Demandbase Introduces Programmatic Audiences for B2B Retargeting

Advertising Product Offers ‘Always On’ Subscription for Customers and Agencies

SAN FRANCISCO, CA – February 26, 2014 — Demandbase, the targeting and personalization company, today announced new advertising functionality to automate the creation and optimization of business audiences for B2B retargeting. The new functionality builds on the company’s recently released retargeting solution that helps customers increase awareness, build influence and generate revenue with the companies on their web site most likely to buy. The complete retargeting solution combines the new programmatic audience functionality based on interests identified from customer web traffic with programmatic ad buying (RTB) to automate B2B retargeting and enable “always on” advertising.

Similar to Google Adwords, Demandbase’s B2B retargeting solution includes monthly spend limits and filters that self-optimize audiences so that only the most qualified and most interested companies are retargeted with the right ads in a timely manner. Consumer or business traffic that sales teams should not spend time on, including competitors, is simply excluded from the programmatic audiences to eliminate waste (80% of B2B web traffic) and make the programmatic ad spend that much more effective. Customers and their agencies also benefit from the “set it and forget it” simplicity while delivering superior results mapped directly to the needs of the sales team.

“Five years ago we relied on Click-thru rate, two years ago it was cost-per-lead, and now we rely on actual pipeline acceleration and revenue growth to measure marketing success,” said Nick Panayi, director, global brand & digital marketing at CSC, a global leader in next-generation IT services and solutions. “Our subscription with Demandbase has almost doubled in the last six months because the solution has clearly demonstrated significant value with our sales and marketing leadership.”

Demandbase is a pioneer in the advertising technology sector with a subscription model and the only real-time bidding (RTB) engine built to optimize B2B advertising. “As a SaaS company, we recognize subscription pricing models better align the interests of buyers and sellers. Subscriptions make solutions easier to adopt, and if effective, easier to continue and expand,” said Chris Golec, CEO, Demandbase. “Advertising to businesses based on a cost per target company per month is directly aligned to the customer’s cost of sales, acquisition cost, and/or revenue outcome. CPM attribution in a B2B sales model is simply way too complex.”

The B2B retargeting solution was introduced by Demandbase last November and is part of the company’s digital marketing platform used by marketers to connect digital experiences across their advertising, web site, marketing automation and CRM systems so that spend can be matched directly to sales activity and revenue. The platform handles more than 1 billion web interactions per month and is used by hundreds of large enterprises, mid-market, and fast growth companies across a variety of industries to improve marketing performance and increase selling efficiency.

To learn more about Demandbase, visit

About Demandbase

Demandbase is the first targeting and personalization platform for B2B, transforming the effectiveness of marketing programs and marketing’s ability to impact revenue. While personalization tools have long existed for B2C, until now, none were geared specifically to enable B2B marketers to make online interactions more effective, delivering the right message at the right time. Without the use of cookies, Demandbase’s patented identification technology bridges the gap between known and anonymous web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time. Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance. For more information, visit

Media Contact:

Jennifer Conway