Listopedia

Demandbase

ABM platform with sales intelligence from acquired data businesses

Overview

Demandbase was founded in 2006 by Chris Golec to give B2B marketers better intelligence about the companies they target. Its chief executive is Gabe Rogol. The company built its data assets partly through acquisitions: Spiderbook in 2016 for predicting likely buyers, Engagio in 2020, and InsideView and DemandMatrix in 2021, which it describes as creating a one-stop shop for data. It reports more than 1,000 customers.[17]

InsideView was itself a long-standing sales intelligence vendor, and DemandMatrix supplied technographic data, so Demandbase today combines account identification, intent, advertising and company and contact data in one platform. Demandbase does not split its platform into separate marketing and sales products; its flagship Demandbase for Sales & Marketing is priced as a platform fee plus a flat per-user fee, so cost scales with team size. Advertising can be bought as a starting point, and data solutions can be bought on their own to feed B2B data and AI insights into existing systems.[18]

The model suits organisations where marketing and sales share account lists and want one source for both. The limitations are that prices are not published, no free trial is mentioned, and a team that needs only contact details will pay for capabilities it does not use.[18]

Demandbase features

  • Account identification and intent data
  • B2B advertising (DSP)
  • Firmographic and technographic data from InsideView and DemandMatrix
  • Orchestration and engagement measurement
  • Standalone data and advertising products
  • Sales and marketing in one platform
  • Account identification and intent
  • Company and contact data (InsideView heritage)

Demandbase pricing

Quote-based: platform fee covering essential software and services, plus a flat fee per user.

Demandbase strengths and limitations

Strengths

  • Aggregates Bombora, G2 and TrustRadius intent alongside its own
  • Data can be bought without the full platform
  • Combined data, advertising and orchestration
  • Data assets from several acquisitions
  • Transparent pricing structure if not amounts
  • Advertising can be bought as an entry point

Limitations

  • Inconsistent keyword counts on its own product page
  • Standalone sales or marketing purchases are not offered
  • No published prices
  • Platform not sold as separate marketing or sales modules
  • Implementation and change management required
  • Overlaps heavily with existing data tools many buyers own

Appears in

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