The Dawn of a New AI Era in B2B: Meeting GTM Teams Where They Want to Work

For B2B go-to-market (GTM) teams, AI isn’t just a technological shift; it’s a fundamental transformation in how we connect with customers and drive growth. We’ve reached a point where we can automate intelligently, where machines can be trusted to act on our behalf. We can uncover insights about people that once went unseen.

But in our rush to embrace automation, we’ve sometimes over-indexed on efficiency and underutilized the full potential of AI, and the irreplaceable value of the GTM team.

When applied strategically, not just quickly, AI enables automation of high-value outcomes: surfacing the right accounts at the right time, ready for GTM teams who are deeply invested in solving real problems with intelligent solutions. We can move beyond data overload and content fatigue. The sweet spot is when every action drives a clear outcome. Intelligence, fully activated, not wasted.

At Demandbase, we’ve been laying the groundwork for this moment for some time. With the launch of our Agentbase system of agents, we took the first step towards a more automated and intelligent GTM. And by opening up our platform with robust integrations through the Demandbase Marketplace, we’ve created a more connected and extensible ecosystem.

Our commitment to an open ecosystem is also why we are proud that we will be the first GTM platform to support the Model Context Protocol (MCP). This open standard allows AI models like Claude or ChatGPT to securely access external tools and data. By embracing MCP, we enable our users to interact with Demandbase data and agents directly within the GenAI LLM platforms they already use. This is a core part of our vision for AI leadership: building powerful, open, and truly collaborative intelligence.

Realizing this vision requires not just powerful technology, but a deep commitment to responsible innovation and customer success. That’s why we’re excited to announce two key leaders joining our team, who together will help us balance breakthrough AI innovation with an equally world-class user experience.

We’re thrilled to welcome Harshal Dedhia as our new Vice President of AI. Harshal brings a wealth of experience in building and deploying large-scale AI systems, and we are particularly excited to leverage his expertise in creating engaging, personalized AI experiences, as demonstrated by his pioneering work in conversational AI. His leadership will be instrumental as we continue to push the boundaries of what’s possible with Demandbase.

At the same time, we’re equally excited to welcome Tiffany Chin as our new Vice President of User Experience. Tiffany has spent more than 20 years advancing design and research, building high-performing teams, and shaping AI-driven platforms that turn complex technology into simple, powerful tools people love to use. Her vision and leadership will ensure that our investments in AI innovation directly translate into outstanding, human-centered experiences for GTM teams.

Together, Harshal and Tiffany embody the balance we’re striving for at Demandbase: pioneering the future of AI while ensuring that innovation translates into usability, impact, and success for our customers. This dual commitment underscores our belief that technology only matters when it drives meaningful outcomes, delivered in a way that empowers and delights the people who use them. And both their leadership will be instrumental as we continue to push the boundaries of what’s possible with Demandbase.