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Demandbase Secures U.S. Patent Protecting Methods for Identifying Companies Visiting Web Sites
By: Business Wire
Feb. 4, 2013 08:14 AM
Demandbase, Inc., the real-time targeting and personalization platform, today announced it now owns a U.S. Patent that protects methods used to identify businesses visiting web sites through the use of network IP addresses.
Demandbase’s targeting and personalization platform is used by many of the world’s leading organizations, including Adobe, HP, and Success Factors, to improve online marketing performance through Company-Targeted Advertising and a suite of web site optimization solutions. In turn, marketers can create more effective campaigns by targeting only the companies that matter most to their bottom lines. The technology also connects to CMS, CRM, marketing automation, online chat and web analytics programs.
Core to the Demandbase platform is a proprietary database that maps billions of network IP (Internet Protocol) addresses to a variety of business and consumer audiences. Demandbase can also identify businesses down to the exact company of the web visitor in real-time, and target and personalize content based on key attributes for that company such as industry, revenue, customer status, products purchased and more. Additional patents protect the proprietary methods Demandbase uses to uncover the millions of companies hidden behind ISPs (Internet Service Providers) in the public Internet registries.
“Customers and partners rely on Demandbase to deliver a new approach for targeting and personalization to improve marketing performance,” said Chris Golec, founder and CEO for Demandbase. “Securing the patent offers us more options to further enhance our technology and better protects Demandbase, our customers and our partners.”
Targeting based on the data in the Demandbase platform helps marketers that are frustrated by the limitations of web browser cookies; lack of reach, poor data quality and growing privacy concerns have hampered the success of these types of B2B marketing campaigns in the past. Demandbase’s use of network IP addresses to identify and segment web visitors solves these challenges, and provides marketers with a solution that connects to existing technologies and provides a consistent view of their audience throughout the customer lifecycle, from attracting the right companies with highly relevant advertising, to better engagement and conversion with more personalized web experiences
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