Denodo transforms its go-to-market with Demandbase

Executive summary

Denodo, a global leader in data management, sought to transform its go-to-market strategy from traditional lead-based marketing to a data-driven account-based experience (ABX) model. With an opportunity to establish a clearer approach to prioritizing target accounts and aligning sales and marketing teams around a shared playbook, the company can strengthen efficiency, enhance outreach differentiation, and gain greater visibility into performance.

By implementing Demandbase, Denodo built a scalable ABX framework that connected data, intent, and engagement insights across Salesforce and Marketo. The result was a more strategic, precise, measurable, and collaborative approach to identifying and engaging high-value accounts. Early outcomes include, among other things, stronger team alignment, improved sales and SDR prioritization, and significantly faster deal progression.

Introduction

Denodo is a global leader in data management, empowering organizations to integrate and manage data across complex environments without replication. Its award-winning platform delivers fast, trusted access to enterprise data, powering trustworthy AI agents, analytics and self-service initiatives that support informed decision-making across key industries. 

As the company expanded globally, Denodo recognized that its traditional lead generation programs no longer met the needs of today’s complex, non-linear enterprise buying cycle. The marketing team realized that it needed a data-driven, scalable approach that could unify its systems, align its teams, and focus its efforts on the accounts most likely to convert.

The problem

Before adopting Demandbase, Denodo had already built a solid foundation for data-driven marketing and sales. As the company expanded, it became clear that its existing processes needed to evolve to support a more coordinated and scalable account-based strategy.

Lead management and prioritization were handled across multiple systems, which made it difficult to maintain a single, real-time view of account engagement. While marketing and sales were aligned on goals, they often relied on different data sources and varied success metrics, making operational coordination difficult.

This created an opportunity to strengthen collaboration and establish a unified framework that connected data, intent, and engagement insights across the company’s marketing and sales teams. Denodo turned to Demandbase to transform that strategic, unified vision into an operational reality.

“We wanted to move from isolated campaigns to a complete account-based strategy. We needed one source of truth in order to focus our efforts on the right accounts and measure our progress” said Daniel Comino, Senior Director, MarTech.

Why Demandbase

After evaluating several ABX platforms, Denodo selected Demandbase for its superior data accuracy, seamless integration with Salesforce and Marketo, and its ability to operationalize insights across its aligned teams.

During a regional pilot, Demandbase consistently delivered stronger lead-to-account matching, clearer reporting, and better enrichment results. The platform’s ability to unify intent, firmographic, and engagement data allowed Denodo to move quickly from account evaluation to impactful account engagement (i.e. effective execution).

The solution

Denodo’s success in partnering with Demandbase came from carefully combining technology, processes, and people enablement. Rather than simply adding a new platform, the team reimagined its go-to-market motion around a unified ABX framework. That restructuring involved four big changes:

Building a unified scoring model

Denodo designed a three-part scoring system that combined demographic, behavioral, and account-level data. Demographic scores measured company fit, behavioral scores dynamically reflected engagement with campaigns and web content, and company-level scores boosts highly engaged and strategic accounts. Together, these scores produced a single, actionable view of account readiness that would serve as a shared basis for coordinated engagement by Denodo’s marketing and sales teams.

Embedding Demandbase into daily workflows

Demandbase was integrated directly into Salesforce and Marketo, ensuring that every lead and account record contained consistent, timely scoring and engagement data. Marketing used this intelligence to prioritize leads, while sales used it to focus outreach on the accounts most likely to convert.

Weekly “snapshot” meetings between marketing, sales, and BDR teams reinforced shared accountability. These sessions reviewed Demandbase dashboards, discussed key accounts in motion, and aligned the teams on next steps. By using the same metrics and reports, teams developed a common understanding and shared ownership of results.

Empowering sales adoption through enablement

Denodo invested in hands-on sales training to build confidence in the data. Reps learned how to interpret engagement signals, view account journeys, and tailor outreach based on the buying stage. As adoption grew, sales began using Demandbase daily to prioritize calls and refine messaging for each account.

“Once the sales team saw the correlation between Demandbase insights and successful outreach, the value was clear,” said Stefano Cruciani, Global ABM Lead.

Applying data-driven targeting and optimization

Using Demandbase’s intent and technographic data, Denodo refined its targeting strategy by segmenting accounts by industry (1:few) and by architecture (1:many), tailoring messaging to each segment. When intent surged around themes such as generative AI, marketing quickly shifted marketing spend and SDR focus toward those high-interest accounts in real time. 

By connecting insight to action, Denodo turned data into a practical decision-making framework that guided both strategic planning and day-to-day execution.

Results

Since adopting a holistic ABM strategy, with Demandbase as a key driver, Denodo has realized significant, measurable impact, including a 2.42x ROI. Funnel velocity increased by 80% based on a lookback analysis of the same accounts prior to campaign inclusion, and journey-stage conversion improved by up to 60% using the same comparison methodology.

With Demandbase dashboards integrated directly into Salesforce, leadership benefits from enhanced visibility into marketing’s influence across the buying journey, empowering data-driven decisions and real-time optimization. The resulting transparency, efficiency, and unified metrics have strengthened alignment and improved overall performance across Denodo’s revenue teams.

Key takeaways

• Denodo shifted from a lead-centric to an account-based approach, improving alignment across marketing and sales.
  
• Demandbase enabled unified scoring, intent-driven targeting, and consistent reporting through Salesforce and Marketo.
  
• Weekly collaboration meetings helped create accountability and maintain momentum across teams.
  
• Data insights drove real-time optimization of campaigns and outreach, focusing efforts and investments where they mattered most.
  
• Denodo now operates with greater transparency, efficiency, confidence in data, and shared success metrics.

Looking ahead

Based on the success described above, Denodo plans to continue expanding its ABX maturity across regions and business units. Future initiatives include measuring account influence across the full customer lifecycle, deepening personalization through advertising and content, and refining the scoring model with additional behavioral signals.