Account Watch offers marketers the ability to deliver an optimize web site experience. For instance, a site visitor from a Top 100 prospect account can have an entirely different online experience — complete with tailored messages, shortened web forms or better chat engagement — than an existing customer or a competitor, even if it is the visitor’s first time to the site. Additionally, specific site activity can be flagged for analytics measurement, with alerts sent to sales rep or the CRM system. Benefits of the new Account Watch feature include higher customer satisfaction, more effective cross-selling and streamlined customer acquisition on the web.
“Behavioral identification, which requires cookies or other personal tracking techniques, is critical for BtoC marketing, but for BtoB marketers it’s the identity and attributes of the account, not the individual, that matter most,” said Chris Golec, CEO of Demandbase. “Until now, the most valuable customer and prospect intelligence has been locked away in CRM systems. Account Watch enables our customers to connect this rich information with their web marketing strategies and optimize online experiences for the traffic that matter most.”
Demandbase’s Real-Time ID Service is a customizable API that plugs in to existing marketing technologies, such as marketing automation, CRM, web analytics, chat and CMS platforms. Account Watch lists can be set up in minutes within the web service using as many unique company attributes as desired.
More than 1,000 companies currently use Demandbase technology, including Adobe, Merrill Lynch, Morgan Stanley, Careerbuilder.com and Cisco.
