Day harnesses Demandbase for content targeting to biz web visitors
ECM Plus – Day Software, recently acquired by Adobe, has tapped Demandbase Inc., a technology company providing B2B marketing – which also happens to be jointly-funded by Adobe.
The two firms have linked up to form a partnership that hopes to tap into Demandbase’s so-called ‘Real-Time ID Service’, which, the company said, ‘provides B2B marketers with the intelligence of knowing which company is about to visit their website pages’.
Together with Day’s CQ5 technology, its clients can be served a tailored web page of content. based entirely on a range of pre-known information about that visiting user, profiling which has such data as the precise industry it is in, how much revenue it makes, the number of its employees, their actual office location, and the named account status.
According to the company, the plug-in also enables CQ5 customers to make web experiences more ‘relevant and engaging’ as they put it, significantly increasing site conversion rates and return on marketing.
Chris Golec, CEO and Founder of Demandbase said: “As customer interactions shift to the web, the ability to change a web experience for a specific account, industry, or size of business enables the B2B web site to move beyond brochure-ware.”
Users of CQ5 need no more software or infrastructure to start delivering a customized web experience to business visitors, the company asserted.
Day users can separate out high and low value prospects, increase engagement and conversion and make an immediately impact on the ROI across all their B2B marketing.
According to DemandBase, the real-time identification of key accounts is made possible by its Business Resolution Platform, which uses proprietary algorithms that intelligently combine a database of 800 million IP addresses across North America and Europe, over 30 million business contacts, and information from social networks critical for business including Facebook and LinkedIn.
The company said that this multi-tiered process ensures that ‘target accounts are identified’ in a fraction of a second and appended with the most current information, fully standardised for CRM and marketing automation systems.
The service is cloud-based and has matched more than 1 billion visits in 2010, the company said, and can currently identify more than 100 million businesses every month without even the use of traditional ‘cookies’ or by tracking personal information.