Demandbase and Astadia | October 2011

Companies Offer Integration and Managed Services to Help Customers Quickly Reap Benefits of Real-Time Business Identification Within Marketing Automation Systems Like Eloqua

SAN FRANCISCO, Oct. 19, 2011 – Eloqua Experience Conference, 2011 – Demandbase, a technology company providing B2B marketing performance-improvement solutions marketing performance-improvement solutions, and Astadia, a cloud computing integrator focused on data-driven business process optimization, today announced that Astadia and Demandbase have partnered to enable businesses to easily leverage the Demandbase Real-Time ID Service within Eloqua and other systems. Under the terms of the partnership, Astadia will provide integration services for Eloqua customers looking to plug the Demandbase Real-Time ID Service into Eloqua; Astadia will also be providing a managed service to its customers that do not currently have Eloqua installed, but want to leverage the Demandbase Real-Time ID Service within Eloqua to optimize web experiences for their most valuable site visitors. By plugging Demandbase into Eloqua, businesses can offer more personalized web experiences and improve overall customer acquisition. They can also analyze and segment web traffic by accounts, industries, and market segments consistent with their CRM system to better measure marketing’s contribution to revenue.

“Businesses immediately recognize the value of the Demandbase’s Real Time ID Service to identify and segment previously-anonymous web traffic and optimize web marketing strategies for their most valuable customers. But, they may be too resource-constrained to get it up and running within large marketing automation systems like Eloqua,” said Dan Vawter, vice president and general manager, Strategic Solutions, Astadia. “Marketers no longer need to wait to derive the maximum benefit from Eloqua or other systems that don’t have a direct Demandbase plug in. With our help, they can start optimizing web experiences for specific accounts or industries in no time—even if they are not already an Eloqua customer.”

Demandbase Real-Time ID delivers businesses the most accurate, real-time information about the visitor’s company, including industry, size, location, revenue and customer status (new prospect, existing customer, competitor, etc.) to make web experiences more relevant and effective. Information is delivered in milliseconds, before a web page is served, so that a more personalized experience can be delivered in real time. The technology can be plugged into existing applications, such as Eloqua web forms, requiring fewer questions to be asked of visitors (from an average of 12 to five fields), which translates into lower site abandonment, higher conversion rates, and more leads from site traffic. The broader, deeper and more accurate data delivered by the Real-Time ID Service is automatically delivered into Eloqua’s solution Real-Time ID Service is automatically delivered into Eloqua’s solution to enable better lead scores, faster qualification, and, ultimately, more revenue.

“As marketers become more sophisticated in the web optimization efforts and move away from one size fits all marketing, their implementations to set up and program our identity data in tools like Eloqua can become more complex. This is where partners like Astadia step in to help companies move their websites from passive information repositories to a crucial sales channel more quickly,” said Chris Golec, CEO of Demandbase. “Astadia now helps our customers make the most of Eloqua and Demandbase to personalize web experiences, focus on their most valuable web traffic, and increase overall web conversion now, not tomorrow.”