Demandbase today introduced the B2B Marketing Cloud, a subscription-based platform that the company claims is the first to tie acquisition costs for target accounts to revenue. The cloud’s centerpiece, Performance Manager, is a dashboard that allows marketing executives to view campaign performance for individual accounts across the sales funnel.
“We have helped some of the largest cloud companies in the world drive their own B2B marketing efforts,” said Demandbase CEO Chris Golec in unveiling the new service at the company’s Marketing Innovation Summit for B2B in San Francisco. “With the B2B Marketing Cloud, our solutions help give B2B CMOs the full-funnel visibility they need to drive superior performance.”
Visualization charts in the Performance Manager identify probabilities of closing targeted companies and present potential revenue gains. It also illustrates performance against company benchmarks to note which campaigns are hitting their marks and which are falling short.
Users of the platform can build audiences from pre-defined lists, such as the Fortune 1000, and filter them by applying more than 40 attributes, including revenue, geographic location, and technology usage.
