Dive Brief:
- Demandbase launched its B2B Data Cloud platform based around account-based identification technology using network IP addresses, behavioral intelligence and third-party data with customer’s first-party information.
- According to Demandbase, the “B2B Data Cloud drives more effective advertising, personalization and sales programs by allowing customers to leverage an open data model that connects into hundreds of ad exchanges, marketing technologies and CRM systems.”
- Another new feature is job function targeting, found within the company’s account-based advertising and account-based retargeting solutions.
Dive Insight:
“The $35 billion market for B2B solutions has been massively underserved by cookie-based consumer technologies with data models that simply don’t extend across advertising, marketing technology and CRM solutions. Even worse, the traditional measurement approaches that come with these tools are nearly useless in the world of B2B sales,” said Chris Golec, CEO of Demandbase in a statement.
The Demandbase B2B Data Cloud aims to bridge the gap by providing a more open data model that links everything from advertising, CMS and marketing automation solutions together.
"Now, sales and marketing can get a holistic view of target accounts and measure results by sales activity, not just a click or impression," Golec said.
Demandbase launched its B2B data cloud platform as well as a Job Function Targeting feature within its Account-Based Advertising and Retargeting solutions. The feature, which utilizes B2B data from recently-acquired WhoToo, helps its clients advertise to the right buyers among target accounts.