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CMO’S Top 10 Martech Stories This Week: 17 December

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B2B data-as-a-service platform identifies prospects before they’re prospects

Lead generation provider True Influence has launched a self-service, data-driven offering for B2B marketers aimed at lifting their ability to find and target prospects.

According to the vendor, the new InsightBase™ gathers more than 3 billion intent and behavioural signals per month from third-party B2B website visits, which marketers can use to pinpoint prospective customers before they have officially put up their hands around purchasing intent.

To do this, the vendor said it monitors online activity by individuals visiting business websites from their corporate domains, capturing the Web pages visited and content viewed and providing email addresses and other targeted information on individuals. It also compares the level activity by target companies over time to identify surges in interest using select keywords.

The service can then be used for target account-based display advertising, trigger-based and targeted email campaigns, and integrated with existing CRM or marketing automation systems such as Oracle Eloqua, Marketo and Salesforce.

True Influence CEO, Brian Giese, claimed marketers using the service have seen an average improvement in campaign conversion results of 400 per cent.

Founded in 2008 and based in Virginia US, the vendor’s customer base includes blue chip brands such as IBM, Microsoft and Cisco.

Source: CMO

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