Are you trying to figure out how to extend your Account-Based Marketing strategy into your marketing automation tactics? If you’ve ever struggled with bridging the strategy to execution gap for Account-Based Marketing, this session is for you! Join us to see how Demandbase can turn your Oracle Eloqua instance into an ABM engine with Account-Based Marketing Automation. In this webinar, you’ll learn how to: Execute ABM programs in Oracle Eloqua Segment and target your hottest accounts Get started quickly with the right technology

1. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
The Future of Marketing
Automation is Here
David Johnson
Director, Product Marketing
Oracle Marketing Cloud
John Dering
Director, Marketing Programs
Demandbase
Mandy Schafer
Sr. Product Marketing Manager
Demandbase

2. What’s Broken in B2B?
Sales & Marketing
Alignment
The Waterfall
BANT
Metrics/Attribution

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Demandbase Confidential.
3
The Sales and Marketing Divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

4. - Miller Pierce, 2014 VOC Study
50%
of marketing generated leads are
never followed up
by sales.!
Leads aren’t valued

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Demandbase Confidential.
5
Why Account-Based
Marketing?
Focuses
on best
opportunities
Delivers
customer-centric
experience
Supports
Sales reality
Connects
Marketing
to revenue

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Demandbase Confidential.
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Identify ABM as “Very
Important” to their
marketing efforts !
87%!
Source: Sirius Decisions 2016 ABM Survey

7. “Account-Based Marketing” search interest!

8. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
• Reach target
accounts across
mulitple channels!
• Choose systems
that can target and
engage accounts !
ABM: The Sum is Greater Than its Parts
• Foundational systems for
ABM strategy!
• Includes many tech’s
B2B marketers already
using!

9. The History and Timeline of Marketing
Automation

10. The Digital Shift Toward Account-Based Marketing
84% of B2B
marketers say that
ABM delivers
higher ROI
than any other
approach.
-ITSMA

11. Inconsistent Data Translates to
Fragmented Customer Experiences
85%Of CMOs say
fragmented
data prevents cross-
channel consistency.
- CMO Club

12. Introducing Account-Based Marketing
from Oracle Marketing Cloud
The only ABM solution that spans across the customer lifecycle and across
paid, owned, and earned channels.
Grow
Leverage engagement and
conversion data to find
customers that look like
your ideal ones.
Engage
Engage prospects with
contextualized
experiences.
Convert
Drive funnel
conversions by
delivering Emely
content.
Acquire
Deliver new customer
acquisiEon through on-
going nurture.

13. Why Account-Based
Marketing Automation?

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Demandbase Confidential.
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Organize contacts into
company objects for
account-based campaigns!
Account-Based
Marketing
Automation!
Automated account data append
for all contacts in Oracle Eloqua!
Real-time append of account
data to shorten forms!
Account Score based on known &
anonymous buying signals!
in partnership with:!

15. Build Dynamic Segments
Segment Accounts by Engagement: "
▶ Known "
▶ Anonymous"
Target Buyer Teams at High Value, Engaged Accounts"
"
Reach All Contacts from Accounts when Linked "

16. Account-Based Marketing by Engagement
Segment accounts by
engagement"
"
"
Deliver the right program to
the right account in Campaign
Canvas"

17. Prioritize the Hottest Accounts for Sales
Focus scoring on
the most valuable
accounts!
Scoring the most
engaged accounts,
even if the activity
is anonymous!

18. Account-Based
Marketing Automation
In Action

19. ABM
Automation
Example
Marketing Challenges:
Known and Unknown contacts in
Oracle Eloqua
Missing Firmographic data
Infogroup wants to do Account-Based
Marketing directly from Oracle Eloqua
Customer: Infogroup
Vertical: Software & Tech
Key Account: Dell.com

20. Audience Segment: Dell.com

21. ABMA Campaign Creation

22. Configuration Screen- Company Match

23. Configure Mapping of Firmographic Data

24. Post Processing Results

25. Lead-to-Account Roll up

26. Interested in ABM Automation?
Account-Based Marketing Automation combines the functionality of
Demandbase Real-time Forms and Data Append for Oracle Eloqua
customers, adding in Anonymous engagement scoring.
Current Oracle Eloqua Refresh Connector customers:
▶ Product sunsets Dec 2016
▶ Contact your CSM to migrate to the new version.
Current Real-Time Forms customers:
▶ We encourage you to move to Account-Based Marketing Automation.
▶ Check with your CSM, some customers may already have this included as
part of their forms solution.
New customers:
▶ Real-time Forms will no longer be available on it’s own, it is now repackaged
as Account-Based Marketing Automation.

27. ©2016 Copyright Demandbase, Inc.
Demandbase Confidential.
Questions?