Demandbase Launches New Marketo Integration

Demandbase's real-time identification technology is now connected with Marketo's cloud-based marketing software platform.

The Demandbase Platform, which includes modules for company-targeted advertising, Web site content personalization, Web analytics enhancements, and online forms, now plugs into Marketo landing pages and lead capture forms to enable personalized offers and shorter, more precise forms. Because Demandbase can identify the company of otherwise anonymous Web visitors in real time, the business attributes of the visitor are known before a page is rendered or a form is filled out.

"One of the biggest barriers to effective online marketing is converting Web traffic into qualified leads," said Robin Bordoli, vice president of partner ecosystems and strategic alliances at Marketo, in a statement. "By coupling Demandbase's targeting and personalization capabilities with the Marketo platform, our customers can increase the quality of their customer data, provide more targeted and personalized offers, and ultimately drive stronger revenue results."

"Increasing the volume of overall leads that a company is selling to their target audiences is critical to maximize the impact of what a powerful marketing automation platform like Marketo can do," said Greg Ott, chief marketing officer at Demandbase, in a statement. "Now, with the Demandbase connector for Marketo, businesses can optimize this lead capture from the start, driving more and better qualified leads, and enabling sales and marketing teams to focus on their most scalable programs to increase revenue."

Demandbase's targeting and personalization platform plugs into a customer's existing online marketing tools, such as CMS, CRM, advertising exchanges, live chat, and marketing automation, giving all of these tools a consistent view of the company attributes in real time. The platform is built on patented real-time identification technology and a proprietary data management platform.

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