Rapleaf wants to see more personalization apps built on its Rapleaf Personalization API. To support the expansion, the company will provide grants and services to companies via its just-launched $1 million fund. The investment approach is quickly joining contests and hackathons as ways for providers to woo developers.
Personalization tools have long existed allowing marketers to custom tailor online marketing to consumers. However, business to business marketing has eluded personalization tools until Demandbase created its Real-time Identification service: a "service [that] 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." Now, Demandbase is making its Real-time Identification platform available to third party developers via an the Demandbase API.