Demandbase, an account-based marketing (ABM) platform, announced a partnership with Snowflake, a cloud-based data and analytics platform to provide access to “Smart Data,” Demandbase’s accounts intelligence solution, which will be available on the Snowflake marketplace. 

As per the partnership, Snowflake’s B2B users would be able to leverage the Demandbase Smart Data and gain access to the Demandbase Data Cloud team. Joint customers can gain access to larger data sets and access more than 55 million accounts worldwide with 113+ million contacts to provide deeper insights into customer intent.

Analyst QuickTake: The new partnership is in line with Demandbase’s strategy of broadening its access to data sources, with the number of company profiles and contact data gathered on its ABM platform reportedly doubling in April 2022. Partnerships with leading data infrastructure providers such as Snowflake, which provide access to granular data points, are becoming more important for delivering personalized customer experiences. AIQ, a customer data platform (CDP), is another recent example of this trend, partnering with Databricks, a data lakehouse platform, to launch a CDP solution for enterprise IT firms.