Demandbase Automates Advertising and Marketing Campaigns



Demandbase now offers Dynamic Audiences on its platform. B2B marketers now have the option of whether to automate their advertising and /or marketing campaigns. This is because of the AI-powered Dynamic Audiences feature of the platform. B2B marketers can isolate accounts and target them with specific messages based on “sales stage, intent, website engagement, and other buyer data.” B2B marketers also have to ability to get their message to who need it when they need it, saving marketers time and budget space.

Demandbase holds a leadership position as one of the top Account-Based Marketing (ABM) platforms. It just recently released a brand new feature called Dynamic Audiences. And the way it works is that it automates advertising for the marketer—in the end saving time and resources. 

More specifically, it “automatically [updates] campaign audiences with the most relevant target accounts, based on CRM updates, recent offsite intent activity, website engagement, or other events that support a specific campaign.”

Being that marketers want to be in the right place at the right time, this can be tricky because it’s [updating campaign audiences is] not static—that is, the audience is continually progressing through the buyer’s journey so it’s hard to get a handle on the right message.

With Dynamic Audiences powered by AI, marketers can lock onto the right accounts with the right message based on “sales stage, intent, website engagement, and other buyer data.” 

Marketers involved with B2B are now free to:

  • Target accounts without thinking about it as they move through the buyer’s journey 
  • Optimize account investment based on which ones show interest
  • Accounts can get the most from your content because it’s relevant to them
  • Save resources“by creating always-on campaigns”

In a statement, CMO of Demandbase, Peter Issacson commented that when B2B marketers are “identifying and updating their audience lists to ensure their campaigns are reaching the right accounts,” it’s hard because the deck is stacked against them. With this new development with Dynamic Audiences, B2B marketers can just “set it and forget it” when it comes to ABM.

Original article from MarTech Series on 29 January 2020. 

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