Demandbase > Case Studies > Thales Leverages Demandbase One for Enhanced ABM Approach and Improved CTRs

Thales Leverages Demandbase One for Enhanced ABM Approach and Improved CTRs

Technology Category

Application Infrastructure & Middleware - Blockchain
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Equipment & Machinery
National Security & Defense

Applicable Functions

Quality Assurance
Sales & Marketing

Use Cases

Tamper Detection
Time Sensitive Networking

Services

Cloud Planning, Design & Implementation Services
Testing & Certification

About The Customer

Thales Cloud Protection and Licensing is a worldwide leader in data protection, providing everything an organization needs to protect and manage its data, identities, and intellectual property. This includes encryption, advanced key management, tokenization, and authentication and access management. Enterprises around the world depend on Thales to protect and secure access to their most sensitive information and software, whether it's in the cloud, data centers, devices, or across networks. Thales solutions enable organizations to move to the cloud securely, achieve compliance with confidence, and create more value from their software in devices and services used by millions of consumers every day.

The Challenge

Thales Cloud Protection and Licensing, a global leader in data protection, was facing challenges with their sales and marketing tech stack. Despite having CRM, marketing automation, and a chat bot in their EMEA division, they were struggling to transition from a traditional lead-gen focus to a modern, efficient Account-Based Marketing (ABM) approach. They lacked the necessary data to make informed decisions and desired a single source of truth for sales and marketing, with intent and engagement data. They also wanted to identify which accounts were visiting their website, data that went beyond their own first-party data. Furthermore, they lacked the tools and integrations to automate and scale ABM. The challenge was to find a solution that could address these deficiencies.

The Solution

Thales turned to Demandbase One: ABX and Advertising to address their challenges. Demandbase One now sits at the center of their ABM strategy, driving account selection, monitoring target accounts’ intent and engagement, and activating, refining, and automating targeted ad campaigns. Thales is in the process of integrating Demandbase One with Salesforce, which will be followed by integrating their direct mail gifting tool, Reachdesk, and a content experience platform to scale their personalization efforts. Thales was already using Demandbase in their Asia Pacific region for targeted advertising, but they discovered that it could also fill a number of their data and automation needs as a single solution. The rich insights, numerous integrations, and orchestration functionality of Demandbase were key factors in their decision to adopt it.

Operational Impact

The implementation of Demandbase One has led to significant operational results for Thales. The ABM program is driving massive results, saving a significant amount of time with ABX Certification and higher quality Ideal Customer Profile (ICP) lists. Thales is now using Demandbase to build all their ICP account lists based on intent and engagement data, allowing them to focus on accounts that are most likely to be in market. This has changed their targets’ perception and engagement, with their first ABM ad campaigns achieving impressive results. The sales teams are part way through their onboarding and are eager for more, with the platform being described as 'powerful'. The implementation of Demandbase has simplified their operations, consolidating multiple needs into a single solution.

Quantitative Benefit