Case Studies Ariba Gains 387 New Mqls and Beats Monthly Goals by 118%

Edit This Case Study Record

	Ariba Gains 387 New Mqls and Beats Monthly Goals by 118%

Ariba Gains 387 New Mqls and Beats Monthly Goals by 118%

Technology Category	Platform as a Service (PaaS) - Data Management Platforms Analytics & Modeling - Predictive Analytics
Applicable Industries	Software Professional Service
Applicable Functions	Sales & Marketing Business Operation
Services	Data Science Services System Integration
Challenge	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. Read More
About Customer	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. Read More
Solution	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. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Data Management Platforms

Analytics & Modeling - Predictive Analytics

Applicable Industries

Software

Professional Service

Applicable Functions

Sales & Marketing

Business Operation

Services

Data Science Services

System Integration

Challenge

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.

About Customer

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.

Solution

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.

Impact #1	Ariba generated 387 new MQLs, exceeding their monthly goals by 118%.
Impact #2	They populated over 19,000 job functions, creating 128 MQLs.
Impact #3	Through job role cleansing, Ariba created 132 MQLs.

Impact #1

Ariba generated 387 new MQLs, exceeding their monthly goals by 118%.

Impact #2

They populated over 19,000 job functions, creating 128 MQLs.

Impact #3

Through job role cleansing, Ariba created 132 MQLs.

Benefit #1	$53 million in new subscriptions.
Benefit #2	387 new MQLs generated, 118% over monthly goals.
Benefit #3	19,000 job functions populated, creating 128 MQLs.

Benefit #1

$53 million in new subscriptions.

Benefit #2

387 new MQLs generated, 118% over monthly goals.

Benefit #3

19,000 job functions populated, creating 128 MQLs.

Download PDF Version

Overview

Ariba Gains 387 New Mqls and Beats Monthly Goals by 118%

Operational Impact

Quantitative Benefit