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Demandbase Launches ABM Analytics for Optimum Marketing Performance

Demandbase officially announced ABM Analytics at its annual ABM Innovation Summit in San Francisco last week. New technology, part of the company's account-based marketing platform, leverages its account identification technology to help marketers analyze ad performance pipeline and revenue figures.

"Artificial intelligence gives business-to-business marketers a clear view of the behavior of their target accounts," said Peter Isaacson, CMO at Demandbase.

"In the past, B2B marketers had access to basic filmographic information about their audiences, such as names, titles, and phone numbers," he told CRM Buyer.

Amnesty International takes this basic information and provides information to help marketers understand what their target customers are interested in on the Web, Isaacson said.

Technology allows marketers to display comparisons of different accounts according to targeted revenue parameters, or control indicators to identify companies with different employee segments, or show how companies Campaigns take place at different states of sales funnel. ]

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Demandbase has tested ABM analyzes with several different clients. This allowed some of them to couple disparate data sources – for example, Web engagement and CRM data – for the first time, allowing them to better understand the data. impact of their activity.

"Not only did he give insight into the performance of their ABM campaigns, but he also opened new doors for testing and optimization," said Isaacson.

Earlier this year, the company launched its AI conversion solution, which integrates with Salesforce, Slack and LinkedIn Sales Navigator to reach target accounts and develop ideas.

Growth of IA

Artificial intelligence grew at an accelerated pace last year with real cases in sales and marketing, noted Cindy Zhou, a senior analyst at Constellation Research.

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"AI is already revolutionizing marketing by helping marketers target the right audience with relevant offers based on their areas of interest, the heart of ABM," she told CRM. Buyer. "Instead of a manual process, the AI ​​can quickly help marketers analyze existing data sets to find ideal customer profiles and make suggestions on the best options."

Demandbase's 2016 acquisition of Spiderbook, a data science company, allowed it to integrate AI and automation capabilities into large data sets, noted Wayne Cichanski, vice president of research strategy at

"This helps to identify data trends that would allow a company to make a purchase, to find the right buyers in those accounts," he told CRM Buyer.

This technology digitizes billions of web pages, keywords and interests profiles, and maps them into a predictability matrix, thus providing more information than traditional demographic information, said Mr Cichanski.

ABM Collaboration

Meanwhile, Demandbase announced the extension of its ABM collaboration with Salesforce Pardot, which integrates contacts and account information into the Salesforce system with its AI data from the Demandbase conversion solution.

The integrated data will allow ABM teams to see everything – from which web pages a targeted account has seen the keywords and problems used for online searches.

"Salesforce Pardot and Demandbase customers will be able to leverage Salesforce Pardot's contact and account records with real-time intent data and Demandbase account information," said Nate Skinner, vice president. product marketing at Salesforce Pardot. ]

The purpose of the integration is to enable the joint customers of both companies to better engage existing and potential customers.

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David Jones is a reporter for ECT News Network since 2015. His areas of interest are cybersecurity, e-commerce, open source, gaming, intelligence artificial and autonomous vehicles. He has written for many media including Reuters, Bloomberg, New York Crain Affairs and The New York Times . Email David.