Combined Offering Enables B2B Marketers to Leverage Real-Time Business Identity Data to Tailor Site Content for Each Visitor
TEMPE, Ariz., Oct. 19, 2011 (GLOBE NEWSWIRE) — Limelight Networks, Inc.® (NASDAQ:LLNW, news, filings) (“Limelight”) today announced that Limelight Dynamic Site Platform will provide an integrated link to Real-Time ID technology from Demandbase, a technology company providing B2B marketing performance-improvement solutions. By combining these solutions, B2B marketers can optimize the website experience by tailoring content to site visitors using real-time data. Marketers can target prospects who would otherwise be anonymous by company, industry, size, and geography, resulting in improved site engagement and increased sales opportunities. Limelight and Demandbase will demonstrate these capabilities at Eloqua Experience, booth 8, on October 19th-21st.
“We’re thrilled to partner with Demandbase,” says Jeff Freund, VP and General Manager, Web Content Management Group, Limelight Networks. “The quality and depth of data that they provide allows marketers to deliver a truly personalized web experience to prospects, resulting in increased website conversions and better qualified sales leads. The website is one of the most important touch-points for prospects, but most corporate websites are not optimized based on information about the specific companies visiting them. Rather than employ a ‘one size fits all’ approach, B2B marketers must engage buyers through more customized website experiences. By combining these offerings, marketers will have the data and flexible web content management tools that they need to adapt the site experience for each visitor, regardless if they are anonymous or identified.”
Limelight Dynamic Site Platform leverages the Demandbase Real-Time ID API to provide key data for marketers, including firmographic information such as the visitor’s company, industry, company size, revenue, and customer status (new prospect, existing customer, competitor, etc.). Using their own business logic, marketers can then incorporate this information into Dynamic Site Platform to deliver targeted content, promotions, and calls-to-action that turn anonymous visitors into qualified leads. The solution offers the following features:
- Anonymous Visitor Identification: Information about each site visitor is actionable, including location, company, company size, and industry
- Account Based Visitor Management: B2B sales in an account based selling model with multiple contacts per account; website marketing should follow this same model to maximize its influence on the buying process
- Visitor Segmentation: Map both anonymous and known visitors to target market segments based on firmographic, demographic, and given information
- Progressive Profiling: More information about site visitors is captured over time by orchestrating the questions each visitor is asked as they navigate the site within and between visits
- Personalization and Targeted Content: Targeted content, promotions, and calls-to-action are delivered based on profile criteria such as interests, industry, buying stage, lead score, number of visits, title, etc.
- Reporting and Analytics: Conversions and engagement are tracked to provide analysis and reporting on what content is driving visitor behavior, how effective the website is at driving lead qualification, and opportunities to refine the progressive profiling process.
“According to a survey that we recently completed, B2B corporate websites are recognized to be the leading demand generation tool for new sales leads,” said Greg Ott, CMO, Demandbase. “However, 80 percent of our survey respondents noted that websites are not performing to their maximum lead generation potential, mainly because B2B marketers are having difficulty optimizing site performance and analyzing viewer behavior once visitors arrive on the site. Our partnership with Limelight allows marketers to effectively address this challenge by identifying the visiting companies — previously anonymous traffic — and tailoring their site experiences.”
Demandbase is a technology company that enables B2B marketers to improve marketing conversions and turn web traffic into sales. Demandbase’s solutions leverage its proprietary Business Resolution Platform, including real-time identification of the formerly anonymous companies visiting a web site, and unique analytics to make customer or prospect interactions more effective, resulting in increased conversion rates and lower cost of sales. Demandbase works as a standalone service or integrated with other sales and marketing technologies to give them new intelligence about their web visitors, and improve overall campaign performance. Founded in 2006 and used by more than 1,000 companies, Demandbase is headquartered in San Francisco, California. For more information, visit http://www.demandbase.com.
About Limelight Networks, Inc.
Limelight Networks, Inc (NASDAQ:LLNW) (“Limelight”) provides solutions that enable business and technology decision makers to profit from the shift of content and advertising to the online world, the explosive growth of mobile and connected devices, and the migration of IT applications and services into the cloud. Our worldwide customers use Limelight’s massively scalable software services that engage audiences, enhance brand presence, analyze viewer preferences, optimize advertising, manage and monetize digital assets, and ultimately help build stronger customer relationships. For more information, please visit www.limelight.com or follow us on Twitter at www.twitter.com/llnw.
Copyright (C) 2011 Limelight Networks, Inc. All rights reserved. All product or service names are the property of their respective owners.
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