Demandbase today announced its new B2B Data Cloud, an open data platform designed to serve relevant ads and website content to qualified sales prospects as they move through the sales process.
The new data cloud is built around Demandbase’s original secret sauce -- a large database that associates IP addresses with company information, so that clients can detect when an employee of a prospect company is visiting its website or viewing one of its ads. Demandbase can also serve advertising based on the position of the employee within the prospect company.
The Demandbase cloud can then draw on demographic and behavior data from the client’s existing CRM (customer relationship management) system and from third-party data sources to determine (in milliseconds) the most strategic and relevant ad or website content to present.
Demandbase is based in San Francisco.