As a marketing technologist, I hear stories all the time about how stitching different solutions together can make marketing better, but often the vision falls short in the reality of implementation and execution.
Pardot and Demandbase announced a product partnership in the fall of 2018, which underscored the power of unifying the tech stack for B2B marketers. And unlike the disconnected martech stacks many B2B marketers have come to know, Demandbase truly does integrate seamlessly with Pardot, making it easy to harness the value of intent-based buying signals to reach and engage your target accounts.
In our recent webinar, The B2B Marketing Trifecta for Account-Based Marketing, we uncovered the tip of the iceberg for what’s possible with Demandbase for Salesforce Pardot. Meanwhile, I’ve been hard at work below the waterline to help our customers move from vision to execution. Below, I’ll take you through one way in which marketing automation, CRM and ABM come together to create better engagement.
ABM-PERSONALIZED EMAIL OFFERS
One challenge most marketers face is keeping their email audience engaged over time – and the marketing team at Demandbase is no exception to the rule. That’s why a re-engagement campaign is a great place to test the efficacy of using Real-Time Intent data in email offers. Real-time Intent data identifies the online activities of accounts and buying committees to capture their first moment of interest so you can understand which accounts are researching topics relevant to your products.
Here’s how our marketing team executed that campaign:
Step 1: Create two audiences of target accounts based upon their Real-Time Intent
For our campaign, we targeted Salesforce Pardot Prospects at our target accounts, dividing the un-engaged prospects into two groups based upon ABM-specific keywords – Group A’s content was aligned to their Real-Time Intent keywords, while Group B’s was not. Then, we launched a re-engagement campaign series to each group using the same content.
Group A accounts were identified by filtering for relevant keywords and saving an Audience, or a list of those accounts. Group B accounts were then determined by filtering out all of Group A accounts from the master target account list.
STEP 2: Save the two Audiences to Salesforce Pardot to create lists of actionable Prospects
Demandbase’s marketing team then simply clicked the “Save to Pardot” button to instantly create a list of Salesforce Pardot Prospects at these accounts.
STEP 3: Filter the lists by business needs
Since the integration will group any Salesforce Pardot Prospect at the accounts in each respective list, we applied “un-engagement” filters atop the list to execute a re-engagement campaign using Dynamic List Rules, part of all Segments in Salesforce Pardot. This List Rules suppress any Pardot Prospect who has engaged with our marketing via email or the website in the last 12 months.
STEP 4: Execute re-engagement campaign in Engagement Studio & measure results
Like with any other email campaign you run, the next step is to create emails and the flow. We sent the same content to each list, breaking the flows into different streams to effectively measure performance.
SEEING IS BELIEVING
To measure the performance, we chose two different, but very important metrics:
- Re-engagement rate – does a personalized offer improve campaign performance?
- Efficiency of Execution – how does this integration impact a user day-to-day?
Group A had a 25% better re-engagement rate compared to Group B. This effort also grew our engaged email audience at target accounts by 14% – no small number for a re-engagement campaign.
Measuring the time it took to follow the first three of the four steps above, it was 3.5x faster than attempting to manually process and use the Real-Time Intent data by mapping it from Demandbase to Salesforce to Pardot. If you’re running 5 email campaigns a week using intent, that’s a time savings of over 9 hrs a week in segmentation alone.
GOING DEEPER BELOW THE SURFACE OF ABM
This campaign is only the first plunge below the waterline and there’s much more iceberg to discover below the surface. Using Demandbase for Salesforce Pardot, account-based marketers can reap the benefits of targeting the right account, creating hyper-targeted segments, supercharging lead scoring and automating personalization. As we continue finding new ways to automate the content of emails using the same Real-Time Intent data, Demandbase and Pardot customers will be able to further deliver on the promise of customer-centric account-based marketing.
If you’re ready to unleash the power of your account-based marketing and learn from leading account-base marketers, join Demandbase & Salesforce Pardot at the ABM Innovation Summit, March 14-15 in San Francisco.