Demandbase Named the Leader in Quadrant Knowledge Solutions’ SPARK Matrix for Account-Based Marketing (ABM) Platform

October 27, 2021

Quadrant Knowledge Solutions, a leading global advisory and consulting firm, announced that Demandbase is the 2021 technology leader in the SPARK Matrix analysis of the global Account-Based Marketing (ABM) market.

The Quadrant Knowledge Solutions SPARK Matrix™ includes a detailed analysis of global ABM market dynamics, major trends, vendor landscape, and competitive positioning. The study provides a competitive analysis and ranking of 17 ABM vendors in the form of its SPARK Matrix, providing strategic information for users to evaluate different vendor capabilities, competitive differentiation, and market position.

“Demandbase’s cloud-native, B2B go-to-market suite equipped with end-to-end ABM capabilities helps organizations to address their challenges regarding a low and slow pipeline, spending inefficiency, misaligned sales and marketing goals, and low customer ARR and churn,” said Priyanka Panhale, an analyst with Quadrant Knowledge Solutions. “The company delivers a strong customer ownership experience with its AI/ML-powered account selection capability and ABM platform’s key differentiators – including powerful account-based experience cloud, B2B advertising, deepest sales-facing functionality, intent capabilities, flexible integrations, and best data strategy. The company’s ability to cater to requirements of organizations of all sizes, industry expertise, innovative and robust product strategy and roadmap, and comprehensive functional capabilities, have received strong ratings across technology excellence and customer impact and has been positioned as a technology leader in the SPARK Matrix : Account-Based Marketing (ABM) Platform, 2021.”

The findings showcase how the Covid-19 pandemic led to unprecedented disruption across major industries. Despite the economic recession, technology investments have risen in 2021, fueled by pent-up demand and economic recovery in key markets.These circumstances led to an increase in digital transformation and customer-centric initiatives across industry segments. The research shows a robust personalized customer experience strategy is now considered amongst the most essential to meet ever-growing customer expectations, improve brand loyalty, and win over the competition.

In addition, COVID-19 made managing and optimizing ABM strategies more challenging in the B2B landscape. Organizations of all sizes, especially large enterprises, are showing tremendous interest in building engaging ABM content. Another priority is effectively scaling ABM programs to serve customers in an omnichannel environment and maximize ROI. An ABM platform’s ability to provide actionable insights on accounts, people, and engagement, target accounts with personalized content across various channels, and provide next best action, is driving market growth across the geographical regions and industry segments. Owing to rising competition and exponential growth opportunities, several new vendors are emerging with innovative technology offerings.

“The Demandbase team put even more emphasis on our approach to the customer experience this year,” said Jon Miller, CMO and CPO of Demandbase. “We believe that account-based experience (ABX) is the future of ABM. So, being named the leader in a report that underscores the importance of meeting buyers with the experience they want shows that we are on the right track. There’s no question the need to scale ABM into a true go to market motion is the future of our industry. We’re honored to be named as the leader, paving the way for our current and future customers.”

Demandbase is a provider and pioneer among the earliest ABM platforms. The company specializes in B2B marketing and sales, web analytics & optimization, personalization, account-based advertising, account-based experience, multi-channel orchestration, attribution, predictive analytics, sales insights, and more. Demandbase is positioned amongst the leading ABM vendors in the SPARK Matrix: Account-Based Marketing (ABM) Platform, 2021. The Demandbase One B2B Go-To-Market Suite comprises four clouds, including Advertising Cloud, ABX (account-based experience) Cloud, Sales Intelligence Cloud, and Data Cloud. The Advertising Cloud and ABX Cloud comprise comprehensive ABM capabilities, including self-serve advertising, managed services, a DSP built for B2B, cookie & IP targeting, Engagement Platform, Personalization, Orchestration, and Attribution.

To access the SPARK MATRIX, visit here. To learn more about Demandbase or to request a demo, visit

Demandbase is the 2021 technology leader in the SPARK Matrix analysis of the global Account-Based Marketing (ABM) market. Learn more:

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About Quadrant Knowledge Solutions
Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services. At Quadrant Knowledge Solutions, our vision is to become an integral part of our client’s business as a strategic knowledge partner. Our research and consulting deliverables are designed to provide comprehensive information and strategic insights for helping clients formulate growth strategies to survive and thrive in ever-changing business environments. For more available research, please visit

About Demandbase
Demandbase is transforming the way B2B companies go-to-market. Demandbase One is the most complete suite of B2B go-to-market solutions, connecting the leading account-based experience, advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the biggest and fastest-growing companies can collaborate faster, share intelligence, and experience explosive growth. For more information about Demandbase, visit:

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