One new feature for Oracle customers, enabled by Demandbase, is account scoring, or the ability to see which segments are most engaged with a company’s digital assets.
“Knowing that you have a lot of people visiting your site from a certain industry that maybe you’re working with presently or messaging, is really valuable for marketers in the B2B space,” said John Stetic, group VP of products for the Oracle Marketing Cloud. “By eliminating the wrong accounts from the start, that’s where the biggest waste is, frankly.”
Because Demandbase’s data network spans more than 50 access points, including exchanges like Google’s DoubleClick, marketing platforms like Salesforce, web analytics, CMS systems and a database of corporate IP addresses, Golec claims it’s in a unique position to combine “firmographic” and behavioral data for personalization.
So while LinkedIn’s differentiator is a large, logged-in audience, Demandbase argues the B2B sales cycle largely begins on a company’s website, so through all its data hooks it’s able to gauge a more complete view of a company’s end prospect throughout the purchase funnel.
Plugging into a marketing automation system with wide penetration like Oracle gives Demandbase much more scale and client adoption.
Golec sees potential not only to improve conversion rates around standard channels such as email, but to send more data signals about which companies should be served an ad versus which shouldn’t. Or, which landing pages or microsites a company should personalize.
This capability requires a lens into broader ad stacks, a marketer’s CRM and marketing automation system, he said.
“That allows you to move away from a CPM model, which is somewhat meaningless in B2B and now employ a subscription model," Golec said. "Instead of a $20 CPM, it might be $100 a month for each company you want to sell to. That’s much easier to translate into a cost of sale for a B2B marketer.”