Demandbase Adds Account Watch App To Connect CRM Data to Web ID Service
- Written by Demand Gen Report Team
- Published in DemandGen Reports
Demandbase, a provider of marketing performance improvement solutions for BtoB marketers, has introduced Account Watch, a new feature of its Real-Time ID Service. Account Watch is designed to enable Real-time ID Service customers to connect their own CRM data to their web site, enabling companies to deliver targeted messages to visitors and trigger sales notifications in real-time.
“The ability for a company to know, in advance, when a target account from its sales and marketing database is about to visit its web site and to take action in a real-time manner to maximize the value of that visit has, until now, been nothing more than a marketer’s pipedream,” said Jeff Zabin, Chief and Research Director, Gleanster, and author of the business bestseller Precision Marketing.
Account Watch offers marketers the ability to deliver an optimize web site experience. For instance, a site visitor from a Top 100 prospect account can have an entirely different online experience — complete with tailored messages, shortened web forms or better chat engagement — than an existing customer or a competitor, even if it is the visitor’s first time to the site. Additionally, specific site activity can be flagged for analytics measurement, with alerts sent to sales rep or the CRM system. Benefits of the new Account Watch feature include higher customer satisfaction, more effective cross-selling and streamlined customer acquisition on the web.
“Behavioral identification, which requires cookies or other personal tracking techniques, is critical for BtoC marketing, but for BtoB marketers it’s the identity and attributes of the account, not the individual, that matter most,” said Chris Golec, CEO of Demandbase. “Until now, the most valuable customer and prospect intelligence has been locked away in CRM systems. Account Watch enables our customers to connect this rich information with their web marketing strategies and optimize online experiences for the traffic that matter most.”
Demandbase’s Real-Time ID Service is a customizable API that plugs in to existing marketing technologies, such as marketing automation, CRM, web analytics, chat and CMS platforms. Account Watch lists can be set up in minutes within the web service using as many unique company attributes as desired.
More than 1,000 companies currently use Demandbase technology, including Adobe, Merrill Lynch, Morgan Stanley, Careerbuilder.com and Cisco.