Built for your GTM: Growing tomorrow’s quality pipeline with the power of AI

Demandbase is leveraging AI to help you drive sales success: you define the destination and AI will help you get there. During a session at GO New York City, three Demandbase executives explained how we’re using the power of AI to turbo-charge your revenue engine.

1. Umberto Milletti, Chief Product and Technology Officer, on Agentbase

It all starts with your needs, says Milletti. “Demandbase is leveraging AI that seeks to understand what outcomes you’re trying to achieve, based on your company and your role. From there, the AI generates a recommendation for the next best action that you, your SDRs, or your team should take” in order to achieve your desired outcome.

You set the goals and the rules for engagement. “You’re in control,” says Milletti, “and the AI is there to reduce the complexity of achieving your goal. We know that Demandbase is very powerful but can sometimes be complex. AI can play a critical role in reducing that complexity” in order to unleash Demandbase’s full potential on your behalf.

Milletti described the recently-introduced Agentbase as a framework that allows Demandbase’s engineers to train agents to do very specific tasks to serve your needs. “We currently have six different agents,” says Milletti. “They can summarize accounts for your SDRs; they can automatically build personas and buying groups based on your CRM data. They can run campaigns for you. If you’re an advertising customer, the agent outperforms traditional campaigns in terms of awareness and click-through rates by 40% and more.”

This isn’t just about Demandbase, notes Milletti. There’s a whole ecosystem that includes your tech stack, MarTech, and sales tech that surrounds Demandbase. “These agents are not limited to just working within Demandbase One, they can also orchestrate your whole tech stack,” he says. “You can bring in third party data, intent signals, and anything else you want.”

What does agent orchestration look like? Imagine that you have buying groups that haven’t progressed where you want them to be, asks Milletti. The AI would recognize that as a problem – “and it will build an orchestration that can re-engage those buying groups and move them down the funnel,” he says. “You’ll be able to see the flow and you’ll be able to interact with that flow.”

2. Elizabeth Korovskiy, VP, Product Management, Advertising on Journey IQ

Campaign management tools were not built for the buying group use case. “I didn’t fully understand the complexity and the challenges that arise when you’re trying to use ads to influence a buying group rather than an individual buyer,” says Korovskiy, You’ve got different accounts, you’ve got multiple buying groups within all of those accounts, and you’ve got multiple personas.

The great news is that Demandbase is rapidly evolving to do a lot of this hypersegmentation for you. “But for the advertiser,” she says, “hypersegmented audiences mean a lot of campaigns to activate. Journey IQ is our latest advertising framework for running journey-based automation strategies within your advertising.” The early adopters of Journey IQ, she says, are already seeing a 66% reduction in the number of campaigns and, equally important, they’re setting up these campaigns in half the time.

Like Agentbase, Journey IQ allows you to have control and deploy AI to drive the outcomes you want, in the way you want. On the surface, Journey IQ is very simple to use, Korovskiy says:

“It begins by having you group your journey stages for the advertising use case. You’ve got four key segments, awareness, engagement, pipeline, and customer. Once you’ve got those set up, there are specific strategic choices you can make about how to guide your advertising as accounts move down that funnel. You start by choosing an appropriate outcome at each stage of the journey. So a popular choice for awareness might be reach and for pipeline, it might be clicks.”

Next you move to creative selection. “This is where you can dynamically show your branding message to those top of funnel accounts and your direct calls to action to your lower funnel accounts,” says Korovskiy.

With budgeting, all you’ve got to do is tell us the total campaign budget to spend by the campaign end date. You use these very simple radio buttons to tell us which stages are most important to you along the way. “For example, if you’re launching a new product, you might want to bid more at the awareness stage; if you’re trying to accelerate deals or you’re just following general best practices,” she says, “you might bid most at those pipeline stages.”

3. Jay Tuel, Chief Evangelist, Sales, on AI-Generated Playbooks

AI is an amazingly powerful engine to fuel personalized outreach based on dynamic customer intent signals. It gives you the capacity to “sense and respond” to evolving customer needs in real time. As Jay Tuel explains it: “after you’ve set up a buying group with help from the buying group setup agent, you can move beyond account signals into person-based intent. Our AI scans billions of signals and pinpoints individuals in each buying group doing the research.”

We also provide you with a ranked list of the exact people that your team should engage with first. These will be delivered instantly in Slack, driving more qualified conversations faster.

In early 2026, says Tuel, Demandbase will be launching AI-driven sales playbooks that “translate signals into prescribed actions for your SDR and sales teams. No more guesswork on who to contact or what to say, just clear actions on what to do next.”

These playbooks will give sellers an easy AI digest of intent engagement activities and technographics, while also providing recommended actions sellers should take based on that information. “This is our way of moving from signals to outcomes – and the results speak for themselves,” says Tuel. “We’re seeing lower cost, higher win rates, and bigger deals.”

In the end, we’re here to help you achieve your GTM goals, leveraging AI to do so, all while giving you complete control of the what, where, and how.