Business and Marketing

Advertising to B2B prospects at work

According to Demandbase, half of all U.S. workers use their smartphones on the job, and another 14% watch YouTube there. (And yet our productivity rating tops Britain's, Germany's, and Japan's!) Figuring that there could be few better places for its B2B marketer clients to interact with prospects than at their desks, Demandbase today debuts B2B Video Ads and B2B Mobile Ads.

Demandbase does not use cookies to serve or retarget relevant videos to potential customers, instead relying on its own RTB platform that identifies companies that could have a need for a client's product or service. The same system is used to serve relevant mobile ads.

“Businesses have invested hundreds of millions of dollars to develop video assets, but most have been unsuccessful at generating any payoff outside of the occasional click on their websites,” says Demandbase CEO Chris Golec. “Similarly, adding B2B mobile targeting measurably increases our ability to get the right message in front of the right person during the workday.”

The Demandbase platform had already connected B2B marketers' website, marketing automation, and CRM systems.

Business Breaking News: Boosting Customer Loyalty with Big Data

Are you paying attention to your existing customers? If not, you may want to reconsider your priorities: According to a new report, more than half of the annual revenue for 61 percent of small business owners comes from repeat buyers.

The report found that 80 percent of business owners invest more time, effort and resources into customer retention than acquisition. This shift in focus points to the increasingly influential role repeat customers play in business success. Small business directory and online community Manta produced the report with business research and consulting firm BIA/Kelsey.

One way to earn repeat business is by creating a customer loyalty program.

Commodity Online News: Karvy cautiously bullish on Gold bearish on Silver