Penton Media and Ziff-Davis Enterprise First to Leverage Demandbase Platform
SAN FRANCISCO – Demandbase, Inc., a leading provider of B2B customer acquisition solutions, announced its solution for business publishers, showcasing how Demandbase Professional helps advertisers better target their business buyers. Rather than relying on conventional B2C targeting and CPM measurement strategies, Penton Media and Ziff-Davis Enterprise are leveraging the B2B web analytics in Demandbase Professional to measure the relevancy of their web traffic against each advertiser’s target audience profile. With Demandbase Professional, publishers can stem the tide of advertising dollars by proving the high value of their online business audience and help advertisers improve the quality and relevancy of their web site traffic from their online advertisements.
“As we compete for B2B marketing dollars, we need to show our customers the high quality of our online audience — and do so in near real time,” said Carine Roman, SVP of Business Operations, Ziff Davis Enterprise. “And it is about more than just providing high visibility; marketers do want to turn our online audience into actual sales leads, in addition to driving awareness to their brand, services and products. With Demandbase Professional, our customers can better engage with their target audiences and deliver more relevant ads, rather than relying on a one-size-fits all approach.”
Advertisers are also using Demandbase Professional to connect the dots between ‘clicks’ and the actual companies, industries, and market sectors engaging with their ads, so that traditional display ads can now deliver actionable sales leads. With Demandbase Professional, advertisers have the ability to re-market to high potential accounts based on their level of engagement and interest.
In addition to improving the quality of online advertising, publishers are using Demandbase Professional for audience development to build the segments most valuable to their advertisers. Because Demandbase Professional identifies the 95% of previously anonymous traffic visiting publishers’ web properties by dimensions including industry, company size, and market sector, publishers can now drive the right new subscribers to their online publications, webinars and newsletters. The technology also enables publishers to improve their own sales efforts by notifying the appropriate people when an existing or potential advertiser has become engaged online and demonstrated interest in content such as media kits or event sponsorships.
“With Demandbase Professional for Publishers, we are enabling our publishing partners to demonstrate the value of quality over quantity,” said Chris Golec, president and CEO of Demandbase. “Our goal is to help marketers take their online advertising beyond branding strategies and impressions, and connect with the highest potential companies that are engaged with their ads or reading their content — this is the audience marketers really care about.”
Demandbase Professional for Publishers is made possible by the Demandbase Central data platform, which includes a proprietary matching engine that resolves IP addresses to a business office location –complete with revenue, company size, industry and other firmographic data. As with all Demandbase solutions, Demandbase Professional for Publishers is delivered on demand and requires no hardware or software deployment so customers can start using the service in minutes. Demandbase Professional is offered as a subscription service. More than 100 million Web visits across 2,000 business web sites are analyzed and scored by Demandbase per month.
About Demandbase
Demandbase is a leading provider of B2B customer acquisition solutions that enable sales and marketing professionals to better identify, reach, and convert new business. Delivered on demand through software as a service, Demandbase solutions combine the ability to identify website visitors from target businesses with an integrated database of high-quality, validated business contacts and a new breed of B2B Web analytics to improve marketing and sales performance. In use at more than 1,000 companies, Demandbase helps generate more sales opportunities and drive new business. Founded in 2006, Demandbase is headquartered in San Francisco, California, and funded by Adobe Systems (NASDAQ:ADBE), Altos Ventures and Sigma Partners. For more information, please visit www.demandbase.com.
