Demandbase Technology Intelligence

What is Demandbase?

Demandbase is an account-based marketing (ABM) platform that pioneered the category. Founded in 2006, Demandbase helps B2B companies target, engage, and convert specific accounts through advertising, personalization, and sales intelligence.

Combining intent data, account identification, and advertising, Demandbase provides tools for marketing and sales teams to execute ABM strategies at scale.

Key Features

ABM Platform

• Identification: Account matching
• Intent: Buying signals
• Advertising: Programmatic ads
• Personalization: Web experiences

Sales Intelligence

• Insights: Account details
• Engagement: Activity tracking
• Alerts: Hot account notifications

Analytics

• Attribution: Campaign impact
• Pipeline: Influenced revenue
• Reporting: ABM metrics

Use Cases

Account-Based Advertising

Marketing runs display ads targeting specific companies. Reach decision-makers at named accounts.

Website Personalization

Customize website experience for target accounts. Show relevant content based on visitor company.

Sales Enablement

Sales reps see engagement data for their accounts. Know when prospects are researching solutions.

ABM Measurement

Marketing tracks account-level engagement and pipeline influence. Prove ABM program ROI.

Code Examples

Website Tag

<!-- Demandbase Tag -->
<script>
(function(d,b,a,s,e){ var t=b.createElement(a),
fs=b.getElementsByTagName(a)[0];t.async=1;t.id=e;
t.src=s;fs.parentNode.insertBefore(t,fs)})
(window,document,'script','//tag.demandbase.com/YOUR_KEY.min.js','demandbase_js_lib');
</script>

Get Company

Demandbase.Segments.CompanyProfile.get(function(company) {
    console.log('Company:', company.company_name);
    console.log('Industry:', company.industry);
    console.log('Size:', company.employee_range);
});

API Query

curl "https://api.demandbase.com/v1/company" \
  -H "Authorization: Bearer TOKEN" \
  -d '{ "domain": "acme.com" }'

Comparison

vs 6sense

• History: Demandbase pioneered ABM
• Intent: 6sense stronger AI
• Advertising: Demandbase mature

vs Terminus

• Scope: Demandbase more complete
• Advertising: Both strong DSPs
• Enterprise: Demandbase larger

Why Demandbase

• ABM category pioneer
• Mature advertising platform
• Website personalization
• Comprehensive ABM suite