News Byte: Demandbase Intros B2B Targeting for Facebook

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Demandbase adds social networks to B2B funnels.
Demandbase adds social networks to B2B funnels.

B2B marketers can now use Facebook to reach stakeholders mulling purchase decisions using a solution introduced today by Demandbase.

The targeting and personalization company claims that its new Company-Targeted Advertising solution does for commercial advertisers what Facebook ads don't do for consumer advertisers—target decision-makers in the social network based on their business attributes rather than their personal connections or preferences on the social network.

“Advertisers are missing out on a valuable opportunity to market to businesses across multiple social channels, reaching the millions of executives who are also on social sites while at work,” said Demandbase CMO Greg Ott in a release announcing the new solution.

Without the use of cookies or other tracking mechanisms, Demandbase claims its new product can identify the company of a Facebook visitor based on business attributes associated with a company's IP address, such as company name, industry size, and revenue.

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