Demandbase
{{Short description|American marketing, advertising, sales intelligence and data company}}
{{Infobox company
| name = Demandbase
| logo = Demandbase Logo 2024.png
| type = Private company
| industry = Software as a service
| foundation = {{start date and age |2007 }}
| founder = Chris Golec
| location_city = San Francisco, California
| location_country = United States
| key_people = {{UBL |Gabe Rogol (CEO) |Umberto Milletti (Chief R&D Officer) }}
| products =
| revenue =
| num_employees = 940[https://craft.co/demandbase Demandbase]. craft.co, Retrieved 29 August 2024
| num_employees_year = 2024
| homepage = {{website |https://www.demandbase.com }}
}}
Demandbase is an American account-based marketing (ABM), advertising, sales intelligence and data company based in San Francisco.{{Cite web |date=2020-11-12 |title=Demandbase announces Demandbase One - but is it a complete ABM solution? |url=https://diginomica.com/demandbase-announces-demandbase-one-it-complete-abm-solution |access-date=2022-04-27 |website=diginomica.com |language=en}}
Its products provide business-to-business (B2B) companies sales and marketing support that helps users discover, manage, and measure target audiences.{{Cite web |last=Schiff |first=Allison |date=2020-11-11 |title=Demandbase Releases Revamped B2B Marketing Platform Using Tech From Its Engagio Deal |url=https://www.adexchanger.com/data-exchanges/demandbase-releases-revamped-b2b-marketing-platform-using-tech-from-its-engagio-deal/ |access-date=2022-04-27 |website=AdExchanger |language=en-US}}{{Cite web |last=Tirico |first=Klaudia |title=Exclusive Q&A: Demandbase Acquires Engagio, Accelerating The Development Of ABM Category |url=https://www.demandgenreport.com/features/industry-insights/demandbase-acquires-engagio/ |access-date=2022-04-27 |website=www.demandgenreport.com |date=16 June 2020 |language=en-gb}} This includes identifying web visitors, targeting and engaging accounts, closing deals, and helping to grow customers. Demandbase One, the company’s suite of cloud products, provides account-based marketing (ABM) and ABX, B2B advertising, sales intelligence, and data capabilities.{{Cite web |last=Jepma |first=William |date=2022-01-14 |title=Key Takeaways: 2022 Gartner Magic Quadrant for Account-Based Marketing Platforms |url=https://solutionsreview.com/marketing-automation/key-takeaways-2022-gartner-magic-quadrant-for-account-based-marketing-platforms/ |access-date=2022-04-28 |website=Best Marketing Automation Software, Tools, Vendors & Solutions |language=en-US}} These products integrate into other advertising, marketing, and sales technologies including marketing automation, customer relationship management, web analytics, content and personalization, and other services.{{cite news |author=Nicastro, Dom |date=October 1, 2013 |title=Demandbase B2B Feature Targets Company Profile for Facebook Ads |publisher=CMSWire |url=http://www.cmswire.com/cms/customer-experience/demandbase-b2b-feature-targets-company-profile-for-facebook-ads-022670.php}}
History
Headquartered in San Francisco, Demandbase was founded in 2007 by then CEO Chris Golec.{{Cite web |title=Demandbase Builds Professional Demand |url=https://www.destinationcrm.com/Articles/CRM-News/CRM-Featured-Articles/Demandbase-Builds-Professional-Demand-52603.aspx |access-date=2022-05-03 |website=www.destinationcrm.com}} Golec was replaced as CEO by the company's Chief Revenue Officer Gabe Rogol in 2019, and left his full-time with the company in 2021 (he still serves as a board member).
The company released Demandbase Central in August 2008. Demandbase Professional followed in February 2009.
Demandbase bought data provider WhoToo in 2015. This helped the company extend its targeting capabilities.{{Cite web |date=2015-09-10 |title=Demandbase buys data provider WhoToo for better B2B targeting |url=https://venturebeat.com/2015/09/10/demandbase-buys-data-provider-whotoo-for-better-b2b-targeting/ |access-date=2022-05-06 |website=VentureBeat |language=en-US}} In June 2016, Spiderbook, a data science startup, was acquired.{{Cite web |last=Needle |first=David |date=2016-10-04 |title=DemandBase Turns to AI to Give Account-Based Marketing Platform Clout |url=https://www.eweek.com/enterprise-apps/ai-powers-demandbase-account-based-marketing-platform/ |access-date=2022-05-11 |website=eWEEK |language=en-US}}
In 2020 and 2021, Demandbase broadened its offering through significant acquisitions. In June 2020, the company announced the acquisition of another ABM solution, Engagio, which added the capability of nurturing accounts based on first-party data to Demandbase's ability to identify and target accounts through third-party data.{{cite web |last1=Ha |first1=Anthony |title=Demandbase Acquires Engagio |url=https://techcrunch.com/2020/06/16/demandbase-acquires-engagio/ |website=TechCrunch |date=16 June 2020 |access-date=June 10, 2021}} Jon Miller, co-founder of Engagio, and previously of Marketo became Chief Marketing Officer at Demandbase.
In November 2020, Demandbase released Demandbase One, a new version of its platform, built by integrating Demandbase Classic and Engagio.
In May 2021, the company announced the acquisitions of B2B data and sales intelligence platform InsideView and technographics vendor DemandMatrix. This allowed the Demandbase suite, going forward, to incorporate a Sales Intelligence Cloud and a Data Cloud to complement its existing ABX (Account Based Experience) Cloud and Advertising Cloud.{{Cite web |date=2021-05-04 |title=Demandbase continues to acquire to build a new B2B Marketing Cloud |url=https://diginomica.com/demandbase-continues-acquire-build-new-b2b-marketing-cloud |access-date=2022-05-06 |website=diginomica.com |language=en}}
Investors
In March 2013, Demandbase announced it had raised $15 million in its most recent funding round led by Scale Venture Partners.{{cite news|url=http://finance.fortune.cnn.com/2013/03/27/venture-capital-deals-315 |title=CNN Money – Venture capital deals |publisher=Fortune Magazine |date=March 27, 2013 |author=Primack, Dan |url-status=dead |archive-url=https://web.archive.org/web/20130408141201/http://finance.fortune.cnn.com/2013/03/27/venture-capital-deals-315/ |archive-date=2013-04-08 }} Demandbase's investors also include Sigma Partners, Altos Ventures, Costanoa Ventures, Sutter Hill Ventures and Adobe Systems.{{cite news | url= https://venturebeat.com/2013/03/27/demandbase-funding | title=Demandbase hooks $15M to improve B2B marketing and real-time engagement | publisher=VentureBeat | date=March 27, 2013 | author=Ludwig, Sean}}{{cite news | url= http://www.bizjournals.com/sanjose/news/2013/03/27/b2b-marketing-startup-demandbase.html | title=B2B marketing startup Demandbase raises $15M | publisher=Silicon Valley Business Journal | date=March 27, 2013 | author=Schubarth, Cromwell}}{{cite news | url=https://techcrunch.com/2008/08/24/demandbase-raises-8-million-for-online-lead-generation-platform | title=Demandbase Raises $10 Million For Online Lead Generation Platform | publisher=TechCrunch | date=August 24, 2008 | author=Kincaid, Jason}}{{cite news | url=https://techcrunch.com/2011/05/12/demandbase-raises-10-million-for-b2b-marketing-software | title=Demandbase Raises $10 Million For B2B Marketing Software | publisher= TechCrunch | date=May 12, 2011 | author=Rao, Leena}}
By 2017, Demandbase had raised a total of $158 million from investors including Salesforce Ventures, and Jackson Square Ventures.{{citation needed|reason= unsourced claim|date=May 2022}}