Demandbase

Grow high-quality pipeline faster with the only AI platform built for how B2B really buys demandbase.com

ABM & Intent Platforms
★★★★☆ 4.2
2006 Founded
501-1000 Employees
unknown Customers
San Francisco, CA, USA Headquarters
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Quick Facts

Website
demandbase.com →
Starting Price
45000
Pricing Model
custom
Company Type
private
Social
LinkedIn Twitter/X

About Demandbase

Demandbase is a San Francisco–based software company that pioneered account-based marketing (ABM) and now positions itself as an AI-driven, account-based go-to-market (GTM) platform for B2B enterprises. Its flagship product, Demandbase One, combines ABM/ABX, B2B advertising, sales intelligence, and rich first- and third‑party data to help companies identify, prioritize, and engage buying groups across the full customer lifecycle. en.wikipedia.org

Founded by Chris Golec in 2006, Demandbase has grown through organic innovation and a series of strategic acquisitions, including WhoToo and Spiderbook for data, Engagio for ABM analytics and orchestration, and InsideView and DemandMatrix for sales intelligence and technographics. These acquisitions were unified into Demandbase One, giving customers an integrated suite that spans ABX, Advertising Cloud, Data Cloud, and Sales Intelligence Cloud. en.wikipedia.org

In recent years Demandbase has introduced “Pipeline AI” and Agentbase, a system of connected AI agents built on AWS that surface high-value accounts and buying groups, summarize intent and engagement, and recommend next‑best actions directly in the workflows of GTM teams. This AI layer is designed to turn the company’s large proprietary data assets and marketplace of 100+ integrations into prescriptive guidance for revenue teams. demandbase.com

Demandbase is recognized as a leader in the ABM platform category by analysts such as Gartner and is consistently rated a leader across dozens of G2 reports, reflecting strong adoption among mid‑market and enterprise B2B organizations. Customers in technology, financial services, manufacturing, and other B2B industries use the platform to consolidate point tools, align sales and marketing, and drive higher-quality pipeline with less waste. demandbase.com

Key Features

Pipeline AI and unified account intelligence hub - unifies first-, second-, and third-party data (firmographics, technographics, intent, engagement) into a single account and buying-group view for GTM teams. demandbase.com

Buying group and person-based intent detection - identifies in-market accounts, buying groups, and recommended contacts using multi-source intent signals, including new person-level intent scoring.

AI-driven account scoring and prioritization - Pipeline Predict and qualification scoring models rank accounts and opportunities based on propensity to buy and potential impact. ecosystem.hubspot.com

Account-based orchestration - builds multi-step, multi-channel plays that coordinate email, ads, sales engagement, and direct mail based on journey stage, engagement, and intent.

B2B advertising DSP - native, account-based DSP that targets buying committees with intent-based keyword segments and AI smart bidding across premium B2B inventory. support.demandbase.com

Website personalization and forms enrichment - dynamically personalizes web content by account segment and appends firmographic data to forms to reduce friction and improve conversion. support.demandbase.com

Journey analytics and attribution - visualizes account journeys, measures multi-channel engagement, and attributes pipeline and revenue to programs, campaigns, and keywords.

Sales Intelligence Cloud - delivers company, contact, technographic, and news data plus engagement insights directly inside Salesforce, Microsoft Dynamics, Gong, Outreach, and via a browser extension. support.demandbase.com

Agentbase AI agents - connected AI agents (e.g., Campaign Outcomes, Account Engagement, Intent Agent, Filter Agent, Action Agent) that summarize signals, recommend actions, and automate workflows. demandbase.com

Demandbase One for Sales browser extension - Chrome and Edge extension that overlays account and contact intelligence on LinkedIn, Salesforce, Dynamics, and any corporate website. support.demandbase.com

Robust segmentation via Selectors - a powerful query builder to create dynamic account and person lists using cross-object filters across CRM, MAP, web activity, intent, and campaign data. support.demandbase.com

Marketplace and open APIs - developer portal and Marketplace with 100+ certified integrations, plus import/export and Account Connector APIs for custom data flows. support.demandbase.com

Multi-journey and database management - supports multiple buyer journeys, database folders, and field controls to organize complex GTM motions and data governance. demandbase.com

Slack alerts, subscriptions, and reporting - configurable email and Slack-based subscriptions to push account and report insights to GTM teams where they work. support.demandbase.com

Pros & Cons

👍 Pros

  • Rich account and intent data that makes it easier to identify in-market accounts and prioritize target lists. g2.com
  • Strong Salesforce and CRM integrations that surface insights directly inside seller workflows, improving adoption and alignment. support.demandbase.com
  • Powerful account-based advertising capabilities and precise targeting that help focus media spend on high-value accounts and buying committees. support.demandbase.com
  • Comprehensive ABM/ABX feature set in a single platform, reducing the need for multiple point tools and driving consistent measurement across the funnel. support.demandbase.com
  • Responsive customer success and support teams that help with implementation, best practices, and ongoing optimization, frequently called out positively in reviews. capterra.com

👎 Cons

  • Steep learning curve and complex initial setup, especially for teams without dedicated operations resources, and some users find the interface unintuitive at first. g2.com
  • Platform and media costs are relatively high compared with lighter-weight ABM tools, and reviewers note higher CPMs on the DSP. capterra.com
  • Data quality and sync issues can occur (e.g., redundant or outdated contacts, occasional glitches), and complex filters or reports can feel slow or cumbersome. g2.com

User Reviews

G2
4.4
★★★★☆
Capterra
4.4
★★★★☆
TrustRadius
7.8
★★★★★

Integrations

Salesforce Microsoft Dynamics 365 HubSpot CRM HubSpot Marketing Hub Marketo Pardot Oracle Eloqua Bombora G2 TrustRadius TechTarget Priority Engine Adobe Experience Manager Adobe Analytics Adobe Target Google Analytics 4 Drift PathFactory Uberflip Qualified Sitecore Optimizely WordPress Sendoso PFL Postal Reachdesk Alyce Outreach Salesloft Gong Slack Twitter Ads

Best For

Company Size

mid-market enterprise smb

Industries

Technology & SaaS Business Services Financial Services Manufacturing Telecommunications Healthcare & Life Sciences

Use Cases

Account-based advertising and display campaigns Intent-based account and buying group prioritization Website personalization and conversion optimization Sales intelligence, prospecting, and territory planning Multi-channel ABM/ABX orchestration and nurture programs Pipeline forecasting and opportunity acceleration

FAQ

What is Demandbase?

+

Demandbase is a private, San Francisco-based software company that provides an AI-powered, account-based go-to-market platform for B2B organizations. Its flagship product, Demandbase One, unifies first- and third-party data, intent signals, and engagement insights with tools for advertising, ABM/ABX orchestration, website personalization, sales intelligence, and analytics. The platform is designed to help marketing, sales, and revenue operations teams identify in-market accounts and buying groups, activate coordinated plays, and measure pipeline and revenue impact from a single system. en.wikipedia.org

How much does Demandbase cost?

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Demandbase uses a custom pricing model built around a platform fee plus a flat per-user charge for GTM teams. The public pricing page notes that Demandbase One for Sales & Marketing is priced with a clear platform fee covering core software and services, with additional per-user fees so organizations can scale usage as needed. In the HubSpot App Marketplace, a representative Demandbase One package is listed as starting at about $45,000 per month, but the vendor emphasizes that final pricing is tailored based on modules, data volumes, and users, and customers should contact Demandbase for an exact quote. demandbase.com

What are the main features of Demandbase?

+

Core Demandbase capabilities include a unified account intelligence hub that combines CRM, MAP, web, and third-party data; Pipeline AI for account and opportunity scoring; buying-group and person-based intent detection; a native B2B advertising DSP; website personalization and forms enrichment; multi-channel ABM/ABX orchestration; journey and engagement analytics; and integrated Data and Sales Intelligence Clouds for enrichment and prospecting. Newer capabilities such as Agentbase introduce connected AI agents that summarize intent and engagement, recommend next-best actions, and help automate GTM workflows across marketing and sales. support.demandbase.com

Who are Demandbase's main competitors?

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Demandbase's primary competitors in the ABM and intent platform space include 6sense, Terminus, ZoomInfo MarketingOS, and Foundry ABM, along with more specialized tools for B2B advertising or intent data. Many of these vendors offer overlapping capabilities in account identification, intent scoring, and orchestration, but Demandbase differentiates itself by combining a B2B DSP, ABM/ABX platform, Data Cloud, Sales Intelligence Cloud, and AI agents in one integrated system. Buyers often compare these products based on data quality, predictive accuracy, advertising performance, integrations, and total cost of ownership. demandbase.com

Is Demandbase good for small businesses?

+

Demandbase can deliver strong value for smaller B2B organizations that have complex deals and are ready to invest in a sophisticated ABM program, but its cost and implementation requirements generally make it a better fit for mid-market and enterprise teams. The platform shines when there is a dedicated RevOps or marketing operations function and a need to coordinate advertising, email, sales engagement, and analytics across multiple systems. Very small businesses or those just starting with ABM often find lighter-weight, lower-cost tools easier to adopt and may turn to a platform like Demandbase once their account-based strategy, data, and processes have matured. ecosystem.hubspot.com

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