• Demandbase, an account-based marketing (ABM) platform, introduced a unified sales intelligence and ABM platform, bringing together Demandbase ABX cloud and Demandbase sales intelligence cloud and providing a unified view to B2B sales and marketing teams. The firm claims that the platform, which can be directly integrated with CRM, is the first of its kind, enabling firms to replace ABM, sales intelligence, and advertising with a single platform. 

• The new solution brings together first-party data from Demandbase’s ABX cloud and third-party data such as firmographics, technographics, contact data, and news & social insights from Demandbase sales intelligence cloud. Features of the platform include the ability to view historical timelines of all activities, product and competitor intent, and persona-based engagement heatmaps.  

• The firm claims that the unified platform will result in higher win rates, shorter sales cycles, and bigger deals while boosting the adoption of CRM. 

<ul><li> Analyst QuickTake: The new unified platform is likely to fulfill the need of enterprise users to simplify their tech stacks. This also reflects a growing industry trend, where the lines between marketing, sales, and customer support teams are being blurred. A number of marketing automation firms have followed a similar path, including firms such as ActiveCampaign, an email marketing automation firm, which launched its own sales engagement platform , and Semrush, a search engine optimization (SEO) tool that entered the sales engagement segment via the acquisition of Kompyte .</ul>