Demandbase, the provider of a targeting and personalization platform for B2B, today closed a $15 million round of financing to support accelerated growth of its online advertising and Web site optimization platform.
Scale Venture Partners, whose previous investments include Box, Hubspot, ExactTarget, and Omniture, led the round. The investment included participation by existing investors Sigma Partners, Altos Ventures, Costanoa Ventures, Sutter Hill Ventures, and Adobe Systems. The additional funds will support innovation of Demandbase's patented technologies and the rapid adoption by enterprises in the United States and Europe.
"Demandbase's unique ability to not only personalize a prospect's first engagement with a brand site but also to focus ad spend on reaching target customers is why ScaleVP is so excited to work with Chris [Golec, founder and CEO of Demandbase] and his team," said Stacey Bishop, a partner at Scale Venture Partners, in a statement. "We believe Demandbase delivers tremendous value to B2B marketers, and we look forward to helping fuel its growth."
Demandbase's patented real-time identification technology provides visibility on prospects and customers and the ability to segment audiences. This allows marketers to target online ads, present consistent, relevant messages and offers on corporate Web sites, streamline lead capture into their marketing automation systems, and track all activity in their Web analytics or business intelligence tools.
"Demand for sophisticated but easy-to-use marketing solutions has grown rapidly in the last year, especially for B2B and enterprise companies, so, there's no surprise at the financial activity in the space from venture funding to IPOs," said Denis Pombriant, managing principal at Beagle Research, in a statement. "Demandbase is transforming B2B marketing in meaningful ways, and the new funding should enable them to scale their success even faster."
"B2B has not yet taken advantage of the reduced cost of selling that is enabled by digital marketing and data-driven decision-making. The team at Demandbase has innovated a suite of technologies that is forcing B2B marketers to rethink what is now possible in digital marketing," said Golec. "The new investment will help fuel our growth and fulfill our vision of creating connected conversations with prospects and customers across traditionally siloed technologies and data. Online advertising, Web site logs, and CRM systems can finally be joined in real time to connect advertising spend to Web site engagement to company revenue."
Demandbase can plug into existing technologies, including CRM, CMS, marketing automation, chat, and analytics to engage and measure customers across the entire sales cycle. In the last year, Demandbase connected to 25 new technologies from companies like Adobe, Drupal, Ektron, Eloqua, ExactTarget, Google Analytics, Marketo, and Salesforce.com.