New Technology Enables Superior Targeting and Personalization for B2B Marketers
SCOTTSDALE, AZ — SiriusDecisions Summit — May 12, 2010 — Demandbase, Inc., a technology company providing marketing performance-improvement solutions for B2B marketers, today announced the availability of Real-Time ID Service, its platform for real-time identification of business web traffic at the Sirius Decisions Summit. Accessed using a web service API, marketers can now power their web site or online products with the intelligence of knowing which company is about to visit, and then serve a web experience with industry-specific messages, shorter web forms, or even custom product offers for specific accounts.
“B2B marketers have been telling us for years that one of the biggest headaches is converting visitors on their web sites,” said Chris Golec, CEO of Demandbase. “With only 2 to 4 percent of web visitors carrying out a desired action online, there is so much potential ROI left on the table. Demandbase‘s Real-Time Identification Service will allow marketers to abandon their one-size-fits all web site and offer something much more meaningful, one visitor at a time. Just ask a marketer, ‘What would you do differently if you knew what company was about to visit your site?’”
Industry research firm Outsell states that in 2010, B2B companies will spend $129 billion on marketing programs, with more than $52 billion spent online and half that amount going toward corporate web site projects. The significant investment has not paid off for the average B2B marketer, however, with an average of 97 percent of visits resulting in no action. Real-time identification of business visitors using Demandbase’s platform allows marketers to finally deliver a customized, real-time web experience with more targeted content, shorter web forms, or special customer offers. In addition, marketers will finally be able to connect offline and online response for measuring multi-channel attribution.
Demandbase’s proprietary Real-Time ID Service identifies three times the number of businesses versus other attempts to identify traffic and returns more actionable business details. Because the service is performed in real-time, the information can be used to instantly change web sites or integrated directly into other marketing solutions to make them more effective. The information can also be easily customized for CRM to match target accounts, sales territories, focus industries, or specific market segments.
One of the fastest ways companies benefit from the new technology is to reduce the number of questions on web forms by utilizing the complete and uniform company information provided by Demandbase’s web service. Fewer questions translates directly into lower abandonment on registration web forms and gives immediate lift to online marketing programs ranging from paid search and SEO, to email, webinars, and social media. “The conversion rate of our social media campaign shot up 46% using Demandbase,” said Grover Righter, VP of Marketing for Crowd Science. “Demandbase’s business identification process is clearly superior and much cleaner than using cookies or other personal tracking techniques.”
The Business Resolution platform and Real-Time ID Service will also integrate with other technologies used by marketers including CRM, web analytics, marketing automation, and CMS; and finally make it simple to understand response and activity by account or target industry to improve overall performance of the marketing organization.
The Real-Time ID Service scores and integrates the industry’s largest business databases, totaling more than 20 million contact records from Dun & Bradstreet, Jigsaw, Edgar Online, Harte-Hanks, Hoovers, LexisNexis, and NetProspex into its Business Resolution Platform. The combination of the multi-sourced data platform overlaid with proprietary industry information and hundreds of millions of monthly web visits from over 2,000 B2B websites has provided Demandbase a unique advantage in identifying business traffic in real-time and then doing something significant with the information based on the relevancy to a target audience or a specific company name.