Account Intelligence

A Big (Data) Day for B2B

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May 4, 2021

3 mins read

A Big (Data) Day for B2B

A Big (Data) Day for B2B

One suite, two acquisitions, three companies coming together, four clouds, and five key B2B data assets!

By acquiring InsideView and DemandMatrix (on the heels of Engagio last year) Demandbase is taking the most significant step our customers have asked of us: growing from an ABM leader to being the first and only complete B2B go-to-market company.

Demandbase One B2B Go-To-Market Suite

The Demandbase One B2B Go-To-Market Suite consists of four connected clouds. These solutions empower your entire revenue organization —Marketing, Sales, Post-Sales, and Operations — to work seamlessly together with increased transparency and unlimited flexibility.

This means we will work more flexibly with our customers and provide a much broader suite of solutions for everyone on their revenue teams:

For go-to-market teams who want the #1 account-based solution: the ABX Cloud (See What is Account-Based Experience?)

For Digital Marketers, Field Marketers, and Advertising professionals: the Advertising Cloud.

For Sales and Sales Development teams: the Sales Intelligence Cloud (See TrustRadius’s List of Top Sales Intelligence Software 2021.)

And, and for enterprises that need high-fidelity data, we introduce the Data Cloud.

The Demandbase Data Cloud is the only solution that enables API access to the five key B2B data assets and data management:

  1. 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.
  2. Technographics (DemandMatrix): Provides insight into a company’s current tech stack and future technology needs.
  3. 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.
  4. 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.
  5. Contacts (InsideView): 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): Provides the ability to continuously clean, monitor, and unify your data with the most reliable, up-to-date information.

You have told us you need flexibility in how you integrate your go-to-market solutions — and we listened. With the Demandbase One B2B Go-To-Market Suite, you can license any one or combination of solutions depending on your needs.


We are incredibly excited about the value we will add for our customers through these acquisitions.

Both InsideView and DemandMatrix have amazing cultures and are demonstrable leaders in key areas. InsideView recently was named a leader in The Forrester Wave: B2B Marketing Data Providers, Q2 2021. And our data scientists tested every technographic data source and found DemandMatrix technographics to be the most accurate and comprehensive, and it had the greatest predictive value in identifying new customers.

We are extremely confident the combined capabilities of Demandbase, DemandMatrix, Engagio, and InsideView will make your go-to-market much more effective. And customers can mix and match the solutions to focus on the areas most important for them, whether that’s data, or advertising, or sales intelligence, or a full account-based transformation. You tell us where to start.

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Gabe Rogol

CEO, Demandbase

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