B2B marketers should be pissed. For the past ten or fifteen years, we've heard a steady stream of pitches that promise a 1:1 relationship with our target audience. Unfortunately, the reality has not matched the promises. In fact, I'd argue that the technology we've deployed has, in many cases, pushed us further away from that 1:1 connection. We fell in love with technologies that by their very nature, focused on volume rather than relationships.

Demandbase has baked artificial intelligence (AI) technology into its website personalization product in a move designed to help B2B marketers serve up relevant content and web pages for new and returning site visitors. The B2B account-based marketing (ABM) platform provider today released Site Optimization, a tool which leverages the machine learning and data science capabilities it acquired from Spiderbook in May 2016. Those capabilities can scale to analyze billions of web pages and target accounts, according to Demandbase officials. "This marks the next step of putting artificial capabilities into our website personalization product, which we've had out on the market for a few years," Demandbase Chief Marketing Officer Peter Isaacson told CMSWire in an interview. "The idea behind it is to customize the website experience for any visitor coming to your site including the folks coming to your site for the first time that don't have a cookie on them. We're customizing that experience based on the company they're from, the industry they're in, the size of the company, location."