Demandbase - B2B Marketing Excellence

Channel profile:

Real-time targeting and personalization platform for B2B

Demandbase integrates with other sales and marketing technologies 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.

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Advertising to Buying Signals with Demandbase B2B Retargeting For B2B companies, it’s far more powerful to reach multiple stakeholders at specific companies than anonymous individuals with the “right” profiles and titles. Unfortunately, current B2C ad technology lacks the ability to target prospects in way that drives revenue in a clear, measurable way for B2B companies. This technology disparity is particularly evident with retargeting, which serves ads to visitors who have previously engaged with your brand online.

However, B2B companies had no choice but “borrow” B2C tech – until now with Demandbase B2B Retargeting. It’s the first, ground-breaking technology designed to help business marketers connect their ad investments to revenue.

Our “Advertising to Buying Signals with Demandbase B2B Retargeting” webinar will offer insights on why retargeting is so critical to your B2B advertising programs, and share how Demandbase B2B Retargeting helps businesses deliver targeted ads to prospects demonstrating buying intent.

You’ll learn:
•Why B2C tech is a mismatch in the B2B world
•The benefits of integrating Demandbase B2B Retargeting into your advertising programs
•How to execute, measure and optimize Demandbase B2B Retargeting successfully
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Dec 3 2013
50 mins
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Webinars and videos

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  • For B2B companies, it’s far more powerful to reach multiple stakeholders at specific companies than anonymous individuals with the “right” profiles and titles. Unfortunately, current B2C ad technology lacks the ability to target prospects in way that drives revenue in a clear, measurable way for B2B companies. This technology disparity is particularly evident with retargeting, which serves ads to visitors who have previously engaged with your brand online.

    However, B2B companies had no choice but “borrow” B2C tech – until now with Demandbase B2B Retargeting. It’s the first, ground-breaking technology designed to help business marketers connect their ad investments to revenue.

    Our “Advertising to Buying Signals with Demandbase B2B Retargeting” webinar will offer insights on why retargeting is so critical to your B2B advertising programs, and share how Demandbase B2B Retargeting helps businesses deliver targeted ads to prospects demonstrating buying intent.

    You’ll learn:
    •Why B2C tech is a mismatch in the B2B world
    •The benefits of integrating Demandbase B2B Retargeting into your advertising programs
    •How to execute, measure and optimize Demandbase B2B Retargeting successfully
  • Join Adam Greco, Sr. Partner at Web Analytics Demystified, and author of Adobe SiteCatalyst - The Adobe SiteCatalyst Handbook as he speaks with Demandbase customers about their favorite B2B analytic reports. They’ll describe how they have each optimized their existing web analytics package with Demandbase and share best practices for implementing a B2B solution that drives marketing performance.

    Register now to learn:
    • What metrics are important to top B2B companies
    • How to understand your B2B analytics and how make them actionable
    • What you should be measuring differently in B2B vs. B2C
    • How to understand site behavior by target segments
  • Hosted by the experts at The Pedowitz Group, learn how live engagement through chat, enhanced by real-time ID of companies as they visit your website can help you engage in a relevant way with target accounts and customers, converting those visits into revenue. This session will feature a case study featuring Adobe, and how they saw a 300% increase in conversions through the implementation of chat, through integrated technologies from Demandbase and Liveperson.
  • Is your Marketing Mass Backwards? Move away from marketing to the masses and target the companies most likely to become revenue with Target Account Marketing.
  • How are you Tying and Tracking Engagements and Experiences Across the Buyer 2.0 Journey?

    SiriusDecisions estimates that the buyer's journey is 70 percent complete by the time a salesperson is contacted -- and a recent CMO Council study of B2B buyers indicates that 87 percent of buyers believe that online content impacts their buyer journey from vendor selection and purchase decisions. In spite of this growing shift to online, most B2Bs organizations have been slow in reacting to the changes with their prospects' purchasing activity, particularly the engagement with their company website during the evaluation process.

    Yet, some marketers are looking at this rise in "Buyer 2.0" behavior as a problem to be solved rather than an opportunity to be embraced. Join the CMO Council as we delve into the opportunities gained by bringing relevance, precision and personalization across critical digital touch-points, connecting conversations to meet the expectations of today’s connected customer. We will be hearing from Meagen Eisenberg, VP of Demand Generation at DocuSign, who will be sharing how the world’s leading electronic signature solution has more effectively connected with customers, delivering highly personalized experiences in real-time, and exactly where customers are consuming content to shape their buying journey.

    We will also be joined by a leading thought leader in account-based marketing, Allison Metcalfe of Demandbase, who will share insights into the shifts and requirements of the new “Buyer 2.0”, including the new behaviors that boost the criticality of adopting a more targeted and relevant approach to connected engagements.
  • Buyer 2.0 is the informed customer. They spend most of their buying process independently searching for and accessing information to learn more about the potential impact of their priorities and how to best go about addressing them. For B2B vendors to successfully attract and engage these buyers, new approaches, thinking and technology must be applied.
  • Recent research from Google has indicated that buyers are generally at least 60% through the sales process before identifying themselves to a seller. How do you best identify, engage, and influence the buyer you cannot see? Which website visitors are most likely to become customers? The self-guided tactics of "Buyer 2.0" have many B2B marketing and sales organizations on their heels … but the reality is that the evolved buying cycle should be welcomed as an opportunity to retire the resource-intensive, hit-or-miss sales and marketing models of old and replace them with the proactive, precision-guided engagement efforts which the new B2B buyer is looking for today.
  • According to research collected by B2B analyst firm SiriusDecisions, leads sourced by sales typically outperform those coming from other sources. In other words, leads sourced by sales are more likely to become revenue. This is not good news for sales managers, however, as prospecting is not how they want their top sales performers to spend their time. But how do they approach the prospecting process? How is it different than the ways marketers generate leads, and is there anything that we can do to increase the percentages of marketing sourced leads moving through the sales funnel?
  • Hear how Demandbase applies real-time ID to account-based marketing.

    Register now to join our discussion on:
    -How to drive sales with a focus on marketing to your “sweet spot”
    -Extending account-based marketing and account segmentation beyond email and into your website and content strategy
    -Making it all work by combining your existing content assets, website, CRM, MAS or Live Chat
    -Actionable ways to think big, start small, and move fast to incrementally improve web conversions of your highest value prospects.
  • Join industry leaders from the top Marketing Automation organizations on the future of marketing automation for 2013! Marketing automation professionals bill themselves as the most progressive marketers in the world, so drawing direction from these professionals will give insight to what is next for progressive marketers. CMO of Demandbase Greg Ott, will moderate the discussion helping frame the direction for the processes, technology and people we will see in the coming year. Also discussed will be challenges and opportunities organizations will see in taking their marketing operations to the next level.

    Greg Ott, CMO Demandbase (moderator)
    Responsible for Marketing and Product strategy and execution, Greg brings experience from both large corporations and startups in B2B and B2C. Before joining Demandbase, Greg was in leadership roles at Classmates.com. Global Marketing at Ask.com, Xoom.com, RealNames Inc., and Procter & Gamble.

    Heidi Melin, CMO Eloqua
    Heidi is the Chief Marketing Officer of Eloqua, a leader in Marketing-Automation She has also led many of Silicon Valley's most respected technology brands. Ms. Melin led marketing and demand generation efforts at several successful businesses throughout the Bay Area, including Oracle, Polycom and Taleo.

    Adam Blitzer, VP of B2B Marketing Automation at ExactTarget
    Adam is responsible for product management, marketing, and operations. He is a frequent speaker at industry events such as Dreamforce, SugarCon, and American Marketing Association panels. In 2011 Adam was named to BtoB Magazine’s annual Who’s Who list.

    Jon Miller, VP Marketing Content and Strategy Marketo
    Jon leads strategy and execution for all aspects of Marketo’s thought leadership and content marketing programs. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

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