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.

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

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.

About Demandbase

Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify and target the accounts they value most, and then market to them across the entire funnel. The Demandbase B2B Marketing Cloud is the only subscription-based ad targeting and web personalization solution that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line. Enterprise leaders and high-growth companies such as Adobe,, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance. More information can be found at

Media Contact:

Elisa Greene |