Demandbase Acquires Data-As-A-Service Company WhoToo

Leader in Account-Based Marketing Creates the Largest Global Data Platform for B2B Marketers

SAN FRANCISCO – Sept. 10, 2015 – Demandbase, the leader in Account-Based Marketing (ABM), announced today that it has acquired WhoToo, a Data-as-a-Service company with extensive expertise in aggregating and segmenting complex data sets. The acquisition will allow Demandbase to combine hundreds of millions of behavioral, functional and persona profiles from WhoToo with the world’s largest ABM data assets to help companies laser target and engage customers across the web and their websites. Bringing together WhoToo with Demandbase’s patented real-time IP identification technology creates the world’s largest global data platform for B2B marketers.

Unlike other companies that won’t or can’t allow their data to be shared individually or across different marketing applications, Demandbase customers leverage account-based data across advertising, web activity, and even into their MAS and CRM systems. By synchronizing all activity at the account level, Demandbase can increase sales and marketing alignment and tie marketing activity to revenue.

“The WhoToo acquisition extends our data leadership in ABM and positions us as the de facto standard for B2B marketing online,” said Chris Golec, CEO of Demandbase. “As B2B companies rapidly adopt ABM to align their marketing and sales efforts, the combined WhoToo and Demandbase solutions will make it easier for them to scale their programs. Together, we will offer the only solution that marries patented IP identification with audience profiles to drive better B2B marketing performance.”

Founded in 2012, WhoToo has developed a Data-as-a-Service business that gives marketers on-demand access to a wealth of discrete data sets. Fortune 500 companies and leading data management platforms, including Adobe, Oracle, eXelate and Lotame get in-depth insights and knowledge about their target audiences, allowing them to provide highly targeted, relevant experiences for their priority audiences.

“We are incredibly excited to join Demandbase and combine our wealth of data expertise with the leader in Account-Based Marketing,” said Matt Rowlen, founder and CEO of WhoToo. “I cannot think of a better combination to benefit B2B customers. We will continue to build robust data innovations that will propel Demandbase far ahead in the ABM category.”

Rowlen will lead Demandbase’s expanded data business team and work with the company’s product and engineering teams to further integrate ground-breaking data solutions into all of Demandbase’s products. The entire WhoToo team will remain in Seattle and expand Demandbase’s Northwest presence.

The news follows Demandbase’s recent announcement of a $30 million investment round led by Sageview Capital. In the first half of the calendar year, the company experienced revenue growth in excess of 80 percent, posted retention rates above 120 percent, underscoring best-in-class customer satisfaction, and secured many new multi-billion dollar clients from the biotech, manufacturing, hi-tech and telecommunications industries.

@Demandbase Acquires DaaS Company WhoToo to Create the World’s Largest Global Data Platform for #B2B Marketers #ABM

Click to Tweet

About Demandbase
Demandbase is the leader in Account-Based Marketing (ABM) and an indispensable part of the B2B tech stack. The company offers the only end-to-end ABM platform that helps B2B marketers identify, win and grow the accounts that matter most. The biggest and fastest-growing companies in the world, such as Accenture, Adobe, DocuSign, GE, Salesforce, and others, rely on Demandbase to drive their ABM strategy and maximize their marketing performance. The company has been named to the JMP Securities list “The Hot 100: The Best Privately Held Software Companies,” the Deloitte Fast 500, and named a Gartner Cool Vendor for Tech Go-To-Market. In 2019, Demandbase executives authored the definitive book on ABM, Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue. For more information, please visit or follow the company on Twitter @Demandbase.

Media Contact
Margo Mendez-Penate