Demandbase is a leading account-based experience (ABX) platform that combines B2B advertising, website personalisation, account intelligence, and sales activation in a single platform. It is one of the pioneers of ABM technology and remains the choice of many enterprise B2B marketing teams for running full-funnel account-focused campaigns.
Product Overview
Demandbase's differentiation is its breadth across the ABM stack: intent data, targeted account advertising, website personalisation by account segment, and CRM-connected sales intelligence — all in one platform. Its Demandbase One platform eliminates the need to stitch together separate intent, advertising, and engagement tools, giving marketing and sales teams a unified view of account engagement across every touchpoint.
Key Features
- Account Intelligence: Firmographic, technographic, and intent data on millions of accounts — with AI-powered fit scoring.
- B2B Advertising: Programmatic display and social advertising targeted to buying committee members at specific companies.
- Website Personalisation: Personalise website content, messaging, and CTAs by account segment, industry, or company — without code changes.
- Sales Intelligence Hub: Account dossiers with engagement history, intent signals, and recommended talking points delivered to reps in Salesforce.
- Engagement Metrics: Account engagement scoring across ads, website, email, and events — to align marketing and sales on pipeline readiness.
Best For
Enterprise B2B marketing teams running full-funnel ABM programmes who want a single platform for intent data, advertising, and website personalisation rather than stitching point solutions together.
Pricing
Enterprise pricing — custom quotes. Typically $60,000–$300,000+/year. Contact sales.
Key Integrations
Salesforce, HubSpot, Marketo, Pardot, LinkedIn Ads, Google Ads, Outreach, Salesloft
Pros
- Most complete ABM stack in a single platform
- Website personalisation without engineering dependency
- Pioneer brand with deep enterprise credibility
- Strong Salesforce and MAP integrations
Cons
- High cost — best suited for companies with large ABM budgets
- Implementation complexity is significant
- UI less modern than 6sense for intent data workflows
