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B2B targeted marketing platform Demandbase raises $65 million

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Shane Higgins
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p B2B marketing platform Demandbase has raised $65 million in a round of funding led by Sageview Capital and Silver Lake Waterman, with participation from Adobe Systems, Altos Ventures, Greenspring Associates, Scale Venture Partners, Sigma Partners, and Split Rock Partners.

/p p Founded in 2007, San Francisco-based Demandbase offers an account-based marketing (ABM) platform that helps B2B firms target prospective clients based around pre-determined criteria, such as revenue, industry, and previous purchasing habits.

/p p More specifically, the Demandbase platform enables companies to deliver personalized online ads to specific people at specific companies across the web, while refining the message to try to convert them into customers.

It does this through a database that aligns IP addresses with company information, so that Demandbase users can detect when an employee of a prospect company is visiting its website or viewing one of its ads.

The platform also combines machine learning algorithms with its gargantuan B2B database to help map relationships between companies and garner useful insights.

/p p Prior to now, Demandbase had raised around $93 million in equity financing, and with its latest cash injection it plans to “accelerate innovation of its Artificial Intelligence (AI) and machine-learning technology, and expand ABM adoption worldwide,” according to a statement issued by the company.

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Shane Higgins
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