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News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

Demandbase had its own announcement yesterday: something it calls “DemandGraph,” which is basically a combination of Demandbase’s existing business database with data gathering and analytical functions the Spiderbook system that Demandbase bought in May 2016. DemandGraph isn’t exactly a product but rather a resource that Demandbase will use to power other products.

Data Plus MarTech: HubSpot and Demandbase Join the Race

Customer Experience Matrix

The second was Demandbase ’s acquisition of data-as-a-service vendor WhoToo , which offers its own set of 250 million profiles relating to 70 million business processionals. The WhoToo acquisition marks a big step in the continued evolution of Demandbase, since it's a change from targeting companies to targeting individuals (although DeamdBase still won’t sell you their names).

The Metrics that Matter: A Video Interview with Demandbase

bizible

Marketers have been reporting on top of the funnel metrics, when they should be reporting on deal size, funnel velocity and pipeline generation, says Demandbase CMO Peter Isaacson. We interviewed the CMO, along with Director of Marketing Operations, Nani Jansen and Director of ABM Strategy, John Dering about the metrics that matter and why marketers should be reporting on revenue. 2:40.

Peter Isaacson, CMO of Demandbase: Why You Have a Bad Relationship with Sales—and What to Do About It [Podcast]

Crimson Marketing

That is the question that Peter Isaacson, CMO of B2B marketing technology company Demandbase, posed to some of the 400 digital marketers at a recent GE marketing summit. Peter Isaacson is the CMO of Demandbase, a B2B marketing technology company focused on advertising and website personalization. “How is your relationship with Sales?” Marketing Technology Podcasts

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup

Webbiquity

Greg Ott , Demandbase. Much of his presentation reflected, indirectly, the capabilities of the Demandbase tool. It was three days of drinking from a firehose of expertise from an impressive lineup of speakers, but did the conference deliver the goods? Here’s a recap of a few of the key sessions and conversations from the summit. Steve Woods , Eloqua. Don’t be boring!

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns. Outbound is the New Inbound.

Four overlooked B2B marketing ideas you can use now

grow - Practical Marketing Solutions

Demandbase has clearly established themselves as a leader in this space, if you are looking at account based advertising, they certainly should be on your calling list. Demandbase has clearly established themselves as a leader in this space, if you are looking at account based advertising, they certainly should be on your calling list. By Eric Wittlake, {grow} Contributing Columnist.

LinkedIn Now Tracks You Across The Web [And Flaunts It]

Digital B2B Marketing

The video below is a short screen capture showing how Eloqua and Demandbase were added to the recently viewed block on my homepage after visiting their websites, not just LinkedIn company pages. News Social Media Demandbase eloqua LinkedIn video We know companies track us across the web, but most companies don’t make the tracking obvious. LinkedIn, in quite a departure, is showing right on the homepage the company websites you have visited. Will LinkedIn have a privacy backlash similar to what Facebook has faced at times in the past? This isn’t showing every website.

How Account Based Advertising Really Works

Digital B2B Marketing

According to a 2015 survey from Demand Metric and Demandbase, 45% of B2B marketers are testing or have adopted account-based marketing and more than 75% of those plan to increase their use of ABM in the next year. From Demandbase to Vendemore to Neustar, IP data started to see widespread interest and adoption three or four years ago. IP Targeting. Onboarding Offline Databases.

Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

Potential providers: Demandbase , Insightera. Strategy bizo d&b Demandbase insightERA madison logic mediamath ReachForce thetradedesk turn For all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing. Sound ok? Better Ways To Use Data. Your Turn.

Time to abandon spray-and-pray lead generation

Biznology

Once the domain of only the largest companies, account-based marketing is now becoming accessible to everyone through cloud platforms like Engagio and Demandbase. B2B Marketing Digital Marketing Internet Marketing Marketing Automation Social Media Marketing Traditional Marketing account-based marketing dan mcdade Demandbase Engagio lead generation Predictive analyticsQuality time.

Bad Advertising Advice: Go Where Your Audience Is

Digital B2B Marketing

Both Bizo and Demandbase offer this solution. Media Strategy behavioral targeting bizo CRM Retargeting Demandbase LinkedIn media planning retargeter targetingIt sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. Do they watch the Super Bowl? Are they on Facebook?

Meet new Marketing Made Simple TV guests!

Fearless Competitor

We also booked Greg Ott, Chief Marketing Officer of the fast-growing firm DemandBase. As CMO of Demandbase, Greg leads a revenue-focused organization that includes product management, demand generation, web marketing, product marketing, customer success, and consulting teams. Marketing Demandbase Find New Customers Greg Ott Jay baer Jeff Ogden Marketing Made Simple TV Youtilitiy

Account-Based Marketing … and Billy Beane … in San Francisco

ANNUITAS

When I worked at Demandbase I was particularly inspired by the book and applied the cornerstone trigger event, Oakland A’s loss of player Jason Giambi to the Yankees, to B2B marketing and sales. That’s why I was particularly excited to hear about the upcoming Marketing Innovation Summit for B2B , produced by Demandbase. How Marketers Move Them from Anonymity to Revenue.

7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

Providers: Bizo, Demandbase, Neustar. Media adroll advertising bizo chango CRM Retargeting Demandbase fetchback kontera LinkedIn liveramp neustar retargeter retargeting search retargeting Simpli.fi B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. Use Your Keyword Data.

3 Steps to Building a Better B2B Target Account List

grow - Practical Marketing Solutions

Identify your best site visitors: Using a solution like Demandbase , you can identify companies viewing key pages or content on your site and that fit your target profile. Disclosure: Demandbase is a client). Identify your best site visitors: Using a solution like Demandbase, you can identify companies viewing key pages or content on your site and that fit your target profile.

B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?

The Point

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). Technically, it should be possible.

B2B Online Advertising: Improve Targeting by 10x (or more!)

Digital B2B Marketing

Yesterday Demandbase launched Company-Targeted Advertising, giving marketers a second option with some different capabilities. Disclosure: Demandbase is a Babcock & Jenkins client. Now that Demandbase’s offering is public, I wanted to share it. Beyond just targeting, Demandbase allows creative to be customized to every company. Today they can.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

If you are targeting a list of email addresses using CRM retargeting or key target companies through a partner like Demandbase , programmatic buys are often the only way to get the scale you need to be effective (although an increasing number of larger publishers are offering this targeting in their own site as well). Demand Generation Media banners Demandbase dsp online advertising RTB

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3 Steps to Using Data in an Imperfect Data World

Digital B2B Marketing

Providers like Madison Logic, Demandbase and D&B are worth watching in the B2B marketing space as well. Marketing Technology Media bizo BlueKai d&b data Demandbase madison logicData is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist.

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Get to Know Another ‘Hood: The Insider’s Guide to San Francisco During Eloqua Experience 2013

It's All About Revenue

Check out our partners’ perspectives of San Francisco: Our Type Five Picks for Eloqua Experience 2013 by Jessica Fewless / Demandbase . by Eloqua | Tweet this If you’re traveling San Francisco for Eloqua Experience this week, it’s likely not for your first go around. Despite its countless tourist attractions, the city of San Francisco is perhaps best defined by its neighborhoods.

Marketers Frustrated With Digital Advertising ROI

B2B Marketing Insider

89% of marketers do not think their digital marketing efforts are working, according to the latest study from Demandbase and Wakefield Research, which surveyed 500 managerial and executive-level B2B marketers. 71% of respondents say their digital programs often fail to meet their expectations. An overwhelming 96% reported that their digital marketing efforts lead to ad waste […].

Demandbase vs ReachForce SmartForms – Eloqua Topliners Discussion

B2B Lead Blog

Recently on Topliners, marketers weighed in on lead scoring solutions in a discussion of the merits of ReachForce SmartForm vs Demandbase. Don’t want to spoil the surprise – but, you can jump over to the Demandbase vs. ReachForce discussion to find out who was the universal favorite (aw, shucks). Lead Nurturing Lead Scoring Marketing Automation Demandbase eloqua ReachForce marketing automationThe Eloqua Topliners forum is one of the best resources on line for anything related to marketing automation best practice. Share and Enjoy.

Demandbase vs ReachForce SmartForms – Eloqua Topliners Discussion

B2B Lead Blog

Recently on Topliners, marketers weighed in on lead scoring solutions in a discussion of the merits of ReachForce SmartForm vs Demandbase. Don’t want to spoil the surprise – but, you can jump over to the Demandbase vs. ReachForce discussion to find out who was the universal favorite (aw, shucks). Lead Nurturing Lead Scoring Marketing Automation Demandbase eloqua ReachForce marketing automationThe Eloqua Topliners forum is one of the best resources on line for anything related to marketing automation best practice.

Using New Data for Marketing that is “Just Right”

Digital B2B Marketing

Demandbase provides the specific company and company information. In Theory Marketing Technology behavioral targeting bizo Demandbase Epsilon Harte Hanks Macys targetingYou go to Macys.com and you see baby clothes prominently featured on the homepage. You sign up for the newsletter that promises daily special deals on baby clothes and toys. On Fridays, it arrives at 6:30 AM.

Demandbase API vs ReachForce Form Appending Solutions

B2B Lead Blog

Demandbase or ReachForce? We are often asked the question: How are ReachForce SmartForms different from the Demandbase API for forms? In recent weeks, we’ve welcomed a number of new customers switching over from the Demandbase API forms solution, the only area of business overlap between our two fine companies. Demandbase vs ReachForce Match Rate. Lead Scoring

Demandbase API vs ReachForce Form Appending Solutions

B2B Lead Blog

Demandbase or ReachForce? We are often asked the question: How are ReachForce SmartForms different from the Demandbase API for forms? In recent weeks, we’ve welcomed a number of new customers switching over from the Demandbase API forms solution, the only area of business overlap between our two fine companies. Demandbase vs ReachForce Match Rate. Lead Scoring

How Demandbase Uses LeanData

LeanData

And Demandbase is establishing itself as one of the trend leaders in the growing industry space. That’s why Demandbase uses LeanData to enable its own internal Account-Based Marketing strategy. LeanData makes sure that leads coming into Demandbase always are routed to the correct sales representative. Getting leads to the proper home is especially important for Demandbase because the company focuses its efforts on a select group of target accounts that have been identified by the sales and marketing teams – a core principle of ABM. Account-Based Marketing LeanDat

Marketing Automation’s Next Frontier: Madison Avenue

Digital B2B Marketing

Marketing Automation’s Baby Steps Last week we saw the first meaningful step in this direction with the announcement of Eloqua’s AdFocus offering, extending marketing automation’s segmentation and messaging to online display programs with Demandbase and Bizo. Disclosure: Demandbase is a client of my employer.] Not yet. Your Turn This is one possibility.

Demandbase: Converting More Web Visitors into Leads

The Point

Tags: B2B Marketing Demand Generation Landing Pages Lead Management Lead Nurturing Marketing Automation direct marketing lead generation b2b demand generation demandbase marketo

Account Based Marketing – An Interview with Jennifer Pockell-Wilson of Demandbase

ANNUITAS

We recently had the opportunity to sit down with Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operation at Demandbase. Jennifer, leads the demand-focused marketing teams and demand operations at Demandbase. Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development. AG: Demandbase has been a big proponent on account based marketing. Here is a copy of the interview below. A prospect? This is incredibly powerful.

4 Ways to Make Your Website More Personal

It's All About Revenue

Plenty, according to the The 2011 National Website Demand Generation Study conducted by Focus.com and Eloqua AppCloud partner DemandBase. Demand Generation b2b marketing b2b online marketing cloud connectors Content Marketing DemandBase Focus.com landing page optimization lead generation marketing automation progressive profiling sales enablement website optimizationby Amy Bills | Tweet this We trust the word of our friends and colleagues more than ads. That’s a given. But what impact does that have on our marketing? Know the details without asking.

Lead 34

4 Reasons Your CMO Will Love Marketing Automation

It's All About Revenue

by Jesse Noyes | Tweet this Today’s guest post comes courtesy of Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operations at Eloqua partner Demandbase. Marketing Measurement american marketing association b2b marketing Demand Generation DemandBase Polycom Revenue Performance Management RPM sales and marketing alignmentPreviously the Senior Director of Global Marketing Operations at Polycom, Jennifer is experienced at demonstrating the marketing’s impact on revenue and driving alignment with sales. You’ve played around with email and it’s left you wanting more.

Sales 34

DemandBase Creeps Up the Value Chain

Customer Experience Matrix

I had a nice little chat with DemandBase two weeks ago. But it turns out that DemandBase has been inching its way up the value chain. Some time ago they released a free widget, DemandBase Stream, that shows the companies visiting your Web site in a news ticker on your computer desktop. But the technology is nothing special: a page tag sends the visitor’s IP address to DemandBase, which looks up its owner in standard Internet registries. In any case, being free, it's really just a promotion for DemandBase. I'd say that's significant.

Top 40 Twitter Feeds You’re Not Following

It's All About Revenue

Jen Pockell-Wilson – A VP at DemandBase, Jen is a demand generation guru. Social Media Andrew Gaffney Anthea Watson AT&T Bill Strawderman Chris Heggem Chris Hosford Chris Swain Christian Oestlien Conductor crm Dan Darcy Daniel Ben-Horin Daniel Burnstein DemandBase DemandGen Report digital marketing digital media Ellen Watson Emily Parker Francie Grace gaming Garth Holsinger Gavin Llewellyn google Janice Lee Jen Pockell-Wilson Jennifer Fremont-Smith JESS3 John Coleman John Ellett John Wihbey Jonah Minton Jonathan Gesinger Klout Lauren Harper Leo Ramirez Jr. Well, not always.

Media 27

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Summary: DemandBase has added real-time access to its data identifying Web site visitors, enabling Web sites to deliver customized pages. It’s more than a year since my original post about DemandBase. According to DemandBase, this compares with one to two seconds for conventional IP address look-ups. ABR gains its speed by querying DemandBase’s own database rather than querying external directories. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. Clever folks.

From 50 to 5,000 to 5 Million!

Lattice

For example: Demandbase targets 3,000 accounts as part of their program. I was fortunate to have hosted Sangram Vajre, CMO and Co-Founder of Terminus and Peter Isaacson, CMO of Demandbase last week in a webinar about how you can scale account-based marketing. B2B companies have been doing Account-Based Marketing (ABM) for years. EMC targets hundreds of thousands of customers.