$50MRevenue

$5M RevenueBusiness Services2900 Employees

$9B RevenueSoftware &Technology

2600Employees

$32BRevenueFinancialServices36,000

Employees

$32B RevenueManufacturing

20,400Employees

CurrentCustomer

$3B RevenueTransportation

& Logistics14,171

Employees

TargetAccount

How Demandbase Applies Real-time Identification to an Account-Based Marketing Strategy

Driving Online Customer Engagement While Dramatically Improving Web Conversions with Real-Time Identification

2

Executive SummaryThe website is the hub for all customer and prospect activity in the

business-to-business (B2B) marketplace. In fact, every single deal

that your sales team closes has touched your website at some step of

the buying process. Still, most B2B companies earn the majority of

their revenue from a very small percentage of their web traffic—most

often because only a portion of their traffic is in their “sweet spot.”

“Sweet spot” or named accounts share certain select character-

istics with your best customers. By optimizing your website for those

sweet spot prospects, you can accelerate revenue and entice more

of those premium visitors to convert. As a B2B marketer, your team

needs to rethink how you can convert more first-time visitors from

your sweet spot accounts the moment they arrive at your site. If you

do, you’ll see a staggering increase in the number of highly profitable

leads that rapidly enter the sales cycle and become pipeline.

Takeaways include:•How to drive sales with a focus on

marketing to your “sweet spot”

•Extending account-based market-ing and account segmentation beyond email and into your website and content strategy

•Making it all work by combining your existing content assets, website, CRM, MAS or Live Chat

•Actionable ways to think big, start small, and move fast to incremen-tally improve web conversions of your highest value prospects.

How Demandbase Applies Real-time Identification to an Account-Based Marketing StrategyDriving Online Customer Engagement While Dramatically Improving Web Conversions with Real-Time Identification

3

The mandate for today’s B2B marketer is clear—accelerate revenue by cultivating a rich pipeline of

sales-ready leads and engaging customers at deeper and more meaningful levels. The days of feel-good

brochures are over. You need to scientifically implement a marketing strategy that catches customers

and prospects online with engaging and measurable interactions that convert

to revenue.

The challenge is, since the advent of the internet and the fast

growth of social platforms, competition for prospect attention has

become tougher than ever. In an attempt to create as many

leads as possible, most B2B companies implement a shotgun

approach, turning websites into content libraries without a card

catalog or a librarian—often diluting their message by trying to

appeal to as many visitors as possible with generic, one-size-fits-

all content and offers.

Today’s B2B buyer is a complex individual, requiring an

extremely nuanced and integrated approach across multiple touch

points. Their B2C shopping experience has led them to expect person-

alized offers and concierge-level information services anytime, anywhere.

B2Bs typically don’t have all of the personalization advantages that B2Cs do — such as

browsing histories built up over repeat visits, or product-specific search traffic — so their shotgun approach

isn’t really surprising. But the irony is, B2Bs continue using shotguns instead of precision rifles in spite of

the fact that they know that only a small portion of their traffic even fits their target buyer profile.

In order to attract, engage, convert and measure the web visitors of highest-potential value, your

digital marketing strategy must include the following five strategies:

1. Clearly define the profile of a qualified lead with your sales team.

2. Engage web visitors with personalized content, targeted offers and live chat by using real-time intelligence to see who is on your site.

3. Optimize your web conversions with shorter, smarter forms on your landing pages.

4. Measure your results to see what’s working and what isn’t.

5. Continually refine your target profiles and marketing campaigns to improve results and drive revenue.

Introduction: The Modern Marketer’s Mandate

Sales quotas are up by 93% in 2012, with only a 33% average increase in the marketing budgets that support them. In other words, your team needs to create three times as many marketing-qualified leads as you have money for. You need to do something different—and fast.Source: CSO Insights

5 Critical Elements of a Robust Online Engagement Strategy

4

For every $92 marketers spend driving traffic to

their websites, they spend only $1 to

optimize them.Source:

Adobe Digital Marketing Blog

Many B2B marketers know precisely which strategies and tools they’d

implement to improve their campaigns and deliver higher quality

leads, if given additional resources. However, today’s C-Level

executives and board of investors remain cautious, so their

marketing teams are challenged to create better results with fixed

or diminished budgets. That’s why more and more companies

are making strategic investments in their website to incrementally

engage the prospects and customers who matter most at critical

moments during their purchase lifecycle.

In this white paper, we will show how Demandbase has embraced

Pareto’s Law (or, the 80-20 principle) to increase online engagement and

web conversion of sweet spot accounts. We use an account-based marketing

strategy powered by Real-Time Identification to effectively engage and convert more of

the visitors that are the most likely to become revenue. We’ll share actionable ways you

can market to your “sweet spot”— in other words, the prospects visiting your website

who represent the companies that are most likely to become customers.

The New Solution: All Roads Lead to Your Website

Modern B2B buyers require an extremely nuanced and integrated approach across multiple touch points. Here’s why:

• 92% of C-Level executives ignore cold calls and emails.

• 56-80% of the buying cycle happens before the vendor is even invited into the process.

• 63% of customers choose helpful vendors over cost-effective vendors.

B2B buyers do their own research and engage

with their peers online to discuss products

and services LONG before they ever talk to

a company representative. And when they

do finally reach out, they expect relevant

information exactly when they want it.

This is why your website is so important—

because customers visit your website from

anywhere, 24/7.

Sources: InsideView, Sales Executive Council,

SiriusDecisions, The Annuitas Group

Buyer 2.0 at a Glance

5

When you hear the term “named account marketing,” outbound marketing likely

comes to mind — in other words, proactively reaching out to the accounts

tagged by sales as desirable. Of course, such named account strategies

are more challenging to execute when one of these accounts visits your

website in response to a search or content-based inbound marketing

campaign. In that scenario, such prospects are harder to identify.

So how do you achieve an effective balance? For Demandbase, the

answer was optimizing our website to treat those named accounts

as if we were expecting them. Upon their arrival to our site, we push

relevant, personalized offers based on their company profile. This is

where outbound and inbound leads intersect.

If you can focus your paid, outbound campaigns against a specific

target profile and filter

your inbound leads to get the

same profile, you’ll get a significantly higher return

on your marketing dollars. It’s analogous to finding

needles in the haystack.

Target Locked: How Demandbase Engages its Ideal Customer Profile with Real-Time ID

Here’s what you can expect to see if you incorporate account identity as a web element:

• Higher lead conversions among named accounts

• Improved lead capture and lead scoring

• Increase qualified lead generation

• More new business closed

• Expanded presence in existing customer accounts

• Increased pipeline forecast accuracy

• More accurate outbound marketing campaigns with strategically selected accounts for remarketing and retargeting

• Aligned sales and marketing results

Outbound Marketing Strategies

Advertising

Paid media

Direct mail

List buying

Email marketing

Telemarketing

Trade shows

Inbound Marketing Strategies

SEM

SEO

Social

Blogs

PR

Content marketing

Viral marketing

In an environment of limited marketing resources, where the buyer has seemingly unlimited options, the only way to continually drive results is to focus time and money on the prospects most likely to become revenue.

Top Benefits of a Real-Time ID Website

YOUR

Website

6

$50MRevenue

$5M RevenueBusiness Services2900 Employees

$9B RevenueSoftware &Technology

2600Employees

$32BRevenueFinancialServices36,000

Employees

$32B RevenueManufacturing

20,400Employees

CurrentCustomer

$3B RevenueTransportation

& Logistics14,171

Employees

TargetAccount

STEP #1Define your “sweet spot” target profiles

As discussed, B2B companies

recognize they’re most likely to sell to

companies who fit the profile of their

current customer base. To continually

improve quality lead generation, it’s

critical to identify the distinguishing

characteristics of these customers,

especially because they aren’t always

an enterprise’s biggest customers with

the most impressive logos.

To determine Demandbase’s profile of prospects most likely to become revenue, our marketing team:

•Executed a closed-won analysis of deals from the past 12 months.

•Sat down with sales to discuss the top attributes of our highest value customers.

•Collectively defined the predictive attributes of our target buyer profile, including industry, size and common technologies utilized by our customers.

Demandbase sells to a more sophisticated marketer—in other words, a marketing team that would

likely be categorized as a “top performer” in analyst surveys. Additionally, the technologies that these

companies use are critical indicators of their likelihood to buy from us. For example, if an organization uses

SiteCatalyst instead of Google Analytics, they have made a commitment of time and resources towards

the active analysis of their Web traffic that is likely more advanced than those companies that are using

free tools. This does not mean we can’t help companies using Google Analytics—as a matter of fact,

Demandbase uses GA. It simply means that the usage of certain marketing tools are likely indicators of

marketing sophistication.

Companies that already use marketing automation software are another sweet spot for us, specifically

those who use Eloqua. It’s not that we don’t have very successful customers using other tools like Aprimo,

Marketo or others. We do! But at the time of the analysis, Eloqua users were converting and buying our

solutions faster and more consistently than other types of companies in our deal pipeline.

Here are the six steps Demandbase takes to focus our time and money where it has the most pay-off, plus advice for how you can put the same strategies to action.

7

Everyone gets excited about a billion-dollar prospect company, and understandably so. But do you know how few of them there actually are?

4.5 million

Total number of companies in the United States

377,000 Total number of US companies that earn over $10 million in annual revenue

28,000 Total number of US companies that earn over $100 million in annual revenue

3,100 Total number of US companies that earn over $1B in annual revenue

It all goes back to knowing what a really good lead looks like for your company.

The fact is, the Fortune 500 tends to expect

higher service, deeper discounts and can be less cooperative than small or medium-

size business. On the other hand, SMBs

can be easier accounts to maintain but may not be as

profitable. Either way, you want to be certain that you’re targeting and converting the companies that really matter to YOU.

The B2B Buying Landscape

Any Landing Page4,584

Thank You Page

312

4,584 4,272

6.81% Conversion Rate

Demandbase used Google Analytics to acquire a baseline for the conversion rates of their existing offers before applying account-based targeting to their online offers.

Find a Baseline

Source: Demandbase Business Resolution Platform

If your target profile falls within that top 3,100—or even the top 28,000—how sure do you want to be that you catch and convert them when they visit your site?

8

Take Action To gain granular insight into what primes your target profiles to interact with your website at increasing levels of engagement, both your sales and marketing departments should sit down and ask:

• Who do we sell to? What characteristics

distinguish them? Consider industry, annual

revenue, size of the workforce, and key

technologies used.

• Who are our highest-value customers

right now? Contextualize your answers in

terms of revenue—but also referrals, brand

advocacy, availability for customer testimonials

and panels, time to go live, support costs,

pricing requirements, and so on.

• What targeting campaigns worked best to

convert them? In other words, drill into where

you sourced your best leads.

• What offers convert best? You can incremen-

tally optimize your content when you know

what’s worked best in the past for individual

target segments.

• What technologies do they have in their stack?

Depending on the solution you sell, this list

may comprise marketing technology, sales or

IT technology, or something else. The CRM,

ERP, marketing, finance or human resources

technologies that a company has already

invested in could be a key indicator to whether

they are ready to purchase your products

or services.

Though Demandbase focused on Eloqua customers, we lacked an Eloqua customer list. Instead,

we listed and tagged companies using Eloqua through a variety of methods over time, including

simple salesperson updates in our CRM tool based on:

• Conversations with prospects

• Word on the street

• Trade shows

• Combing press releases

• Viewing customer areas

While it’s tempting to make a mountain out of a molehill when creating target lists, it doesn’t have

to be a massive project. Remember, the goal is to place shorter forms and targeted offers in front

of prospects that are most likely to generate revenue as quickly as possible – not to create a perfect

target list.

Don’t Make Perfect the Enemy of Good

9

STEP #2Nail the landing with simpler landing page forms– without sacrificing critical information

Even though much of

conversion optimization

begins and ends with the

landing page, industry

averages for a simple

offer-to-completion path

hover between three and

five percent. Furthermore,

few companies know—or perhaps are

brave enough to look at—how many of

their sweet spot accounts convert from their home

page to an offer page.

To earn access to web visitors’ personal

information, B2B marketing teams must offer

incredibly relevant content that creates the

perception of rich value. Unfortunately, even when

they offer highly customized and relevant content,

most B2B websites still suffer from extremely low

conversion rates. Often, their landing pages are

to blame.

All marketers know landing page conversion

increases as the number of form fields decreases.

However, most B2B landing pages continue to

require 12 to 14 fields because they need all

of that information to provide qualified leads.

Salespeople only call leads who they can easily see

are in their sweet spot.

At Demandbase, we call our landing pages the

“moment of truth.” They represent the moment

when prospects decide whether to invite us into

their lives for the next 6-12 months, either by

entering our sales cycle or electing to receive

nurture emails.

To make this decision as simple as possible,

we have reduced friction by limiting our required

form fields to the bare essentials: name, title, email

and company name. We request a phone number

only if the prospect wants to be contacted in

person. Any other relevant, important informa-

tion is captured in hidden form fields, and our

Real-Time Identification service automatically fills

in those fields for us. To see what we mean, check out Figures 1 and 2 on the next page. The impact on lead management and scoring is immediate.

10

The five fields a B2B company should always include in their web forms to optimize for conversion. Account-based details can be automatically added by Demandbase in real-time, eliminating the need to ask for them in your forms.

Hidden Fields:

And more...

Revenue Range

Industry

Employees

Address

City

State

Zip

Phone number

Audience

Brett

Hansen

CTO

Bretth@averydennison.com

Aver

Over $5 Billion

Manufacturing

35,700

150 North Orange Grove Blvd

Pasadena

CA

91103

(626) 304-2000

Enterprise

Avery Dennison Corp. (PASADENA, CA)

Avery-Hammer Ins. (FRESNO, CA)

Avery Weigh-Tronix (FAIRMONT, MN)

Avery Oil & Propane (DIMONDALE, MI)

Avery Health Care System (LINVILLE, NC)

First Name

Last Name

Job Title

Business Email

Company

Register

Use “Job Title” for better results inleads scoring.

Company autocomplete is convenient for the prospect, but also improves accuracyand supports data standardization forlead management

and scoring.

5 recommended formfields. Only use fields

that are necessaryto accelerateconversion.

Match your CTA button to the action of your

user to increase conversion, such as

“Register” or “Download” instead

of “Submit.”

Label this field“Business Email” to increase accuracy.

Capture key profile data behind the

scenes in real time for lead scoring and

routing without sacrificing volume.

Figure 2: Anatomy of a Web Form

Choose One...

First Name*Last Name*Work Email*

Job Function*Company* Select...

First Name*Last Name*Work Email*

Company*Job Function*# Employees*

Industry*

Select...

Advertising & Media

Select...

First Name*Last Name*Work Email*Work Phone*

Company*Job Function*# Employees*CRM System*

Industry*

Select...

Select...

Advertising & Media

Short Form (5 fields)Conversion Rate: 13.4%

Cost per: $31.24 Medium Form (7 fields)Conversion Rate: 12.0%

Cost per: $34.94 Long Form (9 fields)Conversion Rate: 10.0%

Cost per: $41.90

Figure 1: Short Forms Outperform Long Forms*

*The Marketo study on the impact of form length

on conversion rates and cost per lead.

Read it here.

11

STEP #3Optimize outbound marketing campaigns with inbound lead information + robust analytics

Now it’s time to discover if our strategies and

tactics are effective. Are our top priority prospects

visiting Demandbase.com, and if so, which offers

are converting the most effectively? The answers to

these questions will determine how we tweak our

campaigns to incrementally deliver better results

going forward.

At the moment, Demandbase uses Google

Analytics, though we’ll likely switch to something

more robust in the near future. Here are the five

attributes we measure:• Industry• Revenue range• Audience classification• Company name• Account status

(Note: We aren’t allowed to measure any more, as Google Analytics sets a limit of five custom variables in its free product.)

Every month, we drill into which companies

responded to each individual offer and campaign,

regardless of where they engaged or how they

converted. Knowing specific company names is

highly critical when deciding how to spend money on

the same campaign going forward. This knowledge

also helps us circle back and reexamine the

answers to these important questions:

• What’s the profile of people who are engaging with us?

• Which offers convert the best?

• Are those companies becoming pipeline?

But perhaps the most important question

is, “What are we going to do to improve these

results?” Since we know the identity of our pros-

pects, we can easily find ways to upgrade our con-

tent and improve our offers. We measure success

not by how many companies we engage, but how

well we engage the right companies.

1. Overall visits by industry and company size

2. Conversion rates by industry and company size

3. Source of traffic by industry and company size

4. Named account behavior

5. Engagement and conversion of companies in your Sweet Spot

TOP 5 SWEET SPOT MARKETING METRICS:

Demandbase information can be applied to any web analytics platform, enabling account-based insight into the behavior of your web traffic.

12

STEP #4Create a zero-click website to engage named accounts the instant they arrive with customized offers.

Today’s customer responds to highly personalized offers. Consider iTunes’ Genius recommendations or

the section on Amazon that shares what customers with similar buying patterns recently purchased. B2B

websites must adapt to instantly provide the same rich user experience to which buyers are becoming

accustomed in order to convert and eventually close new business.

With our Real-Time Identification service, we receive the business profile data—company name,

location, size, revenue, and so on—of our website visitors the second they arrive. Site visitors are no longer

anonymous page visits but are instead identified by company or audience segment. We customize every

interaction to provide the most relevant information at every stage of engagement. We offer new visitors

information we think might stimulate conversion, and we greet existing customers with knowledgeable

engagement that correlates to their known needs.

To customize our offers to Demandbase’s target buyer profile, we conducted a data analysis of the

accounts we had closed in the past 12 months.

Then, we constructed offers based on

the characteristics they shared,

organizing them in a targeting

grid that summarized which

offers should be sent and what

content should be featured for

each account profile. For example, our

website greets every company we have

identified as an Eloqua customer with an

offer that specifically mentions that tool.

Customers of other marketing automation

systems are shown similar offers referencing

their technology.

The secret is, our strategies that generate the

highest return often aren’t very sophisticated. In

fact, customization can simply mean changing the

white paper or case study that’s featured as the

offer on a page, or inserting a named account’s company name in the page’s

copy. We frequently write several different targeted abstracts for the same white paper based on who we

anticipate the visiting account might be.

13

A little bit of personalization can significantly increase engagementFor example, simply by tweaking their website

strategy, Demandbase customer ArcSight saw:

• 2X increase in clickthroughs• 3X increase in conversions• 14X return on investment

When healthcare prospects visited their site, they

showed a Boston Medical Center case study. When

financial services companies arrived, their site

featured a banking case study. Those who clicked

through an offer encountered a landing page with a

much shorter, smarter web form. No images were

involved. No graphic designers were needed. That’s

the power of personalization.

Sometimes, B2B marketers make the costly

mistake of forgetting to

personalize offers and

formalize content

sequencing

for existing

accounts.

Statistically, it’s

much easier—

and cheaper—to

sell to current

customers than to

create new ones. In

our case, we frequently

begin working with companies to

optimize their website’s landing pages and forms.

It’s a simple process and shows rapid ROI. At that

point, these customers are often ready for the next

step, so our website targets them with messages

about our analytics package—a popular next step.

Finally, no competitive strategy overlooks how

to handle competitors. Demandbase asks, is there

any information we don’t want our competitors to

see? What about content that we absolutely do? In

the near future, we plan to follow in the footsteps of

a customer, Akamai, and re-direct our competitors

to our careers web page.

On average, you have eight seconds to engage someone on your website, so it’s critical to know exactly who is there the moment that prospect arrives—and then engage named accounts with custom offers.Source: Squidoo SEO Best Practices

The reality is, resource limitations often dictate

that all new tools must work in tandem with

the technologies you already have in place to

both simplify ease of use as well as improve

output. Conversely, it is also important to select

technologies that integrate with any other tools

you might consider, as it is hard to gain a

return on investment if your technology tools

don’t work together.

Use Technology that Integrates into What You Already Use

14

STEP #5Connect with your named or engaged accounts with live chat Most consumers are familiar with the concept of

live chat. While B2Cs have effectively used chat to

augment sales for a while, the primary B2Bs use

case is typically as a support

tool. Our account development

team uses live chat from

LivePerson as an intelligence and

lead generation tool to engage

our highest priority prospects

when they’re on our site.

Thanks to our Real-Time

Identification capabilities, the

Demandbase account develop-

ment team receives immediate

insight into the identity and

account status of our web traffic,

as well as their content path

through Demandbase.com. They

can decide to proactively engage

these prospects with LivePerson

chat. Even if our web visitors

decline the invitation to commu-

nicate, we acquire valuable real-time information

about which companies are actively responding to

our campaigns or teleprospecting efforts.

Our account development team uses chat

to instantly support current accounts and help

them derive the most value from our products

and services. As one Demandbase rep said, “Our

LivePerson plugin is particularly effective when it

comes to distinguishing customers from potential

prospects. We are immediately able to identify the

product they are using and the customer success

representative that is associated with the account.”

Providing this kind of immediate, concierge-

level service is especially important in the context

of today’s SaaS business model, when customers

can switch providers at little to no cost. Meanwhile,

because our customers are happy, they’re not only

more likely to renew their contracts, but to expand

their accounts.

Use Case: Sales Enablement/Lead Generation

Use Case: Premium Support

Prime Prospect

IF Industry = Software/TechnologyAND Revenue = > $500MTHEN push proactive chat

with Sales Rep

Support

IF Existing Customer = TrueAND Support Level = Platinum

THEN push proactive chatwith Support Rep

Cross Sell / Up Sell

IF Existing Customer = TrueAND Product Data Set = A

THEN push proactive chat withSales Rep for Cross Sell/Upsell

SEND

Sales Rep: Welcome!How can I help you today?

SEND

Account Manager: Hello! Wouldyou like to learn how our ServicesPackage compliments the HRPackage you bought last quarter?

SEND

Support Rep: Hello! I’m Joe,your Customer Success Manager.How can I help you today?

Live Chat Visitor Scenarios

15

STEP #6Retarget + remarket to non-converting accountsOur final step is to focus our remarketing efforts

on the named account companies who engaged

with our content but didn’t convert. We also give

these names to our account development team

for nurturing and further qualification. Though

we’ve succeeded in engaging these target buyers

somewhat, we still need to earn the right to be

invited into their research process, so we can help

lay the groundwork for whatever requirements may

eventually drive their purchase decision.

Something important to note: Avoiding a “one-

size-fits-all website” means that you will need to

accept the fact that you might not convert as many

leads. However, you will convert more of leads that

are actually likely to become revenue.

By definition, segmentation means leaving

someone out. It lacks a set formula. If you focus

strictly on best practices, your results will be

average at best. Instead, look to test, re-test and

segment in ways that are specific to your company.

Constantly monitor the types of companies that

become customers and the characteristics

they share.

1. Attract• Continually refine the list of companies

that fit your profile.

• Analyze traffic to discover the sources driving “sweet spot” accounts.

• Plan around driving the right accounts to your website. Then, re-market to the ones that didn’t convert.

2. Engage• Produce more high quality content with

a focus on what converts your named accounts.

• Segment and personalize messaging by account for new visitors, and by buyer persona during lead nurturing.

• Use A/B and MV UX testing

3. Convert• Optimize offers by account

• Focus on the Sales Accepted Lead profile

• Send unconverted accounts to Account Development Team

4. Measure• Learn more about who is doing what on

your site

• Consider strategic investments in new analytics tools. Is it time for SiteCatalyst?

• Implement attribution modeling. What is driving the right accounts? And what is making them convert?

The Demandbase Cheat Sheet for Thinking Big, Starting Small and Moving Quickly

16

Conclusion: Think Big, But Start Small with a Focus on the Sweet Spot

Contrary to conventional wisdom, more is not better when it comes to your website. In fact, a generic

approach jeopardizes your chances of converting the prospects that really matter. The secret is to optimize

your website for buyers within your sweet spot with personalized offers, live chat, shorter forms and robust

analytics—all enhanced with Real-Time Identification.

But not all at once! Choose one thing to improve, and work on it. Then, pick another.

You don’t have to implement all of these strategies to start seeing results. Begin with what is within

your grasp right now. Based upon our experience, we recommend first shortening your forms or exploring

an analytics plugin option. Content personalization or chat can come later.

Incremental changes in any one of these individual areas will have an immediately, long-term impact—

so think big, start small and move quickly.

By applying Demandbase Real-Time Identification to an account-based marketing strategy, the impact on conversions in the Demandbase “Sweet Spot” segments was significant.

Other MarketingAutomation Offer

All Offers

SiteCatalystOffer

6.81%Baseline for

all web offers

EloquaCustomer Offer

50%Proceeded to

Eloqua Targets

30.77%Proceeded to MAS

(Non-Eloqua) Targets

100%Proceeded to

SiteCatalyst Targets

17

Demandbase is the first real-time targeting and

personalization platform for B2B, transforming the

effectiveness of marketing programs and Market-

ing’s ability to impact revenue. While personaliza-

tion tools have long existed for B2C, until now, none

were geared specifically to enable B2B marketers to

make online interactions more effective, delivering

the right message at the right time.

Without the use of cookies, Demandbase’s

Real-time Identification service bridges the gap

between known and anonymous web visitors by

identifying and segmenting the companies visiting

a website, and providing detailed, targetable

business attributes in real-time. Demandbase

integrates with other sales and marketing tech-

nologies to deliver unique intelligence about web

visitors, and better attract, convert and retain the

right customers. Enterprise leaders and high-

growth companies alike use Demandbase to drive

better marketing performance.

Founded in 2006 and used by more than

1,000 companies, Demandbase is headquartered

in San Francisco, California and funded by Adobe

Systems (NASDAQ: ADBE), Altos Ventures, Sigma

Partners, and Sutter Hill Ventures.

San Francisco HeadquartersDemandbase, Inc.

301 Howard Street, Suite 1800

San Francisco,CA 94105

info@demandbase.com

415.683.2660

Demandbase Support415.683.2660

support@demandbase.com

Facebook facebook.com/DemandbaseMarketing

Twitter twitter.com/demandbase

YouTube youtube.com/demandbasemarketing

Blog demandblog.demandbase.com/

© 2012 Demandbase, Inc. All rights reserved.