Demandbase, a targeting and personalization platform for B2B marketers, has launched B2B Retargeting, expanding the capabilities of the company's existing targeting solution. With B2B Retargeting, Demandbase customers can focus their business strategy and target companies that have demonstrated real buying intent based on Web site activity. Once a company demonstrates intent, an automated retargeting technology triggers real-time action and ensures advertisers deliver the right messages to companies most likely to become customers.
While many existing retargeting solutions are designed primarily to enable B2C companies to deliver ads to anonymous individuals, Demandbase's solution is designed to meet the needs of those in the B2B space, according to Greg Ott, CMO of Demandbase.
"Ad retargeting has long been a successful consumer marketing strategy, but has not yet produced results for business campaigns. For B2B marketers, they've been working with tools within the constraints of a consumer-centric model, where an individual makes the decision to buy," Chris Golec, founder and CEO of Demandbase, says.
Rather than retargeting all Web site visitors, Demandbase identifies companies in real time and listens to buying signals based on advertiser-defined filters, then programmatically retargets and serves ads to the companies when they are showing clear buying intent on a corporate website. These buying signals coincide with the complex B2B buying cycle, which involves multiple stakeholders researching and evaluating products and services on Web sites long before they make themselves known.
"Demandbase's solution gives advertisers the ability to monitor key signals of buying intent from target accounts. B2B Retargeting does not rely on cookies—instead, it gets to the core of what B2B marketers look for, and prevents the waste of valuable time and money," Ott explains.
"So many B2B advertisers are using retargeting technology built for consumers and sinking hundreds and thousands of dollars into campaigns that will never deliver the leads the sales team wants. By using a solution specifically tailored to the B2B buying process, we're giving businesses the opportunity to influence multiple people involved in a corporate purchasing decision, at the specific target companies most likely to buy. Finally, B2B marketers can use retargeting to drive deeper engagement and impact revenue," Golec adds.
Demandbase customers that have already used the new B2B Retargeting solution have reported positive results."As B2B marketers, we're only truly effective if we can consistently engage with the multiple decision-makers who are involved in a B2B sale," Nick Payani, director of global brand and digital marketing at CSC, an information technology service and solution provider and Demandbase customer, says. "Until now, we did not have a cohesive solution that enabled us to consistently communicate with these buyers across the entire buying cycle. With Demandbase, we're using programmatic retargeting to drive the conversation with our most important accounts during the time they are most likely to buy. Doing so we are exponentially more successful in converting our marketing dollars into sales."