Overview
AVEVA Transforms Account-Based Marketing with Dynamic Personalization
As a global industrial software company, AVEVA serves complex enterprise customers with diverse needs across hundreds of acquired businesses. With a 200+ person marketing team, they were challenged with scaling their account-based marketing (ABM) efforts to grow key accounts without overwhelming their limited budget and resources. They needed a solution that would allow them to deliver truly personalized content experiences efficiently.
The Challenge
Delivering Personalized Experiences at Scale Was a Time-Consuming Nightmare
AVEVA faced significant obstacles in its ABM strategy. The sheer complexity of its product portfolio and the fragmented relationships with customers from years of acquisitions meant that delivering the right message to the right person was a constant struggle. Creating a single personalized landing page was a monumental task, often requiring months of coordination with web development teams. This manual, resource-intensive process severely limited their ability to execute ABM at scale, restricting them to just a handful of accounts. Their existing technology was rigid and cumbersome, making even minor updates a “maintenance nightmare” that required extensive internal ticketing and time.
The Solution
Building a “Personalization Machine” with PathFactory and Demandbase
AVEVA implemented a multi-phase strategy, leveraging PathFactory in an integration with Demandbase, to build what they call a “personalization machine.” This scalable system delivers seemingly one-to-one experiences across their entire enterprise customer base.
The team’s journey began with simple page creation, which quickly evolved into using master templates that could be cloned for different accounts, scaling their efforts from a handful to over 40. The true transformation, however, came with the implementation of PathFactory’s dynamic personalization and backend data table integration. A single master template now serves over 80+ of their top accounts, with each one getting a uniquely personalized experience. This new process is incredibly efficient: the team can now build and deploy comprehensive, personalized landing pages in just minutes.
By integrating Demandbase, the team enhanced their content delivery with advanced account identification and intelligence. This synergy allows them to target the exact stakeholders they want via LinkedIn and ensure the right message reaches the right person. This layered approach serves as a blueprint for scaling personalization without overwhelming resources.
The Results
Massive Time Savings and Significant Pipeline Impact
The transformation has been remarkable, saving the team over 700 hours that were previously spent on building manual landing pages. What once took months to complete for a single account now takes about half an hour for an account, enabling them to scale their ABM efforts to over 80 accounts.
This efficiency has translated into a direct business impact. The team has seen the powerful effect of this “personalization machine,” which now supports 60% of the company’s pipeline and 70% of its bookings. This move from a resource-constrained, manual process to a scalable, dynamic ABM experience has created a new standard for enterprise-grade personalization at an unprecedented scale.