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Demandbase Unveils Expanded Audience Classification Capability

By Raju Shanbhag
TMCnet Contributor

Enabling marketers to personalize and optimize their websites and digital marketing programs more effectively to improve customer acquisition and customer retention, Demandbase has announced that its Real-Time Identification Service now includes enhanced audience classification capabilities for worldwide business web traffic.

To make web experiences more relevant and effective, Demandbase Real-Time Identification Service delivers businesses the most accurate, real-time information about the visitor’s company, including industry, size, location, revenue and customer status (new prospect, existing customer, competitor, etc.). Information is delivered in milliseconds, before a web page is served, so that a more personalized experience can be delivered in real time. Offering shortened forms, personalized content, and targeted actionable insight on target traffic, the technology can be plugged into existing applications, such as web forms, CMS systems and analytics platforms.

“Marketers understand that they need to become more savvy around understanding the makeup of web visitors, and then take the action necessary to immediately service those audiences. Demandbase customers can immediately understand how their most valuable audience segments are engaging with their web sites and address those customers with a highly personalized experience every time,” said Chris Golec, CEO of Demandbase. “As a result, businesses can better focus online marketing campaigns.”

To include over 1.3 billion IP addresses and other information mapped to corporate data, the new identification capabilities stem from the ongoing development of the Demandbase Business Resolution Platform, which has grown by more than 30 percent in the last year. The platform now gives marketers the ability to classify web traffic into business vs. consumer audiences with further segmentation by industry or company size, in addition to the more than 40 business attributes that the Real-Time Identification Service delivers about web visitors, the company stated in a press release.

Recently, the company partnered with Astadia to enable businesses to easily leverage the Demandbase Real-Time ID Service within Eloqua (News - Alert) and other systems. Under the terms of the partnership, Astadia will provide integration services for Eloqua customers looking to plug the Demandbase Real-Time ID Service into Eloqua; Astadia will also be providing a managed service to its customers that do not currently have Eloqua installed, but want to leverage the Demandbase Real-Time ID Service.