marketing_ops · saas · workflow
IBM identifies 3x accounts with Demandbase One Personalization in US Open campaign
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.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · US Open campaign launched
IBM created a website experience around the US Open and aligned an ABM goal to identify top accounts engaged with the campaign.
Tools used
DemandbaseDemandbase OnePersonalization
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.
Results
Volume3x
Grounding & classification
Source type: vendor customer story
25 fields verified against source quotes.
personalizationpredictive analyticshuman review describedmetric backednamed customerproduction runtime claimedtools describedworkflow describedsoftwareconversion increaseemployee productivitythroughput increasevendor customer storylead processingmarketing opssales opsdata sync enrichmentlead to crm