Case Study: Workday achieves higher conversion rates with Demandbase

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

Workday, a provider of cloud applications for finance and human resources, needed to shift from a leads-based approach to an account-based go-to-market strategy after acquiring Adaptive Insights. To target the right enterprise accounts and build pipeline, the team turned to Demandbase and its ABM platform, along with LinkedIn, to identify and prioritize high-value accounts.

Using Demandbase with LinkedIn, Workday ran multi-channel ABM campaigns, including a free trial campaign that targeted net-new and existing customers based on account signals and engagement. Demandbase helped Workday expand reach, manage budget efficiently, and improve precision targeting, resulting in higher conversion rates and stronger go-to-market performance.

Workday

Thao Tran

Global Integrated Marketing Manager