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Demandbase pledges to ease B2B marketers integration issues via ABM Ecosystem

Last updated on May 7th, 2019 at 05:51 pm

Demandbase on Monday announced what it is calling an ABM Ecosystem, a collection of both existing partners and new partners designed to faciliate common data, shared audiences and integrated workflows across account-based marketing software.

Lauching as part of the SiriusDecisions Summit taking place in Austin this week, San Francisco-based Demandbase said its ABM Ecosystem arose through increased interest from other technology vendors wanting to partner and build integrations with its products. Though the company said it will continue add partners over the course of this year, the roster currently includes Salesforce Pardot, Adobe’s Marketo, Oracle, SAP, Drift, Uberflip, PathFactory, Folloze, and Sigstr. 

In the past, our partnerships were about point solutions working together,” Demandbase CMO Peter Isaacson told B2B News Network via e-mail. “(This offers customers) a complete view of accounts and their activities so they can deliver consistent cross-channel messages.”

To some extent, Demandbase is responding to the ever-increasing complexity in the martech landscape, as shown by Chiefmartech in its recent overview of more 7000 vendors. Beyond that, Isaacson said the goal behind the Demandbase ABM Ecosystem is to extend functionality, channels and execution layers for its customers.

“It does not significantly change how we sell our platform or go-to-market approach, although it does broaden the depth and breadth of our offering as well provide co-selling and co-marketing opportunities with these partners,” he said.

While Demandbase is trying to help ease integration issues for marketers, its competitors are trying to smooth the flow of data between marketing and sales. Last month, for instance, San Mateo, Calif.-based Engagio launched an account-based alerting capability in its platform. Engagio said its Sales Activation Tools — which include real-time alerts and reports, territory digests, and account insights in CRM — empower marketing and sales to act together on the right activities, quickly, boosting ABM initiatives. 

Around the same time, meanwhile, RollWorks announced the availability of its own ABM app on Salesforce AppExchange, which it said would allow for better ABM targeting, personalization and reporting, among other benefits.

Demandbase clearly sees strength in numbers, though the company did not disclose exactly who else might join its ABM Ecosystem over the course of 2019.

“Our partner team vets partnerships for business alignment and technical review as well as market fit and need,” Isaacson said.

Beyond its appearance at SiriusDecisions Summit, Demandbase is planning to run a virtual ABM Summit on Wednesday.

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Shane Schick
Shane Schickhttp://shaneschick.com
Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.