Product: Demandbase account-based marketing software Using algorithms and an account-based marketing (ABM) approach, Demandbase helps sales and marketing teams identify companies that are more promising prospects and higher-value leads. As a result, ABM allows companies to target larger accounts and more promising leads. Many companies now have buying teams to help make purchasing decisions, so ABM identifies the most appropriate decision-makers within the company to target. By combining data to identify new customers and to understand existing ones, tools like Demandbase prioritize sales reps' time so they can focus on higher-priority leads. "We reach across advertising and retargeting, website personalizing, marketing automation to CRM systems," Golec said. Demandbase integrates with nearly 60 marketing automation providers, as well as advertising retargeting technologies." But, at the same time, Demandbase has work to do to integrate the Spiderbook acquisition into its platform. In content personalization, competition includes Docurated Inc. and Marketo Inc. Demandbase is also competitive with social networking sites, like LinkedIn, as well as Microsoft's Dynamics 365 service, which combines CRM data with artificial intelligence and other services in Office 365. For companies like W.W. Grainger Inc., the goal of account-based marketing tools is to better personalize messaging and sales efforts based on specific attributes. Is account-based marketing right for you?
Each quarter, the editors at SearchCRM recognize a technology for innovation and market impact. The product selected this quarter is from Demandbase.
Product: Demandbase account-based marketing software
Using algorithms and an account-based marketing (ABM) approach, Demandbase helps sales and marketing teams identify companies that are more promising prospects and higher-value leads. Demandbase identifies a series of attributes (determined by an individual company) that signal when a company is ready to buy. It then combines the company’s internal data with third-party information gathered through machine learning and linguistics (including U.S. Securities and Exchange Commission filings, annual reports and social media) to identify the most promising accounts and to personalize sales and marketing efforts accordingly.
Demandbase analyzes a company’s buying “triggers” and counsels sales reps on which companies to focus on. It also coaches marketers on the most appropriate marketing content to send to each company to cultivate these leads. As a result, ABM allows companies to target larger accounts and more promising leads.
Demandbase and ABM also identify the most appropriate members within a company to target with sales and marketing efforts. Account-based marketing recognizes changes in the way companies purchase goods and services. Many companies now have buying teams to help make purchasing decisions, so ABM identifies the most appropriate decision-makers within the company to target.
Historically, sales reps cite receiving poor-quality leads from marketing as the primary reason for their inability to sell more. ABM strives to make marketing more efficient and to yield higher quality leads.
According to data from SiriusDecisions Inc., poor-quality leads can make up as much as 30% of a database, which means salespeople are wasting time on leads with little promise. By combining data to identify new customers and to understand existing ones, tools like Demandbase prioritize sales reps’ time so they can focus on higher-priority leads.
“We target the accounts that are most valuable to the business,” said Demandbase founder and CEO Chris Golec. “It’s breaking the paradigm of volume and aligning the marketing measurements around faster close rights, higher deals.”
Account-based data standard. Demandbase uses an IP address-based approach, rather than focusing on cookies.
“We’re able to tie together advertising data, data that reflects what’s happening on your website and data in your CRM,” Golec said. “Most other marketing solutions are cookie-based, so you can’t tie these systems together easily.”
Because Demandbase is based on IP addresses, it can…
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