Today, B2B online targeting and personalization platform DemandBase is launching a solution that allows B2B advertisers to retarget to the companies that visit their websites.
Based on the corporate IP address, DemandBase identifies the company a web visitor is from in real-time and then, depending on the actions they take on the site, programmatically retargets customized ads to that company through exchanges such as Google and RightMedia. The triggers used to inform where a company is in the buying cycle include visits and pages viewed across a target company, the time and frequency of those visits and the specific pages viewed.
“Ad retargeting has long been a successful consumer marketing strategy, but has not yet produced results for business campaigns. For B2B marketers, they’ve working with tool and within the constraints of a consumer-centric model where an individual makes the decision to buy. By using a solution specifically tailored to the B2B buying process, we’re giving businesses the opportunity to influence multiple people involved in a corporate purchasing decision, at the specific target companies most likely to buy,” said Chris Golec, founder and CEO, DemandBase.
The B2B retargeting offering is an extension of DemandBase’s Company-Targeted Advertising solution in which the customer provides a specific prospect list or a generic list such as the “Fortune 1000” or a set of company attributes to target ads in order to those specific companies or those that match the customer profile. Clients include Adobe, Magento and Motorola Solutions.