SAN FRANCISCO, CA — Feb. 14, 2013 — Demandbase, Inc., the targeting and personalization platform for B2B, today launched Technology Targeting, a new feature of Demandbase Company-Targeted Advertising that enables advertisers to target and personalize display ads to business audiences based on the technologies they have deployed. The new filter allows advertisers to serve highly relevant messages in front of their most valuable target companies, which increases brand awareness and engagement, and moves them forward along the path to purchase.
Demandbase Company-Targeted Advertising eliminates waste in B2B advertising by only serving ads to the companies that meet the targeting criteria for a campaign. With Technology Targeting, advertisers can now specify the criteria of ‘technologies used’ as part of their campaign targeting requirements, which helps to focus both the audience and the spend. Brands can target customers based on competitors’ clients, complementary solutions or other key attributes. For example, a brand that sells technology complementary to Salesforce.com’s CRM software can now run a campaign targeting ads only to ‘Fortune 1000 companies that use Salesforce CRM.’ Alternatively, advertisers can use this to simply target their competitors’ customers. This additional layer of targeting eliminates waste by not showing ads to other companies that have irrelevant technologies, therefore improving the efficiency of the marketing spend.
Demandbase customers using Company-Targeted Advertising can use the platform’s website optimization suite to identify those same companies targeted with ads when they come to the their website, regardless of the click. The identification in real-time allows Demandbase customers to present consistent and relevant messages on the web using their content management system, streamline lead capture with their marketing automation system and track all of the activity in web analytics.
“Our customers have seen the power of zero-waste advertising, driving a new level of relevance from their advertising strategies,” said Chris Golec, founder and CEO of Demandbase. “We have always set out to empower marketers with a set of tools that provide actionable ways to connect with the prospects and customers most valuable to them. Demandbase Company-Targeted Advertising now gives marketers multiple ways to segment and target their audiences, with the precision they need to reach specific audiences and personalize the entire customer experience from start to finish, something that has never been available to B2B marketers before.”
Advertisers using Demandbase Company-Targeted Advertising have seen significant lift, as high as 2-3X, in overall engagement from their targeted list of companies. Company-Targeted Advertising, along with the website optimization modules and sales IQ solutions, form the Demandbase targeting and personalization platform, which provides B2B marketers with the tools to have personalized, relevant and connected conversations with their customers all the way through the sales cycle.