Case Study: Coupa achieves full-funnel ABM and a 29% account opportunity rate with Demandbase

Coupa Achieves a Full-Funnel ABM Solution by Pairing Demandbase with Its In-House ICP

Coupa, a Business Spend Management platform, helps organizations gain visibility and control over enterprise spending. When building an ABM program, Coupa needed account-based, actionable insights combining first-party and third-party data that were easy to view and use across Sales and Marketing.

Coupa implemented Demandbase for account matching, customizable Account Journey reporting, targeting and engagement (including offsite intent), account-based advertising and website personalization, and completed Demandbase ABM certification to align teams. By marrying Engagement Minutes, offsite intent and its in-house ICP, Coupa created focused account lists and ran an Enterprise ADR program that opened opportunities at 29% of targeted accounts (42% of those at later funnel stages); ABM now drives about one-third of ADR opportunities.

Coupa

Erin Triman

Senior Digital Marketing Manager