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BizReport : Ecommerce archives : May 13, 2010

Demandbase offers real-time traffic solution for B2B marketers

Obtaining real time information about traffic, clicks and video views is crucial for marketers targeting specific bases of consumers. Now a similar solution is available on a B2B basis for businesses targeting other businesses. Demandbase has launched their Real Time ID service, said to identify business traffic so that ads, experiences and offers can be customized.

by Kristina Knight

demandbase.jpgThe B2B marketing space is expected to reach $129 billion this year. Just over 40% ($52 billion) will be spent in the online sector.

"B2B marketers have been telling us for years that one of the biggest headaches is converting visitors on their web sites," said Chris Golec, Demandbase CEO, who noted that only 2% to 4% of B2B traffic converts to sale or action. "[Our platform] will allow marketers to abandon their one-size-fits-all web site and offer something much more meaningful, one visitor at a time."

The platform can be used in coordination with CRM, web analytics and marketing automation. CrowdScience, an early adopter of the platform, reported a 46% uptick (conversions) from a recent social media campaign using the Demandbase platform.

By identifying incoming traffic B2B marketers can better prepare for the needs of the consumer logging on. Do they need a product? Are they looking for content? Through the platform marketers may also connect the dots between online and offline responses.

Tags: B2B marketing, Business, business to business, Chris Golec, Demandbase, Log Analysis, Marketing, Site Management, Web Design and Development, Website

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