Coupa Executes Dynamic ABM Strategy with Intellimize

Coupa Software Incorporated is a cloud-based Business Spend Management (BSM) platform that unifies processes across supply chain, procurement, and finance functions. Like many B2B companies, their website strategy is focused on capturing leads through their demo form and through downloadable content. 

A core part of their marketing strategy focuses on building out an account-based marketing (ABM) program to land and expand named target accounts. With this in mind, Coupa’s optimization team was focused on finding a solution that would make it easy to run website experiments as well as support their ABM efforts. After conducting research, they realized Intellimize was the best tool that could help them achieve both of their goals.

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ABM meets AI

Coupa quickly started working with Intellimize by running key experiments on their homepage to build a baseline for their program. They executed traditional A/B tests in addition to experiments using AI-driven optimization. 

Erin Triman, Global Digital Marketing Director at Coupa, set a vision for a strong industry and segment-based personalization  program. Partnering with Ally Vandenherik on her team, Coupa was able to design and launch a robust program targeting four key verticals.

The first step was to create audiences for each of the four verticals which they did using a combination of first and third party data. Combining data from Demandbase, Marketo, and website history, the team had a robust set of information to ensure the right account saw the right website variation. This enabled them to target the specific accounts on their target list, as well as additional accounts that fell within their ideal customer profile (ICP) to ensure the best conversion rate.

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To read the full case study, access the PDF below.

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