Client: Rimini Street
Engagement Focus: Account-Based Marketing Strategy, Orchestration, and Full-Funnel Attribution
Executive Summary
Rimini Street partnered with Marquee Project to modernize and operationalize its Account-Based Marketing strategy. The goal was to engage high-value target accounts more effectively and move them closer to purchasing Rimini Street’s enterprise software support solutions.
Marquee Project architected a fully connected ABM ecosystem powered by Demandbase, integrated across Marketo, Salesforce, the corporate website, and paid social platforms. The result was a unified revenue engine capable of tracking and optimizing engagement from first touch to closed revenue.
The Challenge
Rimini Street had defined strategic target accounts but lacked:
- Advanced segmentation and prioritization
- Cross-channel orchestration
- Real-time account engagement visibility
- Unified scoring across marketing and sales
- Reliable first-touch, mid-touch, and last-touch attribution
Disconnected systems made it difficult to understand buyer behavior holistically and align sales with marketing signals.
“We knew who our priority accounts were, but we didn’t have a unified view of how they were engaging across channels. That limited our ability to act at the right time.”
— VP of Global Marketing, Rimini Street
The Strategy
1. Target Account Segmentation & Prioritization
Marquee Project refined account segmentation inside Demandbase using:
- ICP criteria
- Firmographics
- Intent signals
- Buying-stage engagement data
Accounts were tiered and mapped to personalized engagement strategies.
“The segmentation framework Marquee built allowed us to prioritize intelligently instead of casting a wide net. We became far more intentional with our ABM efforts.”
— Director of Marketing Operations, Rimini Street
2. Orchestrated Multi-Channel Engagement
The ABM strategy focused on engaging prospects at the right time with the right content.
Channels activated included:
- Website personalization
- Marketo-driven nurture programs
- Paid social campaigns
- Sales alerts and task triggers
- Dynamic scoring updates
Each interaction aligned with buying stage progression and engagement thresholds.
“It wasn’t just about campaigns. It was about orchestrating the entire account journey. For the first time, we felt like marketing and sales were working from the same playbook.”
— Senior Director, Demand Generation
3. Full-Funnel Integration & Attribution
A core priority was ensuring that every platform was connected properly to capture behavioral signals throughout the buyer journey.
Systems Integrated:
- Demandbase
- Marketo
- Salesforce
- Website tracking
- Paid social platforms
This architecture enabled:
- Unified account-level scoring
- Cross-channel engagement tracking
- Automated lifecycle updates
- Multi-touch attribution
- Closed-loop reporting
All first-touch, mid-touch, and last-touch interactions were captured and attributed.
“The integration work was critical. Marquee ensured that every data point flowed correctly across systems. That gave us confidence in our reporting and our pipeline forecasts.”
— Head of Revenue Operations
Execution Framework
Marquee Project managed:
- Demandbase configuration and optimization
- Account segmentation logic
- Engagement scoring models
- Workflow orchestration
- Cross-platform integrations
- Attribution mapping
- Data validation and QA
Every system was tested and validated to ensure clean data, accurate scoring, and measurable performance impact.
Results & Impact
Rimini Street now operates with:
- A connected ABM ecosystem
- Real-time account engagement visibility
- Reliable multi-touch attribution
- Improved sales and marketing alignment
- Stronger prioritization of in-market accounts
The organization gained clarity into which accounts were warming, what content resonated most, and how engagement translated into pipeline acceleration.
“Marquee didn’t just implement technology. They helped us build a scalable ABM engine that drives measurable pipeline impact.”
— Chief Marketing Officer
Why It Worked
The success of this initiative was rooted in:
- Precision segmentation
- Cross-channel orchestration
- Clean, connected data architecture
- Strong alignment between marketing and sales
Rather than treating ABM as a series of isolated campaigns, Marquee Project built a scalable revenue system designed to continuously engage and advance high-value accounts.
