- Develop a new category
- Define new best practices
- Rapid and infectious adoption
In 2010 Demandbase evolved their technology from a mechanism to enhance contacts into a simple API that would revolutionize the way B2B marketing used the web. They needed to both craft a story around the offering and establish a new category of marketing tools as their technology did not fit into analytics, CRM, marketing automation or demand generation. The product spanned all of the existing categories, not just improving performance but reinventing best practices associated with B2B marketing.
BAT was initially engaged to help craft the vision, develop a new paradigm of best practices, and structure their communication with a new website, marketing vehicles and as their lead integration partner.