At Demandbase’s virtual Keynote on St. Patrick’s Day, Demandbase discussed the evolution of ABM platforms and three new products: Site Analytics, Data Stream, and Self-Service Targeting.
The first product announcement was around Site Analytics and improved web engagement metrics. The functionality is not a replacement for Google or Adobe Analytics but enables an understanding of account-level interactions across the company website. It also provides page-level intelligence concerning which pages matter the most, allowing marketers to promote and optimize high performing pages.
Site Analytics also helps uncover new audiences for sales and marketing outreach, such as verticals outside your current ICP. It can also be used for understanding which accounts are demonstrating interest in a new product launch for SDR outreach, optimizing content based upon key account viewing activity, and monitoring trends to determine campaign performance and the impact of various marketing activities.
Marketers may filter by page, URL keyword, account filters (industry, revenue, and employment), page performance, and audience. Marketers may also save filters and create new audiences based upon site traffic.
The second launch was Data Stream, which lets analysts push data from Demandbase into BI platforms for expanded account-level reporting. Data Stream is designed for firms that have already invested in data modeling and reporting and that have a data team or data analyst working with a BI or reporting platform. Demandbase data includes audience and account intelligence, campaign metrics, site analytics, and intent.
Daily, data is pushed into a data warehouse (e.g. Google Big Query, Amazon Redshift, Azure Synapse Analytics) or Cloud Storage (e.g. Google Cloud, Amazon S3, Azure Blog Storage). From there, customers can load the data into reporting tools such as Tableau, Domo, or Google Data Studio and combine account-level data with other data sources. This process provides an account-based lens to digital marketing alongside intent data and other corporate datasets.
Data Stream “helps you form a complete picture across your prospects and customers,” said VP of Marketing Phil Hollrah. “Being able to deliver this data in an automated fashion with no manual intervention needed is a huge benefit to our customers. You can set up your reports, you can auto-refresh this data daily, and then those reports are going to be up-to-date with the latest information.
The third release was Self-Serve Targeting for account-based advertising. Previously, this was only available as a managed service, but now marketers can set up campaigns and creative, then modify and optimize the campaigns. Self-Serve Targeting is supported by a five-step wizard that allows marketers to upload and change creative. Marketers set up campaigns with budget, geolocation, duration, and audience. And because it is self-serve, marketers can quickly adjust campaign budgets, scheduling, frequency, or creative, allowing them to make real-time changes.
The wizard provides a campaign forecast that estimates the max spend versus projected budget, estimated impressions against qualified accounts, and the likely reach across the targeted accounts.
Self-Serve Targeting supports multiple campaigns for different segments, whether performing 1-to-1 or 1-to-many advertising.
Site Analytics and Data Stream are generally available. Self-Serve Targeting is available as part of an early adopter program.
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