drive online engagement while increasing web conversions
DESCRIPTION
Learn how Demandbase applies real-time identification to account-based marketing strategy to drive customer engagement and web conversions.TRANSCRIPT
$50MRevenue
$5M RevenueBusiness Services2900 Employees
$9B RevenueSoftware &Technology
2600Employees
$32BRevenueFinancialServices36,000
Employees
$32B RevenueManufacturing
20,400Employees
CurrentCustomer
$3B RevenueTransportation
& Logistics14,171
Employees
TargetAccount
How Demandbase Applies Real-time Identification to an Account-Based Marketing Strategy
Driving Online Customer Engagement While Dramatically Improving Web Conversions with Real-Time Identification
2
Executive SummaryThe website is the hub for all customer and prospect activity in the
business-to-business (B2B) marketplace. In fact, every single deal
that your sales team closes has touched your website at some step of
the buying process. Still, most B2B companies earn the majority of
their revenue from a very small percentage of their web traffic—most
often because only a portion of their traffic is in their “sweet spot.”
“Sweet spot” or named accounts share certain select character-
istics with your best customers. By optimizing your website for those
sweet spot prospects, you can accelerate revenue and entice more
of those premium visitors to convert. As a B2B marketer, your team
needs to rethink how you can convert more first-time visitors from
your sweet spot accounts the moment they arrive at your site. If you
do, you’ll see a staggering increase in the number of highly profitable
leads that rapidly enter the sales cycle and become pipeline.
Takeaways include:•How to drive sales with a focus on
marketing to your “sweet spot”
•Extending account-based market-ing and account segmentation beyond email and into your website and content strategy
•Making it all work by combining your existing content assets, website, CRM, MAS or Live Chat
•Actionable ways to think big, start small, and move fast to incremen-tally improve web conversions of your highest value prospects.
How Demandbase Applies Real-time Identification to an Account-Based Marketing StrategyDriving Online Customer Engagement While Dramatically Improving Web Conversions with Real-Time Identification
3
The mandate for today’s B2B marketer is clear—accelerate revenue by cultivating a rich pipeline of
sales-ready leads and engaging customers at deeper and more meaningful levels. The days of feel-good
brochures are over. You need to scientifically implement a marketing strategy that catches customers
and prospects online with engaging and measurable interactions that convert
to revenue.
The challenge is, since the advent of the internet and the fast
growth of social platforms, competition for prospect attention has
become tougher than ever. In an attempt to create as many
leads as possible, most B2B companies implement a shotgun
approach, turning websites into content libraries without a card
catalog or a librarian—often diluting their message by trying to
appeal to as many visitors as possible with generic, one-size-fits-
all content and offers.
Today’s B2B buyer is a complex individual, requiring an
extremely nuanced and integrated approach across multiple touch
points. Their B2C shopping experience has led them to expect person-
alized offers and concierge-level information services anytime, anywhere.
B2Bs typically don’t have all of the personalization advantages that B2Cs do — such as
browsing histories built up over repeat visits, or product-specific search traffic — so their shotgun approach
isn’t really surprising. But the irony is, B2Bs continue using shotguns instead of precision rifles in spite of
the fact that they know that only a small portion of their traffic even fits their target buyer profile.
In order to attract, engage, convert and measure the web visitors of highest-potential value, your
digital marketing strategy must include the following five strategies:
1. Clearly define the profile of a qualified lead with your sales team.
2. Engage web visitors with personalized content, targeted offers and live chat by using real-time intelligence to see who is on your site.
3. Optimize your web conversions with shorter, smarter forms on your landing pages.
4. Measure your results to see what’s working and what isn’t.
5. Continually refine your target profiles and marketing campaigns to improve results and drive revenue.
Introduction: The Modern Marketer’s Mandate
Sales quotas are up by 93% in 2012, with only a 33% average increase in the marketing budgets that support them. In other words, your team needs to create three times as many marketing-qualified leads as you have money for. You need to do something different—and fast.Source: CSO Insights
5 Critical Elements of a Robust Online Engagement Strategy
4
For every $92 marketers spend driving traffic to
their websites, they spend only $1 to
optimize them.Source:
Adobe Digital Marketing Blog
Many B2B marketers know precisely which strategies and tools they’d
implement to improve their campaigns and deliver higher quality
leads, if given additional resources. However, today’s C-Level
executives and board of investors remain cautious, so their
marketing teams are challenged to create better results with fixed
or diminished budgets. That’s why more and more companies
are making strategic investments in their website to incrementally
engage the prospects and customers who matter most at critical
moments during their purchase lifecycle.
In this white paper, we will show how Demandbase has embraced
Pareto’s Law (or, the 80-20 principle) to increase online engagement and
web conversion of sweet spot accounts. We use an account-based marketing
strategy powered by Real-Time Identification to effectively engage and convert more of
the visitors that are the most likely to become revenue. We’ll share actionable ways you
can market to your “sweet spot”— in other words, the prospects visiting your website
who represent the companies that are most likely to become customers.
The New Solution: All Roads Lead to Your Website
Modern B2B buyers require an extremely nuanced and integrated approach across multiple touch points. Here’s why:
• 92% of C-Level executives ignore cold calls and emails.
• 56-80% of the buying cycle happens before the vendor is even invited into the process.
• 63% of customers choose helpful vendors over cost-effective vendors.
B2B buyers do their own research and engage
with their peers online to discuss products
and services LONG before they ever talk to
a company representative. And when they
do finally reach out, they expect relevant
information exactly when they want it.
This is why your website is so important—
because customers visit your website from
anywhere, 24/7.
Sources: InsideView, Sales Executive Council,
SiriusDecisions, The Annuitas Group
Buyer 2.0 at a Glance
5
When you hear the term “named account marketing,” outbound marketing likely
comes to mind — in other words, proactively reaching out to the accounts
tagged by sales as desirable. Of course, such named account strategies
are more challenging to execute when one of these accounts visits your
website in response to a search or content-based inbound marketing
campaign. In that scenario, such prospects are harder to identify.
So how do you achieve an effective balance? For Demandbase, the
answer was optimizing our website to treat those named accounts
as if we were expecting them. Upon their arrival to our site, we push
relevant, personalized offers based on their company profile. This is
where outbound and inbound leads intersect.
If you can focus your paid, outbound campaigns against a specific
target profile and filter
your inbound leads to get the
same profile, you’ll get a significantly higher return
on your marketing dollars. It’s analogous to finding
needles in the haystack.
Target Locked: How Demandbase Engages its Ideal Customer Profile with Real-Time ID
Here’s what you can expect to see if you incorporate account identity as a web element:
• Higher lead conversions among named accounts
• Improved lead capture and lead scoring
• Increase qualified lead generation
• More new business closed
• Expanded presence in existing customer accounts
• Increased pipeline forecast accuracy
• More accurate outbound marketing campaigns with strategically selected accounts for remarketing and retargeting
• Aligned sales and marketing results
Outbound Marketing Strategies
Advertising
Paid media
Direct mail
List buying
Email marketing
Telemarketing
Trade shows
Inbound Marketing Strategies
SEM
SEO
Social
Blogs
PR
Content marketing
Viral marketing
In an environment of limited marketing resources, where the buyer has seemingly unlimited options, the only way to continually drive results is to focus time and money on the prospects most likely to become revenue.
Top Benefits of a Real-Time ID Website
YOUR
Website
6
$50MRevenue
$5M RevenueBusiness Services2900 Employees
$9B RevenueSoftware &Technology
2600Employees
$32BRevenueFinancialServices36,000
Employees
$32B RevenueManufacturing
20,400Employees
CurrentCustomer
$3B RevenueTransportation
& Logistics14,171
Employees
TargetAccount
STEP #1Define your “sweet spot” target profiles
As discussed, B2B companies
recognize they’re most likely to sell to
companies who fit the profile of their
current customer base. To continually
improve quality lead generation, it’s
critical to identify the distinguishing
characteristics of these customers,
especially because they aren’t always
an enterprise’s biggest customers with
the most impressive logos.
To determine Demandbase’s profile of prospects most likely to become revenue, our marketing team:
•Executed a closed-won analysis of deals from the past 12 months.
•Sat down with sales to discuss the top attributes of our highest value customers.
•Collectively defined the predictive attributes of our target buyer profile, including industry, size and common technologies utilized by our customers.
Demandbase sells to a more sophisticated marketer—in other words, a marketing team that would
likely be categorized as a “top performer” in analyst surveys. Additionally, the technologies that these
companies use are critical indicators of their likelihood to buy from us. For example, if an organization uses
SiteCatalyst instead of Google Analytics, they have made a commitment of time and resources towards
the active analysis of their Web traffic that is likely more advanced than those companies that are using
free tools. This does not mean we can’t help companies using Google Analytics—as a matter of fact,
Demandbase uses GA. It simply means that the usage of certain marketing tools are likely indicators of
marketing sophistication.
Companies that already use marketing automation software are another sweet spot for us, specifically
those who use Eloqua. It’s not that we don’t have very successful customers using other tools like Aprimo,
Marketo or others. We do! But at the time of the analysis, Eloqua users were converting and buying our
solutions faster and more consistently than other types of companies in our deal pipeline.
Here are the six steps Demandbase takes to focus our time and money where it has the most pay-off, plus advice for how you can put the same strategies to action.
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Everyone gets excited about a billion-dollar prospect company, and understandably so. But do you know how few of them there actually are?
4.5 million
Total number of companies in the United States
377,000 Total number of US companies that earn over $10 million in annual revenue
28,000 Total number of US companies that earn over $100 million in annual revenue
3,100 Total number of US companies that earn over $1B in annual revenue
It all goes back to knowing what a really good lead looks like for your company.
The fact is, the Fortune 500 tends to expect
higher service, deeper discounts and can be less cooperative than small or medium-
size business. On the other hand, SMBs
can be easier accounts to maintain but may not be as
profitable. Either way, you want to be certain that you’re targeting and converting the companies that really matter to YOU.
The B2B Buying Landscape
Any Landing Page4,584
Thank You Page
312
4,584 4,272
6.81% Conversion Rate
Demandbase used Google Analytics to acquire a baseline for the conversion rates of their existing offers before applying account-based targeting to their online offers.
Find a Baseline
Source: Demandbase Business Resolution Platform
If your target profile falls within that top 3,100—or even the top 28,000—how sure do you want to be that you catch and convert them when they visit your site?
8
Take Action To gain granular insight into what primes your target profiles to interact with your website at increasing levels of engagement, both your sales and marketing departments should sit down and ask:
• Who do we sell to? What characteristics
distinguish them? Consider industry, annual
revenue, size of the workforce, and key
technologies used.
• Who are our highest-value customers
right now? Contextualize your answers in
terms of revenue—but also referrals, brand
advocacy, availability for customer testimonials
and panels, time to go live, support costs,
pricing requirements, and so on.
• What targeting campaigns worked best to
convert them? In other words, drill into where
you sourced your best leads.
• What offers convert best? You can incremen-
tally optimize your content when you know
what’s worked best in the past for individual
target segments.
• What technologies do they have in their stack?
Depending on the solution you sell, this list
may comprise marketing technology, sales or
IT technology, or something else. The CRM,
ERP, marketing, finance or human resources
technologies that a company has already
invested in could be a key indicator to whether
they are ready to purchase your products
or services.
Though Demandbase focused on Eloqua customers, we lacked an Eloqua customer list. Instead,
we listed and tagged companies using Eloqua through a variety of methods over time, including
simple salesperson updates in our CRM tool based on:
• Conversations with prospects
• Word on the street
• Trade shows
• Combing press releases
• Viewing customer areas
While it’s tempting to make a mountain out of a molehill when creating target lists, it doesn’t have
to be a massive project. Remember, the goal is to place shorter forms and targeted offers in front
of prospects that are most likely to generate revenue as quickly as possible – not to create a perfect
target list.
Don’t Make Perfect the Enemy of Good
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STEP #2Nail the landing with simpler landing page forms– without sacrificing critical information
Even though much of
conversion optimization
begins and ends with the
landing page, industry
averages for a simple
offer-to-completion path
hover between three and
five percent. Furthermore,
few companies know—or perhaps are
brave enough to look at—how many of
their sweet spot accounts convert from their home
page to an offer page.
To earn access to web visitors’ personal
information, B2B marketing teams must offer
incredibly relevant content that creates the
perception of rich value. Unfortunately, even when
they offer highly customized and relevant content,
most B2B websites still suffer from extremely low
conversion rates. Often, their landing pages are
to blame.
All marketers know landing page conversion
increases as the number of form fields decreases.
However, most B2B landing pages continue to
require 12 to 14 fields because they need all
of that information to provide qualified leads.
Salespeople only call leads who they can easily see
are in their sweet spot.
At Demandbase, we call our landing pages the
“moment of truth.” They represent the moment
when prospects decide whether to invite us into
their lives for the next 6-12 months, either by
entering our sales cycle or electing to receive
nurture emails.
To make this decision as simple as possible,
we have reduced friction by limiting our required
form fields to the bare essentials: name, title, email
and company name. We request a phone number
only if the prospect wants to be contacted in
person. Any other relevant, important informa-
tion is captured in hidden form fields, and our
Real-Time Identification service automatically fills
in those fields for us. To see what we mean, check out Figures 1 and 2 on the next page. The impact on lead management and scoring is immediate.
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The five fields a B2B company should always include in their web forms to optimize for conversion. Account-based details can be automatically added by Demandbase in real-time, eliminating the need to ask for them in your forms.
Hidden Fields:
And more...
Revenue Range
Industry
Employees
Address
City
State
Zip
Phone number
Audience
Brett
Hansen
CTO
Aver
Over $5 Billion
Manufacturing
35,700
150 North Orange Grove Blvd
Pasadena
CA
91103
(626) 304-2000
Enterprise
Avery Dennison Corp. (PASADENA, CA)
Avery-Hammer Ins. (FRESNO, CA)
Avery Weigh-Tronix (FAIRMONT, MN)
Avery Oil & Propane (DIMONDALE, MI)
Avery Health Care System (LINVILLE, NC)
First Name
Last Name
Job Title
Business Email
Company
Register
Use “Job Title” for better results inleads scoring.
Company autocomplete is convenient for the prospect, but also improves accuracyand supports data standardization forlead management
and scoring.
5 recommended formfields. Only use fields
that are necessaryto accelerateconversion.
Match your CTA button to the action of your
user to increase conversion, such as
“Register” or “Download” instead
of “Submit.”
Label this field“Business Email” to increase accuracy.
Capture key profile data behind the
scenes in real time for lead scoring and
routing without sacrificing volume.
Figure 2: Anatomy of a Web Form
Choose One...
First Name*Last Name*Work Email*
Job Function*Company* Select...
First Name*Last Name*Work Email*
Company*Job Function*# Employees*
Industry*
Select...
Advertising & Media
Select...
First Name*Last Name*Work Email*Work Phone*
Company*Job Function*# Employees*CRM System*
Industry*
Select...
Select...
Advertising & Media
Short Form (5 fields)Conversion Rate: 13.4%
Cost per: $31.24 Medium Form (7 fields)Conversion Rate: 12.0%
Cost per: $34.94 Long Form (9 fields)Conversion Rate: 10.0%
Cost per: $41.90
Figure 1: Short Forms Outperform Long Forms*
*The Marketo study on the impact of form length
on conversion rates and cost per lead.
Read it here.
11
STEP #3Optimize outbound marketing campaigns with inbound lead information + robust analytics
Now it’s time to discover if our strategies and
tactics are effective. Are our top priority prospects
visiting Demandbase.com, and if so, which offers
are converting the most effectively? The answers to
these questions will determine how we tweak our
campaigns to incrementally deliver better results
going forward.
At the moment, Demandbase uses Google
Analytics, though we’ll likely switch to something
more robust in the near future. Here are the five
attributes we measure:• Industry• Revenue range• Audience classification• Company name• Account status
(Note: We aren’t allowed to measure any more, as Google Analytics sets a limit of five custom variables in its free product.)
Every month, we drill into which companies
responded to each individual offer and campaign,
regardless of where they engaged or how they
converted. Knowing specific company names is
highly critical when deciding how to spend money on
the same campaign going forward. This knowledge
also helps us circle back and reexamine the
answers to these important questions:
• What’s the profile of people who are engaging with us?
• Which offers convert the best?
• Are those companies becoming pipeline?
But perhaps the most important question
is, “What are we going to do to improve these
results?” Since we know the identity of our pros-
pects, we can easily find ways to upgrade our con-
tent and improve our offers. We measure success
not by how many companies we engage, but how
well we engage the right companies.
1. Overall visits by industry and company size
2. Conversion rates by industry and company size
3. Source of traffic by industry and company size
4. Named account behavior
5. Engagement and conversion of companies in your Sweet Spot
TOP 5 SWEET SPOT MARKETING METRICS:
Demandbase information can be applied to any web analytics platform, enabling account-based insight into the behavior of your web traffic.
12
STEP #4Create a zero-click website to engage named accounts the instant they arrive with customized offers.
Today’s customer responds to highly personalized offers. Consider iTunes’ Genius recommendations or
the section on Amazon that shares what customers with similar buying patterns recently purchased. B2B
websites must adapt to instantly provide the same rich user experience to which buyers are becoming
accustomed in order to convert and eventually close new business.
With our Real-Time Identification service, we receive the business profile data—company name,
location, size, revenue, and so on—of our website visitors the second they arrive. Site visitors are no longer
anonymous page visits but are instead identified by company or audience segment. We customize every
interaction to provide the most relevant information at every stage of engagement. We offer new visitors
information we think might stimulate conversion, and we greet existing customers with knowledgeable
engagement that correlates to their known needs.
To customize our offers to Demandbase’s target buyer profile, we conducted a data analysis of the
accounts we had closed in the past 12 months.
Then, we constructed offers based on
the characteristics they shared,
organizing them in a targeting
grid that summarized which
offers should be sent and what
content should be featured for
each account profile. For example, our
website greets every company we have
identified as an Eloqua customer with an
offer that specifically mentions that tool.
Customers of other marketing automation
systems are shown similar offers referencing
their technology.
The secret is, our strategies that generate the
highest return often aren’t very sophisticated. In
fact, customization can simply mean changing the
white paper or case study that’s featured as the
offer on a page, or inserting a named account’s company name in the page’s
copy. We frequently write several different targeted abstracts for the same white paper based on who we
anticipate the visiting account might be.
13
A little bit of personalization can significantly increase engagementFor example, simply by tweaking their website
strategy, Demandbase customer ArcSight saw:
• 2X increase in clickthroughs• 3X increase in conversions• 14X return on investment
When healthcare prospects visited their site, they
showed a Boston Medical Center case study. When
financial services companies arrived, their site
featured a banking case study. Those who clicked
through an offer encountered a landing page with a
much shorter, smarter web form. No images were
involved. No graphic designers were needed. That’s
the power of personalization.
Sometimes, B2B marketers make the costly
mistake of forgetting to
personalize offers and
formalize content
sequencing
for existing
accounts.
Statistically, it’s
much easier—
and cheaper—to
sell to current
customers than to
create new ones. In
our case, we frequently
begin working with companies to
optimize their website’s landing pages and forms.
It’s a simple process and shows rapid ROI. At that
point, these customers are often ready for the next
step, so our website targets them with messages
about our analytics package—a popular next step.
Finally, no competitive strategy overlooks how
to handle competitors. Demandbase asks, is there
any information we don’t want our competitors to
see? What about content that we absolutely do? In
the near future, we plan to follow in the footsteps of
a customer, Akamai, and re-direct our competitors
to our careers web page.
On average, you have eight seconds to engage someone on your website, so it’s critical to know exactly who is there the moment that prospect arrives—and then engage named accounts with custom offers.Source: Squidoo SEO Best Practices
The reality is, resource limitations often dictate
that all new tools must work in tandem with
the technologies you already have in place to
both simplify ease of use as well as improve
output. Conversely, it is also important to select
technologies that integrate with any other tools
you might consider, as it is hard to gain a
return on investment if your technology tools
don’t work together.
Use Technology that Integrates into What You Already Use
14
STEP #5Connect with your named or engaged accounts with live chat Most consumers are familiar with the concept of
live chat. While B2Cs have effectively used chat to
augment sales for a while, the primary B2Bs use
case is typically as a support
tool. Our account development
team uses live chat from
LivePerson as an intelligence and
lead generation tool to engage
our highest priority prospects
when they’re on our site.
Thanks to our Real-Time
Identification capabilities, the
Demandbase account develop-
ment team receives immediate
insight into the identity and
account status of our web traffic,
as well as their content path
through Demandbase.com. They
can decide to proactively engage
these prospects with LivePerson
chat. Even if our web visitors
decline the invitation to commu-
nicate, we acquire valuable real-time information
about which companies are actively responding to
our campaigns or teleprospecting efforts.
Our account development team uses chat
to instantly support current accounts and help
them derive the most value from our products
and services. As one Demandbase rep said, “Our
LivePerson plugin is particularly effective when it
comes to distinguishing customers from potential
prospects. We are immediately able to identify the
product they are using and the customer success
representative that is associated with the account.”
Providing this kind of immediate, concierge-
level service is especially important in the context
of today’s SaaS business model, when customers
can switch providers at little to no cost. Meanwhile,
because our customers are happy, they’re not only
more likely to renew their contracts, but to expand
their accounts.
Use Case: Sales Enablement/Lead Generation
Use Case: Premium Support
Prime Prospect
IF Industry = Software/TechnologyAND Revenue = > $500MTHEN push proactive chat
with Sales Rep
Support
IF Existing Customer = TrueAND Support Level = Platinum
THEN push proactive chatwith Support Rep
Cross Sell / Up Sell
IF Existing Customer = TrueAND Product Data Set = A
THEN push proactive chat withSales Rep for Cross Sell/Upsell
SEND
Sales Rep: Welcome!How can I help you today?
SEND
Account Manager: Hello! Wouldyou like to learn how our ServicesPackage compliments the HRPackage you bought last quarter?
SEND
Support Rep: Hello! I’m Joe,your Customer Success Manager.How can I help you today?
Live Chat Visitor Scenarios
15
STEP #6Retarget + remarket to non-converting accountsOur final step is to focus our remarketing efforts
on the named account companies who engaged
with our content but didn’t convert. We also give
these names to our account development team
for nurturing and further qualification. Though
we’ve succeeded in engaging these target buyers
somewhat, we still need to earn the right to be
invited into their research process, so we can help
lay the groundwork for whatever requirements may
eventually drive their purchase decision.
Something important to note: Avoiding a “one-
size-fits-all website” means that you will need to
accept the fact that you might not convert as many
leads. However, you will convert more of leads that
are actually likely to become revenue.
By definition, segmentation means leaving
someone out. It lacks a set formula. If you focus
strictly on best practices, your results will be
average at best. Instead, look to test, re-test and
segment in ways that are specific to your company.
Constantly monitor the types of companies that
become customers and the characteristics
they share.
1. Attract• Continually refine the list of companies
that fit your profile.
• Analyze traffic to discover the sources driving “sweet spot” accounts.
• Plan around driving the right accounts to your website. Then, re-market to the ones that didn’t convert.
2. Engage• Produce more high quality content with
a focus on what converts your named accounts.
• Segment and personalize messaging by account for new visitors, and by buyer persona during lead nurturing.
• Use A/B and MV UX testing
3. Convert• Optimize offers by account
• Focus on the Sales Accepted Lead profile
• Send unconverted accounts to Account Development Team
4. Measure• Learn more about who is doing what on
your site
• Consider strategic investments in new analytics tools. Is it time for SiteCatalyst?
• Implement attribution modeling. What is driving the right accounts? And what is making them convert?
The Demandbase Cheat Sheet for Thinking Big, Starting Small and Moving Quickly
16
Conclusion: Think Big, But Start Small with a Focus on the Sweet Spot
Contrary to conventional wisdom, more is not better when it comes to your website. In fact, a generic
approach jeopardizes your chances of converting the prospects that really matter. The secret is to optimize
your website for buyers within your sweet spot with personalized offers, live chat, shorter forms and robust
analytics—all enhanced with Real-Time Identification.
But not all at once! Choose one thing to improve, and work on it. Then, pick another.
You don’t have to implement all of these strategies to start seeing results. Begin with what is within
your grasp right now. Based upon our experience, we recommend first shortening your forms or exploring
an analytics plugin option. Content personalization or chat can come later.
Incremental changes in any one of these individual areas will have an immediately, long-term impact—
so think big, start small and move quickly.
By applying Demandbase Real-Time Identification to an account-based marketing strategy, the impact on conversions in the Demandbase “Sweet Spot” segments was significant.
Other MarketingAutomation Offer
All Offers
SiteCatalystOffer
6.81%Baseline for
all web offers
EloquaCustomer Offer
50%Proceeded to
Eloqua Targets
30.77%Proceeded to MAS
(Non-Eloqua) Targets
100%Proceeded to
SiteCatalyst Targets
17
Demandbase is the first real-time targeting and
personalization platform for B2B, transforming the
effectiveness of marketing programs and Market-
ing’s ability to impact revenue. While personaliza-
tion 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
Real-time Identification service 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 tech-
nologies 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.
Founded in 2006 and used by more than
1,000 companies, Demandbase is headquartered
in San Francisco, California and funded by Adobe
Systems (NASDAQ: ADBE), Altos Ventures, Sigma
Partners, and Sutter Hill Ventures.
San Francisco HeadquartersDemandbase, Inc.
301 Howard Street, Suite 1800
San Francisco,CA 94105
415.683.2660
Demandbase Support415.683.2660
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