by Cliff Pollan, Founder and CEO, Postwire

At its core, content marketing in the B2B world is a sound strategy that when executed well can generate demand, educate prospects and clients, and can be tailored to their needs at different points. It forces marketers to think differently about the world around us. No longer can we scream out our message and wait for a response, as buyers will just tune us out. Rather, we must be there with the right content when they are doing their research.

Demandbase, a targeting and personalization platform, launched B2B Retargeting, which is designed to help B2B marketers maximize their ROI for company-targeted advertising.

The new Demandbase solution enables B2B marketers to establish criteria for relevance and readiness to buy and automatically display ads to prospects who exhibit those buying signals.