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Demandbase Expands Lead Acquisition Suite With Launch Of Free Web Traffic App

After making a name for itself last year with the launch of an innovative solution for identifying and reaching new contacts, Demandbase is broadening its place in the marketing automation space with the recent release of Demandbase Stream. The free downloadable Web application enables BtoB sales and marketing executives to discover qualified prospects visiting their website, gain intelligence about the pages they are visiting and then follow-up in real time.

Along with the release of the new free web application, Demandbase also announced the backing of some high powered partners. The San Francisco-based company has received $8 million in venture funding from Adobe Systems, Altos Ventures and Sigma Partners. In addition to supporting the new release, Chris Golec, founder and CEO of Demandbase, said the funding will be used to advance the company’s core Demandbase Central contact acquisition platform and drive the rollout of its new Demandbase Direct on demand offering.

Described as the “first browser-less Web application” that enables sales and marketing professionals to find out which businesses are visiting their Web site, Demandbase Stream compliments the company’s contact acquisition platform as it helps identify the interests of visiting prospects and provides intelligence the right people to target.

Although it was only recently made available as a general release product, Golec said Demandbase Central already has more than 10,000 users. After debuting last month, he added that the new Demandbase Stream application is adding more than 100 users per week.

By downloading the free software at www.demandbase.com and connecting it with Demandbase Direct, BtoB executives can use the tool to turn passive Web visits into sales leads. The application includes a ticker that dynamically streams website visitors across the desktop, along with a view of company details, as well as a link to find business contacts that are unique to the product or service being sold. Users can also set preferences to filter traffic from outside a sales territory or from Internet Service Providers (ISP’s).

Once a user clicks on the link to connect with Direct, he or she can choose to cross reference that company with any contacts within LinkedIn or other social networks, or in the company’s CRM system before purchasing a desired contact.

While most web analytics tools had been designed to track the behavior of inbound traffic, Golec added that Demand Stream complements targeted outbound marketing and sales prospecting. “Web site analytics tools are designed for the webmaster, not sales and marketing people in need of selling opportunities,” he said. “Our platform and new Stream technology unite Web traffic and B2B marketing efforts together with the sales team, to dramatically improve the overall return on marketing investment.”