Demandbase Announces Real-Time Business Identification that Enables Targeting and Personalization for BtoB Marketers
- Written by Demand Gen Report Team
- Published in DemandGen Reports
Demandbase, Inc. recently announced the availability of Real-Time ID Service, its platform for real-time identification of business web traffic. Accessed using a web service API, the new platform is designed to enable marketers to power their web site or online products with intelligence to know which company is about to visit its site, and then serve a web experience with industry-specific messages, shorter web forms and the potential for content customized for specific accounts.
“BtoB marketers have been telling us for years that one of the biggest headaches is converting visitors on their web sites,” said Chris Golec, CEO of Demandbase. “With only 2 to 4% of web visitors carrying out a desired action online, there is so much potential ROI left on the table.”
According to industry research firm Outsell, in 2010, BtoB companies will spend $129 billion on marketing programs, with more than $52 billion spent online and half that amount going toward corporate web site projects. The significant investment has not paid off for the average B2B marketer, however, with an average of 97% of visits resulting in no action.
Demandbase claims its Real-Time ID service identifies three times the number of businesses versus other attempts to identify traffic and returns more actionable business details. The information can also be customized for CRM to match target accounts, sales territories, focus industries, or specific market segments.
By utilizing uniform company information provided by Demandbase’s web service, the Real-Time ID technology can reduce the number of fields required on web forms. Grover Righter, VP of Marketing for Demandbase client Crowd Science, says the Real-Time ID has already improved the conversion rate of the company’s social media campaign by 46%.
The Real-Time ID Service scores and integrates more than 20 million contact records from Dun & Bradstreet, Jigsaw, Edgar Online, Harte-Hanks, Hoovers, LexisNexis, and NetProspex into its Business Resolution Platform.