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Demandbase Enhances Real-Time Identification Service To Better Categorize Web Site Visitors



Demandbase, a provider BtoB marketing performance improvement technology solutions, today announced enhancements to its Real-Time Identification Service. The solution now includes enhanced audience classification capabilities for worldwide business web traffic.

Specific audience classifications include business size, industry/verticals, government, education, residential and wireless. These enhancements are designed to enable marketers to personalize content more effectively, and optimize their web sites and digital marketing programs to improve customer acquisition and customer retention.

The new identification capabilities stem from the ongoing development of the cloud-based, Demandbase Business Resolution Platform, which has grown by more than 30% in the last year to include more than 1.3 billion IP addresses and other information mapped to corporate data, according to Demandbase. In addition to the more than 40 business attributes that the Real-Time Identification Service can deliver about web visitors, the platform is now designed to enable marketers to consolidate web traffic into business and consumer categories, and further segment by industry and/or company size.  

The new enhancements to the Real-Time Identification Service are designed to help business marketers optimize web experiences for potential and existing customers. The identification and classification features are anticipated to help web marketers better understand and benchmark the composition of web traffic, personalize site experiences based on detailed segments, and measure results of more valuable audiences to drive improved conversions. 

“Marketers understand that they need to become more savvy around understanding the makeup of web visitors, and then take the action necessary to immediately service those audiences,” said Chris Golec, CEO of Demandbase. “Demandbase customers can now understand how their most valuable audience segments are engaging with their web sites and address those customers with a highly personalized experience. As a result, businesses can better focus online marketing campaigns, measure which strategies are engaging certain audience sectors, and drive higher conversion rates through optimization.” 

Demandbase Real-Time Identification Service delivers real-time information about a web site visitor’s company, such as industry, size, location, revenue and customer status (new prospect, existing customer, competitor, etc.), in an effort to make web experiences more relevant and effective. The technology is designed to plug into existing applications, such as web forms, CMS systems and analytics platforms.