Demandbase provides account-based marketing (ABM) technology services. The company offers an artificial intelligence-enabled, comprehensive ABM platform that spans advertising, marketing, sales, and analytics and helps business-to-business (B2B) companies. It was founded in 2005 and is based in San Francisco, California.
ESPs containing Demandbase
The ESP matrix leverages data and analyst insight to identify and rank leading companies in a given technology landscape.
The account-based marketing market is focused on helping B2B sales and marketing teams compete in the digital space by providing detailed data on companies, prospects, and customers in their target market. The market offers solutions that streamline measurement, reporting, analysis, and optimization across multiple channels to save time for marketers. AI and automation are becoming increasingly im…
Research containing Demandbase
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CB Insights Intelligence Analysts have mentioned Demandbase in 4 CB Insights research briefs, most recently on May 15, 2023.
Expert Collections containing Demandbase
Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.
Demandbase is included in 2 Expert Collections, including Tech IPO Pipeline.
Tech IPO Pipeline
Companies offering tech-enabled marketing and advertising services.
Demandbase has filed 2 patents.
Real estate, Free trade agreements, Trade blocs, Yukos, Legal terminology
Real estate, Free trade agreements, Trade blocs, Yukos, Legal terminology
Latest Demandbase News
Sep 20, 2023
The new platform will give B2B marketers visibility into performance across advertising, web, webinar, email, social and other channels. Kim Davis on September 20, 2023 at 10:44 am | Reading time: 4 minutes Channel99, the B2B performance and marketing attribution service launched by Chris Golec, founder and former CEO of Demandbase, has announced a pixel-technology driven platform to give visibility into the B2B customer journey. In November 2022, Channel99 debuted with a free mobile app and the promise of a full platform to follow. Today’s announcement fulfils the promise. “The platform is really a much more robust solution,” Golec told us. “It connects with your CRM. We’ve built it in a way that people can get live in a couple of hours; it’s not like a big deployment.” Verification pixel technology. In what Channel99 says is a first for B2B marketing, performance and marketing attribution will be tracked across a wide range of channels using pixels. The aim is to provide visibility into reach, engagement and conversion, thus uncovering efficiencies and inefficiencies in marketing investments. The solution will not track the behavior of individuals but rather accounts, based primarily on IP addresses (cookies are not in play here). “In B2B, 65% of your web traffic is generated by advertising and other means — it all gets thrown into this bucket called ‘direct,’ people don’t really know where it comes from,” Golec explained. “What we’ve built is a verification pixel you can place into an ad creative, into an ebook, a video, an email signature, and we can detect every time that ad is seen — the company, industry, all those attributes — and understand if that was the target audience it was intended for.” It gives Channel99 the ability to track the high volume of anonymous engagement that typically occurs before a buyer completes a form or offers other identifying information. By seeing if the content leads to a “view-through” to a website or a landing page, Channel99 will be able to attribute the activity back to the ad. This should benefit not only B2B marketers but also the vendors they rely on. “Companies like 6sense, Demandbase and LinkedIn that are built for targeting specific accounts will end up getting more credit,” Golec predicted. “You’ll be able to see the difference in efficiency between Google and Microsoft display ads versus 6sense and Demandbase.” 6sense and Demandbase may be more expensive, but performance might offset those higher costs. But pixels are nothing new. In a recent blog post , Golec admitted “consumer marketers have been using tracking pixels and cookies for years to monitor publisher brand safety, understand human vs. non-human traffic, and assess ad viewability.” But B2B requirements are different. “In B2B…what really matters to advertisers and marketers is the effectiveness of reaching specific companies in their target audiences to drive increased engagement, and, ultimately, more revenue.” The importance of being a third party. One advantage Channel99 has in not having its own ABM solution is that it has been able to partner with leading ABM providers to create an account ID network wider than any individual ABM provider can offer. The other advantage is that Channel99 is deploying a universal pixel that anyone can accept and approve — “Demandbase can’t put their pixels into Google Ads.” The output includes ranking vendors and channels, showing return on marketing spend and cost per pipeline opportunity. “You can select multiple vendors and it show you how well each one reaches and engages the target audience and what the actual cost per visit is for the intended audience.” The result can also be represented in a Sankey diagram : After an initial free trial period, the solution will be available on subscription, ultimately determined by volume of usage. The hope is that more efficient marketing investment will be seen to offset the cost of the Channel99 platform. Why we care. Attribution is one of marketing’s enduring puzzles. Golec confesses that at Demandbase they had to devise various KPIs to show that their offering was returning value. “They worked,” said Golec, “but they were a bit…squishy. This is science.” It’s also interesting to think about how this platform benefits the entire ecosystem — or at least the parts of it that work efficiently — by highlighting where marketing dollars are well spent.
Demandbase Frequently Asked Questions (FAQ)
When was Demandbase founded?
Demandbase was founded in 2005.
Where is Demandbase's headquarters?
Demandbase's headquarters is located at 680 Folsom, San Francisco.
What is Demandbase's latest funding round?
Demandbase's latest funding round is Debt.
How much did Demandbase raise?
Demandbase raised a total of $330M.
Who are the investors of Demandbase?
Investors of Demandbase include Vista Credit Partners, Altos Ventures, Scale Venture Partners, Adobe, Greenspring Associates and 13 more.
Who are Demandbase's competitors?
Competitors of Demandbase include 6sense, Terminus, Metadata.io, CaliberMind, N.RICH and 8 more.
Compare Demandbase to Competitors
6sense develops a predictive intelligence-based revenue platform. It offers an artificial intelligence (AI) based platform with personalized, omnichannel, and multi-touch campaigns. The company was founded in 2013 and is based in San Francisco, California.
Leadspace provides an Audience Management Platform which enables B2B companies to engage customers and drive growth by allowing marketers to find and know their audiences. As internal and external data multiplies, Leadspace uses AI to provide a source of truth across all sales and marketing data, identify net new account and individuals, and recommend the marketing activities.
Terminus is an account-based marketing platform that enables B2B marketers to target best-fit accounts, engage decision-makers on their terms, and accelerate marketing and sales pipeline velocity at scale. The company was founded in 2014 and is based in Atlanta, Georgia.
Radiate B2B helps technology, manufacturing, and professional services implement scalable account-based advertising and marketing strategies through its ABM platform. The company helps in accelerating the sales pipeline through B2B targeted advertising, sales intelligence, and identification of buying behavior of prospects. Radiate B2B was founded in 2017 and is based in London, U.K.
Bilin delivers contact-level data using artificial intelligence to help B2B marketers identify and prospect high-quality leads. The company focuses on account-based marketing, predictive intelligence, analytics, and reporting to identify and rank prospects by their propensity to engage or purchase. The company was founded in 2013 and is based in Framingham, Massachusetts.
BambooBox operates as an artificial intelligence (AI) powered software-as-a-service (SaaS) platform to uncover strategic insights for marketing and sales development representative (SDR) success. It simplifies demand and sales generation for business-to-business (B2B) organizations by setting up a qualified pipeline build process using predictive analytics models driven by AI and machine learning (ML). The company was founded in 2020 and is based in Wilmington, Delaware.