• February 28, 2014
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Demandbase Updates B2B Retargeting

Demandbase, provider of a targeting and personalization platform for B2B marketers, has added programmatic audience functionality to the B2B Retargeting solution it released in November

The new functionality helps B2B marketers increase awareness, build influence, and generate revenue from the companies that visit their Web sites. The complete retargeting solution combines the new programmatic audience functionality based on interests identified from customer Web traffic with programmatic ad buying to automate B2B retargeting.

"In B2B, most people who come to your site are not customers," says Chris Golec, CEO of Demandbase. "Only about twenty percent of site visitors are people you want to sell to."

Similar to Google Adwords, Demandbase’s B2B retargeting solution includes monthly spend limits and filters that ensure only the most qualified and most interested companies are retargeted with the right ads in a timely manner. Users can set the limits for who gets retargeted and for how long.

"You can say, for example, that you only want to target the top 100 companies with more than $100 million in annual revenue in the high-tech space and retarget them for sixty days," Golec says.

The new product release also offers what Golec calls "set-it-and-forget-it" simplicity while delivering results mapped directly to the needs of specific sales teams.

He calls the solution "an easy, no-brainer way to tie advertisers and Web traffic to sales.

"We're solving three major challenges for our B2B customers: bringing the right customers to their sites, making sure they're seeing the right content for their companies, and tying them to sales," Golec says.

Demandbase offers its suite of products through a subscription model, which Golec says better aligns the interests of buyers and sellers. "You're not focusing on everybody, but only the companies that you want to do business with," he says.

The company's digital marketing platform currently handles more than 1 billion Web interactions per month and is used by hundreds of large enterprises, midmarket firms, and fast-growth companies across a variety of industries to improve marketing performance and increase selling efficiency.

One of those firms is CSC, a provider of IT services and solutions.

"Five years ago we relied on click-thru rate; two years ago it was cost-per-lead; and now we rely on actual pipeline acceleration and revenue growth to measure marketing success," said Nick Panayi, director of global brand and digital marketing at CSC, in a statement. "The solution has clearly demonstrated significant value with our sales and marketing leadership."

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