Demandbase Delivers Account-Based Advertising For Social Platforms

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Demandbase, the B2B go-to-market platform, breaks ground with new Audience Management Destinations for Demandbase.

B2B marketers will be able to reach account-based targets on traditionally consumer platforms, including Facebook, Instagram, Twitter, Google, YouTube, Bing, and Adobe, as well as an expanded integration with LinkedIn. This new functionality is yet another way Demandbase enables marketers to personalise the buying experience.

“We’re constantly learning about how the B2B buyer thinks and acts, and this new account-based social targeting functionality plays a role in reaching buyers more holistically,” said Jon Miller, Chief Marketing and Product Officer at Demandbase. “By viewing the buyer not just as someone within a target account or in a buying committee, we recognise that buyers are individuals, too. This mindset shift — and the corresponding ability to engage with them as such across business and social platforms — gives our customers yet another advantage in today’s B2B go-to-market landscape.”

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Demandbase’s new Destinations will enable customers to use selectors, first-party data, third-party data, intent, technographics, activities and more to define an audience in Demandbase, then specifically target those buyers across the business and social web. The end result is a highly consistent customer experience across social networks and other platforms.

“With the new integrations, we’ll now be able to automatically orchestrate account-based experiences across all networks and platforms. We’re looking forward to helping revenue teams drive more pipeline with Demandbase,” said Oleg A. Solodyankin, CEO at Ignitium.