Demandbase

Demandbase is an account-based marketing (ABM) platform that provides a complete suite of services to discover and execute B2B marketing campaigns. The firm’s “Demandbase One” platform allows marketing and sales teams to 1) discover potential accounts, 2) engage with potential clients by delivering personalized marketing campaigns across multiple channels, and 3) provide visibility for teams to view marketing and sales activity in a customer relationship management (CRM) system. The firm also has advertising, data, and sales intelligence cloud solutions that allow B2B marketers to conduct intent-based advertising and segmented advertising.

In March 2021, the company announced that it had redefined its platform as an account-based experience (ABX), the next development in ABM, which expanded its predictive analytics capabilities. In July 2022, Demandbase took this a step further and launched a unified sales intelligence and ABM platform which can be directly integrated with CRM. The firm claims that is the first of its kind, enabling firms to replace ABM, sales intelligence, and advertising with a single platform. A study by Gartner in April 2022 found that Demandbase’s customers achieved a 367% ROI over three years with a payback of less than six months.

As part of its strategies to become an all-in-one marketing platform, Demandbase has made a series of acquisitions. The most recent ones were in May 2021, when it acquired InsideView (an ABM platform that directly connects to CRM tools) and DemandMatrix (a database providing relevant business intelligence on B2B accounts) for undisclosed amounts. In addition, the firm launched D2 Labs in June 2022 enabling users to access to Demandbase’s data science team, can help B2B users gather customer raw data as well as specialty data sets. These efforts culminated in the launch of a unified sales intelligence and ABM platform which Demandbase claims to be the first of its kind, enabling firms to replace ABM, sales intelligence, and advertising with a single platform. Building on its revamped platform, in October 2022 the firm added people-based advertising features to its platform and claims it results in a a 50% account lift and a click-through rate (CTR) of 33%. In December 2022, Demandbase launched a free edition of its Account ID solution which it claims to be an industry first. In January 2023, the firm launched Intent, a B2B dataset that gives non-users of its Demandbase One platform access to customer data signals. In June 2023, the firm launched AI-powered buying groups which it claims are industry-first, utilizing generative AI to streamline customer engagement further.

Key customers and partnerships

The firm reportedly experienced strong customer growth globally in 2021, and recorded a doubling of the company and contact data on its platform. By September 2021, Demandbases’s clients included Coupa, Panasonic, DocuSign, and Siemens.

In September 2022, the firm further expanded its data access via a partnership with Snowflake, a cloud-based data and analytics platform, where Joint customers can gain access to larger data sets and access more than 55 million accounts worldwide with 113+ million contacts. In February 2023, the firm integrated the ChatGPT model to its Bloomreach Engagement platform, to enhance the platform's existing AI/ML capabilities and provide a more comprehensive solution for users looking to optimize their customer engagement strategies.

In March 2022 the firm also entered into a partnership with Amazon, becoming the first ABM platform to be available on the AWS marketplace.