Demandbase unveiled its B2B Data Cloud, a platform designed to combine the company’s network IP address identification technology with behavioral data located in the user’s current data management system. The new Data Cloud positions Demandbase customers to enhance their display ad targeting capabilities and create personalized messaging for prospective buyers.
The news comes shortly after the announcement that Demandbase acquired data-as-a-service company WhoToo for an undisclosed fee. The acquisition combined Demandbase’s ABM data assets with WhoToo’s behavioral, profile and functional data to provide deeper insight on prospect interactions within target accounts.
“WhoToo had terrific data assets that were combined into audience profiles,” said Peter Isaacson, CMO of Demandbase, in an interview with Demand Gen Report. “We were able to take our IP targeting and combine it with their behavioral analytics and job functions [to create] useful data assets that marketers can leverage across their marketing stack.”
The B2B Data Cloud can also integrate with multiple ad exchanges, marketing technologies and CRM systems in an effort to keep buyer data as accurate and synchronized as possible.
“With both Account-Based Marketing (ABM) and personas taking center stage for B2B marketers today, there’s a growing desire to effectively target not only prioritized companies, but the roles within them that comprise the buying team,” said John Donlon, Research Director of Marketing Operations at SiriusDecisions. “The ability to easily tie these two together in order to personalize campaigns and content is a significant step forward for solutions in this space.”
Demandbase also announced the launch of Job Function Targeting, a feature within the company’s Account-Based Advertising and Account-Based Retargeting solutions that leverages B2B business profiles from WhoToo and positions users to advertise to the right buyers and influencers within their key target accounts.
“This is adding an extra layer of targeting capabilities,” Isaacson noted. “Now we’re zeroing in on the key members of marketing teams within a given account.”
