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SalesFUSION Inks Partnership Agreement with Demandbase

By Anshu Shrivastava
TMCnet Contributor

SalesFUSION has entered into a strategic partnership with Demandbase, a technology company that enables B2B marketers to improve marketing conversions and turn Web traffic into sales.

This agreement calls on Demandbase to enrich SalesFUSION’s website tracking tool with real-time business information about SalesFusion client website visitors via Demandbase’s Real-Time Identification Service. The business’ information includes the company’s name, industry, size, location, revenue and nearly 40 other attributes.

The Demand Real-Time ID Service is built on the company’s cloud-based Business Resolution Platform, a proprietary database that matches over 800 million IP addresses to companies and delivers that information in real time.

According to Lisa Kost, vice president of corporate marketing and global field marketing at ArcSight (News - Alert), “Demandbase's Real-Time ID Service provides deeper Web site visitor intelligence which drives faster conversations, higher quality leads and lower costs per lead.”

Demandbase’s Real-time Identification service, according to company officials, bridges the gap between known and anonymous Web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time.

It also eliminates the use of cookies.

SalesFUSION is a source of enterprise marketing automation software built for B2B marketers. The company offers a suite of solutions including nurture-based marketing, website visitor tracking and social media marketing. 

The company expects its partnership with DemandBase will allow it to improve its existing website visitor tracking tool called WebForensics by appending account-based Web visitor data from DemandBase, in cases where SalesFUSION identifies the account by IP address. 

“We evaluated a number of different technology providers this year for the purpose of offering an enhanced version of our popular WebForensics product,” said Kevin Miller, CMO at SalesFUSION.

Miller said Demandbase fits the bill through and through, and their focus on the account-based approach matches perfectly with the company’s B2B clients.

SalesFUSION intends to offer its clients an enhanced version of WebForensics that includes the account-based intelligence provided by Demandbase. This new, paid service will offer an additional revenue stream for both companies and lay the foundation for expanding the partnership into new areas.

Earlier in September, the company announced the new FUSIONcast event management software product, which is offered as part of the demand generation platform and brings webinars into the marketing campaign management fold.

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