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Demandbase has been busy, the first release discusses the extension of ABM collaboration with Salesforce Pardot. The second release announces the launch of ABM Analytics within the ABM Platform, which will provide comprehensive performance metrics for marketing programs across the funnel.

Demandbase Extends ABM Collaboration with Salesforce Pardot

Integration Combines Contacts in Pardot with Artificial Intelligence-Powered Insights from Demandbase’s Conversion Solution

San Francisco, Calif. – April 12, 2018 – Demandbase, the leader in Account-Based Marketing (ABM), today announced at the 5th Annual ABM Innovation Summit an expanded collaboration with Salesforce to provide marketing and sales teams with more comprehensive account and contact level insight. The integration will automatically combine real-time intent data and account insights from Demandbase’s artificial intelligence (AI) powered Conversion Solution with the contact and account records from users’ Salesforce Pardot data. With this integration, marketing can enable sales teams with a complete view of each target account, including early buying signals and other insights. This integration will provide marketing and sales teams with access to both aggregated account level insights and the activity of individuals within an account, combining behavior data on the web site with insights and behavior data across the web.

Click to tweet .@Demandbase extends ABM collaboration with @Pardot integration to deliver actionable insights to marketing & sales teams #ABMSummit

“ABM has transformed how marketing teams drive new business and retain customers. But many B2B companies still struggle to deliver the comprehensive account view that can help sales teams drive pipeline and close business,” said Chris Golec, CEO of Demandbase. “We’re excited to extend our partnership with Salesforce and give marketers the ability to empower sales teams with a complete picture of their target accounts so they can increase their productivity and win rates.”

The integrated solution will uncover both the activity of the contact information in Pardot and the aggregated activity of account-level insights using Demandbase’s AI and proprietary IP-based data and patented identification technology. ABM teams will know when a target account visits their website, what relevant keywords and topics they are researching online, which key contacts are looking at what pages on their site, and when they’re being mentioned in the news or on blogs. These insights will be presented within Salesforce, and also be delivered via email and Slack.

“Salesforce enables marketing and sales teams to work better together, by delivering a deeper understanding of every customer,” said Michael Kostow, SVP & GM, Salesforce Pardot. “Einstein ABM arms teams with the insights necessary to deliver personalized campaigns and build relationships with their most valuable accounts. This integration with Demandbase further complements Einstein ABM, driving even more success for our customers.”

This new functionality will be available to Pardot and Demandbase customers in June 2018.

Demandbase is a Salesforce ISV partner, and Salesforce Ventures, Salesforce’s corporate investment group, is an investor in Demandbase.

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Demandbase Introduces ABM Analytics to Transform B2B Measurement Strategies

Account-Based Measurement Functionality to Provide Comprehensive Performance Metrics for Marketing Programs Across the Funnel

San Francisco, Calif. – April 12, 2018 – Demandbase, the leader in Account-Based Marketing (ABM), today announced the launch of ABM Analytics within the ABM Platform, leveraging the company’s patented account identification technology. ABM Analytics will help marketers view performance of their ABM initiatives from advertising to pipeline and revenue, to understand the progression of their most valuable accounts across the buying cycle. And unlike basic reporting tools, the new functionality allows marketers to compare the performance of different audiences or account lists, evaluate the impact of specific programs, and even compare the performance of different vendors—all within a single platform. Additional layers of insights expose trend and velocity data, and surface recommendations for next best actions to drive higher conversion rates through the funnel.

Click to tweet .@Demandbase announces the launch of ABM Analytics, allowing marketers to measure & compare full-funnel performance of their ABM initiatives #ABMSummit

“The ability to measure and articulate the effectiveness and impact of ABM programs is important to long-term ABM success,” said Alisa Groocock, Research Director, SiriusDecisions. “ABM solutions that bring extended measurement visibility can better support critical decision-making, and as a result, enable ABM programs to grow more quickly.”

ABM Analytics is part of Demandbase’s ABM Platform and is designed to deliver insights to decision-makers and practitioners tasked with driving an ABM strategy, from awareness and engagement to conversion and closed revenue. Using the solution, marketers can monitor the health of their ABM strategies by examining the progress of their most valued accounts through the buying cycle; create side-by-side comparisons of audiences with different revenue ranges, employee sizes or verticals to understand how their segments perform at every stage of the funnel; understand the performance of individual marketing tactics such as advertising or direct mail; diagnose problems and opportunities along the customer journey and take targeted actions to improve performance; and build credibility throughout the organization by sharing transparent ABM progress reports.

“For years, B2B marketers have struggled to connect disparate data sitting at agencies, in their web log files and CRM to measure the true impact of their marketing programs,” said Chris Golec, CEO of Demandbase. “Our new analytics functionality leverages the best practices from some of the world’s most sophisticated B2B marketers and brings them to life for every company, no matter where they are on their ABM journey.”

ABM Analytics connects data across advertising systems, marketing automation, content management, Web Analytics tools, and CRM systems, which gives marketers a single view into which accounts are responding to ads, engaging with content, moving into sales cycles and contributing to revenue. Marketers can put their performance in context using either comparisons against an automatically-generated lookalike control group or any other audience. This comparison functionality provides a better understanding of which stages of the funnel are performing well, and alternately, which are underperforming against expectations, so that marketers can continue to improve their ABM campaigns.

“Demandbase’s ABM Analytics has been a game changer for Alfresco,” said Sydney Sloan, CMO of Alfresco. “We are now able to see a clear comparison within our target audiences for the first time, resulting in 25 percent higher engagement from accounts that were identified using intent data from Demandbase’s Account Selection.”

For more information on ABM Analytics, please visit our blog post, “The 4 Dimensions of Account-Based Measurement.”

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 was named a Gartner Cool Vendor for Tech Go-To Market in 2016. For more information, please visit or follow the company on Twitter @Demandbase.

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