News Byte: Demandbase Intros Automated B2B Retargeting

Share this content:
Some 80% of retargeted B2B ads miss the mark.
Some 80% of retargeted B2B ads miss the mark.

Demandbase announced the addition of a new wrinkle to its programmatic ad buying system for B2B companies that allows users to automatically optimize retargeting efforts by eliminating some 80% of typical waste.

“There are two key points of waste for B2B marketers' ad dollars—marketing to companies that are not even capable of buying what you sell or who are in the wrong industry and marketing to qualified companies that have already made a purchase,” says Demandbase CEO Chris Golec. “That accounts for 80% of waste.”

The Demandbase retargeting solution uses audience optimization controls to eliminate non-buyers, who often include competitors served ads after researching a company's website. Instead of a CPM-based rate system, Demandbase charges a subscription fee based on the number of companies a client wants targeted.

“The idea is to deliver efficiencies to B2B marketers who have audiences that are dynamically changing,” Golec says.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above