Demandbase Expands ABM Platform with Cross-Campaign Analytics

First to Measure Account-Based Engagement Across Different Vendors and Channels

Demandbase, the leader in Account-Based Marketing (ABM), launched Cross-Campaign Analytics at its 6th Annual ABM Innovation Summit. Cross-Campaign Analytics provides B2B advertisers and marketers with a single view of account reach and performance across vendors, channels and campaigns so they can measure the impact of their investment.

“ABM continues to grow and evolve, but one of the biggest challenges that B2B marketers continue to face is the ability to truly understand which investments are successfully reaching accounts and buying committees,” said Chris Golec, CEO of Demandbase. “Most B2B marketers invest across different vendors, such as LinkedIn, Google and Facebook, but can’t get a single view into the performance across these campaigns. Cross-Campaign Analytics is the first ABM-centric solution that lets you compare vendors and channels in one place so you can maximize your campaign performance and reach the right accounts.”

Cross-Campaign Analytics allows marketers to put an ABM lens across all of their campaigns and compare side-by-side any program. This includes advertising campaigns run with Demandbase, campaigns run with direct publisher buys, campaigns executed through more traditional demand-side platforms (DSPs) — and even beyond advertising, for paid search and email initiatives.

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Demandbase is the leader in Account-Based Marketing (ABM). The company offers the only Artificial Intelligence-enabled, comprehensive ABM platform that spans Advertising, Marketing, Sales and Analytics. Enterprise leaders and high-growth companies such as Accenture, Adobe, DocuSign, GE, Salesforce and others use Demandbase to drive their ABM strategy and maximize their marketing performance. The company has been named to the JMP Securities list “The Hot 100: The Best Privately Held Software Companies,” the Deloitte Fast 500 and named a Gartner Cool Vendor for Tech Go-To Market.

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Cross-Campaign Analytics provides a single view into campaign performance, with cross-channel visibility for the three most critical criteria for any marketer:

1. Precision: Determine whether your programs are zeroing in on your buyers and find out what portion of your campaign audiences fall within your target account list.
2. Scale: Understand which channels and campaigns are driving the highest volume of on-site interactions from target accounts.
3. Engagement: Analyze on-site behaviors by account to determine which sources are driving the best engagement.

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