Demandbase Technology Intelligence

What is Demandbase?

Demandbase is a leading account-based marketing (ABM) platform that helps B2B companies identify, engage, and convert their most valuable target accounts. Founded in 2006 by Chris Golec, Demandbase pioneered the ABM technology category and has grown to serve major enterprises including Adobe, Salesforce, and DocuSign. The company acquired Engagio in 2020, strengthening its account-based experience capabilities.

The platform's core capability is identifying which companies are visiting a website, even when visitors don't fill out forms or identify themselves. Using IP intelligence, device graphs, and other signals, Demandbase can reveal the company name, industry, size, and other firmographic attributes of anonymous visitors. This visibility enables sales and marketing teams to prioritize high-value prospects and personalize experiences.

Demandbase extends beyond identification to orchestrate complete account-based experiences. The platform enables personalized website content based on visitor company attributes, targeted advertising that reaches specific accounts across the web, and intent data that reveals which companies are actively researching relevant topics. These capabilities work together to align sales and marketing around target accounts.

The company offers Demandbase One, an integrated platform combining advertising, ABX (account-based experience), and data products. This consolidation enables B2B organizations to run coordinated campaigns that engage target accounts across multiple channels with consistent messaging. Integration with CRM and marketing automation systems ensures insights flow into existing workflows.

Detection of Demandbase on a website indicates a sophisticated B2B organization practicing account-based strategies. Companies using Demandbase typically have complex sales cycles, high-value deals, and defined ideal customer profiles that benefit from targeted engagement rather than volume-based marketing approaches.

Demandbase Platform Features

Account Identification: Demandbase's IP intelligence identifies which companies are visiting your website in real-time. Company name, industry, employee count, revenue, and location are revealed for anonymous visitors. Integration with your CRM matches visitors to existing accounts and opportunities. Alerts notify sales when target accounts engage. This identification transforms anonymous traffic into actionable intelligence.

Intent Data: Demandbase monitors B2B content consumption across the web to identify accounts researching relevant topics. Buying signals indicate accounts in active evaluation phases. Keyword-level intent shows specific areas of interest. Trending accounts highlight increased research activity. Intent data helps prioritize outreach to accounts showing purchase signals.

Website Personalization: Dynamic website content adapts based on visitor company attributes. Target accounts see customized messaging and calls-to-action. Industry-specific content addresses relevant pain points. Company size appropriate offerings improve relevance. Personalization increases engagement and conversion from target accounts.

Account-Based Advertising: Targeted advertising reaches specific accounts and buying committees across the web. Display, video, and native ads engage accounts on relevant sites. LinkedIn integration extends reach on the professional network. Retargeting re-engages accounts who have visited your site. Advertising impressions are measured at the account level.

Sales Intelligence: Account insights help sales reps prepare for conversations. Engagement history shows all touchpoints with an account. Buying committee identification reveals key stakeholders. Alerts trigger when accounts show increased activity. Integration with CRM surfaces insights where reps work.

Analytics and Attribution: Account-level analytics show engagement across the customer journey. Pipeline influence measures marketing contribution to revenue. Advertising effectiveness reports show account reach and engagement. A/B testing optimizes campaigns and personalization. These insights prove ABM program ROI.

Demandbase Use Cases

Target Account List Engagement: B2B companies define lists of target accounts based on ideal customer profiles. Demandbase tracks which targets visit the website and engage with content. Advertising campaigns specifically reach these accounts across the web. Sales teams prioritize outreach based on account engagement levels. This focused approach improves conversion rates and deal sizes.

Pipeline Acceleration: When accounts enter the sales pipeline, Demandbase accelerates deal progression. Intent data reveals additional stakeholders researching the solution. Advertising reinforces messaging to the buying committee. Website personalization addresses specific objections or interests. Sales receives alerts when opportunities show increased engagement.

Website Personalization: Anonymous website visitors from target accounts see personalized experiences. Industry-specific landing pages address relevant use cases. Company size appropriate messaging resonates with different segments. Returning accounts see content aligned with their journey stage. This personalization increases engagement and conversion.

Intent-Based Prospecting: Marketing and sales identify accounts actively researching relevant solutions. Intent data reveals accounts in-market before they reach out. Competitive intent shows accounts evaluating alternatives. Outreach to accounts showing intent has higher response rates. This proactive approach reaches prospects earlier in their journey.

Account-Based Advertising: Advertising budgets focus on accounts most likely to buy. Display and LinkedIn ads reach specific accounts and job titles. Advertising frequency and messaging adapt to account journey stage. Brand awareness builds among target account employees. Advertising ROI improves through precise targeting.

Sales and Marketing Alignment: Shared account data aligns sales and marketing around the same targets. Marketing engagement scores help sales prioritize follow-up. Sales feedback on account quality improves marketing targeting. Joint account planning coordinates outreach efforts. This alignment increases efficiency and improves outcomes.

Demandbase Integration Examples

JavaScript Tag Installation

<!-- Demandbase Tag -->
<script type="text/javascript">
(function(d, b, a, s, e) {
    var t = b.createElement(a), fs = b.getElementsByTagName(a)[0];
    t.async = 1;
    t.id = 'db_tag';
    t.src = ('https:' == d.location.protocol ? 'https://' : 'http://') +
            'tag.demandbase.com/YOUR_KEY.min.js';
    fs.parentNode.insertBefore(t, fs);
})(window, document, 'script');
</script>

Personalization Implementation

// Access Demandbase company data for personalization
window.addEventListener('db_ready', function() {
    var company = Demandbase.Segments.CompanyProfile;

    if (company) {
        // Personalize based on industry
        if (company.industry === 'Financial Services') {
            document.getElementById('hero-headline').textContent =
                'Security Solutions for Financial Services';
            showFinanceTestimonials();
        }

        // Personalize based on company size
        if (company.employee_count > 1000) {
            showEnterpriseCtA();
        } else {
            showSmallBusinessCTA();
        }

        // Target account special treatment
        if (isTargetAccount(company.company_name)) {
            showPersonalizedWelcome(company.company_name);
        }
    }
});

Salesforce Integration

// Demandbase data enriches Salesforce records
// Configure in Demandbase Admin:

// Field Mapping:
// Demandbase Field -> Salesforce Field
// company_name -> Account.Name
// industry -> Account.Industry
// employee_count -> Account.NumberOfEmployees
// annual_revenue -> Account.AnnualRevenue
// intent_score -> Account.Demandbase_Intent__c

API Access

# Python - Query Demandbase API for account data
import requests

def get_account_data(domain):
    url = "https://api.demandbase.com/v1/company"
    headers = {
        "Authorization": f"Bearer {API_KEY}",
        "Content-Type": "application/json"
    }
    params = {"domain": domain}

    response = requests.get(url, headers=headers, params=params)
    return response.json()

Why B2B Companies Choose Demandbase

ABM Category Leadership: Demandbase pioneered account-based marketing technology and continues to lead the category. Extensive experience informs product development and best practices. Large customer base provides data advantages and proven playbooks. Industry recognition includes leadership positions in analyst reports. This leadership means proven capabilities rather than emerging technology.

Comprehensive Platform: Demandbase One integrates identification, advertising, ABX, and data into a single platform. Organizations don't need to piece together multiple point solutions. Unified data model ensures consistency across capabilities. Single vendor relationship simplifies procurement and support. The integrated approach creates synergies across functions.

Data Quality: Demandbase maintains extensive B2B company data through proprietary collection and third-party partnerships. IP-to-company mapping covers the vast majority of business traffic. Firmographic data enables precise segmentation. Intent data reveals active buying signals. This data foundation powers all platform capabilities.

Revenue Impact: Customers consistently report measurable improvements in pipeline and revenue. Target account conversion rates exceed non-targeted accounts. Sales cycle lengths decrease with coordinated engagement. Deal sizes increase through buying committee engagement. These results demonstrate clear ROI from ABM investment.

Enterprise Ready: Security certifications meet enterprise requirements. SSO integration with identity providers. GDPR and privacy compliance for global operations. Dedicated support for complex implementations. Scale handles the largest target account lists and traffic volumes.

Sales and Marketing Alignment: The shared platform naturally aligns sales and marketing around accounts. Both teams see the same engagement data. Coordinated playbooks ensure consistent account experiences. Clear attribution reduces internal friction. This alignment improves both efficiency and outcomes.

Ecosystem Integration: Native integrations with Salesforce, Marketo, HubSpot, and other key systems. Data flows bidirectionally to keep systems synchronized. APIs enable custom integrations when needed. Partners extend capabilities into adjacent areas. Demandbase fits into existing technology stacks.