• November 8, 2012

Demandbase Enables Eloqua Customers to Target Ads

Demandbase, a provider of a real-time targeting and personalization platform, announced the availability of Demandbase Company-Targeted Advertising within the Eloqua Marketing Automation Solution. 

Leveraging Demandbase's Display Nurture technology, Eloqua customers can now serve the right advertising message to their most important accounts based on their status in the buying cycle, wherever they are on the Web. 

"B2B buying decisions are made by committee rather than one individual decision maker. This solution reflects the way that companies actually sell to other businesses, enabling them to target and engage the right buyers online and drive revenue," said Greg Ott, chief marketing officer at Demandbase, in a statement. "By connecting the Demandbase Company-Targeted Advertising Platform to specific business intelligence within customers' marketing automation system, we now enable Eloqua customers to market to specific prospects with tailored messages or offers that are most likely to convert them from a shopper to a buyer."

Demandbase Company-Targeted Advertising enables B2B advertisers to target and personalize display advertising to specific companies or to companies that meet a predetermined list of corporate attributes. Demandbase within Eloqua now gives Eloqua customers a new way to deliver and measure online advertising based on specific target accounts, stage in the sales funnel, or corporate attributes like industry, size, revenue, and more. Prospects can be identified on the Web visitor's first visit to a site, without the use of cookies or other tracking mechanisms, and ads are served only to the predetermined company targets.

Eloqua customers can use existing ad creative and copy, which are delivered to only the targeted accounts based on their stage in the sales funnel, or they can work with Demandbase to create specific ad creative that is customized for targets based on where they are in the buying process. As a target account travels its way through the buying cycle, the ads served are customized to reflect each target's appropriate needs at that time. 

"With Demandbase, we avoid the waste inherent in spray and pray marketing, and can serve ads to the right companies at the right stage in their buying process," said Meagen Eisenberg, vice president of demand generation at Docusign, in the statement. "The ability to leverage Demandbase within our marketing automation system has allowed us to include targeted advertising as a foundational component in our marketing campaigns, and extends our commitment to deliver a relevant message to our target accounts beyond our Web site."

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