It starts with the world’s most complete B2B Customer Data Platform (CDP) which includes proprietary IP matching data, 1st party customer data, and 3rd party data from multiple sources— including intent signals based on account and contact level activities. With unified data, Sales and Marketing teams can start moving as one, with a common understanding of each account, its buying committee, and the insights needed to move them through the buyer’s journey.
ABM succeeds when revenue teams map out who they want to reach, what message to deliver across different channels, and how to measure success across the buyer’s journey. A world-class ABM platform must translate CDP data into an understanding of accounts and buying teams. Leverage AI to identify relevant messages and automate the next best marketing or sales action. And measure the ROI of everything to demonstrate business impact and improve results.
Ultimately, marketing and sales teams need to leverage the data, insights, and audiences they create. A comprehensive ABM platform must have native applications to engage accounts and the buying committees within them—advertising (including a DSP built specifically for B2B), site personalization, and sales execution are simply essential. In addition to these native applications, a comprehensive ABM platform must have out of the box integrations with a customer’s existing tech stack.
For ABM to succeed at scale, AI and Machine Learning are absolutely essential to synthesize the enormous amount of data required to understand intent signals and other account-based insights. Additionally, this technology must deliver personalized content across the buyer’s journey in real time at scale. And all of this needs to be packaged in a terrific user experience. One with clean layouts and smooth workflows. Just like the experiences found in B2C applications.
Find out what bringing the companies together means for the future of ABM and B2B Marketing.
Q. Why did Demandbase acquire Engagio?
A. Demandbase and Engagio have been partners for the past four years. We have always shared a consistent vision for the ABM category, and we have many high growth customers in common. So this announcement is a natural evolution of that strong alignment. By bringing together the clear leaders in ABM, we are better positioned than ever to help our customers succeed.
Q. What is the vision for the combined companies?
A. The combination of Demandbase and Engagio accelerates the development of our next generation, account-based B2B marketing platform. One that spans people and accounts. One that manages the complete buyer’s journey. One that is truly omnichannel—from ads to personalization to sales activity. And one that truly aligns sales and marketing so that you can drive the metrics that matter—pipeline, new business, retention, and upsell.
Q. What are the benefits of the acquisition for Demandbase customers?
A. Demandbase has historically built products that are account-focused. Engagio adds a CDP (Customer Data Platform) and 1st party data integration element into the current offering. Additionally, Engagio brings strong planning and automated orchestration across multiple marketing technologies and channels, a custom analytics engine, intuitive user-experience, new sales-specific tools, and employees with a wealth of account-based expertise.
Q. How will both platforms be made available, short term and long term?
A. Short term, Engagio and Demandbase will remain as standalone products. However, we will introduce an “Enterprise Edition” which provides both platforms at an aggressive price point. As the vision is defined further and the products merge, a cohesive, single platform will be offered to the world. We anticipate there will be different baseline product versions offered with a continued “a la carte” solution offering for additional functionality to our clients (e.g. Targeting, Orchestration, Engagement, Attribution).
Q. What is the timeline for integrating Demandbase and Engagio into a single platform?
A. Demandbase is aggressively investing development resources to integrate the two technologies. The tentative date for the merging of the platforms is scheduled for November 2020.