Integrating CDP + Demandbase Intent Data for Pipeline Success
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Join marketing leaders from Merck KGaA, Darmstadt, Germany to learn how they integrated Demandbase intent data with their CDP for complete account visibility, precise targeting, and measurable pipeline growth.
Integrating CDP + Demandbase Intent Data for Pipeline Success
- 1. Live Webinar Integrating a CDP and Demandbase Intent Data for Pipeline Success
- 2. Speakers Stephanie McArthur Principal ABX Expert Demandbase Alexander Bayer Marketing Technology Manager , Merck KGaA, Darmstadt, Germany
- 3. Agenda 3 Discussion: Data Integration, Performance, Use Cases Early Performance Q&A Defining Intent Game Changer Across Marketing, Sales, RevOps
- 4. How do you define intent?
- 5. Data Integration & Performance Demandbase Datastream sends intent data into our data lake, Google BigQuery. From there, it is getting processed into our CDP, using an account mapping to bring data down to a single customer level. How do we use it there? Our CDP is currently used to orchestrate multi-channel campaigns, intent data is used to initiate or influence campaigns in multiple channels, such as marketing automation and social media.
- 6. Increase in ICP audience size in social media advertising 22X Early Performance / Results Major product categories selected via our CDP 5 Revenue increase while using intent selected audiences in retargeting test, ROAS ~15 9%
- 7. Marketing Analytics Intent Campaign ● Account specific interest assessment with actual number of contacts searching ● Turn anonymous data into powerful intent signals How It’s Been A Game Changer Sales Enablement Accurate intent signals ● Keyword trends in their accounts ● Competitor keyword trends ● Help close deals faster ● Personalization at scale Journey Stages & Orchestration Simplify CDP usage ● New SFDC Integration opening more capabilities to explore ● LinkedIn Integration
- 8. Thank you. 8
- 9. CDP Readiness Checklist Is your data optimized to scale? ❏ Complete the checklist ❏ Receive a review and recommendations from our enterprise data experts ❏ Option for a pitch-free consultation. No sales deck, just peer-to-peer learnings and discovery.
- 10. What Customer Data Platform Are You Using? (MC) ❏ Adobe RT CDP ❏ Salesforce Data Cloud ❏ Tealium ❏ Treasure Data ❏ Segment CDP ❏ Oracle Unity ❏ Other: What are the primary data storage technologies you're using? (MC) ❏ Amazon S3 ❏ Azure Blob Storage ❏ Google Cloud Storage What is your primary data warehouse? ❏ Azure ❏ AWS Redshift ❏ Google BigQuery ❏ Snowflake ❏ Databricks What types of data are you using for segmentation? ❏ Web based intent ❏ Site analytics ❏ Event data ❏ CRM data ❏ Other: How large is your data science/engineering team? ❏ 1-5 ❏ 5-10 ❏ 10-20 What data engineering or IT resources do you have to support the data you need loaded? ❏ Internal - R&D department ❏ Internal - IT department ❏ Internal - Marketing department What is your core system of truth/record for marketing workflows? ❏ Data warehouse/datalake ❏ CDP ❏ CRM data cloud What challenges or use cases were you trying to solve in implementing a CDP? (MC) ❏ Customer 360, profile unification ❏ Advanced segmentation ❏ AI/ML activation ❏ Data governance On a scale of 1-5, how confident do you feel in your data? ❏ 1-Not confident: Unreliable and hard to use. ❏ 2-Slightly confident: Some useful data, but lots of gaps. ❏ 3-Somewhat confident: Usable, but needs improvement. ❏ 4-Very confident: Mostly ❏ accurate and dependable. ❏ 5-Fully confident: Clean, complete, and trusted.
- 11. Q&A