Case Study: SAP Ariba achieves 387 new MQLs and $53M in new subscriptions with Demandbase

Ariba Gains 387 New Mqls and Beats Monthly Goals by 118%

Ariba, an SAP company that runs the Ariba Network, faced declining marketing productivity because poor prospect data led to misaligned sales and marketing, lost leads, inaccurate reporting, and lower campaign engagement. The planned rollout of marketing automation made it clear they needed to clean and standardize their contact and account information before they could implement a new funnel, lead management process, and lead scoring.

Ariba implemented Demandbase Forms to append firmographic data, fill information gaps, and normalize values so lead capture forms could be shortened while improving lead scoring and routing. The changes generated 387 new MQLs (118% over monthly goals), influenced $53 million in net new subscriptions, populated over 19,000 job functions (creating 128 MQLs), produced 132 MQLs via job-role cleansing, and increased key buyer persona contacts in accounts by 6%.

SAP Ariba

Caroline Robinson

Marketing Operations Manager