Gleanster Teams with Demandbase to Unveil Best Practices in Website Personalization

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New Deep Dive analyst report and upcoming webinar hosted by Direct Marketing News looks at “Real-time Website Content Versioning” for B2B marketing improvement.

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Only by understanding customer context and serving up relevant content in response to that understanding can companies deliver more relevant and productive prospect and customer experiences.

Gleanster today announced that Jeff Zabin, a bestselling business author and influential industry analyst who currently serves as research director, will participate as the featured speaker in a webinar, scheduled for May 15 and hosted by Direct Marketing News, entitled "Website Personalization to Drive B-to-B Marketing Improvement." Also participating will be Jason Stewart, Director of Marketing at Demandbase.

The webinar will explore how technology innovation has produced a next-generation approach to website content personalization. The approach, which began to prove out its value in 2011 and is gaining broader adoption this year, makes it possible to identify the company affiliation of a website visitor the very moment they hit the company's website, even before the visitor's web browser has loaded a single bit of content. Knowing this information, the website can instantaneously present the visitor with highly relevant content.

Gleanster has dubbed this phenomenon “Real-time Website Content Versioning” and last month published a Deep Dive analyst report that examines the topic in depth. The report, called "Harnessing the Power of Website Personalization to Drive B2B Marketing Improvement," is currently available for free download (registration required) and can be accessed by clicking here.

“Only by understanding customer context and serving up relevant content in response to that understanding can companies deliver more relevant and productive prospect and customer experiences,” said Jeff Zabin, who authored the report.

According to the report, relevant website content means more website traffic, longer website sessions, and more frequent website visits. More to the point, Gleanster research points to a direct correlation between the amount of time that a prospect (which, in a B2B situation, is actually likely to involve multiple individuals – both influencers and decision-makers – from the same company) spends on the company website engaging with relevant content and the likelihood that the accumulation of interactions will ultimately culminate in a transaction and new client relationship.

"Content strategy is such an important issue in B2B marketing today,” said Jason Stewart of Demandbase, which is pioneering the new technology, “but with so much attention being focused on 'buyer personas' and the middle of the funnel it was immediately compelling and refreshing to see the Gleanster take on content personalization and how B2Bs can drive more conversions at the top of the funnel with targeted offers."

To learn more about the webinar and to register, please click here.

About Gleanster
Gleanster is a best practices market research and advisory services firm. We benchmark best practices in technology-enabled business initiatives, delivering actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. As the first market research firm to "go open," we also aggregate thought leadership in the form of white papers and research reports from third-party sources. For more information, please visit

About Demandbase
Demandbase is the first real-time targeting and personalization platform for b-to-b, transforming the effectiveness of marketing programs and Marketing’s ability to impact revenue. Without the use of cookies, Demandbase’s Real-time Identification service bridges the gap between known and anonymous web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time. Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance. For more information, please visit

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Amanda Forgash
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