Demandbase unveiled on Wednesday a capability to integrate CRM with Web sites, with the intention to improve the user experience for target accounts by personalizing Web content.
The company announced Account Watch, which enables users of its Real-Time ID Service to connect their CRM data to their Web site. Users can deliver targeted messages to visitors and trigger sales in real time, Demandbase said.
[ Real-Time ID Service debuted last year. | Get your websites up to speed with HTML5 today using the techniques in InfoWorld's HTML5 Deep Dive PDF how-to report. | Learn how to secure your Web browsers in InfoWorld's "Web Browser Security Deep Dive" PDF guide.]
Real-Time ID Service is a customizable API that plugs into existing marketing technologies, such as marketing automation, CRM, Web analysis, chat, and content management platforms. Account Watch lists can be set up within the Web service using as many unique company attributes as desired, according to Demandbase.
"Behavioral identification, which requires cookies or other personal tracking techniques, is critical for B2C (business-to-consumer) marketing, but for B2B (business-to-business) marketers, it's the identity and attributes of the account, not the individual, that matter most," said Chris Golec, CEO of Demandbase, in a statement released by the company. "Until now, the most valuable customer and prospect intelligence has been locked away in CRM systems. Account Watch enables our customers to connect this rich information with their Web marketing strategies and optimize online experiences for the traffic that matters most."
Demandbase has a proprietary database of network IP addresses for business-to-business marketers to be more effective with account-based targeting. Real-Time ID Service is built on the Demandbase Business Resolution Platform, which is a cloud-based business data cleansing and correlation platform with more than 1 billion IP addresses mapped to millions of global companies. This provides an ability to identify business Web traffic without using cookies and delivers information in real time.
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