Progress Increases Engagement and Conversion Across the Funnel

Progress employed a full suite of Demandbase Account-Based Marketing (ABM) solutions to overcome the marketing and business challenges they faced. To reach the right audience, Progress implemented an online advertising campaign to generate awareness around their new brand and to position themselves as a thought leader. They noticed specific companies from their target account list were not responding to their ads, so they turned to Demandbase to implement an Account-Based Advertising campaign. They focused on one key industry, Consumer Goods, and targeted approximately 200 companies. They refined the messaging to speak directly to the Consumer Goods audience on both the ad and the corresponding landing page. To engage both the known and anonymous visitors on their site, Progress utilized Demandbase Website Personalization to identify visitors by account and deliver a more relevant experience based on the visitor’s profile. They personalized various aspects of the home page to align with the users’ industry and used this strategy on their product pages as well. To accelerate prospects through to purchase, Progress leveraged online chat and forms. Using Demandbase to identify users, they created a unique chat experience for target accounts and used Demandbase Forms integrated with Eloqua to reduce form fields, prepopulate forms, and improve data quality.