Over the years, I’ve met with thousands of B2B marketing leaders who are focused on adopting new technology to drive results and advance their marketing practices. With over 2,000 marketing technology companies in the space, there’s tremendous opportunity to create and customize the right combination for our needs. But as the tech stacks grow, new challenges arise. One of the issues that B2B marketers face is the inability to connect their marketing technologies through a common data model. Coupled with the focus on traditional marketing metrics that don’t work for B2B—clicks, traffic, conversions etc, that are meaningless to Sales—marketers still struggle to prove value and optimize their programs.
To be truly successful with their digital marketing programs, B2B marketers need a common, more open data model that can be shared across solutions from advertising to CMS and marketing automation, all the way to CRM. A true “system of record” for their key accounts across their entire marketing stack. CRM systems have been architected based on accounts for years, but somehow marketing solutions have been left behind relying on cookie-based models that have been optimized for B2C marketing. Without connecting critical interactions all the way down the funnel, marketing solutions are fragmented, which makes it nearly impossible to integrate programs and effectively measure and optimize B2B marketing performance. We’ve identified this challenge based on conversations with our customers and industry thought leaders, as well as though our own experience as B2B marketers. As a result, we’ve dedicated a large portion of our efforts to building products and solutions that address this need for B2B marketers, and I’m proud to say that this week, we’ve taken another giant leap towards delivering B2B data excellence.
Today, we announced the Demandbase B2B Data Cloud, which combines patented account-based identification technology using network IP addresses, behavioral intelligence and third party data, with customers’ first party information. This provides B2B marketers with a common data model that connects hundreds of solutions and gives them the ability to leverage the data across their marketing and sales funnel. Marketers not only get a holistic view of their target accounts but can also measure results by sales activity rather than traditional marketing metrics that are far removed from actual revenue.
We’re also announcing Job Function Targeting, a feature that builds upon our Account-Based Advertising and Account-Based Retargeting solutions. Job Function Targeting gives B2B marketers the ability to drill down and reach the right buyers and influencers within their most important target accounts—all while connecting their advertising to the rest of their B2B marketing efforts.
The jumble of marketing and ad technologies may be overwhelming, but we think we’ve just taken a couple of giant steps forward to make sure your data can operate across your tech stack.
You can learn more about Job Function Targeting in our upcoming webinar that explores Account-Based Advertising in greater detail. You can sign up here.
For more details, read the press release.