Why Randstad Holding NV chooses Demandbase for ABM excellence

Randstad Enterprise, a global leader in HR services, embarked on a mission to redefine its Account-Based Marketing (ABM) approach eight years ago. Led by Sophie Rausch, Head of Digital Marketing, they faced early challenges like shifting from lead-focused strategies to account-driven models and aligning sales and marketing under a unified goal.

By partnering with Demandbase, Randstad overcame obstacles such as data integration complexities and campaign scalability by developing tailored solutions, including intent data utilization, dynamic account targeting, and advanced engagement scoring. Key milestones included building an innovative go-to-market engine, using intent-based insights to drive proactive campaigns, and creating a persistent alignment between sales and marketing teams through shared objectives and tools like Salesforce integration.

Today, Randstad enjoys a strong ABM foundation supported by Demandbase technology, fostering collaboration, efficiency, and a focus-driven mindset. With results like streamlined operations and improved campaign performance, Randstad views Demandbase as more than a technology provider; it’s a strategic partner helping them continuously innovate and scale their ABM efforts.

This partnership underscores the value of data-driven decision-making, internal stakeholder buy-in, and a flexible “test and learn” approach to drive long-term success in enterprise marketing.