SAN FRANCISCO, Dec. 20, 2011 – Demandbase, a technology company providing B2B marketing and personalization solutions, today announced that the company has joined the Marketing Automation Institute’s (MAI) Vendor Council. As a member of the Council, Demandbase will work with the organization to help define the future of marketing automation through industry advocacy, training, content development and events.
The MAI is a dedicated community for marketers who seek to maximize the ROI from their marketing automation implementation. The MAI serves its members by providing high-level vendor-neutral curriculums, training, certification, peer reviewed and industry thought-leader created content as well as networking opportunities. Demandbase is not a marketing automation vendor. Rather, its Real-time Identification service plugs into marketing automation platforms to identify account-based information about web visitors. As a member of the vendor council, Demandbase will provide B2B marketers with guidance around website personalization best practices, and will help members to improve marketing automation performance and increase conversions by better targeting prospects and serving customers.
“By delivering real-time insight about business web traffic, Demandbase makes marketing automation and other web technologies more intelligent—their insight will be invaluable to our members,” said Carlos Hidalgo, executive director, Marketing Automation Institute. “The company is a great resource for marketing automation professionals who are looking to deliver more personalized experiences and better convert at each stage of the sales funnel.”
The most common use of the Demandbase Real Time Identification service with marketing automation platforms is enabling companies to use shorter web forms to increase conversion rates, but without sacrificing data about the lead. The Real-Time ID service delivers accurate information about the visitor’s company; including industry, size, location, revenue and customer status (new prospect, existing customer, competitor, etc.) into pre-populated or hidden fields in real-time, removing effort for the visitor while enhancing the accuracy of lead records. In addition to marketing automation platform web forms, the technology can be plugged into existing applications, such as CMS systems, live chat solutions and analytics platforms, resulting in personalized content, targeted proactive chat for lead generation and actionable insight on named-account web traffic.
“We are looking forward to working with the MAI to help personalize web experiences and better convert web traffic,” said Jennifer Pockell-Wilson, vice president, marketing and demand operations, Demandbase. “Members of the marketing automation institute are already ahead of the curve, having recognized the value that marketing automation brings to both demand generation and revenue performance management. Now, we can help them leverage their existing technologies to make them work even harder and smarter.”