The software company partnered with Oracle Customer Experience to create a robust ABM strategy, allowing it to engage and convert top-tier accounts.
Founded 40 years ago, BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100 and serving more than 10,000 business customers worldwide. BMC helps customers run and reinvent their businesses with open, scalable, and modular solutions to complex IT problems.
In early 2019, BMC’s corporate marketing team recognized it needed to optimize marketing programs, and listened to the sales team’s requests for more focus and pipeline generation in target accounts. In order to achieve success, a shift in mindset, strategy, and processes across the organization was necessary to focus on the top accounts.
BMC sought a platform that translated its business requirements into technology in order to effectively prioritize, segment, understand, and engage their target accounts.
Oracle Eloqua stood out because it allowed us to do a lot of customizations. The current workflows that we have for lead scoring and routing are very customized per our business requirement. Eloqua made the complex simple and effective.
Senior Manager of Marketing Operations, BMC Software
BMC Software chose Oracle Eloqua Marketing Automation, part of the Oracle Marketing suite of applications, to implement and execute its Account Based Marketing strategy. The company put Oracle Eloqua at the core of its ABM strategy because it allowed BMC to connect first-party data, third-party intent data, response data account demographics, and behavioral data in one centralized location.
The company also selected Oracle Eloqua because it allowed BMC to easily measure program success, which is important with ABM. For example, the organization was able to gain insight into who it was targeting, how many accounts were engaged, how many people were within those accounts, and whether they were the right people to contact.
Since putting Oracle Eloqua at the core of its ABM efforts, 81% of the company’s accounts are engaged, while net-new contacts were generated in 82% of its ABM accounts. In addition, BMC Software saw a 14% year-over-year increase in the total number of opportunities created with a 34% year-over-year increase in the total value of pipeline created.
We don't like having vendor relationships. We love having partnerships and our relationship with Oracle is definitely a partnership.
Senior Director of Business and Marketing Operations, BMC Software