Executive summary
Since 2018, we’ve used our customer data platform (CDP) to refine analytics, optimize lead scoring, and enhance audience segmentation for Treasure Data’s go-to-market (GTM) team, spanning marketing, sales, and account development representatives (ADRs).
In response to our evolving account-based marketing (ABM) strategy and heightened buyer expectations, we’ve expanded our capabilities with innovative Treasure Data tools like Journey Orchestration and the recently launched Marketing Copilot – a generative AI-powered chat interface. By putting Treasure Data at the heart of our ABM strategy, we’ve achieved greater engagement and delivered measurable ROI.
Key highlights of this initiative:
- Enhanced CDP-supported ABM marketing strategy engaging prospects and customers
- Delivered personalized experiences across web, email, and ad channels grounded in real-time data insights
- Improved team productivity by reducing manual campaign ideation and audience creation and testing
Challenges
Treasure Data faced a common B2B challenge: fragmented systems hindered consistent, personalized messaging across touchpoints like digital advertising, social media, websites, emails, and webinars. Coordinating these channels required not only central access to data but also seamless orchestration, which was hard to achieve with siloed information.
The lack of a unified view made it harder to deeply understand our audience. Personalization at scale required insights into behaviors, preferences, and patterns across the journey—not just static demographics. Without this, real-time, meaningful interactions were a challenge.
These challenges highlighted the need for an ABM strategy and tools to unify data, personalize experiences, and strengthen our position as a trusted partner.
Solution
To tackle these challenges, we implemented our own suite of tools – including Treasure Data CDP, Journey Orchestration, and Marketing Copilot – to refine our marketing strategy and enhance personalization and engagement across every touchpoint.
Using our CDP, we centralized data from all channels, creating a unified, 360-degree view of each customer. This provides actionable insights into customer behaviors and preferences, forming the foundation for seamless, cross-channel experiences. We redesigned and relaunched our website in conjunction with the CDP, introducing personalized, industry-specific web experiences for visitors to fuel our ABM program.
Next, Journey Orchestration has enabled us to deliver automated, real-time journeys tailored to individual customer interactions, ensuring timely, relevant content that nurtures leads and strengthens relationships.
Marketing Copilot, an AI assistant, analyzes data to guide impactful campaigns. For CDP World, our global summit, it helped identify stakeholders, create persona-based segments, and tailor outreach, boosting event attendance by 50% year over year.
Traditional B2B marketers rarely have access to an enterprise CDP – or any CDP at all. For data-driven marketers, the ability to easily unify and act on disparate datasets with the speed and simplicity Treasure Data provides is a true game-changer.
Harikrishna Rao
Sr. Director of Growth & Innovation
Treasure Data
Implementation
Treasure Data revamped its ABM strategy and martech stack, completing a fresh implementation in 11 weeks to accelerate value using Treasure Data’s professional services team. Centralizing the data dictionary with a knowledgeable stakeholder streamlined data unification and ensured efficient alignment of systems, use cases, and marketing requirements.
“Our professional services team delivers expertise, dedication, and transparency, enabling us to exceed expectations and shorten implementation timelines. They helped us realize value faster than anticipated,” says Rao.
Through a systematic, data-driven approach, the professional services team brought our strategy to life. The 360-degree customer view enabled by our CDP empowers the marketing team to craft tailored content for each segment while seamlessly integrating with other systems to drive impactful results.
Journey Orchestration enables real-time customer journey mapping, dynamically adjusting interactions based on engagement. For example, we combine third-party party intent and account profiling with engagement data across our website and other channels to deliver relevant content that resonates as prospects progress along the buyer journey.
Marketing Copilot adds an extra layer of intelligence by analyzing campaign performance in real time and identifying areas for improvement. When email campaigns underperform, it suggests alternative channels or message formats, enabling continuous refinement and greater impact.
The interoperability of Treasure Data CDP enabled the team to integrate with ease across its revamped tech stack. The CDP maximizes value from the rest of our martech investments and marketing channels by feeding unified data and intelligence to these systems, improving results.
Results
Implementing our CDP, Journey Orchestration, and Marketing Copilot has significantly enhanced our approach to B2B marketing, driving efficiency and delivering measurable results.
By centralizing customer data, the CDP eliminated the need to manually aggregate and analyze information from tools in our martech stack, including sales enablement, marketing automation, chatbots, CRM, and more. Tasks that once required hours – such as creating and managing contact-based audiences – now take less time, for example saving 2-3 hours per segment on average and enabling global marketing teams to act quickly and decisively across dozens of campaigns being executed simultaneously.
The impact, as Rao explains, has been significant. “I feel empowered to say ‘yes’ to more ideas knowing that tasks that used to take hours are now streamlined. I can explore more ideas and bring them to life quickly, regardless of the channel.”
This unified, data-driven approach has led to a 35% increase in engagement rates across social media, digital advertising, email, and web, as customers now receive personalized content tailored to their needs. This focus on relevance and precision also reduced ad spend by 20% while increasing the number of engaged prospects by 11% month over month.
The ABM program also made a material impact on the effectiveness and efficiency of our most critical digital channel, LinkedIn.
Through smarter budget allocation, automated journeys, and data-backed campaign strategies, Treasure Data has achieved a 20% improvement in marketing ROI while refining customer segmentation and targeting strategies.
Key results achieved
Treasure Data’s unified, data-driven approach delivered measurable success across multiple metrics:
- 70% reduction in campaign execution time
- 20% boost in marketing ROI
- 20% reduction in ad spend
- 11% monthly growth in engaged prospects
