The launch of DemandBase’s new “B2B Retargeting” solution is designed to provide B2B marketers with an increased opportunity to re-engage buyers from companies who have displayed buying intent, according to a company press release.
Rather than retargeting all website visitors, Demandbase’s new “B2B Retargeting” solution identifies companies in real-time through website behavior, listens to buying signals based on advertiser-defined filters, then targets impressions only to companies that are showing clear buying intent on a corporate website. The new technology adds on to existing Demandbase B2C capabilities, with a focus on targeting to multiple decision-makers within companies, rather than anonymous consumers.
Chris Golec, founder and CEO, Demandbase, says in the press release, “So many B2B advertisers are using retargeting technology built for consumers and sinking hundreds of thousands of dollars into campaigns that will never deliver the leads the sales team wants. Ad retargeting has long been a successful consumer marketing strategy, but has not yet produced results for business campaigns. B2B marketers have been limited by 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.”
Demandbase’s new technology allows B2B marketers to more consistently engage with interested buyers throughout the extensive B2B buying cycle. Using its existing B2C capabilities, Demandbase now identifies companies showing intent to purchase in real-time.