Demandbase launches Web-interaction API for Salesforce

San Francisco—Lead-generation software company Demandbase Inc. is linking its customer analytics technology to Salesforce.com to improve sales responses in real time within the customer relationship management tool.

The company's Real-Time Identification API for Salesforce helps identify website visitors and match them with corporate data, according to Demandbase. Users also can automate the generation of sales tasks with the new product, the company said.

Last week, integrated marketing software company Aprimo Inc. released its own sales-support solution integrated with Salesforce.com, which uses customer interaction data to improve cross- and up-sell programs in real time.