Marketing ops · Production

IBM identifies 3x accounts with Demandbase One Personalization in US Open campaign

The problem

IBM's ABM program needed a scalable way to identify engagement from top accounts and route that intelligence to sales; without Demandbase the team would have been performing that work manually.

Workflow diagram · grounded in source
1
US Open campaign launched
trigger
“The IBM team recently created a website experience around the [US Open] and aligned one of their ABM goals to identify their top accounts engaged with the campaign.”
2
Account identification at scale
ai_action
“Using Demandbase, they identified over 9500+ accounts, which was 3x the number of accounts they could capture with similar campaigns in previous years.”
3
Top account segmentation
ai_action
“they identified that almost 200 were their top accounts. That was double the number from previous years with similar campaigns.”
4
Intent-based sales handoff
integration
“they sent that data to sales to take action on, along with the recommended follow-up. By creating a funnel to sales based on intent, they ensured that the accounts the sales team was pursuing were actively engaged with IBM”
5
Personalized journeys created
output
“they could create personalized journeys for those accounts based on interests”
Reported outcome

IBM identified over 9500 accounts engaged with the US Open campaign — 3x the number from similar campaigns in prior years — and identified almost 200 top accounts, double the prior-year figure, with that data sent to sales alongside recommended follow-up actions.

Reported metrics
Accounts identified vs previous year3x
Top accounts identified vs previous year2x
total accounts identified in US Open campaign9500+
top accounts identified in US Open campaignalmost 200
Show all 5 reported metrics
accounts identified vs previous year3x
top accounts identified vs previous year2x
total accounts identified in US Open campaign9500+
top accounts identified in US Open campaignalmost 200
Personalization add-on value multiplier (claimed)always adding three times the value once implemented
Reported stack
DemandbaseDemandbase OnePersonalization
Source
https://www.demandbase.com/resources/case-study/ibm-uses-demandbase-personalization-to-launch-successful-us-open-campaign/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

IBM identified over 9500 accounts engaged with the US Open campaign — 3x the number from similar campaigns in prior years — and identified almost 200 top accounts, double the prior-year figure, with that data sent to…

What tools did this team use?

Demandbase, Demandbase One, Personalization.

What results were reported?

Accounts identified vs previous year: 3x; Top accounts identified vs previous year: 2x; total accounts identified in US Open campaign: 9500+; top accounts identified in US Open campaign: almost 200 (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

US Open campaign launched → Account identification at scale → Top account segmentation → Intent-based sales handoff → Personalized journeys created.

Related marketing ops cases