Demandbase Transforms B2B Marketing with Next Generation ABM Platform

SAN FRANCISCO – October 5, 2017 – Demandbase, the leader in Account-Based Marketing (ABM), today announced the launch of its next generation ABM Platform, the only comprehensive, end-to-end solution for B2B marketers. This new technology makes it simpler to set up and manage account-based campaigns across the entire funnel by combining Targeting, Engagement and Conversion solutions into one fully integrated platform. Enhancements include an Artificial Intelligence (AI) layer to enable a 100 percent improvement in account identification rates, the ability to create B2B audiences based on buyer intent signals from thousands of publisher websites, real-time personalization of website experiences based on interests and account identity, and the ability to improve close rates by providing sales teams with account and individual-based insights. The new platform also offers users a straightforward self-service interface that makes it easy to select target accounts, manage audiences across campaigns, integrate account information from a CRM system, and measure the performance of ABM programs based on pipeline and revenue.

“There are too many risks and technical barriers to overcome in trying to stitch together an ABM strategy using disparate technologies that don’t use a common data model to follow and measure a business audience throughout the entire funnel and lifecycle,” said Chris Golec, CEO of Demandbase. “What’s been missing from ABM technology is an integrated platform that makes it easier to implement, execute and grow your ABM efforts seamlessly. I’m confident the new AI-based platform introduced today with fully integrated targeting, engagement and sales conversion solutions will set us apart for many years to come.”

The Demandbase ABM Platform makes it easy to build target accounts from CRM data, by uploading a preexisting account list, or by leveraging buyer intent signals generated by the only AI-powered ABM platform that learns from 50 billion B2B interactions every month. Marketers can further segment and manage these audiences by a number of firmographic variables such as industry, size, location and others.

The ABM Platform is a fully integrated set of solutions that includes Targeting, Engagement and Conversion solutions:

• The Targeting solution triggers account-based advertising and retargeting campaigns, and consists of account selection and display advertising.
• The Engagement solution optimizes the website experience for accounts and segments, and includes personalization, streamlined forms and live chat.
• The Conversion solution delivers sales teams stakeholder contact information and insights from key accounts to turn engagement into pipeline.

The ABM Platform also integrates with more than 50 of the most popular third-party marketing technology tools to optimize them for ABM. This integration maximizes the effectiveness of existing marketing tech stacks without data loss and gives sales and marketing teams access to high-level dashboards to quickly measure how well their company is doing attracting, engaging and converting target accounts from first touch to close. As a result, the ABM Platform creates a better understanding of how well a particular audience or list of accounts is performing at each stage of the funnel and how well programs for that audience are performing.

“Account-Based Marketing is focused on alignment and joined targeting efforts, so when you have multiple point solutions that don’t integrate intelligently, it can create unneeded complexity or holes in our Sales and Marketing strategy,” said Brandee Sanders, Director of Digital Marketing and Analytics at Blackline. “Demandbase’s ABM Platform gives us an easy-to-use, integrated view into who we’re reaching, why we’re reaching them and how we’re engaging them, allowing us to quantitatively measure results and answer to core KPIs.”

For more information, please join Demandbase for a live webinar on ”Unifying Your ABM Strategy with a Single Platform” on Thursday, October 12, 2017 from 11 a.m. to noon PT. Register here.