Oct 7th, 2009| 
Demandbase releases advanced web analytics and lead scoring
Yesterday, Demandbase announced the new release of Demandbase Professional solution. Essentially, the release has two major upgrades including advanced web analytics and advanced lead scoring. These are explained in detail below:
Advanced web analytics
– The analytics component can now support multiple sources of web-traffic, including organic searchs, paid campaigns, social media, email marketing and others. This is great! No web marketer uses a single source for generating traffic. In fairness, there are conventional web-analytics tool in the market such a eTracker that support multiple traffic sources. But DemandBase is not just web-analytics, its real value is in scoring and identifying web leads.
As a follow up to the press announcement, it would be nice to know which traffic sources are integrated (Google, Bing, Yahoo, MSN live, Facebook, LinkedIn, Twitter, etc) and to what level is this integration supported.
Advanced leads scoring automation
– This scoring is not just based on web triggers (i.e. visit to the pricing page by a website visitor), but also company-specific data (such as website visitor’s company size and company industry.) This is a real useful tool in filtering the good leads from the bad ones and then sorting them according to their potential sale value. After all, you don’t want your sale guys to just focus on the low hanging fruits, but also on the ones that are the juiciest.
This second layer of sorting is done through a propriety matching engine that uses business intelligence from Hoovers, Jigsaw and several other business directories. What I found witty in DemandBase’s press release was the following jab at their competitors:
“With more than 50 million Web visits gathered each month from across thousands of clients, the self-tuning matching engine is now able to resolve twice the number of businesses than other analytics and marketing automation solutions that rely on basic “reverse IP look up” methods, delivering B2B marketers the insights necessary to determine the channels which are delivering the highest quality business traffic”
I know of two vendors of the top of my head including ActiveConversion and Enecto who provide a similar tool that matches visitor IP addresses with business intelligence data. But I don’t know if their engines are self-tweaking or not.
In summary, these two major updates yield a pretty robust web-analytics and lead qualification system in a single SaaS tool. This along with the nifty little desktop stream client based on Adobe Air, definitely gives DemandBase an edge in the B2B demand generation and lead scoring market.
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October 7th, 2009 at 16:54
Not forgetting LEADSExplorer that has even other benefits and includes customer retention and sales process support.
October 9th, 2009 at 05:56
Thanks for the post! Amazing information.
October 13th, 2009 at 15:39
Hi Zaki,
I don’t see how DemandBase knows that other vendors depend on basic ‘IP address lookup’ methods, unless they’ve seen the algorithms from the other vendors.
Ours for one is not only self-tweeking from our users, but the first to have business intelligence data integrated in.
Cheers, Fred.
November 16th, 2009 at 18:43
There are more vendors in this market.
As always the focus is on lead generation, but monitoring of your nurturing and customer retention are equally important (if not more important) and that is what LEADSExplorer provides.
November 16th, 2009 at 21:43
There are more vendors in this market.
As always the focus is on lead generation, but monitoring of your nurturing and customer retention are equally important (if not more important) and that is what LEADSExplorer provides.