Demandbase

Demandbase is an account-based go-to-market platform that unifies B2B data, intent signals and advertising to target and convert the accounts that matter.

Overview

Demandbase grew from the ABM (account-based marketing) movement into a full GTM intelligence platform. It identifies which companies are researching your category (intent data), enriches account and contact records with firmographic and technographic data, and orchestrates coordinated plays across advertising, web personalization, sales alerts and outbound. Its B2B data graph covers millions of companies and contacts, and AI prioritization helps revenue teams focus on in-market accounts. Following the acquisition of Bombora and other data assets, it offers one of the broadest B2B data+activation stacks.

GTM teams define target account lists, and Demandbase reveals which are in-market through intent and engagement signals — then orchestrates advertising, web personalization and sales alerts against them. Data enrichment keeps CRM records complete and current, AI scoring prioritizes outreach, and measurement attributes pipeline to specific plays. For complex B2B sales, this turns marketing from broad broadcasting into coordinated account pursuit.

Key Features

• Account identification and intent signals for in-market buyers
• B2B data graph with firmographic, technographic and contact enrichment
• ABM advertising and website personalization for target accounts
• Sales alerts and prioritization synced into CRM
• AI-driven account scoring and pipeline recommendations
• Attribution and measurement across GTM plays
• In-market account identification via intent signals
• Play-based attribution connecting activity to pipeline

Pricing

Demandbase is quote-based enterprise software; packages are scoped by modules (data, advertising, orchestration) and audience size through the sales process.

Who Is It For

It serves B2B marketing and revenue teams at mid-market and enterprise companies running account-based strategies for complex, high-value sales.

A B2B company targets strategic accounts with intent-triggered plays: advertising follows in-market accounts, the website personalizes by segment, and sales receives alerts when priority accounts research. Enrichment keeps CRM data clean, and attribution reports connect each play to pipeline created.

FAQ

Is Demandbase free to use?

No — it is an enterprise platform with quote-based pricing after demos.

Does Demandbase offer an API?

Yes, APIs and native integrations push data and audiences into CRM, MAP and ad platforms.

How does Demandbase compare to alternatives?

Compared with 6sense or ZoomInfo, Demandbase competes on data breadth plus activation in one platform; rivals differ in data ownership and pricing models.

Where does Demandbase’s intent data come from?

Demandbase combines first-party engagement with third-party intent sources — including the Bombora topic-surprise network and its B2B data graph — to model account-level research activity.