Company-Targeted Advertising

SAN FRANCISCO — Oct. 17, 2012 — Demandbase, Inc., the real-time targeting and personalization platform, today launched Demandbase Company-Targeted Advertising, the first-ever advertising solution for company targeting, which enables B2B advertisers to target and personalize display advertising to specific companies or to companies that meet a predetermined list of corporate attributes. Demandbase now gives brands a new way to deliver and measure online advertising based on specific target accounts, stage in the sales funnel, or corporate attributes like industry, revenue, size or geography. Prospects can be identified on the web visitor’s first visit to a site, without the use of cookies or other tracking mechanisms, and ads are served only to the predetermined company targets.

“Enterprise advertisers have been underserved by digital advertising technologies that rely on cookies and behavioral tracking strategies developed for the consumer Internet. B2B advertising is vastly different than B2C– business marketers aren’t selling to one individual and require much higher precision,” said Rich LeFurgy, co-founder of the Interactive Advertising Bureau (IAB) and General Partner at Archer Advisors. “Demandbase’s innovation will fundamentally change a company’s ability to successfully target and engage other businesses online.”

Demandbase Company-Targeted Advertising completely eliminates waste in B2B advertising, by only serving ads to companies that have potential to buy. Companies such as StrongMail are currently leveraging Demandbase to target and personalize online ads to specific account lists to drive higher website engagement, the #1 predictor of purchase intent. This, in turn, results in more brand awareness, sales leads and revenue from these targeted companies.

The Demandbase Company-Targeted Advertising Platform Enables Businesses to:

Target 100% of their Advertising Spend to the Right Businesses: Customers can designate a specific list of companies—be it prospect accounts from their CRM system or a pre-defined audience, such as the “Fortune 1000”—and make sure only those companies see their ad. Demandbase uniquely identifies website visitors from their very first visit to a web property, determine if they qualify to be presented a customer’s ad, and ensure an advertiser’s spend and message is not wasted on the wrong person.

Personalize Ads Based on Company, Industry Verticals or Other Attributes: Because ads are targeted to a specific company that is identified in real time by Demandbase’s proprietary technology, those ads can also be personalized with the company name, industry or any other element that increases relevancy and attention. In early tests, the personalized ads delivered by Demandbase are showing a 2-3x higher CTR than non-personalized ads delivered through the same system.

Avoid Cookies, Gain Freedom from CTRs: Unlike behavioral ad targeting solutions, Demandbase is able to target ads to specific pre-determined companies, without the use of cookies or other tracking mechanisms. Built on the backbone of the Demandbase Real Time Identification Service, Demandbase Company-Targeted Advertising matches previously unavailable information about a website visitor’s company—including other attributes such as company name, industry, size, geographic location, number of employees and revenue–with over 1.5 billion corporate IP addresses in real time. Attributes are not limited to information in the Demandbase database; Demandbase Company-Targeted Advertising can also use first party attributes or CRM data and status to target ads. For example, new prospects may receive a product demo offer, while companies further down the sales pipeline will receive a specific offer related to a product they have previously reviewed, and pre-funnel companies can be served brand-building ads. And, because ads are served only to pre-determined companies being targeted by the advertiser, companies are now free from measuring campaigns solely based on CTRs, rather, success can now be based on the website engagement of companies that are closely tracked all the way through the sales cycle. Ads are never targeted based on a pre-determined cookie pool, and an entire ad spend can be directly linked with the engagement and ultimate revenue of target companies.

“I see customers wasting more than 90 percent of their ad spend hoping to attract high potential businesses to their web site falling vastly short of those goals. The reality is that there are millions of companies overall, but B2B sales organizations generally know only target a few thousand of those companies have the potential to become revenue. Those are horrible odds,” said Chris Golec, founder and CEO, Demandbase. “Our zero-waste approach gives marketers the precision they need to target the exact company or audience segments they want, changing the game for the underserved B2B advertiser.”

How it works:

To get started with the Demandbase Company-Targeted Advertising, customers provide Demandbase with a list of companies they want to target—from a specific prospect list that is in a certain stage in the sales funnel, to a generic list generated through other channels [e.g. “Fortune 1000”]—or a set of company attributes, and Demandbase will ensure that ads are delivered ONLY to those specific companies, or companies that match that client profile. Customers can provide pre-designed creative, or leverage Demandbase’s Creative Services and expertise to create custom ads that can be further personalized in real time based on the company visiting a certain site. Inventory is then acquired through advertising exchanges such as Google and RightMedia or through direct relationships with independent premium publishers. Once the ads are served, customers can track engagement on their website or in CRM by account using Demandbase and connect each campaign with revenue generated by specific businesses.

In addition to ad serving, the Demandbase platform can help improve marketing efficiency and performance of marketing analytics, web chat, web forms, marketing automation, content management and CRM systems.

To learn more about the Demandbase Company-Targeted Advertising Platform, click here.