AI-powered features take B2B advertising effectiveness and ROI to the next level
Request basis, the leader in AI-powered account-based go-to-market (GTM), announced industry-leading innovations and enhancements to its award-winning GTM platform, Demandbase One. One of the highlights is the launch of AI-based campaign results, which allows customers to choose the ideal result for each advertising campaign. From there, Demandbase Demand side platform (DSP) uses AI to optimize each impression and campaign strategy to maximize selected objectives. This is incredibly innovative in B2B advertising, one of the first of its kind to achieve such a level of flexibility.
Demandbase also launched Campaign Influence Metrics, improvements to its creative library, announced greater adoption of its Connected TV (CTV), and new exclusions of employment levels and job functions. The company has released a new eBook titled “You Need B2B Advertising Technology in 2024” to provide insight into how B2B advertising is evolving and provide advice on how organizations can take advantage of it this year . Customers enthusiastically appreciate the value of this information and all these innovations.
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“Campaign influence metrics opened our eyes to campaign influence we weren’t aware of,” said Ryan Olivier, Senior Director, Enterprise Demand Generation, SAP Concur. “This has helped us channel more advertising dollars into the most effective campaign channels and strategies. Demandbase’s continued innovation with its advertising technology makes the decision a no-brainer to continue our partnership for the foreseeable future.
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These recent innovations from Demandbase rely heavily on the power of AI. Here are some notable aspects of each:
- Campaign Results gives clients more control than ever over the success of their campaigns and improves specific performance results. AI click optimization has been shown to increase click-through rates by 100% on average and account visits by almost 10%. AI visit optimization has been found to increase account visits by 24.4% and clicks by almost 25% on average.
- Campaign influence metrics makes it much easier to examine B2B-specific influences, such as increased website engagement, pipeline, and revenue. Customers can better isolate the impact of Demandbase campaigns, more easily perform ROI analyzes and justify additional advertising investments.
- Creative Library Improvements This means B2B digital marketers now have much more control over their creative assets, enabling the uploading and management of creative for native and video advertising. Customers can create and launch native, video and connected TV campaigns within Campaign Builder (Demandbase’s self-serve advertising capabilities) without needing to speak with a Demandbase employee.
- Connected TV (CTV) enables Demandbase clients to create digital campaigns and successfully drive web visitors, move accounts faster through the funnel, and grow
Inintention with targeted CTV accounts. In fact, Demandbase’s own connected TV campaign was proven to increase website traffic by 64% compared to a control group. There was also a 476% increase in page views compared to the control audience. - Employment level and exclusions of functions Prevent impressions from being distributed to people outside of the buying group, regardless of their level of intent for a specific product or service.
“While our expert teams will always be there to collaborate with our clients on a successful campaign strategy, we have also always had a significant AI component behind our DSP and we are excited to offer more capabilities open-source. service,” says Gareth NoonanManaging Director, Advertising at Demandbase.
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