Demandbase, which provides B2B marketing performance-improvement solutions, announced that Demandbase Real-Time ID Service can now be plugged into Eloqua’s (News - Alert) marketing automation solution.

Eloqua provides revenue performance management solutions in the form of “powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow.” 

The integrated solution allows Eloqua customers to better identify the companies visiting their site in real time and increase conversion rates, improve data quality, and accelerate lead qualification.

According to Steven Woods, chief technology officer, Eloqua, the higher conversion rates may be why people adopt the Real-time ID service, but the more accurate and deeper lead qualification benefits are what will really make it stick. 

“It is through collaborations like ours with Demandbase that marketers worldwide will accomplish their Revenue Performance Management objectives,” Woods added.

Demandbase’ Real-Time ID Service helps clients deliver a more personalized and engaging experience by identifying existing customers, target accounts, industries, or the company size of a Web visitor as Web pages are served.

By plugging the Real-Time ID Service into existing Eloqua forms, they can reduce the number of questions from an average of 10 to four fields, which translates directly into lower abandonment, higher conversion rates, and more leads for customers.

The precise data delivered by the Real-Time ID service is automatically delivered into Eloqua’s solution to enable better lead scores, faster qualification, and ultimately more revenue, the company said.    

Greg Ott, CMO, Demandbase, said, “Eloqua customers who want to improve their marketing performance can now add the Real Time ID service to Eloqua Web forms and see an immediate lift in conversion and overall quality of leads.”    

Eloqua customers benefit from a customized Web experience and shorter Web forms to business visitors without requiring an additional software infrastructure, according to company officials.

Using Demandbase to identify customers and prospects based on an account-based view enables Eloqua customers to distinguish high and low value prospects without using a cookie and before any Web form is completed, they added.  

Recently Demandbase also combined the Real-Time ID Service with Day Software’s CQ5 suite of applications for optimizing online marketing and communication, TMCnet reported.