Demandbase unveiled a premium feature that provides access to Facebook’s advertising inventory, enabling B2B marketers to identify prospects and deliver targeted messages within Facebook without cookies or other tracking mechanisms. Users of Demandbase’s Company-Targeted Advertising solution can target ads to B2B buyers on Facebook during key working hours, according to company officials.
Demandbase enables B2B advertisers interested Demandbase can directly target Facebook ads to key accounts and prospects by identifying the company of a Facebook visitor based on business attributes associated with a company’s IP address, including company name, industry size and revenue.
“Until now, business marketers have targeted Facebook users based on ‘likes,’ posts, connections or past web activity, but this isn’t the most effective way to reach the accounts that are likely to convert,” said Greg Ott, CMO of Demandbase, in an interview with Demand Gen Report. “B2B marketers are not like supermarkets trying to sell 10,000 cans of beans. In B2B marketing, it is more about a few key deals and how to get in front of the eyeballs that I care about marketing to wherever they are.”
Ott said that Demandbase is working on similar programs with other social media networks.
