Customer Story

Workday Builds Successful Multi-Channel ABM Campaigns with Demandbase and LinkedIn

The Challenge

Workday delivers cloud-based applications for financial management, spend management, human capital management, planning, and analytics. They empower their customers to improve the world of work and business through their innovative solutions adopted by thousands of organizations worldwide and across industries.

Global ABX Principal Matthew Miller joined Workday through the company’s acquisition of Adaptive Insights. Before being acquired, Matthew and his team had focused primarily on a leads-based go-to-market strategy. After the acquisition, Matthew and his team soon recognized that they would have to update their go-to-market approach to align with Workday, focusing on building a pipeline and eventual customer base of large enterprise accounts.

To accomplish that goal, they needed to identify which accounts, specifically enterprise accounts, they could sell to, and they needed an ABM platform to help them do that. Matthew says of their choice of ABM vendors, “Demandbase offered a complete ABM platform to support our strategy and was the only platform with the flexibility and configurability to support an organization like ours.”

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Software Development

Company Size
10,001+ employees

Pleasanton, California

Demandbase One™ with ABX orchestration and advertising, LinkedIn Matched Audiences

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"Using the two platforms together, we’re able to target specific companies with precision and increase the relevance of our ads. And we’ve increased our conversion rates by focusing on high-value accounts."
Thao Tran Global Integrated Marketing Manager

Why Demandbase and LinkedIn?

When the Workday Adaptive Planning team started their collaboration with Demandbase, their first goal was to understand their target account list better. Matthew credits their first account rep at Demandbase with helping to surface some of that data even before Workday officially became customers. Once they became customers, using Demandbase One™ ABX and advertising, the team worked hard to ensure their program would meet or exceed their goals. As Matthew put it, “Demandbase has helped us to identify and prioritize high-value target accounts so it’s easier to focus our marketing efforts where it’s likely to yield results.”

With Demandbase implemented, the Workday team felt it was a natural next step to use the Demandbase integration for LinkedIn to push their program even further. Global Integrated Marketing Manager Thao Tran says, “Using the two platforms together, we’re able to target specific companies with precision and increase the relevance of our ads. And we’ve increased our conversion rates by focusing on high-value accounts.”

"Using the Demandbase integration with LinkedIn, we can enhance our ad campaigns by targeting specific companies with precision and increasing the relevance of ads to the target audience. By focusing on high-value accounts, we increased our conversion rates."
Matthew Miller Global ABX Principal

How’d They Do?

The Workday Adaptive Planning team has used the Demandbase integration with LinkedIn to grow their ABM program. One highlight included using both tools to run their successful free trial campaign.

For this campaign, the Workday Adaptive Planning team focused on net new and current customers with specific engagement minutes in Demandbase. Next, they narrowed the list to accounts not already using a particular product. Using the Demandbase integration with LinkedIn, Workday can augment their audience touchpoints and expand their reach to new individuals within their target accounts. They activate sub-segments based on various factors, such as the account’s value and level of engagement. They describe using the integration as an excellent channel to deliver more scaled touchpoints while efficiently managing their budget. As a result, they boosted their conversion rate compared to their initial list.

As for why they chose to continue using Demandbase and LinkedIn together, the Workday team focuses on the end goal when running multi-channel campaigns and considers the strengths of each channel. They can start the initial engagement with the accounts they know are a good fit for their solutions based on insights provided by Demandbase. Once they have those insights, they deploy Demandbase and LinkedIn Ads to advertise to those accounts.

As Matthew puts it, “Our sales leaders have told us that their most successful salespeople are the ones using Demandbase daily,” including taking action based on signals they gain from using Demandbase and LinkedIn together. Thao concludes that the success of the free trial and similar campaigns underscores how the Demandbase integration with LinkedIn optimizes their targeting efforts and contributes to their go-to-market success.

About Workday

Workday is a leading provider of enterprise cloud applications for finance and human resources, helping customers adapt and thrive in a changing world. Workday applications for financial management, human resources, planning, spend management, and analytics are built with artificial intelligence and machine learning at the core to help organizations around the world embrace the future of work. Workday is used by more than 10,000 organizations around the world and across industries – from medium-sized businesses to more than 50% of the Fortune 500.

About LinkedIn

LinkedIn connects the world’s professionals to make them more productive and successful and transforms the way companies hire, learn, market, and sell. Our vision is to create economic opportunity for every member of the global workforce through the ongoing development of the world’s first Economic Graph. LinkedIn has 1 billion members and has offices around the globe.

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