Demandbase, a company that develops B2B marketing services, has raised $15 million in new financing led by Scale Venture Partners with participation by existing investors Sigma Partners, Altos Ventures, Costanoa Ventures, Sutter Hill Ventures and Adobe Systems. This brings the company’s total funding to $33 million.
Demandbase’s patented real time identification technology provides visibility on prospects and customers, as well as the ability to segment audiences. This allows marketers to target online ads to the right companies with relevant messages and offers on corporate websites, streamline lead capture into their marketing automation systems, and track all activity in their web analytics or business intelligence tools.
Demandbase, which was founded in 2006, says clients include Adobe, HP, Dell and Informatica. In 2012 alone, Demandbase says it grew its customer base by 70 percent, and more than doubled subscription revenue.