|[February 14, 2013]
Demandbase Adds Technology Targeting Feature to Its Company-Targeted Advertising Solution
SAN FRANCISCO --(Business Wire)--
Inc., the targeting and personalization platform for B2B, today
launched Technology Targeting, a new feature of Demandbase Company-Targeted
Advertising that enables advertisers to target and personalize
display ads to business audiences based on the technologies they have
deployed. The new filter allows advertisers to serve highly relevant
messages in front of their most valuable target companies, which
increases brand awareness and engagement, and moves them forward along
the path to purchase.
Demandbase Company-Targeted Advertising eliminates waste in B2B
advertising by only serving ads to the companies that meet the
targeting criteria for a campaign. With Technology Targeting,
advertisers can now specify the criteria of 'technologies used' as part
of their campaign targeting requirements, which helps to focus both the
audience and the spend. Brands can target customers based on
competitors' clients, complementary solutions or other key attributes.
For example, a brand that sells technology complementary to
Salesforce.com's (News - Alert) CRM software can now run a campaign targeting ads only
to 'Fortune 1000 companies that use Salesforce CRM.' Alternatively,
advertisers can use this to simply target their competitors' customers.
This additional layer of targeting eliminates waste by not showing ads
to other companies that have irrelevant technologies, therefore
improving the efficiency of the marketing spend.
Demandbase customers using Company-Targeted Advertising can use the
platform's website optimization suite to identify those same companies
targeted with ads when they come to the their website, regardless of the
click. The identification in real-time allows Demandbase customers to
present consistent and relevant messages on the web using their content
management system, streamline lead capture with their marketing
automation system and track all of the activity in web analytics.
"Our customers have seen the power of zero-waste advertising, driving a
new level of relevance from their advertising strategies," said Chris
Golec, founder and CEO of Demandbase. "We have always set out to empower
marketers with a set of tools that provide actionable ways to connect
with the prospects and customers most valuable to them. Demandbase
Company-Targeted Advertising now gives marketers multiple ways to
segment and target their audiences, with the precision they need to
reach specific audiences and personalize the entire customer experience
from start to finish, something that has never been available to B2B
Advertisers using Demandbase Company-Targeted Advertising have seen
significant lift, as high as 2-3X, in overall engagement from their
targeted list of companies. Company-Targeted Advertising, along with the
website optimization modules and sales IQ solutions, form the Demandbase
targeting and personalization platform, which provides B2B marketers
with the tools to have personalized, relevant and connected
conversations with their customers all the way through the sales cycle.
is the first targeting and personalization platform for B2B,
transforming the effectiveness of marketing programs and marketing's
ability to impact revenue. While personalization tools have long existed
for B2C, until now, none were geared specifically to enable B2B
marketers to make online interactions more effective, delivering the
Demandbase's patented identification technology bridges the gap between
known and anonymous web visitors by identifying and segmenting the
companies visiting a website, and providing detailed, targetable
business attributes in real-time. Demandbase integrates with other sales
and marketing technologies to deliver unique intelligence about web
visitors, and better attract, convert and retain the right customers.
Enterprise leaders and high-growth companies alike use Demandbase to
drive better marketing performance. For more information, visit http://www.demandbase.com.
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