Demandbase, which reframed itself as an Account Based Experience platform last month, announced a pair of enhancements to its service: Site Customization and Form Enrichment. Site Customization lets marketers display “unique site experiences for their target account” based upon more granular segmentation (e.g., firmographics, intent, website activity).
Other customization enhancements include
- Preview links for stakeholder review before release
- Account list targeting with personalized ads
- Tailored landing pages based upon the stage of the buying journey
The website can be personalized based upon industry, stage, geography, company size, or other variables. Messaging, CTAs, collateral, and creative elements can be customized based upon the visitor.
“The creative elements and the experience you want to give to your customer or prospect are up to you,” blogged Demandbase Director of Product Marketing Ruth Juni. “One thing is for sure: Taking the time to think through the messaging from the consumer’s perspective will ensure you’re delivering the right message to the consumer at the right time.”
Marketers can also display unique web form designs with minimal field display. Demandbase then enriches the submitted form with additional prospect details.
“ABX is rooted in an intense focus on the customer at every stage of the buying cycle, using intelligent insights to know when and how to engage, and what to say to each account,” said Jon Miller, Chief Marketing and Product Officer at Demandbase. “Your website is one of the most important interactions a customer or prospect can have with your brand, which is why it’s critical that your website experience should be as personalized as email or other channels. Our new features for Demandbase Personalization make it easy to deliver the right website experience and elevate the entire journey.”
According to Gartner, 98% of marketers argue that personalization enhances customer relationships. “Gartner is predicting that smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 25% by 2023,” said Demandbase Product VP Seth Myers. “Personalization is taking center stage in business today. This makes the case even more for our enhanced Personalization product and its industry-leading features that treat personalization as seriously as it should be treated. We’re bound and determined to keep anticipating what our customers want and need, in order to continue to elevate ABX.”