SAN FRANCISCO — Oct. 19, 2011 — Demandbase, Inc., a technology company providing B2B marketing performance-improvement solutions, today announced that more than 30 new Eloqua customers have selected Demandbase Real-Time ID to optimize web experiences since the company announced the plug-in to Eloqua’s marketing automation suite at the Eloqua Experience conference last year. The Real-Time ID plug-in has enabled Eloqua customers to identify the companies visiting their sites and accelerate lead qualification and increase overall traffic conversion rates. Results stem from shorter web forms and improved data quality in to their marketing, sales and CRM systems.
The Demandbase Real-Time ID Service is able to identify existing customers, target accounts, industries, and other business attributes of the web visitor before web pages are served so that a more personalized and engaging experience can be delivered to visitors in real time. The technology can also be plugged into existing Eloqua forms, requiring fewer questions to be asked of visitors (from an average of 12 to five fields), which means lower abandonment, higher conversion rates, and more leads from site traffic. The richer and more accurate data sent by the Real-Time ID Service is automatically delivered into Eloqua’s solution to enable better lead scores, faster qualification and, ultimately, more revenue.
“We need the tools to capitalize on online interactions in real time but, before Demandbase, there were no B2B-focused solutions to help us optimize our web conversion,” said Amit Varshneya, vice president, marketing at Hexaware, a Demandbase customer engaged through the Eloqua partnership. “With Demandbase Real-Time ID, we can now identify our most valuable business segments and deliver a better experience, improve the data quality of leads going into Eloqua, and increase the overall efficacy of our sales and marketing strategies. We have really hit it out of the park since we have plugged Demandbase into Eloqua.”
Eloqua customers require no additional software infrasturcture to start delivering a customized web experience and shorter web forms to business visitors. Using Demandbase to identify customers and prospects, Eloqua can distinguish high and low value prospects without using a tracking cookie and before and web form is completed.
“Eloqua customers understand the importance of using technology to improve marketing results, and we were happy to see the incredible uptake of Demandbase into Eloqua to make customers’ marketing automation perform even smarter,” said Greg Ott, CMO, Demandbase. “Companies like HP and Box have been able to optimize site experiences for all visitors, not just returning ones, and have reported an immediate impact on the quality of leads and overall web traffic conversions from Demandbase.”
The Demandbase Real-Time ID Service is built on its Business Resolution Platform, a cloud-based business data network and correlation platform that maps more than 1.3 billion IP addresses to millions of global companies, accurately identifying business web traffic without using cookies, and delivering that information in real time. Demandbase has mapped more than 85 percent of B2B traffic on the web, using account based targeting to drive better website engagement and overall web marketing conversion.
Eleven Demandbase customers, including NetApp, have been nominated for Eloqua’s Markie Awards, which honor excellence in marketing and celebrate the leading achievements of Eloqua users in campaign creativity and innovation. For the past five years, the awards have recognized outstanding achievement in fields such as sales impact, revenue growth and best lead nurturing programs. In addition to the Markie finalists, four Demandbase customers will be speaking at the Eloqua Experience Conference.
Demandbase will be offering current Eloqua customers not using Demandbase with Eloqua a free forms audit at Eloqua Experience from Oct. 19-21. Demandbase will also host an after-Markie Awards party with DemandGen Oct. 20 at 10 p.m. PT.