Demandbase utilizes real-time identification to enhance account-based marketing strategies, driving online engagement and significantly improving web conversions. The document outlines key tactics for B2B marketers, including the importance of targeting 'sweet spot' accounts and optimizing landing pages to capture leads effectively. It emphasizes an integrated approach to marketing that combines both personalized content and data-driven insights to better engage potential customers.

1. How Demandbase Applies Real-time Identification
to an Account-Based Marketing Strategy
$50M $5M Revenue $9B Revenue
Current
Customer Revenue $32B Business Services Software &
Revenue 2900 EmployeesTarget Technology
$3B Revenue Account
Financial 2600
Transportation $32B Revenue Employees
Services
& Logistics
36,000 Manufacturing
14,171
Employees 20,400
Employees
Employees
Driving Online Customer Engagement While
Dramatically Improving Web Conversions
with Real-Time Identification

2. How Demandbase Applies Real-time Identification
to an Account-Based Marketing Strategy
Driving Online Customer Engagement While Dramatically
Improving Web Conversions with Real-Time Identification
Executive Summary Takeaways include:
The website is the hub for all customer and prospect activity in the • How to drive sales with a focus on
business-to-business (B2B) marketplace. In fact, every single deal marketing to your “sweet spot”
• Extending account-based market-
that your sales team closes has touched your website at some step of
ing and account segmentation
the buying process. Still, most B2B companies earn the majority of beyond email and into your
their revenue from a very small percentage of their web traffic—most website and content strategy
often because only a portion of their traffic is in their “sweet spot.” • Making it all work by combining
“Sweet spot” or named accounts share certain select character- your existing content assets,
website, CRM, MAS or Live Chat
istics with your best customers. By optimizing your website for those
• Actionable ways to think big, start
sweet spot prospects, you can accelerate revenue and entice more small, and move fast to incremen-
of those premium visitors to convert. As a B2B marketer, your team tally improve web conversions of
needs to rethink how you can convert more first-time visitors from your highest value prospects.
your sweet spot accounts the moment they arrive at your site. If you
do, you’ll see a staggering increase in the number of highly profitable
leads that rapidly enter the sales cycle and become pipeline.
2

3. Introduction: The Modern Marketer’s Mandate
The mandate for today’s B2B marketer is clear—accelerate revenue by cultivating a rich pipeline of
sales-ready leads and engaging customers at deeper and more meaningful levels. The days of feel-good
brochures are over. You need to scientifically implement a marketing strategy that catches customers
and prospects online with engaging and measurable interactions that convert
to revenue.
Sales quotas are up by The challenge is, since the advent of the internet and the fast
93% in 2012, with only a growth of social platforms, competition for prospect attention has
33% average increase in the become tougher than ever. In an attempt to create as many
marketing budgets that support leads as possible, most B2B companies implement a shotgun
them. In other words, your team approach, turning websites into content libraries without a card
needs to create three times catalog or a librarian—often diluting their message by trying to
as many marketing-qualified appeal to as many visitors as possible with generic, one-size-fits-
leads as you have money for. all content and offers.
You need to do something
Today’s B2B buyer is a complex individual, requiring an
different—and fast.
extremely nuanced and integrated approach across multiple touch
Source: CSO Insights
points. Their B2C shopping experience has led them to expect person-
alized offers and concierge-level information services anytime, anywhere.
B2Bs typically don’t have all of the personalization advantages that B2Cs do — such as
browsing histories built up over repeat visits, or product-specific search traffic — so their shotgun approach
isn’t really surprising. But the irony is, B2Bs continue using shotguns instead of precision rifles in spite of
the fact that they know that only a small portion of their traffic even fits their target buyer profile.
5 Critical Elements of a Robust Online Engagement Strategy
In order to attract, engage, convert and measure the web visitors of highest-potential value, your
digital marketing strategy must include the following five strategies:
1. Clearly define the profile of a qualified lead with your sales team.
2. Engage web visitors with personalized content, targeted offers and live chat by using real-time
intelligence to see who is on your site.
3. Optimize your web conversions with shorter, smarter forms on your landing pages.
4. Measure your results to see what’s working and what isn’t.
5. Continually refine your target profiles and marketing campaigns to improve results and
drive revenue.
3

4. The New Solution:
All Roads Lead to Your Website
Many B2B marketers know precisely which strategies and tools they’d For every $92
implement to improve their campaigns and deliver higher quality marketers spend
leads, if given additional resources. However, today’s C-Level driving traffic to
executives and board of investors remain cautious, so their
their websites, they
marketing teams are challenged to create better results with fixed
spend only $1 to
or diminished budgets. That’s why more and more companies
are making strategic investments in their website to incrementally
optimize them.
engage the prospects and customers who matter most at critical Source:
Adobe Digital Marketing Blog
moments during their purchase lifecycle.
In this white paper, we will show how Demandbase has embraced
Pareto’s Law (or, the 80-20 principle) to increase online engagement and
web conversion of sweet spot accounts. We use an account-based marketing
strategy powered by Real-Time Identification to effectively engage and convert more of
the visitors that are the most likely to become revenue. We’ll share actionable ways you
can market to your “sweet spot”— in other words, the prospects visiting your website
who represent the companies that are most likely to become customers.
Buyer 2.0 at a Glance
Modern B2B buyers require an extremely B2B buyers do their own research and engage
nuanced and integrated approach across with their peers online to discuss products
multiple touch points. Here’s why: and services LONG before they ever talk to
• 92% of C-Level executives ignore cold calls a company representative. And when they
and emails. do finally reach out, they expect relevant
information exactly when they want it.
• 56-80% of the buying cycle happens before
the vendor is even invited into the process. This is why your website is so important—
• 63% of customers choose helpful vendors because customers visit your website from
over cost-effective vendors. anywhere, 24/7.
Sources: InsideView, Sales Executive Council,
SiriusDecisions, The Annuitas Group
4

5. Target Locked: How Demandbase Engages its
Ideal Customer Profile with Real-Time ID
When you hear the term “named account marketing,” outbound marketing likely
comes to mind — in other words, proactively reaching out to the accounts
tagged by sales as desirable. Of course, such named account strategies
In an environment of limited
are more challenging to execute when one of these accounts visits your
marketing resources, where
website in response to a search or content-based inbound marketing
the buyer has seemingly
campaign. In that scenario, such prospects are harder to identify.
unlimited options, the only way
So how do you achieve an effective balance? For Demandbase, the
to continually drive results is
answer was optimizing our website to treat those named accounts
to focus time and money on
the prospects most likely to as if we were expecting them. Upon their arrival to our site, we push
become revenue. relevant, personalized offers based on their company profile. This is
where outbound and inbound leads intersect.
If you can focus your paid, outbound campaigns against a specific
target profile and filter
your inbound leads to get the Top Benefits of a
same profile, you’ll get a significantly higher return Real-Time ID Website
on your marketing dollars. It’s analogous to finding
needles in the haystack. Here’s what you can expect to see if you
incorporate account identity as a web
element:
• Higher lead conversions among named
YOUR accounts
Website • Improved lead capture and lead scoring
• Increase qualified lead generation
Outbound Inbound
• More new business closed
Marketing Marketing
Strategies Strategies • Expanded presence in existing
Advertising SEM customer accounts
Paid media SEO • Increased pipeline forecast accuracy
Direct mail Social
List buying Blogs • More accurate outbound marketing
PR campaigns with strategically selected
Email marketing
accounts for remarketing and retargeting
Telemarketing Content marketing
Trade shows Viral marketing • Aligned sales and marketing results
5

6. Here are the six steps Demandbase takes to focus our
time and money where it has the most pay-off, plus advice
for how you can put the same strategies to action.
STEP #1
Define your “sweet spot”
target profiles
$50M $5M Revenue $9B Revenue
Current
Customer Revenue $32B Business Services Software &
As discussed, B2B companies Revenue 2900 EmployeesTarget Technology
$3B Revenue Account
recognize they’re most likely to sell to Financial 2600
Transportation $32B Revenue Employees
Services
& Logistics
companies who fit the profile of their 36,000 Manufacturing
14,171
current customer base. To continually Employees 20,400
Employees
Employees
improve quality lead generation, it’s
critical to identify the distinguishing
characteristics of these customers,
especially because they aren’t always
an enterprise’s biggest customers with
the most impressive logos.
To determine Demandbase’s profile of prospects most likely to become revenue, our marketing team:
• Executed a closed-won analysis of deals from the past 12 months.
• Sat down with sales to discuss the top attributes of our highest value customers.
• Collectively defined the predictive attributes of our target buyer profile, including
industry, size and common technologies utilized by our customers.
Demandbase sells to a more sophisticated marketer—in other words, a marketing team that would
likely be categorized as a “top performer” in analyst surveys. Additionally, the technologies that these
companies use are critical indicators of their likelihood to buy from us. For example, if an organization uses
SiteCatalyst instead of Google Analytics, they have made a commitment of time and resources towards
the active analysis of their Web traffic that is likely more advanced than those companies that are using
free tools. This does not mean we can’t help companies using Google Analytics—as a matter of fact,
Demandbase uses GA. It simply means that the usage of certain marketing tools are likely indicators of
marketing sophistication.
Companies that already use marketing automation software are another sweet spot for us, specifically
those who use Eloqua. It’s not that we don’t have very successful customers using other tools like Aprimo,
Marketo or others. We do! But at the time of the analysis, Eloqua users were converting and buying our
solutions faster and more consistently than other types of companies in our deal pipeline.
6

7. The B2B Buying Landscape
Everyone gets excited about a billion-dollar prospect company, and understandably so.
But do you know how few of them there actually are?
It all goes back to knowing what a really good
4.5 Total number of companies
lead looks like for your company.
million in the United States
The fact is, the Fortune
377,000 Total number of US companies If your target 500 tends to expect
that earn over $10 million in profile falls within higher service,
annual revenue that top 3,100—or deeper discounts
even the top 28,000— and can be less
how sure do you want
28,000 Total number of US companies cooperative than
to be that you catch
that earn over $100 million in and convert them small or medium-
annual revenue when they visit size business. On
your site?
the other hand, SMBs
3,100 Total number of US companies
can be easier accounts
that earn over $1B in
annual revenue to maintain but may not be as
profitable. Either way, you want to be certain
Source: Demandbase Business Resolution Platform that you’re targeting and converting the
companies that really matter to YOU.
Find a Baseline
Demandbase used Google Analytics to acquire a baseline for the conversion rates of
their existing offers before applying account-based targeting to their online offers.
Any Landing Page
4,584 4,584 4,272
312
Thank You Page 6.81% Conversion Rate
7

8. Take Action
To gain granular insight into what primes your target profiles to interact with your website at increasing
levels of engagement, both your sales and marketing departments should sit down and ask:
• Who do we sell to? What characteristics • What offers convert best? You can incremen-
distinguish them? Consider industry, annual tally optimize your content when you know
revenue, size of the workforce, and key what’s worked best in the past for individual
technologies used. target segments.
• Who are our highest-value customers • What technologies do they have in their stack?
right now? Contextualize your answers in Depending on the solution you sell, this list
terms of revenue—but also referrals, brand may comprise marketing technology, sales or
advocacy, availability for customer testimonials IT technology, or something else. The CRM,
and panels, time to go live, support costs, ERP, marketing, finance or human resources
pricing requirements, and so on. technologies that a company has already
• What targeting campaigns worked best to invested in could be a key indicator to whether
convert them? In other words, drill into where they are ready to purchase your products
you sourced your best leads. or services.
Don’t Make Perfect the Enemy of Good
Though Demandbase focused on Eloqua customers, we lacked an Eloqua customer list. Instead,
we listed and tagged companies using Eloqua through a variety of methods over time, including
simple salesperson updates in our CRM tool based on:
• Conversations with prospects
• Word on the street
• Trade shows
• Combing press releases
• Viewing customer areas
While it’s tempting to make a mountain out of a molehill when creating target lists, it doesn’t have
to be a massive project. Remember, the goal is to place shorter forms and targeted offers in front
of prospects that are most likely to generate revenue as quickly as possible – not to create a perfect
target list.
8

9. STEP #2
Nail the landing with simpler landing page forms–
without sacrificing critical information
Even though much of
conversion optimization
begins and ends with the
landing page, industry
averages for a simple
offer-to-completion path
hover between three and
five percent. Furthermore,
few companies know—or perhaps are
brave enough to look at—how many of
their sweet spot accounts convert from their home
page to an offer page.
To earn access to web visitors’ personal
information, B2B marketing teams must offer
incredibly relevant content that creates the
perception of rich value. Unfortunately, even when
they offer highly customized and relevant content,
most B2B websites still suffer from extremely low entering our sales cycle or electing to receive
conversion rates. Often, their landing pages are nurture emails.
to blame. To make this decision as simple as possible,
All marketers know landing page conversion we have reduced friction by limiting our required
increases as the number of form fields decreases. form fields to the bare essentials: name, title, email
However, most B2B landing pages continue to and company name. We request a phone number
require 12 to 14 fields because they need all only if the prospect wants to be contacted in
of that information to provide qualified leads. person. Any other relevant, important informa-
Salespeople only call leads who they can easily see tion is captured in hidden form fields, and our
are in their sweet spot. Real-Time Identification service automatically fills
At Demandbase, we call our landing pages the in those fields for us.
“moment of truth.” They represent the moment
To see what we mean, check out Figures 1 and 2 on
when prospects decide whether to invite us into the next page. The impact on lead management and
their lives for the next 6-12 months, either by scoring is immediate.
9

10. Figure 1: Short Forms Outperform Long Forms*
First Name* First Name* First Name*
Last Name* Last Name* Last Name*
Work Email* Work Email* Work Email*
Job Function* Choose One... Company* Work Phone*
Company* Job Function* Select... Company*
# Employees* Select... Job Function* Select...
Industry* Advertising & Media # Employees* Select...
Short Form (5 fields) CRM System* Select...
Conversion Rate: 13.4% Industry* Advertising & Media
Cost per: $31.24 Medium Form (7 fields)
Conversion Rate: 12.0%
Cost per: $34.94 Long Form (9 fields)
*The Marketo study on the impact of form length Conversion Rate: 10.0%
on conversion rates and cost per lead. Cost per: $41.90
Read it here.
Figure 2: Anatomy of a Web Form
The five fields a B2B company should always include in their web forms to optimize for conversion.
Account-based details can be automatically added by Demandbase in real-time, eliminating the need
to ask for them in your forms.
5 recommended form
Use “Job Title” for First Name Brett fields. Only use fields
better results in that are necessary
Last Name Hansen to accelerate
leads scoring.
Job Title CTO conversion.
Business Email Bretth@averydennison.com
Company Aver Company autocomplete
Avery Dennison Corp. (PASADENA, CA)
is convenient for the
Label this field prospect, but also
Avery-Hammer Ins. (FRESNO, CA)
“Business Email” to improves accuracy
Avery Weigh-Tronix (FAIRMONT, MN)
increase accuracy. and supports data
Avery Oil & Propane (DIMONDALE, MI) standardization for
Avery Health Care System (LINVILLE, NC) lead management
Register and scoring.
Hidden Fields:
Capture key profile
data behind the Revenue Range Over $5 Billion
Match your CTA button
scenes in real time Industry Manufacturing to the action of your
for lead scoring and Employees 35,700 user to increase
routing without conversion, such as
sacrificing volume. Address 150 North Orange Grove Blvd
“Register” or
City Pasadena “Download” instead
State CA of “Submit.”
Zip 91103
Phone number (626) 304-2000
Audience Enterprise
And more...
10

11. STEP #3
Optimize outbound marketing
campaigns with inbound lead
information + robust analytics
Now it’s time to discover if our strategies and
tactics are effective. Are our top priority prospects
visiting Demandbase.com, and if so, which offers
are converting the most effectively? The answers to
these questions will determine how we tweak our
campaigns to incrementally deliver better results
going forward.
At the moment, Demandbase uses Google
Analytics, though we’ll likely switch to something
more robust in the near future. Here are the five
attributes we measure:
Demandbase information can be applied to any
• Industry
web analytics platform, enabling account-based
• Revenue range
insight into the behavior of your web traffic.
• Audience classification
• Company name
converted. Knowing specific company names is
• Account status
highly critical when deciding how to spend money on
(Note: We aren’t allowed to measure any more, as
Google Analytics sets a limit of five custom variables the same campaign going forward. This knowledge
in its free product.) also helps us circle back and reexamine the
Every month, we drill into which companies answers to these important questions:
responded to each individual offer and campaign, • What’s the profile of people who are engaging
regardless of where they engaged or how they with us?
• Which offers convert the best?
TOP 5 SWEET SPOT • Are those companies becoming pipeline?
MARKETING METRICS: But perhaps the most important question
1. Overall visits by industry and company size is, “What are we going to do to improve these
2. Conversion rates by industry and company size results?” Since we know the identity of our pros-
3. Source of traffic by industry and company size pects, we can easily find ways to upgrade our con-
4. Named account behavior tent and improve our offers. We measure success
not by how many companies we engage, but how
5. Engagement and conversion of companies in
your Sweet Spot well we engage the right companies.
11

12. STEP #4
Create a zero-click website to engage named accounts
the instant they arrive with customized offers.
Today’s customer responds to highly personalized offers. Consider iTunes’ Genius recommendations or
the section on Amazon that shares what customers with similar buying patterns recently purchased. B2B
websites must adapt to instantly provide the same rich user experience to which buyers are becoming
accustomed in order to convert and eventually close new business.
With our Real-Time Identification service, we receive the business profile data—company name,
location, size, revenue, and so on—of our website visitors the second they arrive. Site visitors are no longer
anonymous page visits but are instead identified by company or audience segment. We customize every
interaction to provide the most relevant information at every stage of engagement. We offer new visitors
information we think might stimulate conversion, and we greet existing customers with knowledgeable
engagement that correlates to their known needs.
To customize our offers to Demandbase’s target buyer profile, we conducted a data analysis of the
accounts we had closed in the past 12 months.
Then, we constructed offers based on
the characteristics they shared,
organizing them in a targeting
grid that summarized which
offers should be sent and what
content should be featured for
each account profile. For example, our
website greets every company we have
identified as an Eloqua customer with an
offer that specifically mentions that tool.
Customers of other marketing automation
systems are shown similar offers referencing
their technology.
The secret is, our strategies that generate the
highest return often aren’t very sophisticated. In
fact, customization can simply mean changing the
white paper or case study that’s featured as the
offer on a page, or inserting a named account’s company name in the page’s
copy. We frequently write several different targeted abstracts for the same white paper based on who we
anticipate the visiting account might be.
12

13. A little bit of personalization can
significantly increase engagement Use Technology that Integrates
For example, simply by tweaking their website into What You Already Use
strategy, Demandbase customer ArcSight saw:
The reality is, resource limitations often dictate
• 2X increase in clickthroughs that all new tools must work in tandem with
• 3X increase in conversions the technologies you already have in place to
• 14X return on investment
both simplify ease of use as well as improve
When healthcare prospects visited their site, they output. Conversely, it is also important to select
showed a Boston Medical Center case study. When technologies that integrate with any other tools
financial services companies arrived, their site you might consider, as it is hard to gain a
featured a banking case study. Those who clicked return on investment if your technology tools
through an offer encountered a landing page with a don’t work together.
much shorter, smarter web form. No images were
involved. No graphic designers were needed. That’s
the power of personalization. Finally, no competitive strategy overlooks how
Sometimes, B2B marketers make the costly to handle competitors. Demandbase asks, is there
mistake of forgetting to any information we don’t want our competitors to
personalize offers and see? What about content that we absolutely do? In
formalize content the near future, we plan to follow in the footsteps of
On average, you have eight a customer, Akamai, and re-direct our competitors
sequencing
seconds to engage someone on to our careers web page.
for existing
your website, so it’s critical to
accounts.
know exactly who is there the
Statistically, it’s
moment that prospect arrives—
and then engage named much easier—
accounts with custom offers. and cheaper—to
Source: sell to current
Squidoo SEO Best Practices customers than to
create new ones. In
our case, we frequently
begin working with companies to
optimize their website’s landing pages and forms.
It’s a simple process and shows rapid ROI. At that
point, these customers are often ready for the next
step, so our website targets them with messages
about our analytics package—a popular next step.
13

14. STEP #5
Connect with your named or engaged accounts with live chat
Most consumers are familiar with the concept of comes to distinguishing customers from potential
live chat. While B2Cs have effectively used chat to prospects. We are immediately able to identify the
augment sales for a while, the primary B2Bs use product they are using and the customer success
case is typically as a support
tool. Our account development Live Chat Visitor Scenarios
team uses live chat from Use Case: Sales Enablement/Lead Generation
LivePerson as an intelligence and
Prime Prospect Sales Rep: Welcome!
lead generation tool to engage How can I help you today?
IF Industry = Software/Technology
our highest priority prospects AND Revenue = > $500M
THEN push proactive chat SEND
when they’re on our site. with Sales Rep
Thanks to our Real-Time
Cross Sell / Up Sell Account Manager: Hello! Would
Identification capabilities, the you like to learn how our Services
IF Existing Customer = True
Package compliments the HR
Demandbase account develop- AND Product Data Set = A
Package you bought last quarter?
THEN push proactive chat with
ment team receives immediate Sales Rep for Cross Sell/Upsell SEND
insight into the identity and
account status of our web traffic, Use Case: Premium Support
as well as their content path Support Support Rep: Hello! I’m Joe,
through Demandbase.com. They your Customer Success Manager.
IF Existing Customer = True
How can I help you today?
AND Support Level = Platinum
can decide to proactively engage THEN push proactive chat SEND
with Support Rep
these prospects with LivePerson
chat. Even if our web visitors
decline the invitation to commu-
nicate, we acquire valuable real-time information representative that is associated with the account.”
about which companies are actively responding to Providing this kind of immediate, concierge-
our campaigns or teleprospecting efforts. level service is especially important in the context
Our account development team uses chat of today’s SaaS business model, when customers
to instantly support current accounts and help can switch providers at little to no cost. Meanwhile,
them derive the most value from our products because our customers are happy, they’re not only
and services. As one Demandbase rep said, “Our more likely to renew their contracts, but to expand
LivePerson plugin is particularly effective when it their accounts.
14

15. STEP #6 The Demandbase Cheat Sheet
Retarget + remarket to for Thinking Big, Starting
non-converting accounts Small and Moving Quickly
Our final step is to focus our remarketing efforts
on the named account companies who engaged 1. Attract
with our content but didn’t convert. We also give • Continually refine the list of companies
these names to our account development team that fit your profile.
for nurturing and further qualification. Though • Analyze traffic to discover the sources
we’ve succeeded in engaging these target buyers driving “sweet spot” accounts.
somewhat, we still need to earn the right to be • Plan around driving the right accounts to
invited into their research process, so we can help your website. Then, re-market to the ones
that didn’t convert.
lay the groundwork for whatever requirements may
eventually drive their purchase decision. 2. Engage
Something important to note: Avoiding a “one- • Produce more high quality content with
size-fits-all website” means that you will need to a focus on what converts your named
accept the fact that you might not convert as many accounts.
leads. However, you will convert more of leads that • Segment and personalize messaging by
are actually likely to become revenue. account for new visitors, and by buyer
By definition, segmentation means leaving persona during lead nurturing.
someone out. It lacks a set formula. If you focus • Use A/B and MV UX testing
strictly on best practices, your results will be
3. Convert
average at best. Instead, look to test, re-test and
• Optimize offers by account
segment in ways that are specific to your company.
• Focus on the Sales Accepted Lead profile
Constantly monitor the types of companies that
• Send unconverted accounts to Account
become customers and the characteristics
Development Team
they share.
4. Measure
• Learn more about who is doing what on
your site
• Consider strategic investments in new
analytics tools. Is it time for SiteCatalyst?
• Implement attribution modeling. What is
driving the right accounts? And what is
making them convert?
15

16. By applying Demandbase Real-Time Identification to an account-based marketing strategy,
the impact on conversions in the Demandbase “Sweet Spot” segments was significant.
Eloqua
All Offers Customer Offer
6.81% 50%
Baseline for Proceeded to
all web offers Eloqua Targets
SiteCatalyst Other Marketing
Offer Automation Offer
100% 30.77%
Proceeded to Proceeded to MAS
SiteCatalyst Targets (Non-Eloqua) Targets
Conclusion: Think Big, But Start Small
with a Focus on the Sweet Spot
Contrary to conventional wisdom, more is not better when it comes to your website. In fact, a generic
approach jeopardizes your chances of converting the prospects that really matter. The secret is to optimize
your website for buyers within your sweet spot with personalized offers, live chat, shorter forms and robust
analytics—all enhanced with Real-Time Identification.
But not all at once! Choose one thing to improve, and work on it. Then, pick another.
You don’t have to implement all of these strategies to start seeing results. Begin with what is within
your grasp right now. Based upon our experience, we recommend first shortening your forms or exploring
an analytics plugin option. Content personalization or chat can come later.
Incremental changes in any one of these individual areas will have an immediately, long-term impact—
so think big, start small and move quickly.
16

17. Demandbase is the first real-time targeting and
personalization platform for B2B, transforming the
effectiveness of marketing programs and Market-
ing’s ability to impact revenue. While personaliza-
tion tools have long existed for B2C, until now, none
were geared specifically to enable B2B marketers to
make online interactions more effective, delivering
the right message at the right time.
Without the use of cookies, Demandbase’s
Real-time Identification service bridges the gap
between known and anonymous web visitors by
identifying and segmenting the companies visiting
a website, and providing detailed, targetable
business attributes in real-time. Demandbase
integrates with other sales and marketing tech­
nologies to deliver unique intelligence about web
visitors, and better attract, convert and retain the
right customers. Enterprise leaders and high-
growth companies alike use Demandbase to drive
better marketing performance.
Founded in 2006 and used by more than
1,000 companies, Demandbase is headquartered
in San Francisco, California and funded by Adobe
Systems (NASDAQ: ADBE), Altos Ventures, Sigma
Partners, and Sutter Hill Ventures.
17

18. San Francisco Headquarters
Demandbase, Inc. Facebook facebook.com/DemandbaseMarketing
301 Howard Street, Suite 1800 Twitter twitter.com/demandbase
San Francisco,CA 94105 YouTube youtube.com/demandbasemarketing
info@demandbase.com Blog demandblog.demandbase.com/
415.683.2660
Demandbase Support
415.683.2660
support@demandbase.com
© 2012 Demandbase, Inc. All rights reserved.