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Demandbase ABM update combines targeting, engagement and conversion tools

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Thomas Gibson
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Demandbase on Thursday added self-service capabilities and additional artificial intelligence tools to its account-based marketing platform, promising an easier way for companies to find the right people, set up and manage campaigns.

Focused on targeting, engagement and conversion, the latest Demandbase ABM will include integrations from more than 50 other martech tools and streamline the process of bringing in data from sources such as CRM, the company said.

This includes the ability to automatically select the right display ads for a particular account, for example, ways to optimize web sites and forms and deliver relevant data to sales development reps.

“I think a lot of the other ABM providers really focus more on point solutions,” Chris Golec, CEO of Demandbase, told B2B News Network.

“But if you’ve been running ABM programs, for all these enterprises it’s nearly impossible to stitch these things together.”

A few months ago Demandbase showed its interest in the AI space with Real-Time Intent, a mechanism for identifying accounts most likely to make a purchase.

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