Startups > Demandbase

Demandbase

Demandbase helps B2B companies identify and engage high-intent accounts to accelerate sales.

Debt Financing $320M total Founded 2006 San Francisco, California 948 employees

Demandbase is an AI-powered account-based marketing (ABM) platform that helps B2B companies identify high-intent target accounts, engage them across multiple channels, and accelerate revenue growth. The platform combines advertising, marketing orchestration, and account intelligence to show which target accounts are visiting your website, consuming relevant content, and displaying buying signals. With over 2,800 customers including Salesforce, Adobe, and DocuSign, Demandbase unifies fragmented go-to-market data into actionable insights for sales and marketing alignment.

Problem solved

B2B companies struggle to identify which prospects are actively interested, align sales and marketing efforts, and efficiently reach decision-makers within target accounts.

Target customer

Enterprise B2B companies with dedicated sales and marketing teams, $50M+ ARR, complex sales cycles, and multi-stakeholder buying processes.

Website LinkedIn Crunchbase Twitter / X

Founders

Chris Golec

Founder

Serial entrepreneur who previously founded Supplybase (acquired by i2 Technologies in 2000 in the largest software merger at the time) and built demand generation consulting practices before launching Demandbase.

Funding history

Series B $8M August 2008 Led by Adobe Ventures · Altos Ventures, Sigma Partners

Series C $10M May 2011 Led by Sutter Hill Ventures

Series D $15M March 2013 Led by Scale Venture Partners · Adobe Ventures, Altos Ventures, Sigma Partners

Series E $15M October 2014 Led by Greenspring Associates

Series G $30M July 2015 Led by Sageview Capital

Series H $65M May 2017 Led by Sageview Capital · Silver Lake Waterman

Growth Equity $175M February 2023 Led by Vista Equity Partners

Total raised: $320M

Industries

Marketing Analytics Advertising Marketing Automation SaaS Sales Automation Software

Pricing

Custom enterprise pricing with platform fees and per-user costs. Estimated range: $24,000-$300,000+ annually depending on deployment size, with typical contract value around $65,000/year. Requires annual or multi-year commitments. Onboarding costs typically ~$29K with per-seat fees of $1,200-$3,000/year.

Notable customers

Accenture, Adobe, DocuSign, GE, Salesforce, IBM, NetApp, SAP Concur, Deep Instinct, Folloze, TreviPay

Integrations

Salesforce, Marketo, Pardot, Google Analytics, LinkedIn Ads, Twitter Ads, DocuSign, Dreamdata, Qualified, Google Workspace

Tech stack

jQuery (JavaScript libraries) core-js (JavaScript libraries) AOS (JavaScript libraries) Bootstrap (UI frameworks) Qualified (Live chat) Open Graph HTTP/3 DocuSign WordPress (Blogs) Marketo Forms (Widgets) Engagio (Analytics) Google Analytics (Analytics) Dreamdata (Marketing automation) Demandbase (Analytics) Crazy Egg (Analytics) Adobe Analytics (Analytics) Facebook Pixel (Analytics) Linkedin Insight Tag (Analytics) reCAPTCHA (Security) HSTS (Security) Bugcrowd (Security) Google Font API (Font scripts) PHP (Programming languages) Google Workspace (Email) Cloudflare (CDN) Pardot (Marketing automation) Marketo (Marketing automation) MySQL (Databases) Twitter Ads (Advertising) Linkedin Ads (Advertising) Google Tag Manager (Tag managers) Adobe Experience Platform Launch (Tag managers) Yoast SEO Premium (SEO) Yoast SEO (SEO) WP Engine (PaaS) Evidon (Cookie compliance) Google Optimize (A/B Testing)

Website

demandbase.com/

Competitors

Terminus

Offers strong multichannel ABM engagement capabilities with similar account-based approach but different emphasis on execution channels.

6sense

Focuses on predictive analytics and intent data with comparable AI-driven insights but stronger emphasis on predictive modeling.

Engagio

Targets marketers seeking data-driven engagement insights with lighter implementation but potentially narrower feature set for complex enterprise deployments.

Folloze

Emphasizes content-based ABM engagement with focus on sales enablement and buyer journey orchestration.

Madison Logic

Provides ABM advertising and analytics platform with different emphasis on programmatic account-based advertising.

Why this matters: Demandbase is one of the earliest and largest ABM platforms, having raised $320M and securing over 2,800 enterprise customers. The company's 2023 $175M funding round from Vista Equity Partners signals strong market validation of the ABM category and Demandbase's position as a market leader in helping enterprises execute coordinated go-to-market strategies.

Best for: Enterprise B2B companies with large deal sizes, long sales cycles, and multiple stakeholders who need to align sales and marketing around high-value target accounts.

Use cases

Account-Based Sales Acceleration

Sales teams use Demandbase to identify which target accounts are actively researching solutions, allowing reps to reach out at the right time with relevant messaging. For example, SAP Concur increased closed-won revenue by 52% and deal size by 57% by consistently advertising to prioritized accounts, enabling more strategic prospecting.

Marketing and Sales Alignment

Marketing teams use the platform to show sales which target accounts are engaging with content and demonstrating buying intent, enabling both teams to focus efforts on high-probability opportunities. This unified visibility reduces friction between teams and improves handoff quality.

Account-Based Advertising Campaigns

Demandbase enables B2B companies to run targeted ad campaigns to employees at specific account names, maximizing ad spend efficiency. Deep Instinct increased SDR call-to-conversation ratios by 333% and pipeline by 900% year-over-year through consistent account-based advertising campaigns.

Pipeline Generation and Acceleration

By identifying and engaging the right accounts at scale, companies use Demandbase to accelerate their entire pipeline generation process. Folloze's ABM program generated 75% of pre-pipeline and pipeline, doubling pipeline goals while reducing sales cycle length.

Alternatives

6sense Choose 6sense if predictive intent data and AI-driven lead scoring are your primary need; choose Demandbase for more integrated advertising and orchestration capabilities.

Terminus Choose Terminus if you need stronger multichannel campaign execution and content personalization; choose Demandbase for comprehensive account intelligence and advertising integration.

Engagio Choose Engagio for lighter-weight implementation and content-focused engagement; choose Demandbase for enterprise-scale deployments requiring deep platform integration.

FAQ

What does Demandbase do? +

Demandbase is an AI-powered account-based marketing platform that helps B2B companies identify target accounts showing buying intent, engage them across advertising and marketing channels, and align sales and marketing teams. The platform combines account intelligence, advertising orchestration, and unified data insights to accelerate revenue growth through data-driven GTM execution.

How much does Demandbase cost? +

Demandbase uses a fully custom pricing model starting at approximately $24,000/year for smaller deployments and scaling to $300,000+ for full enterprise implementations, with typical contracts averaging around $65,000/year. Pricing includes platform fees, per-user costs ($1,200-$3,000/seat/year), onboarding (~$29K), and potential add-on modules. Contracts are annual or multi-year with no monthly option.

What are alternatives to Demandbase? +

Top alternatives include 6sense (predictive intent and AI-driven lead scoring), Terminus (multichannel ABM campaigns), Engagio (data-driven marketing engagement), Madison Logic (programmatic account-based advertising), and Folloze (content-based ABM and sales enablement). Each has different strengths depending on whether you prioritize predictive analytics, advertising integration, or engagement execution.

Who uses Demandbase? +

Enterprise B2B companies with large deal sizes and long sales cycles use Demandbase. Notable customers include Salesforce, Adobe, DocuSign, GE, Accenture, IBM, NetApp, SAP Concur, and Deep Instinct. The platform supports over 2,800 customers globally, primarily in complex B2B industries with multiple decision-makers.

How does Demandbase compare to 6sense? +

Both are AI-powered ABM platforms, but Demandbase emphasizes advertising orchestration, multichannel engagement, and integrated account intelligence, while 6sense specializes in predictive intent data and lead scoring. Demandbase is typically better for companies with strong advertising budgets; 6sense is stronger for intent-driven lead prioritization. Demandbase also includes more built-in execution capabilities across channels.