AVEVA: How Dynamic Personalization Helped My Team Save 700+ Hours

EXECUTIVE SUMMARY:

• Company Profile: AVEVA is a global industrial software company with a 200+person marketing team spanning the globe, serving complex enterprise customers with diverse needs across hundreds of acquired businesses.
• Challenge: Delivering personalized account-based marketing (ABM) experiences at scale in an effort to grow key accounts.
• Enhanced Intelligence: AVEVA integrated Demandbase to power account identification and targeting intelligence, ensuring the right stakeholders get the right information.
• Transformation: AVEVA now creates comprehensive, dynamically personalized landing pages for top-tier customer accounts in just minutes, scaling from managing a handful of accounts to 80+ enterprise accounts.

THE GOAL:

Deliver truly personalized content experiences to customers with less budget and resources.

THE CHALLENGE: Grow AVEVA’s Most Valuable Accounts With ABM

AVEVA provides a long list of products, plus we’ve acquired many businesses over the decades, so we have an incredibly complex customer base with varying needs. On top of that, we were faced with some obstacles in the segment that we were trying to grow:

• Diverse customer relationships: Because of multiple acquisitions over the years, not all our customers have deep ties to the AVEVA brand. Many customers operate on difference business models.
• Low Presence In Account: Account managers can’t reach all decision-makers in complex accounts simultaneously, difficult to get the right message to the right customer.
• Limited Budget: We were tasked with growing top-tier customers but we had limited budget and resources.
• Fragmented Insights: We were capturing buying signals, but the disconnected data prevented us from effectively identifying and engaging the right accounts at the right moment.

My Pre-PathFactory Reality

Before implementing PathFactory, my personalization efforts were severely constrained:

• Time-intensive process: Creating a single personalized landing page required months of coordination with our web development teams
• Limited scale: I could only execute focused ABM on a handful of accounts due to resource constraints
• Technical barriers: Using our existing web interface proved “very hard” and “very cumbersome” for not only my team, but the wider marketing function due to the rigidity of the process and technology in place.
• Maintenance nightmare: Any minor changes required going through internal ticketing systems, with simple modifications taking lots of time and people

THE SOLUTION: Dynamic Personalization With PathFactory and Demandbase

With help from their integration with Demandbase, PathFactory provided me with the foundation to build what I call our “personalization machine”: a scalable system that delivers seemingly one-to-one experiences across our entire enterprise customer base.

The integration of Demandbase for account identification and intelligence has amplified the effectiveness of PathFactory, enabling more precise targeting and deeper insights into account behavior. This layered approach (PathFactory as our content experience foundation enhanced by Demandbase intelligence) is something I believe provides a blueprint for other enterprise B2B marketers seeking to scale personalization without overwhelming their resources.

The Evolution: From One-Off Landing Pages to Dynamic Templates

My PathFactory journey evolved through three key phases:

Phase 1: Simple Page Creation

• We moved from using our web team’s complex system to PathFactory’s intuitive WYSIWYG editor
• I enabled my marketing teams to create and manage customer journeys independently
• This reduced complexity but still required manual updates across multiple pages

Phase 2: Scaling Through Cloning

• We created master templates that could be cloned for different accounts
• The team scaled it to 40+ different account-specific pages

Phase 3: Adding Dynamic Personalization

• We implemented PathFactory’s dynamic personalization with backend data table integration
• One master template now serves all 80+ of our accounts with unique personalization

We can roll out updates instantly across all accounts, and each account gets a ‘shop front’ that serves as their AVEVA landing page

Phase 4: Unified Digital Experience For Stakeholders
All landing pages feature:

• Account-specific value propositions and messaging
• Relevant product information based on current usage and growth opportunities
• Direct contact information for account managers and customer success teams
• Consistent messaging that aligns with our broader relationship strategy

Phase 5: Omnichannel Promotion

My team promotes the landing pages through:

• LinkedIn advertising campaigns personalized to each account
• Email signatures
• E-newsletter campaigns across all 80+ accounts

Enhanced Intelligence with Demandbase

To maximize the effectiveness of our PathFactory foundation, I integrated Demandbase to power our account identification and intelligence capabilities. This integration enables to target the exact stakeholders we want via LinkedIn with:

Advanced Account Identification: Demandbase helps me identify which accounts are engaging with our content and when, providing crucial intelligence to inform my personalization strategy

Enhanced Targeting: The account intelligence from Demandbase feeds into our broader personalization efforts, ensuring our 1:1 experiences are reaching the right stakeholders within target accounts

Data-Driven Personalization: Demandbase insights help inform the content and messaging strategy for each of our 80+ personalized landing pages

THE RESULTS: 700 hours saved

The transformation has been incredible. We’ve gone from doing ad hoc landing pages for an account four years ago where it took months to do one thing, to doing 80+ accounts where it takes about half an hour for an account. That’s been an incredible journey for my team, and we’ve probably saved about 700 hours.

We went from resource-constrained, manual personalization to scalable, dynamic ABM experiences demonstrating the power of the right technology partnership. By working closely with PathFactory to innovate features like dynamic data integration and template experiences, I’ve created a “personalization machine” that delivers enterprise-grade ABM at unprecedented scale.