Rotating the logo cloud for Fortune 1000 visitors using Demandbase data
The campaign brief for Q2 says enterprise visitors should see our enterprise customer logos in the homepage logo cloud, everyone else keeps the current mid-market set. Data source is Demandbase, which we already license.
Open questions before I route this:
Which Demandbase fields are actually usable as audience conditions in Croct? Is "Fortune 1000" a thing we can target directly or do we approximate with revenue?
And ownership: does the logo swap need an engineering ticket every quarter when the logo set refreshes, or can marketing own the updates after initial setup? Need to know who to put on the RACI for this one
1 answer
Both parts have clean answers.
On the fields, Demandbase contributes Fortune 1000 and Forbes 2000 membership flags you can use directly in audience conditions, so no revenue approximation needed for this brief. Build the audience on the Fortune 1000 flag and you have your enterprise segment.
On ownership, engineering appears exactly once in the RACI. The logo section component gets mapped to a Croct slot, which is a one-time integration task. Dynamic logo clouds are one of the listed ABM use cases for exactly this setup. After that, the quarterly logo refresh is marketers editing experience content in the Croct dashboard and publishing, no code changes and no ticket. Your current logo set stays as the default content for everyone who does not match the enterprise audience, so there is no risk of an empty section for unresolved visitors.