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Demandbase > 实例探究 > Sagility 成功过渡到基于需求的基于客户的营销
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Sagility's Successful Transition to Account-Based Marketing with Demandbase

适用行业
  • 金融与保险
  • 医疗保健和医院
适用功能
  • 销售与市场营销
用例
  • 时间敏感网络
  • 基于使用的保险
服务
  • 云规划/设计/实施服务
  • 培训
挑战
Sagility 是一家全球医疗保健服务公司,在销售和营销推广方面遇到了困难。该公司为不同领域的企业提供广泛的服务,因此为每个企业量身定制外展和信息传递是一项挑战。在全球医疗保健营销主管凯文·诺兰 (Kevin Nolan) 上任之前,Sagility 专注于三个大型健康保险计划,只有当其中一个组织的冠军转移到另一个组织时才扩展到新徽标。新业务的出站概念并不存在。此外,Sagility 在很大程度上依赖于运气来打开大门,经常在与潜在客户的通话中或在贸易展上的即兴评论中了解提案请求 (RFP)。凯文正在寻找一种解决方案,使他能够为非常特定的受众制定个性化的外展计划,并结束他们对运气的依赖。
关于客户
Sagility 是一家价值 5 亿美元的全球公司,为医疗保健行业提供广泛的服务。他们为健康保险公司处理会员呼叫、索赔处理、裁决、提供商数据库管理等。在医院系统方面,他们帮助医院追回被拒绝的索赔费用。该公司为各种企业提供数十种服务。在实施 Demandbase 之前,Sagility 专注于三个大型健康保险计划的核心,并且只有当其中一个组织的冠军转移到另一个组织时才扩展到新徽标。
解决方案
Sagility 借助 ABX Cloud 和 Advertising Cloud 实施了 Demandbase One,以细化目标受众并覆盖那些不回应电话和其他形式外展活动的人群。他们使用意向数据来识别市场账户,使它们领先于 RFP 曲线。事实证明,意图数据对于销售电话准备也很有价值,使他们能够将讨论与潜在客户正在消费的内容保持一致。 Demandbase 能够精细细分受众并个性化推广,这是吸引 Kevin 的一个关键因素。尽管审批流程漫长,但 Demandbase 销售团队的耐心以及该平台提供的各种服务给 Kevin 留下了深刻的印象。借助 Demandbase,Sagility 能够细分受众并通过个性化广告定位他们。
运营影响
  • The implementation of Demandbase One with ABX Cloud and Advertising Cloud has transformed Sagility's sales and marketing outreach. They are now able to parse their targets into highly refined audiences and reach people who wouldn’t respond to phone calls and other forms of outreach. The use of intent data has put them ahead of the RFP curve, no longer waiting for opportunities to land in their laps. The intent data has also proved valuable for sales call preparation, allowing them to align their discussions with the content the prospect was consuming. The ability to finely segment audiences and personalize outreach has made a significant difference in their marketing efforts. Furthermore, the patience and support of the Demandbase sales team during the lengthy approval process has set a gold standard in customer success.
数量效益
  • 40% of a niche audience visited Sagility’s website for the first time on the first outreach.
  • Roughly 10% of their targets visited their website after the announcement of a new product in a new industry.
  • Sagility was able to reach 'unreachable' targets, typically vice presidents and higher, with their targeted ads.

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