Demandbase moves account-based marketing forward

Using algorithms and an account-based marketing (ABM) approach, Demandbase helps sales and marketing teams identify companies that are more promising prospects and higher-value leads. Demandbase identifies a series of attributes (determined by an individual company) that signal when a company is ready to buy. It then combines the company's internal data with third-party information gathered through machine learning and linguistics (including U.S. Securities and Exchange Commission filings, annual reports and social media) to identify the most promising accounts and to personalize sales and marketing efforts accordingly. Demandbase analyzes a company's buying "triggers" and counsels sales reps on which companies to focus on. It also coaches marketers on the most appropriate marketing content to send to each company to cultivate these leads. As a result, ABM allows companies to target larger accounts and more promising leads. Demandbase and ABM also identify the most appropriate members within a company to target with sales and marketing efforts. Account-based marketing recognizes changes in the way companies purchase goods and services. Many companies now have buying teams to help make purchasing decisions, so ABM identifies the most appropriate decision-makers within the company to target.