New Beginnings: DemandMatrix + Demandbase

Today, I am pleased to announce that DemandMatrix (“DMX”) is joining forces with Demandbase by signing a definitive agreement to be acquired. The last five years have been an incredible journey, full of ups and downs. None of this would be possible without our amazing customers, partners, and employees!

Five years ago, we started with an idea to help companies find customers who are interested in their product.

We found that many companies duct tape three to fifty solutions to run their go-to-market motion. This is cumbersome, time-consuming, and costly!

This was the genesis for DMX; we decided to solve this challenge. From our past mistakes, we wanted to build a modular company and avoid building a product that no one cares about. As the technical founders, we decided to focus on technology companies and the technologies used by them. This was a problem I had in my first startup where we could not figure out who is using Siebel or SAP CRM (remember that!) as our product was dependent on them. Our inability to find these products almost killed that company!

Slowly but methodically, we built the most comprehensive technographics database in the market. As one of the leaders, we have the broadest coverage and highest volume of companies profiled in the market.

Late last year, we onboarded Demandbase as our customer. The Demandbase data science team did a deep analysis and found our technographics data was hands down the best in the market!

When Demandbase approached us to join them, the decision ended up coming down to these four questions:

  1. Is this a good decision for the team?
  2. Is this a win for our existing customers?
  3. Is this a win for our future customers?
  4. Does our vision align?

When we learned more about the Demandbase vision, it was evident that we needed to be a part of the journey. Demandbase’s vision of creating the ABX Cloud, Advertising Cloud, Sales Intelligence Cloud, and the Data Cloud mirrored ours – we wanted to create the revtech platform that businesses could leverage and manipulate to fit into their business and organizational needs.

Parallels between their vision and ours were uncanny. Our customers have always asked us that it’s great you can help me find who is using what technology but how do I …

  • Act on the data?
  • Know who is the best contact?
  • Measure campaign performance and know which ones are performing the best?
  • Know which channels can give me the highest ROI?

Together with DemandBase, Engagio, Insideview, and DemandMatrix, our customers will have the most comprehensive GTM solution in the market.

Our customer will be able to use the best data to power their revenue generation activities:

  • Firmographics (InsideView): Includes essential information on companies such as financials, employee counts, market segments, industries, location, and contact details. It also includes news and other alerts, and corporate hierarchy information so you know how accounts relate to each other.
  • Technographics (DemandMatrix): Powered by DemandMatrix, technographic data provides insight into a company’s current tech stack, future technology needs, technology-based skill set trends, cloud consumption revenue, and IT Spend.
  • Intent (Demandbase): Uncovers the topics that companies are actively consuming across the web. This is an indicator of an account’s level of interest in your company or category, and trends can show when accounts are entering into an active buying cycle. It’s essential to reach out at the right time and to know what to say.
  • Account Identification (Demandbase): Delivers the ability to identify the account of any visitor on a webpage, which is usually anonymous. Deanonymizing the account is an essential capability to understand engagement, target and personalize account interactions, and measure the impact of account-based efforts.
  • Contacts (InsideView): This tells you about the people who work at the accounts, consisting of information such as name, function, job level, title, contact information (including phone), location, and social networks.
  • Data Integrity (InsideView): The ability to continuously clean, monitor, and unify your data with the most reliable, up-to-date information.

Going forward, I want to assure you that nothing will change for you. We will be operating independently and will still be the same DMX that you have grown to love. Our mission remains unchanged. By joining forces with Demandbase, there will simply be more resources and products at your disposal to delight you, our customers.

We are excited to share more about what we’ll be working on together with Demandbase in the coming months. The possibilities are endless and we are just getting started.

Stay tuned!

In the meantime, please join us and the Demandbase family for a webinar to learn more about the expanded solutions with the Demandbase One B2B Go-To-Market Suite. Register here.

Onwards and upwards,

Meetul Shah

Serial Tech Entrepreneur, DemandMatrix

I'm deeply passionate about Sales and Marketing productivity, having built successful companies like DemandMatrix, LookAcross, Knouen, and IGCC. I also served as a director at Microsoft for close to a decade. Through it all, I'm still focused on creating and bringing products to the marketplace that help solve the problems Marketing and Sales professionals face, and I'm looking forward to the next big challenge..