ABM at Scale

Niraj DeoProduct Management, Oracle Data Cloud

Mani IyerCEO, Kwanzoo

@deoniraj @iyermani #ABMDoneRight

with OMC|BlueKai and Eloqua

#ABMDoneRight

Introducing our speakers

Mani Iyer

CEO, Kwanzoo

Host & Moderator

Niraj Deo

Senior Director of Product Management, Oracle

Guest Speaker & ABM Expert

#ABMDoneRight

INTRODUCTION & AGENDA

1. Moving to ABM: The 6-Step ABM Execution Process

2. Solutions: How to choose the right Oracle Marketing Cloud (OMC) and partner solutions for ABM

3. Orchestration: Delivering account-centric cross-channel experiences

4. Analytics: New metrics for measuring ABM program success

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The 6 Step ABM Execution Process

1. Account Selection & Coverage

2. Contact Discovery & Alignment

3. Account-Relevant Messages & Content

4. Account-Specific Interactions [Across Online & Offline Channels]

5. Account-Focused Plays Across Sales & Marketing

6. Account-Based Analytics & Measurement

#ABMDoneRight

5

Kwanzoo Enables B2B Media Execution for Account-Based Marketing & B2B Retargeting w/ 1:1 Personalized Ads

OMC|BlueKai and Kwanzoo enable ABM Programs at Scale

Data Marketplace Marketing Automation CRM

Online/Digital Data Management Customer Data Management

Online Cookies, IPs, and Device IDsfor Accounts and Contacts

Web, Mobile, Social, Offline

Accounts, Contacts, Leads, Opportunities

Data Management Platform

DSPs (Media Buying)

“B2B Media Execution forAccount-Based Marketing, B2B Retargeting with 1:1 Personalized Ads”

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Identify Accounts at Scale

Using Firmographic Data

• Industry

• Company Size, Company Revenues

Using Predictive Modeling

• Mapping to Ideal Customer Profiles

• Using behavior and intent signals

• Score and rank accounts

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Discover Contacts at Scale

Understand your Contact Coverage into Target Accounts

• Is the product/service sold across job functions?

• User Attributes of Interest:

• Job Functions, Job Titles, Email Address, Social Handles, Key Interests

• 4700+ Attributes

Program Objectives drive Targeting

• Brand Awareness: Target All Employees, Relevant Job Functions (broader reach)

• Demand Gen: Target Relevant Job Titles (greater precision)

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How to build Accounts and Contacts

Use Oracle BlueKai’s B2B specific Categories to create an ABM ready audience

• 4700+ Categories made available by Oracle and Branded Data Providers

Anchor your B2B marketing around Custom Account Based Audience

• Made of contacts who most likely work for your accounts

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ABM Execution at Scale: Specific Use Cases

• Prospecting to 10,000s of Target Accounts

• Prospect by Past Account Purchase Behavior

• Upsell / Cross Sell to Current Customers

• Conference and Event Registrations

• Personalized In-Banner Forms for Lead Capture

• Voice of Customer Surveys Directly in Ads

#ABMDoneRightThe B2B CX Flow Across Oracle and Kwanzoo

Predictive Analytics

Data Marketplace Account Based 3rd Party Audience

Data Management Platform

Offline (known)Web Mobile Social

Accounts & contactsWins & losses

Top & bottom performers..

Best target accountsand contacts

Account and Contact basedMarketing and Sales

across channels

Activate data viaonline cookies, IPs, device IDs

• 1:1 Personalized Display Ads• Capture ad activity in Oracle Marketing Cloud

B2B Media Execution with “Rinse and Repeat”

#ABMDoneRightKwanzoo Display PersonalizationPersonalize ABM messages at scale

• OMC|Eloqua:Email Personalization

• OMC|AppCloud:Web Personalization

• Kwanzoo: Display Personalization

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Capture leads, insights & signals at scale

• OMC|Eloqua and OMC|BlueKai as a platform and system of record for all interaction data (including ad interaction data from Kwanzoo)

– 1st Party Data and Interactions (your data)

– 3rd Party B2B Data available as B2B Categories (e.g. Company Size)

– 3rd Party Account Based Audience (e.g. Top 1000 Accounts, Accounts for Product XYZ)

– 3rd Party Advanced Account Categories such as Past Purchases, Event Attendance

• Kwanzoo In-Banner Forms for Lead Capture

• Kwanzoo Rich Media for Engagement (Polls, Surveys, Video Lead Forms)

• Kwanzoo feeds all ad interaction data back into OMC|Eloqua and BlueKai

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ABM Account Specific Analytics

Oracle BlueKai’s B2B Taxonomy and Categories provides in-depth capability to analyze audience and user profiles

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ABM Program Execution Analytics

ABM Website MetricsABM Ad Activity Metrics

Display Engagement Metrics(Retargeting, Programmatic)

B2BCross-ChannelPipelineMetrics

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The 6 Step ABM Execution Process

1. Account Selection & Coverage

2. Contact Discovery & Alignment

3. Account-Relevant Messages & Content

4. Account-Specific Interactions [Across Online & Offline Channels]

5. Account-Focused Plays Across Sales & Marketing

6. Account-Based Analytics & Measurement

#ABMDoneRight

YOUR QUESTIONS?

It’s time for your questions. If you haven’t already, please submit your questions in one of the following ways:

1. Submit your question(s) via Twitter by tweeting them to @kwanzoo, @iyermani or @deoniraj with hashtags #ABMDoneRight or #ABMChat

2. Submit your question(s) directly via the Questions window on GotoWebinar

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Thank You!For more information on ABM Done Right and upcoming ABM Done Right webinars, please contact Kwanzoo via:

• Phone: +1.408.216.7025

• Email: info@kwanzoo.com

• Website: www.kwanzoo.com

• Social Media:

– Twitter: @kwanzoo and @iyermani

– LinkedIn: https://www.linkedin.com/in/iyermani