SAN FRANCISCO, CA — Sept. 19, 2013 —Demandbase, Inc., the targeting and personalization platform for B2B, and ExactTarget, a global digital marketing provider and a Salesforce.com company, today announced the availability of two Demandbase connectors that integrate the Demandbase platform with ExactTarget’s Interactive Marketing Hub, enabling marketers to strengthen their engagement and conversion with business prospects and customers. Leveraging the Demandbase platform to identify the companies that visit the website, the connectors empower marketers with powerful solutions to create a personalized experience across their website. The functionality is offered within the Salesforce ExactTarget Marketing Cloud, a marketing platform that unites ExactTarget’s e-mail, mobile, web, marketing automation, analytics and platform capabilities with Salesforce.com’s leading social marketing products, Buddy Media, Radian6 and Social.com. The next generation Salesforce Marketing Cloud was unveiled at the ExactTarget Connections 2013 conference this week.
In B2B, website activity is emerging as the number one indicator of buying intent. As business buyers go through their purchasing activities, visits to a prospective vendor’s website becomes an integral part of research and due-diligence even before a hand-raise. For enterprise marketers, getting the information about these business buyers as they start to interact with the website can transform a web hit into a highly targeted and dynamic web engagement.
Demandbase and ExactTarget, as part of the Salesforce Marketing Cloud, share a common mission to help marketers develop highly targeted and personalized web engagement, specifically to the business accounts most likely to convert. The Demandbase connectors for Content Targeting and Web Forms enable customers to deliver relevant messages for website visitors and shorten ExactTarget forms, making the information about these visitors more robust and actionable.
“Companies are realizing more and more that to efficiently grow revenue, they must take advantage of innovations in tools that help bring together marketing and sales using data, information and technology,” said Chris Golec, founder and CEO, Demandbase. “It’s no longer enough to focus on the volume of visits or leads in B2B. Rather, it’s about shifting the approach to zero in on the segments and companies that best fit the profile of your business buyer, the ones most likely to buy.”
With this offering, Demandbase and ExactTarget bring to market two unique solutions that are now part of the Salesforce Marketing Cloud and changes the way B2B marketers can take action on the companies that matter most to sales and marketing. Marketers can now segment, categorize and analyze their prospects and customers based on website activity, from the company information provided by the Demandbase Forms Connector. They can also better qualify leads based on real-time website activity, and get them passed to Sales to continue the conversation.
ExactTarget enterprise customers also can take advantage of the pre-built Demandbase Content Targeting connector to create messages, pages, and an overall user experience that’s highly relevant to the business buyers, as they interact with the website. The combined solutions create a more relevant communication experience between the brand and business buyer – driving increased engagement, marketing conversions, and ultimately driving revenue.
Salesforce Marketing Cloud customers require no additional software infrastructure to start delivering a personalized web experience and shorter web forms to business visitors. Using Demandbase to identify customers and prospects at the company-level enables ExactTarget customers to distinguish priority prospects, without cookies and before any web form is completed.
Demandbase is the title sponsor of the B2B track at ExactTarget Connections, Sept. 17-19.