Demandbase like all ad vendors can have it's sweet spots in how it is able to attract the audiences you wish to advertise to. We've analyzed some ways to improve the performance of Demandbase campaigns and where Demandbase might not be as powerful as other vendors when it comes to specific audience types.
Tip: If you find your audience is underperforming this may be due to the audience containing many smaller companies. Demandbase must a large company footprint and functions best with larger companies. Remove as many SMB accounts as possible from your audience.
Tip: If you've already engaged a high percentage of your audience and you know what pages they primarily visit outside of your homepage, try a retargeting campaign to drive engaged visitors to return. You can do this along with non targeted Google Display campaigns based on retargeting the specific URL targeted companies are hitting.
Tip: Once companies are engaged and showing interest in your website, export that audience and develop email campaigns from the titles involved in the buying process. This focuses your prospecting efforts.
Tip: You have likely already researched your audience and narrowed the messaging and imagery down to a few options. Use multiple creatives in campaigns to view which is the highest performer before fully investing in a heavily funded campaign to make sure your messaging is being used with the highest view though and click through rates.
Tip: If you are seeing few companies engaged with your site from Demandbase you should try running other ABM campaigns with the same audience in difference platforms. Try LinkedIn, 6Sense and other ABM vendors so companies can view your massage in multiple locations vs only the Demandbase network. You will likely find your Demandbase campaigns also benefits from the network effect.
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