New Orchestration Destinations – Leveraging B2C Channels in B2B

These days it’s unusual to find B2B marketers who do not leverage multiple ad networks and platforms to engage with their target audiences.

Demandbase customers are no different, with many launching campaigns in Demandbase One in addition to a variety of other channels.

Yet this multi-channel approach has presented a collective problem – these ad networks and other platforms are separated with information siloed in each system, which use different datasets to control their audiences. This makes orchestrating a customer experience across these networks both manual and extremely resource intensive.

The good news is that Demandbase can act as a unifying thread across these other platforms to keep a consistent experience for your target accounts. This quarter, five new advertising channels were introduced that all customers can use to manage all of their advertising efforts from one platform, further expanding the ecosystem of integrations available to Demandbase users:

Note: Not all Demandbase integrations are listed above.

Social advertising

Since the introduction of Demandbase One, users have been able to craft audiences in Demandbase, and push lists into LinkedIn, the most popular social channel leveraged in a B2B context, for social campaigns.

Now, any Demandbase user can connect directly with their Facebook, Instagram, Twitter, Adobe, Bing and Google/YouTube instances. Additionally, we expanded our integration with LinkedIn to target at either the account or person level. This quite literally changes the landscape of what you can do from one platform, as no other vendor supports more than three of the mentioned channels.

Why is this important? 

Simply put, versatility and consistency. As you develop your organization’s go-to-market strategy, maintaining room for growth is crucial since your tech stack is certain to evolve over time.

Even if your team isn’t using these channels today, consider the following:

“B2B buyers are people, too, and B2B marketers can and should be advertising on those channels,” 

• Jon Miller, CMO, Demandbase.

Now the figurative shackles that have historically applied to audience builds within these channels have been removed, as you can now use the power of first and third-party data, intent, technographics, and activities (see image below) to define an audience and specifically target those buyers across the business and social web, providing a consistent customer experience across networks and other platforms.

One-stop shop

While the ability to leverage selectors to curate lists and activate third party campaigns is a step up on its own, the account and contact intelligence powering these lists has also been augmented with the acquisitions of InsideView and DemandMatrix earlier this year.

This move supplemented our firmographics, contacts and technographics leadership, in addition to adding a set of sales intelligence, B2B DaaS, and ICP/TAM tools. Mix this in with our enduring leadership with intent data, which we support on our own, in addition to partner datasets from Bombora, G2 and soon to include TrustRadius, and you get the most robust intelligence set available.

Where to next?

Almost no company’s tech stack is safe from change, which makes choosing a platform that can support your evolving tools of choice that much more important. Perhaps the most exciting part of these new destinations is that it sets the foundation for many more to come.

Demandbase takes pride in providing superior integration options for all of our customers, and will continue to rely on customer feedback to guide the choices for our next wave of integrations.