Real-Time ID Service boosts B2B commerce

Demandbase began offering this week Real-Time ID Service, a B2B platform for quick identification of business Web traffic that enables streamlining of site visits.

Anchored by an XML API, the cloud-based service lets Demandbase customers tailor content based on which company is accessing their site, saving site visitors time on filling out lengthy forms and potentially boosting business via the site.

"It's a real-time API that identifies businesses coming to your Web site before your page actually renders," said Greg Ott, Demandbase chief marketing officer.

"We have our own database where we look up IP addresses and match those to companies," Ott said.

Demandbase has a database of information that includes company size, industry, number of employees, and location. Having this information in advance enables customers to furnish pre-filled forms to a business visiting its site, eliminating the need to collect this information. Users also can promote custom product offers and industry-specific messages.

The less information needed from a site visitor, the more time the visitor typically will spend on a site, Ott said. The proprietary Real-Time ID Service allows marketers to abandon a one-size-fits-all approach and tailor content to customers, Demandbase said.

Real-Time ID Service typically provides information on a site visitor in fewer than five milliseconds.

"You have this information and you can customize the experience before the visitor even sees a page," said Ott.

Demandbase's service enables reduction in the number of fields in a contact form, said user Grover Righter, a consultant implementing the technology at CrowdScience, which provides audience measurement and profiling services.

"You really know what companies are visiting you, and if you're doing B2B marketing, that's like gold," Righter said.

Ott, asked if DemandBase's service violates any privacy tenets with its foreknowledge of visitors, recognized this could be a concern. "We're very aware of that and spend a lot of time making sure we collect no personally identifiable information," he said. Demandbase also does not use cookies to track where a site visitor is going on the Internet.

Should an individual rather than a business access a site that uses Real-Time ID Service, the service would identify the company from which the individual was accessing a site. If an individual accesses a site via a private residence, the service would, for example, know the individual was accessing via Internet service provider Comcast, for example, Ott explained.

Demandbase charges $2,500 per month for its service.

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