Demandbase Professional for Publishers
Improve Audience Development and B2B Advertiser Value
Demandbase Professional™ for Publishers is an on-demand subscription service that enables B2B publishers to improve the quality of online advertising through better audience targeting and measurement strategies (see our press release).
With Demandbase Professional, publishers can:
- Measure Traffic Quality
- Develop New B2B Audiences
- Enhance Online Advertising Products
- Acquire New Advertisers
A short video introduction to how Demandbase works with publishers
Measure Traffic Quality
Today's B2B advertisers need to turn online audiences into actual sales leads, rather than drive meaningless clicks from an audience that doesn't matter. Demandbase Professional is focused exclusively on the B2B sector, helping business publishers to demonstrate that their Web site not only drives enough traffic, but also delivers the right traffic to advertisers.
By capturing the anonymous traffic that is driven to customer ads and other pages, publishers can deliver the firmographic information — company, revenue, market size, number of employees — of greatest interest to B2B marketers, and prove the quality of each property's traffic relative to other marketing channels. Demandbase helps advertisers connect the dots between 'clicks' and the actual companies engaging with their message so that traditional display ads can now become actionable sales leads.
Audience Development
Once publishers better understand the audience segments of most value to their advertisers, Demandbase Professional helps publishers increase these quality audiences. Because Demandbase Professional identifies the 95% of previously anonymous traffic visiting publishers' Web properties, publishers can capture traffic that hits high-value pages and target new subscribers to visit their online publications, webinars and newsletters. With Demandbase Professional, Publishers can identify new contacts from key businesses visiting their web properties, measure traffic quality in real-time and build their online audiences based on the segments most valuable to their advertisers.
Acquire New Advertisers
In addition to increasing the quality of online advertising through better targeting and measurement strategies, publishers can leverage Demandbase Professional to develop new revenue streams. By demonstrating to both prospective and existing advertisers that they have the online audience their advertsiers are trying to reach, publishers can develop new campaigns to enable them to connect with these audiences and turn them into sales leads. ROI-based advertising models — cost-per-acquisition (CPA) or cost-per lead (CPL) — deliver the greatest value to customers, rather than leaving publishers to rely on cost per impression (CPM) products that are of little relevance to B2B advertisers.
Demandbase Professional for Publishers Functionality
Demandbase Professional for Publishers includes all of the Demandbase Standard™ functionality, including the Demandbase Central™ lead generation platform , with access to millions of validated business contacts, and the Demandbase Stream™ desktop Web traffic monitoring service. Demandbase Professional for Publishers also provides premium features to help publishers maximize their return on sales and customer advertising programs.
Profile Matching and Filtering – Create custom profiles for each advertiser defined by industry, geography and company size, then run reports detailing those visitors who match the specific profiles.
WebLeads – The most relevant business contacts, or WebLeads, are presented within the Demandbase Professional application. Business contacts include full name, title, company, industry, address, phone, and in most cases, email address. For each business, WebLeads includes the date, number of visits and pages viewed for each visit. Demandbase Professional provides important details about the businesses who visit your site and advertiser pages, including when they visited, what pages they viewed, and the best business contacts for your advertisers to follow up with.
Daily Lead Report – The Daily Lead Report displays all relevant businesses that visited your Website on the previous day. This includes details around traffic within each advertiser’s target market, including firmographic information to help connect advertisers with target customers.
B2B Web Analytics – Detailed trend reports on Web traffic are displayed in an easy-to-read graphical format, revealing trends such as percentage of traffic from business demographics such as specific industries or company size. Trends may be viewed by day or week and shared directly with advertisers to demonstrate traffic quality.
Trend Analysis – Track trends by industry, geography, company size, and target vs. non-target visitors. Trend analysis helps you measure the effectiveness of your client’s ads, which can help them to adapt messages for future campaigns.
