PageUp powers rapid ABM success and global Expansion with Demandbase

Executive summary

After making a major investment in Account-Based Marketing (ABM), PageUp, a global leader in talent acquisition software, selected Demandbase to serve as the intelligence layer connecting its sales, marketing, and advertising functions. Within just a few months, the company achieved results that were both measurable and highly impactful on revenue, including: (1) new opportunities sourced, (2) advertising campaigns significantly outperforming industry benchmarks, and (3) full go-to-market alignment around shared data and insights.

Today, Demandbase sits at the center of PageUp’s ABM strategy, enabling a unified revenue engine that drives efficiency, focus, and growth across every region.

Introduction

Headquartered in Melbourne, Australia, PageUp helps organizations worldwide attract, hire, and develop great talent. Following its acquisition by EQT, PageUp committed to a major growth initiative, expanding beyond existing industries across all key regions where market awareness ranged from established provider, to emerging solution. To accelerate that market expansion, the company needed  a strategic, insight-driven approach to targeting the right accounts at the right time with the right messaging.

This vision was fully championed by PageUp’s senior leadership, who saw ABM as a critical investment in the company’s future. Their support ensured that Account-Based Marketing wasn’t just a silo’d marketing initiative, but a company-wide growth strategy with alignment and accountability across sales, marketing, and operations.

Since the organization had never before had a dedicated ABM function, PageUp searched for a reliable, experienced global partner who could deliver both transparency and scalability. PageUp chose Demandbase to help them build a connected, data-driven ABM framework from the ground up.

The problem

Before implementing Demandbase, PageUp’s teams faced limited visibility into which accounts were actively researching or engaging with their offerings. Campaign management was fragmented across multiple tools and processes, meaning that alignment between marketing and sales depended largely on time-consuming, ad hoc manual communication.

PageUp needed a solution that could centralize insights, highlight where account intent and engagement were strongest, and enable sales to act quickly and confidently based on timely, relevant data. The marketing team also needed the ability to orchestrate effective plays and advertising campaigns efficiently, ensuring the right accounts received the right messaging at the right moment. The goal was clear: establish a unified, measurable ABM motion capable of driving both new market expansion and pipeline acceleration.

At the same time, scalability and global coordination were critical. PageUp needed a truly omnichannel approach that could support its “think global, act local” philosophy, ensuring consistent strategy and messaging worldwide, while still empowering regional teams to execute with local relevance. Finding a platform capable of facilitating that balance had long been a challenge.

Why Demandbase

When evaluating ABM platforms, PageUp compared Demandbase and 6sense across several key dimensions, including transparency, configurability, and partnership. Demandbase quickly emerged as the best fit for their needs.

First, Demandbase offered unmatched visibility into why specific accounts were qualified and how those insights were derived, giving PageUp both explainability and confidence in every decision. GTM teams don’t want to take insights on faith alone; they need to understand the “why” behind the data. Demandbase’s explainable AI provided that clarity, helping sellers see the reasoning behind account signals and enabling more informed, precise engagement.

Second, the platform’s flexibility allowed PageUp to tailor workflows, data views, and playbooks to align with its go-to-market strategy. Demandbase adapted to PageUp’s operational and strategic needs, rather than requiring the team to change how they worked. It also gave PageUp clearer insight into high intent topics, which helped refine its content strategy and improve segmentation. This made it faster to launch targeted campaigns and increase brand awareness within priority accounts. In addition, AI insights supported a smoother handoff to SDRs by highlighting the right MQAs at the right time.

Finally, Demandbase’s partnership approach stood out as collaborative and consultative from day one. The team took time to understand PageUp’s goals, asked thoughtful questions, and offered proactive guidance and solutions. This collaborative dynamic accelerated onboarding and delivered immediate value, without unnecessary complexity or assumptions.

With an AI engine built for transparency and interpretation, not opacity, Demandbase provided the confidence, flexibility, and partnership PageUp needed to advance its ABM strategy.

The solution

Fast implementation, faster impact

PageUp officially partnered with Demandbase in April and was fully live within six weeks, an accelerated onboarding process that set the stage and tone for rapid ABM success. The company quickly rolled out Demandbase Advertising and Sales Intelligence across global teams, creating an integrated ecosystem where aligned marketing and sales teams could operate smoothly and with account-centrism from a shared playbook.

Advertising that outperforms

Through Demandbase Advertising, PageUp launched 17 highly targeted campaigns across Australia, the UK, and the U.S. Using intent and engagement signals, the marketing team personalized messaging, optimized spend, and consistently outperformed industry benchmarks.

Advertising quickly became a cornerstone of PageUp’s strategy, not just for building awareness, but for driving accounts through the funnel and surfacing high-value opportunities faster than ever before. By leveraging Demandbase’s orchestrations, PageUp facilitated a seamless, full-funnel journey that extended beyond the platform itself. This connected approach unified digital engagement, improved conversion across touchpoints, and had a measurable impact on pipeline performance.

Using Demandbase Selectors, PageUp analyzed campaign performance across impression thresholds and gained clearer insight into how reaching multiple stakeholders within the same account amplified engagement. Rather than focusing on a single contact, their multithreaded advertising approach ensured broader coverage across key buying groups. The data confirmed that accounts exposed to higher volumes of relevant impressions showed stronger on-site activity and deeper engagement. This validated PageUp’s strategy of using display and Demandbase Advertising to efficiently reach and influence entire buying committees, ultimately driving more momentum within accounts that progressed into opportunities and pipeline.

Intelligence that drives alignment

For every single campaign, Sales Intelligence and Intent data powered a new level of visibility and explainability that gave PageUp a powerful “sense and respond” capability. Reps could instantly identify exactly which accounts were surging in intent, what topics were resonating with those accounts, and then decide to quickly reach out to those accounts around topics that were resonating. This dynamic account data transformed account prioritization, collaboration, and accountability – as well as driving more precise, timely, and personalized account outreach.

PageUp moved from reactive to proactive, moving quickly from passive insight to relevant action that moved the needle on revenue. For instance, Slack alerts and email summaries delivered real-time insights to sellers, while leadership dashboards in Salesforce provided a full-funnel view of performance as it was happening. Driven by the success of early adopters, platform adoption rates soared, with sales and SDR usage increasing an eye-popping 161% in a single quarter. 

The biggest transformation, however, was cultural: marketing and sales alignment became the norm, supported by both an enabling technology platform and a senior leadership team who clearly recognized ABM as a long-term growth strategy. Demandbase rapidly became not just a partner, but a central system of record for PageUp’s revenue teams, uniting data, insights, and execution across the entire business and sales cycle to drive customer-centric, data-fueled, and timely, effective account engagement.

Results

Through 17 targeted campaigns powered by Demandbase Advertising and informed by Sales Intelligence and intent data, PageUp achieved rapid, measurable success across its go-to-market motion. In just a few months, the company saw both top- and bottom-funnel impact, from stronger account engagement and GTM team alignment to meaningful pipeline creation. Some key performance indicators included:

• 30% account list lift
• 15 net new opportunities influenced 
• Over 11% of yearly pipeline 
• Five six-figure closed-won deals within six months
• 161% increase in sales and SDR engagement quarter over quarter
• Advertising performance significantly exceeding industry benchmarks
• Nominated for OpStars 2025 Best Account-Based Program of the Year award

Demandbase now serves as PageUp’s central intelligence hub, powering account research, territory planning, and audience management across every region. Today, both marketing and sales teams rely on Demandbase daily in order to connect strategy to everyday execution as well as to link specific actions to revenue.

Key takeaways

• Unified GTM alignment: Sales and marketing now operate from one shared source of truth.
  
• Rapid onboarding and adoption: PageUp went live in just six weeks, achieving early wins and widespread adoption right out of the gate.
  
• Data-driven strategy: Intent and engagement data guide campaign targeting, sales outreach, and account prioritization.
• Campaign efficiency and impact: High intent insights helped PageUp launch targeted campaigns more quickly and significantly increase brand awareness across key audiences.
• Scalable growth: Demandbase enables PageUp to expand confidently into new markets with precision and speed.

Looking ahead

Building on its success, PageUp is continuing to scale and innovate with Demandbase. The team plans to expand license access to the Strategic Account Management team, deepen global advertising orchestration, and enhance digital creativity and journey mapping.

A major step forward has been the adoption of JourneyIQ, Demandbase’s newest advertising innovation. By automating campaign delivery and optimizing targeting with AI, PageUp can now reach the right accounts with the right creative at the right moment, making campaign execution simpler and more impactful.

“We’ve just launched our first JourneyIQ campaign and I absolutely love the new builder! It’s so intuitive and easy to use, plus lots more features that I didn’t even know we needed!”
– Joana Petrova, Global ABM and Partner Marketing Manager at PageUp

Demandbase isn’t just an ABM platform for PageUp: it serves as the central intelligence layer that powers sales and marketing alignment, operational efficiency, and measurable growth. By connecting insights, advertising, and engagement across the funnel, PageUp has built an aligned,  scalable, and data-driven foundation for global expansion and more effective, revenue-generating account engagement.

Conclusion

Demandbase isn’t just an ABM platform for PageUp: it serves as the central intelligence layer that powers sales and marketing alignment, operational efficiency, and measurable growth. By connecting insights, advertising, and engagement across the funnel, PageUp has built an aligned,  scalable, and data-driven foundation for global expansion and more effective, revenue-generating account engagement.