Demandbase, a B2B targeting and personalization platform provider, announced a new advertising feature to automate the creation and optimization of business audiences for B2B retargeting.
The new functionality builds on the company’s recently released retargeting solution designed to help B2B marketers increase awareness and build influence. The complete retargeting solution combines the new programmatic audience functionality based on interests identified from customer web traffic with programmatic ad buying to automate B2B retargeting, according to company officials.
According to Demandbase officials, the system automatically identifies web site traffic from likely unproductive sources, including competitors, so that they are not retargeted. They note that approximately 80% of B2B web site traffic involves “waste,” primarily from visitors who do not intend to buy.
Demandbase’s B2B retargeting solution includes monthly spend limits and filters that self-optimize audiences so that only the most qualified and most interested companies are retargeted with the right ads in a timely manner.
“As a SaaS company, we recognize subscription pricing models better align the interests of buyers and sellers. Subscriptions make solutions easier to adopt, and if effective, easier to continue and expand,” said Chris Golec, CEO, Demandbase. “Advertising to businesses based on a cost per target company per month is directly aligned to the customer’s cost of sales, acquisition cost, and/or revenue outcome. CPM attribution in a B2B sales model is simply way too complex.”
