Driving hyper-targeted ABM

Driving hyper-targeted Account-Based Marketing

With the help of Just Media and Bombora, Cloudera generates over 30 significant business deals attributed to hyper-targeted Account-Based Marketing (ABM) strategies.

Listen as Cloudera’s Senior Director of Demand Generation, Heather Sutherland describes how she uses Bombora’s Company SurgeTM data across sales, marketing and advertising.

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Cloudera's Journey

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Background

Cloudera provides a modern platform for data management and analytics for large global corporations by leveraging Hadoop technology. Cloudera engaged Just Media to build out an ABM program that would drive awareness and engagement with target accounts during the sales process.

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Challenge

With a limited budget for paid media, Cloudera needed to take a scientific approach to prioritizing its target list of 2,500 accounts and avoid resource waste. To optimize its spend and campaign outcome, Cloudera wanted to understand which of those accounts would be most receptive to their messaging, and what messages would resonate most with their audience.

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Solution

To narrow its focus, Just Media combined Cloudera’s account list and Bombora’s dataset to analyze the content consumption of each target account, establishing prioritization based on accounts demonstrating the greatest intent.

Just Media identified that 28% of Cloudera’s original account list was ‘in-market’ for content topics related to Cloudera’s products. With a more focused target list, Just Media used the most popular surging topics to inform content offers and advertising, and deployed the campaign across multiple channels.

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Results

Demonstrating that online data can be used for offline channels, of the multiple channels deployed, direct marketing was the most productive. Through the use of personalized magazine subscriptions, which included Cloudera advertising, 66% of target accounts demonstrated lift in on-site engagement and 74% of those visitors viewed over 16 pages.

Account-Based Marketing delivered measurable ROI with over 30 significant business deals being attributed to the campaign targeting.

Everybody wins with Bombora

Whether you're a B2B marketer, agency, publisher, or partner, Company SurgeTM helps you prioritize your resources and accelerate revenue.

B2B Sales and Marketing

Align marketing and sales towards a unified approach focused on Intent data.

Surf's up!

B2B Sales and Marketing

Deliver better results for your clients with highly targeted campaigns that focus on companies demonstrating intent.

Dive in!

Publishers

Enrich your ad products with the power of B2B intent data to deliver more targeted campaigns for your advertising partners.

Take off!

Testimonial

Our ABM campaigns have blown away our executives and sales teams by their performance and immediate impact on our business. The fact that we have consistently increased our investment and have proven ROI speak volumes for the work Just Media has done with Bombora and Demandbase.

Heather Sutherland - Senior Director of Demand Generation - Cloudera

Heather Sutherland

Cloudera, Senior Director of Demand Generation

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What is Company Surge™?

Company SurgeTM helps you identify 'in-market' companies before they have landed on your website, so you can proactively coordinate sales and marketing around accounts with active intent.

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