We're lighting up B2B

Demandbase acquires engagio

Creating the definitive, no-compromise ABM Platform.

The combination of Demandbase and Engagio creates the world’s most comprehensive ABM 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 aligns marketing and sales as a single team, so they can acquire, grow, and retain more customers.

A COMPREHENSIVE ABM Platform

UNIFY YOUR B2B DATA Image

UNIFY YOUR B2B DATA

UNIFY YOUR B2B DATA Image

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.

PLAN, ORCHESTRATE & MEASURE Image

PLAN, ORCHESTRATE & MEASURE

PLAN, ORCHESTRATE & MEASURE Image

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.

RUN OMNICHANNEL CAMPAIGNS Image

RUN OMNICHANNEL CAMPAIGNS

RUN OMNICHANNEL CAMPAIGNS Image

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.

GREAT TECHNOLOGY AND USER EXPERIENCE Image

GREAT TECHNOLOGY AND USER EXPERIENCE

GREAT TECHNOLOGY AND USER EXPERIENCE Image

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.

Chandar Pattabhiram
Chandar Pattabhiram
Chief Marketing Officer,
Coupa
We recognize the critical need for sales and marketing teams to have one ABM platform to align and deliver personalized experiences throughout the buyer's journey and drive growth. Demandbase and Engagio joining forces gives us a comprehensive solution for our ABM strategy and is a game-changer, not just for ABM, but the broader B2B marketing technology industry.

A MATCH MADE IN ABM: WEBINAR ON-DEMAND

Find out what bringing the companies together means for the future of ABM and B2B Marketing.

Eleanor Young
Eleanor Young
Sr. Director, Demand Generation,
PROS
At PROS, we love Demandbase and we love Engagio, so the two companies coming together is a dream come true! Unifying our data and insights across the platforms and across our revenue teams will seal the deal on sales and marketing alignment. I can’t wait to see what magic you deliver as a combined company. I’m sure it will take our ABM strategy to the next level.

Dive in Deeper

A Match Made in ABM Thumbnail
When B2B leaders combine, customers win. And that’s exactly what Demandbase’s acquisition of Engagio means for you. Join ABM pioneers Gabe Rogol, CEO of Demandbase, and Jon Miller, CEO, and Co-Founder of Engagio, to learn how the combined forces of Demandbase and Engagio will transform the Account-Based Marketing category and the entire B2B technology market. Watch the webinar
Demandbase + Engagio: B2B Will Never Be the Same Thumbnail
Read why the combination of Demandbase and Engagio is a game-changer for the ABM ecosystem and for the wider B2B market and how we will deliver the definitive, no-compromise ABM Platform. Read the blog
Demandbase Acquires Engagio: Unified company will reshape the B2B martech industry Thumbnail
Demandbase acquires Engagio to reshape the B2B martech landscape and how B2B companies go-to-market. Read the Press Release

In the news

Demandbase Acquires Engagio to Bring Consolidation and 'Clarity' to B2B Marketing Thumbnail
Demandbase CEO, Gabe Rogol and Engagio CEO, Jon Miller share their vision on how the unified company will remove the fragmentation and bring clarity to the B2B martech market. Read more
Big Changes In B2B Marketing Landscape As Demandbase Acquires Engagio Thumbnail
B2B CMOs rejoice! Demandbase and Engagio are joining forces to reshape the B2B marketing landscape, including ABM. Read more
 Demandbase Acquires Engagio, Accelerating The ABM Category Thumbnail
Demandbase and Engagio are coming together to accelerate ABM and reshape the B2B marketing landscape. Read more
Could Demandbase's Acquisition of Engagio Signal Larger Martech Convergence?  Thumbnail
As ABM and Marketing Automation software continue to converge, CMSWire takes an in-depth look at how the Demandbase & Engagio acquisition could accelerate the convergence and reshape the B2B martech landscape. Read more

Frequently Asked Questions (FAQs)

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.

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