Account-based marketing platform Demandbase today launched the B2B Data Cloud, an effort to coalesce marketing efforts across the entire funnel by relying on IP addresses and third-party data instead of cookies.
“B2B marketers have been massively underserved by cookie-based technologies with data models that don’t extend across advertising, marketing, and CRM. Even worse, the traditional measurement approaches that come with these tools are nearly useless in the B2B world,” says Demandbase CEO Chris Golec.
