The Next Phase of ABM: Introducing the Demandbase ABM Ecosystem

Partnering has been a core part of Demandbase’s ethos since our founding over ten years ago. In the early days, partnerships meant integrating our products into the top CMS technologies, marketing automation forms, and some basic chat solutions. Over the years, as the marketing technology landscape has matured and Account-Based Marketing (ABM) has emerged as a bonafide technology category, our partnerships have grown, evolved and taken on new meaning.

Today, we launched the Demandbase ABM Ecosystem, bringing together the key technologies for executing an ABM strategy. This announcement marks the next phase for both Demandbase and the ABM category. In the past, partnerships were about point products working together; now it’s about expanding the functionality of an ABM platform through deeper integrations with the solutions marketers are currently using.

At the core of the ecosystem is the Demandbase ABM Platform, which allows marketers to identify, manage and segment target account audiences in a single place and measure the results holistically. The Demandbase ABM Ecosystem connects our ABM Platform with over a dozen leading B2B marketing providers, including Salesforce, Salesforce Pardot, Marketo, Oracle, SAP, Drift, PathFactory, Uberflip, Folloze and Sigstr.

This new ecosystem brings together the key pillars of a marketing tech stack, as well as the functionality our customers are using to execute a variety of account-based campaigns. What this means is common data, shared audiences and integrated workflows across the ABM tech stack. Marketers can now connect data, intent and account-based audiences across technologies for a complete view of accounts and their activities so they can deliver consistent cross-channel messages.

This is just the beginning of our new ABM world. We recognize that every tech stack is different and our goal is to expand the number of partners and types of integrations significantly. I’m excited to see how we can collectively grow the ABM ecosystem and make it easier for marketers to scale their ABM strategies and orchestrate programs with connected technologies and data sets.