Seasoned ABM provider Demandbase today announced two major acquisitions, sales and marketing intelligence platform InsideView and technology provider DemandMatrix. This follows the takeover of the ABM orchestration and analysis platform Engagio in June 2020.
With these integrated solutions, the Demandbase One B2B go-to-market ABM suite (redesigned as ABX – Account-Based Experience) will be just one of its components. The company has been a leader in ABM since its inception in 2006, especially for the company. This means a significant shift in focus for the company.
“It’s a sense of expansion born from learning from our customers and born from the digital transformation that has taken place over the past year,” said Gabe Rogol, CEO of Demandbase. “This is a deliberate move for us to not only be a leading ABM provider, but also a broader B2B go-to-market. This is important because ABM is only part of the go-to-market challenges B2B companies face. “
From now on, Demandbase will be structured as a cloud suite, including the ABX cloud, its B2B advertising solution, a sales intelligence cloud and a data cloud. InsideView provides insights into account activity that complement intent and market data. Demandbase is known for collecting. DemandMatrix will provide technographies (information about technologies that companies already own) – a leading predictive indicator of the intent of companies selling technology.
A B2B suite. “We focused on building the most complete ABM solution (we call it ABX because it’s not just marketing),” Rogol said together. That will still be important. “
According to Rogol, InsideView represents the adjoining room to ABX. “Sales intelligence is what’s going on in accounts, who the people in the accounts are, and what embassy you should contact. It’s a different category (from ABM) and is covered differently by analysts. “
Data from the ABX and Sales Intelligence clouds will help support Demandbase’s DSP, a B2B advertising solution that Rogol sees as a differentiator for the company.
Ultimately, the data cloud will consist of five major B2B data sets – Intent and Real-Time Account ID, which Demandbase has already held a strong leadership position on. Firmographics (general data on companies); Technography (data on company technologies); and contacts. The suite also offers functions for cleaning CRM data.
“All of the parts come together with the combined companies,” said Rogol. Customers can subscribe to individual parts of the suite. “We really learned that from global companies,” said Rogol. “You don’t necessarily want everything at once, and we strive to be flexible.”
Why technography? Rogol explained the importance of technography to its customers in the technology industry that Demandbase is acquiring with DemandMatrix: “We do a lot of predictive analysis and examine the various data available that we and our customers have available to predict who might become a customer – always or soon. For technology companies, the most important characteristic of a data science model is what technologies your potential customer has. “
Technography is the most important data set in predictive models for companies selling technology, an integral part of Demandbase’s customer base.
“So far, companies have implemented the in-market approach in a variety of ways,” said Meetul Shah, CEO of DemandMatrix. “What Gabe describes and what we as a company will have in common is a coherent method of defining the best market account for you.” Marketers don’t have to choose between Demandbase-Intent data, DemandMatrix technology data, or data from dozens of different sources. “Marketing professionals don’t care how they get the best in-market accounts. It’s not your job to combine fifty different systems to get the job done. “
Shah and Umberto Milletti, CEO of InsideView, will continue to run their companies’ day-to-day business.
The integration challenge. After taking Engagio last year when co-founder and CEO Jon Miller became joint CMO and Chief Product Officer at Demandbase, the company now faces a dual integration challenge. “It’s not easy,” admitted Rogol. “Of course we still have a lot of work ahead of us. It should be noted that these are different types of acquisitions than Engagio. The aim was to achieve the most comprehensive ABM platform with Engagio. Since these are neighboring extensions, they will pretty much operate as a stand-alone company. “
Why we care. Demandbase is 14 years old – and in terms of Martech at least the median age (for comparison: Salesforce is 21 years old). Still, it seems to have spent the last year reinventing itself at the pace. After the change of management at the top, in which Rogol replaced the founder Chris Golec as CEO, the takeover and integration of Engagio followed. Now there’s news, not just about two more acquisitions, but also about ABM’s almost unthinkable relegation to being just part of the suite.
Demandbase may not be a solution to consider for every B2B marketer: it is known to be an expensive investment. To the extent that these developments reflect important changes in B2B marketing, it is well worth going back to history.
This story first appeared on MarTech Today.
Kim Davis is the editorial director of MarTech Today. Kim was born in London but has been a New Yorker for over two decades and started studying enterprise software a decade ago. His experience includes SaaS for business, data-driven city planning for digital displays, and applications of SaaS, digital technology and data in marketing. He first wrote about marketing technology as the editor of Haymarkets The Hub, a specialty marketing tech website that later became a channel for the established direct marketing brand DMN. Kim joined DMN in 2016 as Senior Editor and became Executive Editor, then Editor-in-Chief, a position he held until January 2020. Prior to technology journalism, Kim was the associate editor of a hyperlocal news item for the New York Times website, The Local: East Village, and previously worked as an academic publication editor and music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest at Eater.