“Enterprise advertisers have been underserved by digital advertising technologies that rely on cookies and behavioral tracking strategies developed for the consumer Internet. B2B advertising is vastly different than B2C– business marketers aren’t selling to one individual and require much higher precision,” said Rich LeFurgy, co-founder of the Interactive Advertising Bureau (IAB) and General Partner at Archer Advisors. “Demandbase’s innovation will fundamentally change a company’s ability to successfully target and engage other businesses online.”
Demandbase Company-Targeted Advertising completely eliminates waste in B2B advertising, by only serving ads to companies that have potential to buy. Companies such as StrongMail are currently leveraging Demandbase to target and personalize online ads to specific account lists to drive higher website engagement, the #1 predictor of purchase intent. This, in turn, results in more brand awareness, sales leads and revenue from these targeted companies.
The Demandbase Company-Targeted Advertising Platform Enables Businesses to:
Target 100% of their Advertising Spend to the Right Businesses: Customers can designate a specific list of companies—be it prospect accounts from their CRM system or a pre-defined audience, such as the “Fortune 1000”—and make sure only those companies see their ad. Demandbase uniquely identifies website visitors from their very first visit to a web property, determine if they qualify to be presented a customer’s ad, and ensure an advertiser’s spend and message is not wasted on the wrong person.
Personalize Ads Based on Company, Industry Verticals or Other Attributes: Because ads are targeted to a specific company that is identified in real time by Demandbase’s proprietary technology, those ads can also be personalized with the company name, industry or any other element that increases relevancy and attention. In early tests, the personalized ads delivered by Demandbase are showing a 2-3x higher CTR than non-personalized ads delivered through the same system.
“I see customers wasting more than 90 percent of their ad spend hoping to attract high potential businesses to their web site falling vastly short of those goals. The reality is that there are millions of companies overall, but B2B sales organizations generally know only target a few thousand of those companies have the potential to become revenue. Those are horrible odds,” said Chris Golec, founder and CEO, Demandbase. “Our zero-waste approach gives marketers the precision they need to target the exact company or audience segments they want, changing the game for the underserved B2B advertiser.”
How it works:
To get started with the Demandbase Company-Targeted Advertising, customers provide Demandbase with a list of companies they want to target—from a specific prospect list that is in a certain stage in the sales funnel, to a generic list generated through other channels [e.g. “Fortune 1000”]—or a set of company attributes, and Demandbase will ensure that ads are delivered ONLY to those specific companies, or companies that match that client profile. Customers can provide pre-designed creative, or leverage Demandbase’s Creative Services and expertise to create custom ads that can be further personalized in real time based on the company visiting a certain site. Inventory is then acquired through advertising exchanges such as Google and RightMedia or through direct relationships with independent premium publishers. Once the ads are served, customers can track engagement on their website or in CRM by account using Demandbase and connect each campaign with revenue generated by specific businesses.
In addition to ad serving, the Demandbase platform can help improve marketing efficiency and performance of marketing analytics, web chat, web forms, marketing automation, content management and CRM systems.