Demandbase is an American

account-based marketing Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as ma ...

(ABM), advertising, sales intelligence and data company based in

San Francisco San Francisco, officially the City and County of San Francisco, is a commercial, Financial District, San Francisco, financial, and Culture of San Francisco, cultural center of Northern California. With a population of 827,526 residents as of ...

. Its products provide

business-to-business Business-to-business (B2B or, in some countries, BtoB) refers to trade and commercial activity where a business sees other businesses as its customer base. This typically occurs when: * A business sources materials for its production process for ...

(B2B) companies sales and marketing support that helps users discover, manage, and measure target audiences. This includes identifying web visitors, targeting and engaging accounts, closing deals, and helping to grow customers. Demandbase One, the company’s suite of cloud products, provides account-based marketing (ABM) and ABX, B2B advertising, sales intelligence, and data capabilities. These products integrate into other advertising, marketing, and sales technologies including marketing automation, customer relationship management,

web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for ...

, content and personalization, and other services.

History

Headquartered in

, Demandbase was founded in 2007 by then CEO Chris Golec. Golec was replaced as CEO by the company's Chief Revenue Officer Gabe Rogol in 2019, and left his full-time with the company in 2021 (he still serves as a board member). The company released Demandbase Central in August 2008. Demandbase Professional followed in February 2009. Demandbase bought data provider WhoToo in 2015. This helped the company extend its targeting capabilities. In June 2016, Spiderbook, a data science startup, was acquired. In 2020 and 2021, Demandbase broadened its offering through significant acquisitions. In June 2020, the company announced the acquisition of another ABM solution, ''

Engagio Engagio was an American software company based in San Mateo, California marketing a Business-to-business, B2B Account-based marketing, Account Based Marketing platform for account-based initiatives. It was acquired by Demandbase in 2020. Histor ...

,'' which added the capability of nurturing accounts based on first-party data to Demandbase's ability to identify and target accounts through third-party data. Jon Miller, co-founder of Engagio, and previously of ''

Marketo Marketo, Inc. is an American software company, with its headquarters in San Mateo, California. Marketo develops and sells marketing automation software for account-based marketing and other marketing services and products, including SEO and cont ...

'' became Chief Marketing Officer at Demandbase. In November 2020, Demandbase released Demandbase One, a new version of its platform, built by integrating Demandbase Classic and Engagio. In May 2021, the company announced the acquisitions of B2B data and sales intelligence platform ''

InsideView InsideView is a software as a service (SaaS) company that gathers insights and relationships to provide analytics on marketing to customers. Founded in 2005, InsideView is mainly used by marketing, sales, and operations teams in identifying and ...

'' and technographics vendor ''DemandMatrix.'' This allowed the Demandbase suite, going forward, to incorporate a Sales Intelligence Cloud and a Data Cloud to complement its existing ABX (Account Based Experience) Cloud and Advertising Cloud.

Investors

In March 2013, Demandbase announced it had raised $15 million in its most recent funding round led by Scale Venture Partners. Demandbase's investors also include Sigma Partners, Altos Ventures, Costanoa Ventures, Sutter Hill Ventures and Adobe Systems. By 2017, Demandbase had raised a total of $158 million from investors including Salesforce Ventures, and Jackson Square Ventures.

References

{{Reflist Business services companies established in 2007 Companies based in San Francisco 2007 establishments in California American companies established in 2007