Demandbase integrates CRM data, website visits

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San Francisco—Customer-acquisition company Demandbase has introduced a new feature to its website visitor identification service that uses a company's own CRM database to identify known visitors and customize real-time interaction.

Account Watch, added to Demandbase's Real-Time ID Service, identifies those website visitors who are part of a participating company's customer relationship management database, according to Demandbase. That stored CRM information then can be used to trigger tailored messages, shortened or eliminated registration forms, sales notifications or live chat options in real time, the company said.

Demandbase said the service allows customers to attach custom tags to a company record, such as identifying it as an existing customer or one interested in a particular product. Web experiences can be optimized based on attributes, combined with such company characteristics as industry, revenue, employee count and office location, according to the company.

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