Demandbase today announced two new acquisitions that will move the company beyond an Account-Based Marketing (ABM) platform towards a next-generation B2B marketing cloud – InsideView, a sales and marketing intelligence platform, and DemandMatrix, a provider of technographic data.
According to Gabe Rogol, CEO of Demandbase, the InsideView and DemandMatrix acquisitions have been in the works for some time and he sees the company as the first to bring all of the pieces of the marketing cloud puzzle together.
Demandbase aims to go beyond Account-Based Marketing (or Account-Based Experiences (ABX)) by bringing together all of the resources necessary to support a company’s end-to-end sales and marketing strategies.
What does Demandbase look like now? There are four key components, also known as clouds.
- ABX – which also includes Engagio and whose launch is geared towards the account
- Advertising – a stand-alone DSP (Demand Side Platform).
- Sales Intelligence – This is InsideView that is used to track sales and marketing activities so companies know who to reach out to
- Data – the underlying data that drives everything and includes data from Demandbase, InsideView, and DemandMatrix.
A complete cloud of data
The data cloud provides a comprehensive set of data, including account identification and intent data from Demandbase, firmographs and contacts from InsideView, and technographic data from DemandMatrix. InsideView also provides a data review / review process that cleans up CRM data.
DemandMatrix’s technographic data is key to Demandbase. Rogol points out that a company’s technology is fundamental to identifying the right target accounts. All technology data providers were rated, and DemandMatrix weighed the most for its data science model.
Meetul Shah, CEO of DemandMatrix, provided some insight into the attribution model the company has created. It covers a number of things related to the public about a company’s technology, including IT spending, the jobs they hire for, collateral marketing, and next plans to buy technology. According to Shah, the company has more than a decade of historical data and uses AI, machine learning and a team of subject matter experts to build their models.
Support of the entire sales function
Sales Intelligence is across from ABX and is focused on helping sales reps connect with the right people in accounts. According to Rogol, it is a separate solution that links sales activities with marketing strategy and updates CRM with information and insights about a company and its employees.
Umberto Milletti, CEO of InsideView, speaks about the need for a solution that supports pre-sales, sales and post-sales (e.g. account manager). Organizations are constantly changing: hierarchies, corporate structures, changes over time, and sales need a way to identify those changes in order to act accordingly. He also spoke about the accuracy of public information and the need for solid data validation processes to ensure that the information used by sales is accurate.
Demand base for the future
InsideView and DemandMatrix will continue to function as separate business units, but the data and information these companies provide will determine the ABX, Advertising and Sales Intelligence orchestration layer.
Bringing all of this data together on a single platform is a smart move. It’s essentially a Customer Data Platform (CDP) without the CDP name (and some CDP functionality) that provides all of the critical information sales and marketing need to get the correct accounts and contacts in those accounts Find. The intelligence that DemandMatrix provides for the technology is just as important as InsideView’s ability to see when things are changing in an organization.
I also think it’s good that Demandbase has expanded its offering from just account-based marketing to Sales Intelligence, as the two groups are closely related. These two solutions can be operated separately. However, bringing them together under one roof with access to the same data is key to ensuring an enterprise-wide focus on the customer experience.