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Demandbase, the B2B go-to-market leader, officially announced the acquisition of InsideView, a pioneer in sales and marketing intelligence, along with DemandMatrix, the best provider of technographic data and intelligence. Together, these industry leaders build the premium B2B data and knowledge solution, extending Demandbase’s capabilities beyond ABX to provide a complete B2B go-to-market solution.

Demandbase One’s B2B Go-To-Market Suite has grown significantly as a result of these additions. The Data Cloud and Sales Intelligence Cloud have been added to the Demandbase ABX Cloud and Advertising Cloud.

Demandbase One consolidates data, decisioning, and distribution capabilities to provide a holistic understanding of accounts. It enables the decisioning to engage the proper accounts and people with the right message at the right time.

Demandbase’s CEO, Gabe Rogol, remarked that they are thrilled to be collaborating with these two outstanding companies. He added that the vision is bold. They are changing the way B2B businesses do business by assisting them in delivering exceptional customer interactions at every point of the account journey. This requires quality data, and they now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects. With this move, Demandbase moves from being ‘just a leader in account-based programs to being the definitive leader in B2B go-to-market.

Data is the base of any engaging B2B go-to-market strategy. Software and predictive analytics are only as good as the data that powers them. Better data helps create better decisions and a more robust go-to-market system. And yet quality data has been a challenge for companies, with insights fragmented across multiple vendors.

Demandbase now provides a complete “one-stop-shop” for quality data across the five main components needed for B2B go-to-market, thanks to these acquisitions.

Firmographics: Driven by InsideView, firmographic data includes financials, employee counts, market segments, markets, location, news, and corporate hierarchy information for more than 20 million accounts worldwide.

Technographics: Technographic data, powered by DemandMatrix, offers insight into a company’s current technology stack, future technology needs, technology-based skillset patterns, cloud usage revenue, and IT spend. For several firms, this is the most critical aspect in fit prediction models.

Intent data reveals the topics that businesses are actively searching for on the internet. This is a measure of an account’s interest in a business or group, and patterns will reveal when accounts are in the middle of a purchasing period.

Account Identification: Account Identification allows you to recognize any visitor’s account on a web page, usually anonymous. Understanding participation, targeting and personalizing account interactions, and measuring the effect of account-based efforts all include deanonymizing the version.

Contacts: InsideView’s contact data offers information on the people who work at the accounts, including names, functions, job levels, titles, contact information (including phone), location, and social networks.

Data Integrity is also part of the Data Cloud. Data Integrity, a customer data management solution powered by InsideView, cleans, tracks, and unifies CRM data with the most accurate, up-to-date information continuously.

InsideView’s CEO, Umberto Milletti, expressed that they have spent the last 15 years focusing on enabling our customers to achieve rapid sales growth by harnessing the power of data. He added that long back, InsideView’s business intelligence leadership made it clear to us that better links between sales and marketing result in more revenue, and data is the key.

DemandMatrix’s CEO, Meetul Shah, said that customers often ask us for assistance with their data stack because B2B data is complex. They began by improving technographic data to provide consumers with valuable insights into their opportunities and potential purchases of other innovations. They will give the consumers connectivity across the B2B data landscape now that we’re part of the Demandbase Data Cloud.

Milletti and Shah will continue to operate their companies daily while still serving on the Demandbase management team as general managers.

About Demandbase

The way B2B businesses go-to market is changing thanks to Demandbase. Demandbase One is the most comprehensive set of B2B go-to-market solutions. It links the industry’s leading account-based experience, advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the world’s largest and fastest-growing businesses can collaborate faster, share intelligence, and experience exponential growth.

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