Demandbase

Overview

Demandbase is a B2B ABM platform delivering smarter insights, agent-led automation, and AI-powered pipeline growth. Founded in 2006 by Chris Golec, Demandbase evolved from enhancing online advertising through IP-based identification into a comprehensive account-based marketing platform. The company has grown through strategic acquisitions including WhoToo (2015) and Engagio (2020), culminating in the November 2020 launch of Demandbase One - a unified cloud-based suite designed to replace fragmented, siloed ABM tools. Demandbase One is a complete end-to-end enterprise-grade ABM platform offering everything from building target account lists with intent and fit data, to running campaigns across multiple channels, to engaging website visitors, to measuring every touch - all under one roof. The platform provides contact data on 150M+ professionals and 99M+ companies, enabling comprehensive account-based targeting. Key capabilities include buying group identification for persona/role-based targeting of decision-makers, AI-powered buying committee mapping that spots the right people and knows their roles and behavior, the only B2B DSP (demand-side platform) built from the ground up to optimize for B2B outcomes, personalization that increases conversion rates by providing customized website experiences for target accounts, and attribution analytics connecting all touchpoints to revenue outcomes. The platform accurately identifies both known and anonymous visitors, enabling personalized experiences throughout the buyer journey. Demandbase serves enterprises with complex, high-ticket deals, strong sales-marketing alignment, and multi-channel ABM needs. The platform is best fit for organizations targeting enterprise+ accounts with complex buying groups and multiple buying role locations across various industries. In 2024, Demandbase's revenue reached $750M with 400 customers. Pricing is premium and custom-quote based, often ranging from $50K-$250K+ per year when fully loaded, with onboarding and add-ons potentially pushing costs higher. This enterprise-level pricing reflects the platform's comprehensive capabilities and target market of large B2B organizations. Common user feedback highlights the platform's ability to seamlessly combine ABM, intent data, and sales intelligence into a single unified platform, giving teams a clear shared view of high-value accounts with real-time intent signals. However, drawbacks include steep learning curve, longer onboarding, UI rigidity, occasional data staleness, and price that's hard to justify for SMBs. What differentiates Demandbase is its position as the ABM platform for organizations targeting enterprise+ accounts with complex buying groups. The platform's buying group intelligence and buying committee mapping features address the reality that enterprise deals involve multiple stakeholders across departments, providing visibility into the entire buying committee rather than just individual leads.

Key Features

Pros & Cons