Jomar Ebalida
Revenue Technology Lead, North & South America · Capgemini LinkedIn
Case Study
Key takeaways
- 3:06Account-level ABM targeting is too blunt for enterprise deals: targeting a company like Microsoft can reach over 4,000 decision makers, while the actual buying team is a small group — person-based advertising lets you choose exactly who you go after and know exactly who engaged.
- 5:08Capgemini only pursues enterprise accounts above $100 million and chose Influ2 because other ABM advertising tools lacked the control to route specific buying-committee individuals to specific offerings; refreshed contact data enabled targeting on both web and mobile via phone numbers.
- 7:09Capgemini's proof of concept reached top accounts including AT&T, Pfizer, Comcast and Verizon, and the budget with Influ2 was drastically increased after seeing person-level scoring built on impressions, clicks, direct visits and score depreciation.
- 9:10Individual engagement timelines showing which ads and pages each buyer consumed let sales tailor their messaging to what has resonated, with alerts delivered via Slack, email or direct platform access, plus Salesforce, HubSpot and Pardot integrations for attribution to opportunities.
- 14:14Capgemini rebuilt its revenue tech stack on the SiriusDecisions ABM fundamentals and layered on predictive intent, behavioral intent and business-to-person advertising — replacing reactive form-fill waiting with proactive, data-driven engagement of buying teams.
In Jomar Ebalida's words
“People are thinking that you're selling to an account. No, you're selling to people. Every person has a different challenge that you can solve.”
Capgemini Case Study: How to empower ABM campaigns with person-based marketing16:15
“Waiting for people to fill up forms was so early 2000s. You're in 2021 and you have to use the data. The people that are gonna win are the people that know how to use the data and know how to proactively execute on the data.”
Capgemini Case Study: How to empower ABM campaigns with person-based marketing16:15