Demandbase Adds Analytics To Provide Deeper Insights Into Lead Sources, Behavior
- Written by
- Published in DemandGen Reports
Coming off the strongest business quarter in its company history, customer acquisition solutions provider Demandbase recently announced enhancements to the Demandbase Professional solution. The new release includes advanced web analytics, designed to provide BtoB marketers with specific traffic sources that deliver the highest valued Web traffic.
In addition, a new level of automation designed to generate highly focused marketing and sales prospecting lists uses customer Web traffic and target audience profiles to organize based on interests, behaviors, industries, company size and responsibilities. The new enhancements are aimed at helping organizations better leverage Web site traffic to hone in on high-potential accounts.
“We’re able to provide a lot more analytics to particularly the marketers to really understand where traffic is coming from, and the quality of the traffic from various sources, search engine or social media and blogs, direct traffic or from any online campaign,” said Susan Scarth, VP Marketing, Demandbase.
The Demandbase Central data platform, which includes a proprietary matching engine designed to resolve IP addresses to a business office location, offers advanced analytics complete with revenue, company size, industry and other firmographic data. With more than 50 million Web visits gathered each month from across thousands of clients, the self-tuning matching engine is now able to resolve twice the number of businesses than other analytics and marketing automation solutions that rely on basic “reverse IP look up” methods, which offers marketers the insights necessary to determine the channels which are delivering the highest quality business traffic.
“Now as a marketer you can have much more visibility and make much better decisions in terms of how you allocate your resources based on not only the conversions but the overall quality of the traffic being driven by various channels,” Scarth said.
Demandbase Professional 2.0 is offered as a subscription service. More than 50 million Web visits across 2,000 business Web sites are analyzed and scored by Demandbase per month.
“There is a growing demand by B2B marketers to better understand if dollars allocated toward social media, search advertising, email, display ads or other online sources are driving the right traffic to their Web site,” added Chris Golec, President and CEO of Demandbase. “It’s becoming less about the volume of clicks generated and much more about the quality of those site visits–a marketer’s ability to convert those visits into the sales pipeline and drive new revenue is paramount to success.”