{"id":649046,"date":"2013-03-27T08:26:50","date_gmt":"2013-03-27T12:26:50","guid":{"rendered":"http:\/\/gigaom.com\/?p=624730"},"modified":"2013-03-27T08:26:50","modified_gmt":"2013-03-27T12:26:50","slug":"demandbase-nets-15m-to-build-out-its-b2b-marketing-database-and-sell-it-better","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/649046","title":{"rendered":"Demandbase nets $15M to build out its B2B marketing database and sell it better"},"content":{"rendered":"

Demandbase<\/a>, the B2B\u00a0marketing service,\u00a0which combines information about your business affiliation from your IP address and other cues, now has $15 million more in funding to beef up its sales and marketing, keep building its database worldwide, and develop new products.<\/p>\n

Scale Venture Partners<\/a>\u00a0and\u00a0Omniture, the web site tracking company which is now part of Adobe Systems, \u00a0led the round. Existing investors\u00a0Sigma Partners<\/a>,\u00a0Altos Ventures<\/a>, Costanoa Ventures,\u00a0Sutter Hill Ventures<\/a>\u00a0and\u00a0Adobe<\/a>, which is also a Demandbase customer. \u00a0Total funding for the 7-year-old company now stands t $44 million.<\/p>\n

\"Demandbase<\/a><\/p>\n

Demandbase CEO Chris Golec<\/p>\n<\/div>\n

The San Francisco-based company \u00a0will use the new money to build out its treasure trove database worldwide; add more sales and marketing muscle; and create new products and features.<\/p>\n

GigaOM Pro analyst David Card is impressed with Demandbase. “They’re \u00a0building a database that translates IP addresses into companies so that you could present content or offers based on who the user likely worked for (which \u00a0is probably more useful in most B2B situations than recent behavioral tracking or guessing at their demographics. They claim to use signals other than IP address, too, and they claim what you can get from the registries isn’t timely,” he said.<\/p>\n

the company competes with companies like Neustar or Quova, which also use IP targeting; Bizo which works in advertising technology by analyzing cookie information; \u00a0adn Gravity which does personalized marketing, but Demandbase would argue it combines all much of this in one service — and it doesn’t use cookies.<\/p>\n

Other custmoers include a \u00a0list of tech players including Dell, Cisco\/Webex,HP\/Arcsight Informaticaand NetApp<\/p>\n

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