IBM turned to Demandbase One with Personalization to address their challenge. Sophia Agustina, a demand generation and ABM leader at IBM, advocated for the addition of Personalization to Demandbase One, based on her previous experience with the add-on. The solution was implemented to add more value to their goal of identifying and connecting with their top accounts. Using Demandbase, IBM was able to identify over 9500+ accounts, which was three times the number of accounts they could capture with similar campaigns in previous years. They also identified almost 200 top accounts, double the number from previous years. IBM used the data from Demandbase to create personalized journeys for these accounts based on their interests. The identified top accounts who visited the US Open website were then sent to the sales team for action, along with recommended follow-ups.
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