Demandbase Audience Management Destinations

ABX Platform Demandbase released one of its “largest product launches of the year”: Audience Management Destinations.  While the firm has long supported B2B Campaigns via display advertising and LinkedIn channels, Audience Management Destinations extends its reach into consumer platforms and social advertising.

“B2B buyers are people, too, and B2B marketers can and should be advertising on those channels,” said Demandbase CMO Jon Miller.

New advertising channels include Facebook, Instagram, Twitter, Google, YouTube, Bing, and Adobe Audience Manager.  Additional services will be rolled out next year.

Demandbase does not store Personally Identifiable Information (PII), so its social outreach is GDPR and CCPA compliant.  Instead, Demandbase leverages LiveRamp’s identity resolution, an opted-in identifier system that matches individual identifiers across platforms.

Demandbase also expanded its integration with LinkedIn.  Previously, it only supported account-level targeting on LinkedIn, but now marketers can target at either the account or person level.

Demandbase Targeting

Marketers will build audiences using a set of selectors that include first-party data, third-party data, intent, technographics, and activities. (See the image on the right).  They can then activate campaigns to their targeted buyers across the business and social web.

“This will allow a highly consistent customer experience across social networks and other platforms,” explained Miller on LinkedIn.  In addition, the new release expands marketing’s outreach and orchestration across a broader set of channels “using the account intelligence and the Demandbase One platform.”

“We’re constantly learning about how the B2B buyer thinks and acts, and this new account-based social targeting functionality plays a role in reaching buyers more holistically,” said Miller. “By viewing the buyer not just as someone within a target account or in a buying committee, we recognize that buyers are individuals, too.  This mindset shift — and the corresponding ability to engage with them as such across business and social platforms — gives our customers yet another advantage in today’s B2B go-to-market landscape.”

Demandbase claims that it is the only system that runs both “people and account-based plays from one system.”  Marketers can target specific audiences and “then automatically apply the most effective sales and marketing tactics to advance the account in its journey, across every touchpoint, and with the most relevant messages.”

Demandbase augmented its company and contact intelligence in April with the acquisitions of InsideView and DemandMatrix.  The two firms supplemented Demandbase’s firmographics, contacts, and technographics and provided Demandbase with a set of sales intelligence, B2B DaaS, and ICP/TAM tools. 

Demandbase supports its own intent data along with partner datasets from Bombora and G2.  TrustRadius is coming soon.

“Demandbase’s solutions are stronger in certain areas and helps drive top of the funnel engagement or audience targeting, while InsideView has been more focused on bottom of the funnel data.  We realized the two companies are quite complimentary and we could combine our customers to offer a much more complete solution to all of them.  Today we have an integrated top of the funnel to bottom of the funnel marketing and sales data provision to allow customers to look at the full funnel and identify a more appropriate addressable market, including what kind of technologies those companies use.”

InsideView CEO Umberto Milletti to MarTech Series this week

The three companies combined to create a four-cloud solution that supports Advertising, ABX Marketing, Sales Intelligence, and Data.

“What’s exciting about this is the ability to provide all of this to customers as one solution,” continued Milletti.  “We have done a lot of work since the merger was completed to combine all of our technologies and go to our customers with information on how much more we can do for them.”

Demandbase combined its Demandbase One platform with InsideView and DemandMatrix to support four clouds.

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