Demandbase’s Latest Release is an Easy-to-Use Platform which is the First to Unify ABM Across the Entire Funnel

Demandbase, the leader in Account-Based Marketing (ABM), has announced the launch of its next-generation ABM Platform, the only comprehensive, end-to-end solution for B2B marketers. This new technology makes it simpler to set up and manage account-based campaigns across the entire funnel by combining Targeting, Engagement and Conversion solutions in one fully integrated platform.

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Enhancements include an Artificial Intelligence (AI) layer to enable a 100% improvement in account identification rates, the ability to create B2B audiences based on buyer intent signals from thousands of websites, real-time personalization of website experiences based on interests and account identity, and the ability to improve close rates by providing sales teams with account and individual-based insights. The new platform also offers users a straightforward self-service interface that makes it easy to select target accounts, manage audiences across campaigns, integrate account information from a CRM system, and measure the performance of ABM programs based on pipeline and revenue.

AI at Core of ABM DNA

At the time of this announcement, we spoke to Demandbase CEO, Chris Golec,  to find out what Demandbase’s customers could expect from this release.

In recent months, Demandbase has significantly improved their ABM platform by leveraging AI/ML technologies and semantic understanding for predictive lead scoring and segmentation. Chris said, “Demandbase has the most extensive AI technology in B2B, which grows by billions of B2B interactions every month. We currently have 25 employees on our data science team dedicated to pairing AI and machine learning algorithms with our B2B data to provide ABM solutions that can identify every B2B company in the world, map relationships between companies, generate useful insights, and deliver the right content to the right companies.”

End The Struggle Of Lead-to-Account Matching

Chris agreed that B2B marketers still get entangled with “Lead-to-Account” matching. With AI a part of its DNA, Demandbase’s next-gen ABM tool would help B2B marketers sail through the “big wave” of lead-to-account matching. Chris said, “At Demandbase, we have the largest B2B data asset along with sophisticated matching techniques that connect leads and accounts across advertising and martech ecosystems to your CRM, so that ROI can be measured across the funnel.”

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Chris added, “There are too many risks and technical barriers to overcome in trying to stitch together an ABM strategy using disparate technologies that don’t use a common data model to follow and measure a business audience throughout the entire funnel and lifecycle. What’s been missing from ABM technology is an integrated platform that makes it easier to implement, execute and grow your ABM efforts seamlessly. I’m confident the new AI-based platform introduced today with fully integrated targeting, engagement and sales conversion solutions will set us apart for many years to come.”

The Demandbase ABM Platform makes it easy to build target accounts from CRM data, by uploading a pre-existing account list, or by leveraging buyer intent signals generated by the only AI-powered ABM platform that learns from 50 billion B2B interactions every month.

Marketers can further segment and manage these audiences by a number of firmographic variables such as industry, size, location and others.

Website Optimization and Display Advertising Make ABM Automation More Efficient

Demandbase’s new platform is a fully integrated set of solutions which includes:

• The Targeting solution triggers account-based advertising and retargeting campaigns, and consists of account selection and display advertising.
• The Engagement solution optimizes the website experience for accounts and segments, and includes website optimization, forms, live chat and account-based marketing automation.
• The Conversion solution delivers sales and SDR teams with stakeholder contacts’ information and insights from key accounts.

The ABM Platform also integrates with more than 50 of the most popular third-party analytics tools for program measurement, analysis and optimization. This integration maximizes the effectiveness of existing marketing tech stacks without data loss and gives sales and marketing teams access to high-level dashboards to quickly measure how well their company is doing attracting, engaging and converting target accounts from first touch to close.

As a result, the ABM Platform creates a better understanding of how well a particular audience is performing at each stage of the funnel and how well programs for that audience are performing.

Brandee Sanders, Director, Digital Marketing & Analytics,Blackline, said, “Account-Based Marketing is focused on alignment and joined targeting efforts, so when you have multiple point solutions that don’t integrate intelligently, it can create unneeded complexity or holes in our Sales and Marketing strategy. Demandbase’s ABM Platform gives us an easy-to-use, integrated view into who we’re reaching, why we’re reaching them and how we’re engaging them, allowing us to quantitatively measure results and answer to core KPIs.”

Balancing Act For Effective CRM Ops

B2B marketers would benefit from the fully aligned marketing-sales integration delivered through the new ABM platform which provides sales and marketing with visibility into what’s working and what’s not, and which accounts are the highest priorities.

Chris explained how the ABM Platform offers an easy-to-use interface that builds target accounts directly from CRM data, making the process of building an account list and having an effective CRM operation even easier. He added, “Marketers can upload a preexisting account list from their CRM solution, or they can leverage buyer intent signals generated from our AI-powered platform, which learns from 50 billion B2B interactions every month. With these capabilities, marketers can further segment and manage audiences by a number of firmographic variables such as industry, size, location and others.”

The next-gen AI-enabled ABM platform from Demandbase is positioned ahead of the market trend as it offers the flexibility to roll up those results up by territory, audience and campaign.

Read More: Interview with Peter Isaacson, Chief Marketing Officer at Demandbase