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Re: Has anyone used Demandbase before? How does their data compare to Marketo's reverse IP lookup data?

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Anonymous
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Has anyone used Demandbase before? How does their data compare to Marketo's reverse IP lookup data?

Has anyone used Demandbase before? How does their data compare to Marketo's reverse IP lookup data? Would love any feedback about your experience and a small description of your use-case.

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Dan_Stevens_
Level 10 - Champion Alumni

Re: Has anyone used Demandbase before? How does their data compare to Marketo's reverse IP lookup data?

We're now in our second year of using DB.  Today, we're using the following DemandBase offerings:

- Sitecore connector: Sitecore is our website's CMS.  Given Sitecore has built-in personalization capabilities, it was a no-brainer to leverage those, rather than another product like RTP.  With the DemandBase code on each of our pages (alongside Munchkin), it can identify site visitors in real-time and enable Sitecore to key off of up to 25 different attributes that will be used to serve up relevant content.  An obvious attribute that we'll be using once we go live with our redesigned site this year is "industry" value.  A phase two effort will involve integrating with Marketo better so that we can also key off of behavioral data in Marketo.  This is the one obvious benefit of using RTP - as it's already part of Marketo.

- Marketo forms connector: This is very similar to other form connectors like ReachForce's offering.  Essentially, DemandBase is able to enrich form submits with those additional 25 attributes (when the users' company is identified) and allow us to simplify our forms so the conversion rates are maximized.  When you refer to Marketo's reverse IP lookup data are you referring to the basic data (inferred company, country, etc.) or the data that's available with RTP?

- Advanced Analytics: Again, since the tracking code is contained on every one of our pages, DemandBase is able to provide us with advanced analytics, well beyond anything we could get out of Marketo and Google Analytics.  We have bi-weekly strategy calls with their team, which is included with this service (along with the custom strategy decks they send us after every call).

- Targeted display/paid advertising: Since we primarily sell into existing/named accounts, this sort of tactic allows us to display personalized banners (where the company name is injected in real-time), offer relevant messaging, and drive to specific Marketo LPs.  The results are then incorporated into the Advanced Analytics services they provide us.  An interactive, online dashboard gives us real-time access to campaign performance.  And best of all, it's all reported at the ACCOUNT level, not LEAD level (something we'd like to see in Marketo some day).  With Marketo's recent decision to limit access to anonymous leads, our reliance on DB is greater than.  Amazing insight into anonymous lead activity - now if we can only integrate this into Marketo so that we can leverage some of Marketo's functionality - like real-time alerts on this data.

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Dan_Stevens_
Level 10 - Champion Alumni

Re: Has anyone used Demandbase before? How does their data compare to Marketo's reverse IP lookup data?

We're now in our second year of using DB.  Today, we're using the following DemandBase offerings:

- Sitecore connector: Sitecore is our website's CMS.  Given Sitecore has built-in personalization capabilities, it was a no-brainer to leverage those, rather than another product like RTP.  With the DemandBase code on each of our pages (alongside Munchkin), it can identify site visitors in real-time and enable Sitecore to key off of up to 25 different attributes that will be used to serve up relevant content.  An obvious attribute that we'll be using once we go live with our redesigned site this year is "industry" value.  A phase two effort will involve integrating with Marketo better so that we can also key off of behavioral data in Marketo.  This is the one obvious benefit of using RTP - as it's already part of Marketo.

- Marketo forms connector: This is very similar to other form connectors like ReachForce's offering.  Essentially, DemandBase is able to enrich form submits with those additional 25 attributes (when the users' company is identified) and allow us to simplify our forms so the conversion rates are maximized.  When you refer to Marketo's reverse IP lookup data are you referring to the basic data (inferred company, country, etc.) or the data that's available with RTP?

- Advanced Analytics: Again, since the tracking code is contained on every one of our pages, DemandBase is able to provide us with advanced analytics, well beyond anything we could get out of Marketo and Google Analytics.  We have bi-weekly strategy calls with their team, which is included with this service (along with the custom strategy decks they send us after every call).

- Targeted display/paid advertising: Since we primarily sell into existing/named accounts, this sort of tactic allows us to display personalized banners (where the company name is injected in real-time), offer relevant messaging, and drive to specific Marketo LPs.  The results are then incorporated into the Advanced Analytics services they provide us.  An interactive, online dashboard gives us real-time access to campaign performance.  And best of all, it's all reported at the ACCOUNT level, not LEAD level (something we'd like to see in Marketo some day).  With Marketo's recent decision to limit access to anonymous leads, our reliance on DB is greater than.  Amazing insight into anonymous lead activity - now if we can only integrate this into Marketo so that we can leverage some of Marketo's functionality - like real-time alerts on this data.

pastedImage_6.png

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Kristen_Malkov1
Level 8

Re: Has anyone used Demandbase before? How does their data compare to Marketo's reverse IP lookup data?

I've used DemandBase and RTP. I think the RTP integration with your instance plus ability to do segmented ad re-targeting is pretty much the golden ticket if you're looking to do more targeted marketing campaigns. In terms of IP look up, they're identical. I think the biggest benefit with Marketo comes from your MLM talking to RTP without any effort and reporting across systems being seamless. Also setting up RTP took virtually no time in comparison to DemandBase and I find that web teams like the usability more. And, again, retargeting with the adbridge. It's awesome. Check it out.

Anonymous
Not applicable

Re: Has anyone used Demandbase before? How does their data compare to Marketo's reverse IP lookup data?

Hi - we currently have Demandbase but are looking to retire and leverage RTP only.  The data we will lose without Demandbase is Revenue, Employee count, City,State, Country.  I want to figure out if we can leverage Inferred data from the munchkin code to capture City, State, Country and capture this in Custom Dimensions in GA as we do now with Demandbase.  Demandbase is an expensive solution for a limited match and features.  We can do a lot more Marketing and personalize website experience with RTP.  Does anyone have experience using the Inferred Data with GA?