Demandbase Secures $10 Million in Funding To Expand Real-Time ID

Demandbase, Inc., announced today it has closed a $10 million round of financing to support accelerated growth of the Demandbase Real-Time ID Service. 

Sutter Hill Ventures, a venture firm with a 50-year track record of investing in technology based startups, led the round of funding. Existing investors Sigma Partners, Altos Ventures, and Adobe Systems, participated in the round.

Industry Vendors Eyeing The Potential Impact of ‘Do Not Track’ Legislation

Online privacy has come under the microscope following the February introduction of a bill that would regulate the collection and use of information obtained from Internet tracking. The "Do Not Track Me Online Act of 2011" would give the Federal Trade Commission the right to create regulations that would force online marketers to offer online users the ability to opt-out of online tracking.

Given marketers’ pressure to focus on relevant, targeted offers, this could potentially impact the way marketers track and collect behavioral activity. “In a business environment, IT professionals may start to set company machine browser settings to a default do not track status which could have a pretty significant impact on online data collection and analytics,” said Dick Reed, CEO, Just Media. “The results in either case would be some very significant and negative impacts on both campaign targeting and analytics.”

Demandbase Adds Account Watch App To Connect CRM Data to Web ID Service

Demandbase, a provider of marketing performance improvement solutions for BtoB marketers, has introduced Account Watch, a new feature of its Real-Time ID Service. Account Watch is designed to enable Real-time ID Service customers to connect their own CRM data to their web site, enabling companies to deliver targeted messages to visitors and trigger sales notifications in real-time.

“The ability for a company to know, in advance, when a target account from its sales and marketing database is about to visit its web site and to take action in a real-time manner to maximize the value of that visit has, until now, been nothing more than a marketer’s pipedream,” said Jeff Zabin, Chief and Research Director, Gleanster, and author of the business bestseller Precision Marketing.

5 Tips to Improve Conversion Rates

jsBy Jason Stewart, Senior Manager, Demand Generation, Demandbase

It's not hard to find a list of tips aimed at helping to improve your conversion rates, but it is much harder to synch these suggestions with the tools designed to make them realistic and effective. Here are 5 tips to improve conversion rates:

Demandbase Announces Real-Time Business Identification that Enables Targeting and Personalization for BtoB Marketers

Demandbase, Inc. recently announced the availability of Real-Time ID Service, its platform for real-time identification of business web traffic. Accessed using a web service API, the new platform is designed to enable marketers to power their web site or online products with intelligence to know which company is about to visit its site, and then serve a web experience with industry-specific messages, shorter web forms and the potential for content customized for specific accounts.

Demandbase Expands Data Platform With Addition Of InfoUSA SMB Contacts

Demandbase, a leading provider of BtoB customer acquisition solutions, has expanded its reach into the SMB market through a partnership with InfoUSA which will add over two million new companies to its platform.

The addition of Infogroup data in the small and medium business (SMB) segment, joins business contact information from sources including Jigsaw, Hoover’s, Harte-Hanks, Dun & Bradstreet, LexisNexis, AccuData, Edgar and others in the Demandbase platform. The integrated data platform includes more than 8 million business contacts, all with email addresses, and is available on demand with filtering and scoring functionality designed to improve the precision in list creation.

Leading Demand Gen Solution Providers Connect To Form “The Marketing Cloud”

Just as cloud computing has transformed CRM and other core business functions, several industry leaders have joined together to help create an end-to-end cloud solution for marketing applications. Launched for the first time at Dreamforce 2009, the Marketing Cloud is a collection of cloud-based marketing services designed to “make internal marketing operations more efficient and external marketing programs more effective.”

Founded as an alliance between Alfresco, Demandbase, Hoovers (a D&B company), Marketo, Jigsaw, ON24 and PivotLink, the Marketing Cloud is positioned to deliver fast, easy and cost-effective options for marketers to integrate data silos, automate processes, foster collaboration and develop actionable marketing insights.

Social Media Contact Strategies Heighten Need for Database Hygiene

This is part two of a two-part series looking at best practices for managing a contact database. Part one offered key takeaways to optimize response rates by defining lead gen goals and target demographics.

In our last look at database strategies, we examined tactics for developing and expanding a list that matches the needs of your business goals and sales pipeline. In this week’s article, we will look at the importance of refreshing the database and taking steps to make sure the contacts are accurate and targeted.

Experts Size Up Contact Database Growth Strategies to Optimize Response Rates

This is Part 1 of a two part series looking at best practices for managing a contact database. Look for Part 2 in next week’s newsletter.

In order to optimize marketing messaging and generate the leads needed to feed their sales pipelines, BtoB marketers continue to wrestle with the need to “right-size” their contact databases. Industry experts suggest each organization should have a defined set of lead gen goals and demographics in place.

While marketers must tailor goals to their pipeline metrics, email service provider ExactTarget recently offered hard numbers to go on for list growth measurement. “Average list growth is about 35-40% per year after attrition (about 25% per year),” says Morgan Stewart, Director of Research & Strategy at ExactTarget. “However, this takes programs of all sizes and intentions into account. It is unrealistic for programs with very large lists to expect this type of list growth.”

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