Demandbase, the leader in account-based marketing (ABM), announced a new level of ABM integration with Marketo Engage to provide business-to-business (B2B) marketing and sales teams more flexibility to share accounts and audiences between platforms and solutions. For the first time, joint customers will be able to combine their first-party contact data from Marketo with deep intent-level data from Demandbase, linking known and anonymous account data across the two solutions. Marketo users can now leverage Demandbase intent and engagement insights to identify high-value accounts. Mutual customers will also have a comprehensive view of the buyer’s journey from the first signal of intent to marketing engagement to sales activity.
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“B2B marketers consider their contact database a core asset, but they have struggled to leverage it for the account-based campaigns that have become standard,” said Chris Golec, CEO of Demandbase. “With our expanded partnership, mutual customers can improve the performance of their ABM programs by reaching their key contacts across channels.”
Demandbase will leverage contact and account activity data from Marketo to engage with target accounts through Marketo and other channels. Customers will be able to create actionable and dynamic segments at both the account and contact level. Once audiences are created in Demandbase, users can launch demand generation campaigns in Marketo targeting these accounts. Customers will also be able to launch account-based ad campaigns with Demandbase directly from Marketo, expanding on the first-party contact data within Marketo to reach the broader buying committee of a target account.
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“B2B marketers continue to leverage ABM strategies to transform their marketing programs,” said Shai Alfandary, global head of ISVs and LaunchPoint ecosystem at Adobe. “We believe that deepening our partnership with Demandbase will be a game-changer for our customers as they look to engage more effectively with individual contacts and accounts, known and anonymous prospects, across all channels.”
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This new functionality will begin rolling out to Marketo and Demandbase customers in Q2 2019.
