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Demandbase’s Integration with Marketo Brings Better Targeting to ABM

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Daniel Murdock
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Demandbase is beefing up their account-based marketing through an official collaboration with Adobe’s Marketo platform, the company announced today.

The team-up promises to bring flexibility to the B2B marketers and will enable ads to be delivered at a scale with razor-sharp targeting.

The general chain of command works like this: After audiences are created in Demandbase, users can launch demand generation campaigns in Marketo targeting these accounts.

Customers will also be able to launch account-based ad campaigns with Demandbase directly from Marketo, expanding the first-person contact data in Marketo’s system to reach a broader buying committee outside of a target account.

Account-based marketing is a B2B approach that concentrates ad targeting on a distinct set of target accounts “so that you don’t waste your impressions on folks at companies that will never buy from you,” said Peter Isaacson, Demandbase’s CMO.

“You can develop insights and intelligence around those accounts and feed that to your sales team so that they can close more deals.”

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