buying, selling, and managing cash is as seamless as using popular consumer platforms like Amazon, eBay, and PayPal. Ariba's operations are heavily reliant on the quality of information in their marketing and sales processes.
挑战
Ariba, an SAP company, faced significant challenges due to poor quality of prospect information, which was affecting their marketing productivity, lead management, and overall sales and marketing alignment. The implementation of marketing automation software highlighted the need to address these data quality issues. Without cleaning up their data, Ariba could not effectively overhaul their sales and marketing funnel, update lead management processes, or introduce lead scoring.
解决方案
To address the information quality issues, Ariba conducted a baseline analysis and identified several tasks to improve data quality, including finding and filling information gaps, standardizing information values, normalizing current information, and ensuring new information complied with revised standards. They implemented Demandbase Forms to fill gaps in their marketing contacts database. Demandbase provided essential firmographic information for lead scoring and routing, allowing Ariba to shorten lead capture forms and increase conversions. This solution also helped standardize information elements such as company, industry, city, state, and revenue, ensuring more current and accurate data.
运营影响
数量效益
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