Supernova Award Category

The Problem

Historically, Atmel’s marketing department has struggled to personalize its digital content to meet the needs of each individual vertical the company serves. As a result, Atmel’s website and digital marketing initiatives weren’t as effective as they could have been in terms of driving engagement across all of the company’s target verticals. This problem was compounded by the hyper-competitive nature of the industry that Atmel operates in, with competitors in each vertical offering similar technology. Considering this, Atmel’s marketing department needed to find a way to make its products stand out from the pack while also addressing the distinct needs of each vertical that it caters to. In addition, the company needed to find an effective way to alert existing customers when it released new products.

The Solution

After identifying the need to differentiate itself from its competition and provide a tailored digital experience to the specific verticals it operates in, Atmel decided to run a pilot program to test Demandbase’s targeting tools.

Atmel implemented Demandbase’s B2B account-based marketing (ABM) technology, and as part of the program, identified 200 accounts that would have the largest impact on the company’s bottom line. When a visitor associated with the IP address of one of those accounts visited the Atmel website, they were directed to a microsite that had targeted and personalized content based on their industry. This personalization enabled Atmel to map to various marketing segments and specialize its website experience to cater to the needs and distinct profile of its customers.

The results

Thanks to Demandbase’s account-based marketing technology, Atmel has been able to reach its customers more efficiently. The approach fits in with Atmel’s goal of creating a customer-centric business by optimizing its digital presence to meet the individual needs of Atmel’s diverse customer base.

Demandbase’s proprietary marketing technology identifies when existing customers visit the website and drives them to the landing pages, downloads and content that most accurately addresses their needs and pain points. This enables Atmel to catapult new product messaging directly to its existing customer base by deploying unique landing pages and targeted messaging that explains how the new offering caters directly to their customers’ specific verticals.

Demandbase has also enabled Atmel to deploy personalized ads, tailored messaging and customized web pages to better target its key prospects and clients. In a crowded industry that stretches across verticals, being able to efficiently deliver relevant content has been vital in differentiating Atmel from its competitors.

Furthermore, the implementation has increased alignment between Atmel’s sales and marketing departments. The sales team is no longer disconnected from the marketing process and benefits from the data that is available to them. Now, they are empowered with the insight they need to boost visibility, drive relevant conversations and ultimately close more deals.

Metrics

Demandbase’s account-based marketing technology (ABM) has enabled Atmel to develop personalized ads and tailored messaging to increase engagement earlier on in the buying process and deliver relevant content to each of the verticals it caters to. As a result, Atmel has realized a 50 percent increase in website engagement and conversion rates in the past year. In particular, the company has experienced a 53 percent increase in asset downloads (datasheets, app notes, software) and expanded its tier one accounts across all verticals by nearly 10 percent year-over-year. Key growth areas also include dilation of key account footprints increasing total size of contacts per account at significant rates. Further reinforcing sales activity and ABM in one of our valuable tier one customer segments, contacts belonging to these accounts have grown by nearly 329 percent.

The success of Atmel’s reliance on Demandbase is also apparent at the individual account level. While we cannot disclose company names, below are some results experienced in different industries:

• Atmel has grown opportunities by 156 percent in the automotive industry.
• Atmel also grew opportunities in the consumer electronics industry by 54 percent.
• In another consumer based account, Atmel increased the number of Marketing Qualified Leads (MQLs) in its database by 34 percent.

The Technology

Demandbase’s account-based marketing (ABM) technology provides prospects and customers with a vertical-specific online experience. Its patented IP-based solution enables customers to identify website visitors and give them a highly customized experience across the web. This unique functionality provides customers with content tailored to the needs of their specific verticals, without first requiring them to fill out an online form or send an email requesting more information.

Disruptive Factor

Because of its use of Demandbase, Atmel became the first company in its industry to realize the immense benefits of a targeted, account-based marketing (ABM) strategy. Atmel’s marketing team knew it had to find a way to differentiate the company’s online experience from the hyper-competitive industry in which it operates, and Demandbase empowered them with the ability to do so.

Atmel relied on Demandbase to filter its website and digital advertising content to specific IP addresses. Atmel can now identify website visitors during the anonymous phase of the buying process and ensure they are guided to a personalized landing page that meets their needs. Additionally, its marketing team embraced a three-point trajectory of captivating the mind-share of customers and prospects by blending ABM, Digital Marketing and Industry Mass Marketing to increase growth in a competitive landscape of key market segments.

For Atmel, Demandbase’s technology has been a digital compass that navigates its products to the necessary verticals in a personalized manner. The tailored and targeted content helps boost Atmel’s website engagement, align sales and marketing, and address the needs of customers. Even as Atmel competitors begin to implement new marketing technology of their own, the maturity of Atmel’s program and its strong partnership with Demandbase set Atmel apart and has given the company a leg up on its competition.

Shining Moment

The results of this initiative have spoken volumes, as Atmel witnessed a 10 percent uptick in opportunities created by its digital marketing efforts. Demandbase’s technology has helped Atmel engage its customer base more effectively and address the needs of its customers and prospects in a more personalized manner. Now, Atmel can target content to boost its online presence, drive unmatched engagement on the company website, and meet the needs of the verticals that use its products.