Businesses spend around $40 billion a year on digital content marketing, and Demandbase, which announced a $65 million financing round on Thursday, is looking to cut itself a slice of the pie. Led by existing investor Sageview Capital with participation by a smorgasbord of others, including Adobe Systems, Altos Ventures and Sigma Partners, the financing […]
For years, Intel’s five-note jingle was one of the most recognizable sounds on TV and helped build solid brand awareness for its consumer-facing PC business. But a jingle isn’t going to encourage network administrators at a telco to embrace Intel’s open architecture or get senior decision-makers to consider Intel’s hybrid cloud platform. “In the past, […]
At 110 years old, Xerox is the epitome of a legacy B2B business. But as Xerox prepares to spin off its $7 billion business process services arm into a standalone company called Conduent in January, it is borrowing more B2C tactics as it seeks to differentiate both of its brands. “We’re doing a lot of […]
Demandbase has acquired Seattle-based WhoToo, a behavioral data platform focused on B2B marketing, for an unidentified sum, the company disclosed Thursday. Underscoring the deal was Demandbase’s desire to beef up its behavioral marketing data set and hook into clients’ existing data-management platforms. “This isn’t just data for data’s sake,” noted Chris Golec, CEO of Demandbase: […]
Many industry analysts expect B2B media marketing budgets to finally reach pre-recession levels by the end of 2015, following a drop-off in 2009 that removed almost one out of every $5 spent on B2B outlets. And those revenue streams are migrating to programmatic technology and new native strategies to develop brand awareness. One of the […]
Demandbase used to focus exclusively on optimizing website content based on the company an inbound visitor works for. As we noted late last year, it has expanded to push that IP-based business data into RTB buys. In an update on the business, CEO Chris Golec tells AdExchanger about 25% of customers have used the new […]
