Demandbase Launches B2B Data Cloud, 'Job Function Targeting'

Demandbase, a retargeting platform for B2B marketers, has launched a B2B data cloud and "Job Function Targeting," the ability to target jobs within specific accounts.  Peter Isaacson, Demandbase CMO, said the company’s secret sauce has been mapping IP addresses to companies in an account-centric way. The new cloud tech, he said, is an aggregation of data and technology that takes what Demandbase has always offered and combines it with the more individual or user-centric data from WhoToo, the Big Data firm that Demandbase acquired in September. Since he joined the company a year and a half ago, Isaacson said the company has told the story of how to target accurately at the account level. “I’ve given the pitch time after time. Everyone said, ‘That’s really cool. By the way, can I reach specific job functions?’”