Demandbase Announces Collaboration with Marketo to Enhance Account-Based Marketing Campaigns

Customers able to combine individual and account level data for cross-channel campaigns

News provided by

Mar 28, 2019, 09:00 ET

SAN FRANCISCO, March 28, 2019 /PRNewswire/ -- Demandbase, the leader in Account-Based Marketing (ABM), today announced a new level of ABM integration with Marketo Engage to provide business-to-business (B2B) marketing and sales teams more flexibility to share accounts and audiences between platforms and solutions. For the first time, joint customers will be able to combine their first-party contact data from Marketo with deep intent-level data from Demandbase, linking known and anonymous account data across the two solutions. Marketo users can now leverage Demandbase intent and engagement insights to identify high-value accounts. Mutual customers will also have a comprehensive view of the buyer's journey from the first signal of intent to marketing engagement to sales activity.

[Click-to-Tweet]: .@Demandbase adds a new level of ABM integration with @marketo Engage enabling B2B marketing & sales teams with known & anonymous account data across platforms & solutions https://demandb.se/2CGk8kP

"B2B marketers consider their contact database a core asset, but they have struggled to leverage it for the account-based campaigns that have become standard," said Chris Golec, CEO of Demandbase. "With our expanded partnership, mutual customers can improve the performance of their ABM programs by reaching their key contacts across channels."

Demandbase will leverage contact and account activity data from Marketo to engage with target accounts through Marketo and other channels. Customers will be able to create actionable and dynamic segments at both the account and contact level. Once audiences are created in Demandbase, users can launch demand generation campaigns in Marketo targeting these accounts. Customers will also be able to launch account-based ad campaigns with Demandbase directly from Marketo, expanding on the first-party contact data within Marketo to reach the broader buying committee of a target account.

"B2B marketers continue to leverage ABM strategies to transform their marketing programs," said Shai Alfandary, global head of ISVs and LaunchPoint ecosystem at Adobe. "We believe that deepening our partnership with Demandbase will be a game-changer for our customers as they look to engage more effectively with individual contacts and accounts, known and anonymous prospects, across all channels."

This new functionality will begin rolling out to Marketo and Demandbase customers in Q2 2019.

About Demandbase
Demandbase is the leader in Account-Based Marketing (ABM). The company offers the only Artificial Intelligence-enabled, comprehensive ABM platform that spans Advertising, Marketing, Sales and Analytics. Enterprise leaders and high-growth companies such as Accenture, Adobe, DocuSign, GE, Salesforce and others use 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 www.demandbase.com or follow the company on Twitter @Demandbase.

About Adobe Experience Cloud
Adobe is reimagining Customer Experience Management (CXM) with Adobe Experience Cloud, the industry's only end-to-end solution for experience creation, marketing, advertising, analytics and commerce. Unlike legacy enterprise platforms with static, siloed customer profiles, Adobe Experience Cloud helps companies deliver consistent, continuous and compelling experiences across customer touchpoints and channels—all while accelerating business growth. Industry analysts have named Adobe a leader in over 20 major reports focused on experience—more than any other technology company.

SOURCE Demandbase