Q&A with Jon Miller, Chief Marketing and Product Officer at Demandbase

Media 7 | February 16, 2021

Jon Miller, Chief Marketing and Product Officer at Demandbase,  is a marketing entrepreneur and a thought leader. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was a co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.

Jon is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also the author of numerous e-books including Complete and Clear Guide to Account Based Marketing and the Definitive Guide to Marketing Automation.

Think big, start small, and move quickly. Customers want to get up and running quickly — in under 24 hours — and don’t have months to learn and implement a new tool.



MEDIA 7:What inspired you to move from marketing automation to ABM?
JON MILLER:
While leading Marketo, we had a lead-based demand gen model in place that was really quite efficient. But, as we got closer to our IPO, we were having diminishing marginal returns from it. We realized we needed a second engine, one through which we could go and target larger companies as we wanted to move upmarket. So we started working on an outbound strategy, and we didn’t even call it account-based marketing (ABM) at the time. But that’s what it was.

We identified accounts and put together ways to go after them. It worked, which was the good news. The bad news was that it was manual, and I drove my team crazy trying to contort Marketo and Salesforce to track the things I wanted to track, since they weren’t account-based systems. When I realized the approach worked but was way too hard with the existing lead-based technologies, I was inspired to create a new platform.

M7: How do you practice ABM at Demandbase? What have you learned from utilizing your own product for lead generation?
JM:
Our approach to ABM at Demandbase is two-fold. First, we believe in creating different styles of ABM for different tiers of accounts. So, we practice one-to-one marketing for a small handful; one-to-few for a larger, but still very constrained number of accounts; one-to-many for the rest of our target account universe fall into a one-to-many bucket. This blended strategy allows us to differentiate the number of resources we put into each account, based on its potential value.

Second, we drink our own champagne. We use intent data and our pipeline prediction analytics to figure out when any of our accounts are showing signs of being in the market or ready to engage in sales. When we have one of those signals present, which is what we call a marketing qualified account (MQA), we bump it up to one-to-few or one-to-one so we can focus extra time and attention on those hot in market accounts.


We drink our own champagne. We use intent data and our pipeline prediction analytics to figure out when any of our accounts are showing signs of being in the market or ready to engage in sales.



M7: What is your marketing mantra to stand out in an overly saturated MarTech space?
JM:
Our core mantra is “Think big, start small, and move quickly.” Customers want to get up and running quickly — in under 24 hours — and don’t have months to learn and implement a new tool. So, we want the product to be incredibly easy to use, and fast to get up and running. But at the end of the day, our users are sophisticated enterprises executing complicated strategies. ABM can be very powerful, and we don't want to give people a tinker toy. So, while we make the common and easy things super easy, we also strive to make the hard things possible.  The solution has a ton of power and flexibility, which lets our customers evolve and adapt as they grow in ABM sophistication.

M7: What do you believe are the top three marketing challenges in the post COVID-19 era?
JM
: COVID-19 accelerated six years of digital in six months. So, buyers who may have never thought of conducting a complex B2B purchase entirely online have now become incredibly accustomed to doing that kind of a thing. In order to succeed post-pandemic and beyond, marketers will need to continue to lean into their digital transformation and optimize their digital strategy.

Furthermore, COVID-19 has raised buyer expectations, so organizations must retrain themselves in their sales approach. Salespeople shouldn’t jump on "everything that wiggles" or follow up on every single campaign response. Instead, they must really know where each buyer is in their journey and align their go-to-market to the appropriate actions accordingly.

Finally, the pandemic has shown that some companies have thrived during this period, like Zoom, and other companies have struggled a lot harder. So, another challenge in the wake of COVID is that marketers need to revisit their target account lists to really understand which industries and companies are doing well, so they can double down on their growth.


COVID-19 accelerated six years of digital in six months. Buyers who may have never thought of conducting a complex B2B purchase entirely online have now become incredibly accustomed to doing that kind of a thing.



M7: What do you read, and how do you consume information to stay at the top of your game?
JM:
Whenever I need to speak or write about a topic, I make sure to educate myself about it as much as possible. Luckily, one of my “superpowers” is synthesis. I'm really good at just absorbing a ton of information, from what I read and watch. Just attach me to the fire hose and I can bring it all in and connect the dots.

Also, as I’m working with my team on product development, we’re always innovating the product based on customer demands and needs. So I’m constantly learning by listening to customers and seeing how they’re operating.

ABOUT DEMANDBASE

Demandbase offers the only end-to-end ABM Platform that helps B2B companies identify, win and grow the accounts that matter most. Our success would not be possible without the driven and collaborative teams here at Demandbase. As a company, we’re as committed to growing careers as we are to building world-class technology. We invest heavily in people, our culture and the community around us, and have continuously been recognized as one of the best places to work in the Bay Area.

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Demandbase Recognized as a G2 Fall 2022 Leader in a Remarkable 39 Reports

Demandbase | September 23, 2022

Demandbase, the Smarter GTM™ company for B2B brands, announced today it has been recognized in 54 reports, including 42 grids across 11 different categories in the G2 fall 2022 reports. Recognition includes 39 as a leader, 13 as a high performer, and two in best relationship. The G2 Grid® Reports are a result of real user ratings and reveal which solutions have the most satisfied customers and largest market presence. "Being recognized as a leader and improving our rankings across so many different categories is proof that Demandbase is the top choice for B2B companies," says Jon Miller, chief marketing officer at Demandbase. "Being recognized as a leader and improving our rankings across so many different categories is proof that Demandbase is the top choice for B2B companies," says Jon Miller, chief marketing officer at Demandbase. "We are constantly looking to improve and provide the best solutions for our customers. Our success really comes from customer accomplishments and it is always gratifying to see our customers using our platform to drive growth and telling their peers about their success." In today's economic climate, Smarter GTM™ is not only the fastest path to growth, it is essential for survival. Companies need to be able to do more with less and that means they need to work smarter, not harder. The fall G2 rankings solidify Demandbase as the Smarter GTM™ solution for companies and once again showcase Demandbase as a leader in the B2B GTM industry. Demandbase received highest rankings in the following reports: Enterprise Relationship Index for Account-Based Advertising Enterprise Relationship Index for Account-Based Analytics Enterprise Grid® Report for Account-Based Advertising Enterprise Grid® Report for Account-Based Analytics Enterprise Grid® Report for Account-Based Orchestration Platforms Enterprise Grid® Report for Attribution Mid-Market Grid® Report for Attribution In all, Demandbase was recognized in the following 11 categories; Account Data Management, Account-Based Advertising, Account-Based Analytics, Account-Based Orchestration Platform, Account-Based Web and Content Experiences, Attribution, Buyer Intent Data Tools, Demand Side Platform (DSP), Market Intelligence, Marketing Account Intelligence, and Sales Intelligence. To read current reviews, write your own review, and hear from active Demandbase users, visit G2's review page, https://www.g2.com/products/demandbase-abm-platform/reviews. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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ACCOUNT BASED DATA

Demandbase Releases 2022 C-Suite Go-To-Market (GTM) Benchmark Survey

Demandbase | August 24, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the results of its 2022 C-Suite Go-To-Market (GTM) Benchmark Survey in partnership with Demand Gen Report. The survey queried more than 200 high-level B2B leaders across marketing and sales in order to gain a clearer picture of ongoing industry evolution and the GTM approaches that separate the leading versus lagging companies. Demandbase discovered important insights about which strategies are driving growth, the continued challenge of sales and marketing alignment, the evolving definition of GTM to encompass the entire customer journey, the impact of account intelligence and technology, and more. "This year's GTM Benchmark Survey told us a lot about sales and marketing leaders' changing priorities and attitudes," says Jon Miller, chief marketing officer at Demandbase. "This year's GTM Benchmark Survey told us a lot about sales and marketing leaders' changing priorities and attitudes," says Jon Miller, chief marketing officer at Demandbase. "Most importantly, it revealed that the true B2B leaders are modernizing their approach to GTM and becoming more progressive in how they leverage data, align their internal teams, and use technology, leading to greater success." Key findings from the report include: Internal Alignment to Drive Growth Respondents reported a variety of investments they plan to make in order to drive growth, with 61% citing sales and marketing alignment as their top priority. Alignment between the two departments has historically been a major challenge in B2B, and the survey found that measuring different metrics (33%) was the most common cause, next to poor handoffs (28%) and lack of communication (26%). While 41% of SDRs report to sales and 22% report to marketing, 26% actually follow a hybrid model in which sales handles outbound efforts and marketing handles inbound. "To help organizations bridge the gap between sales and marketing, they need to start by sharing the same metrics," says Allison Metcalfe, Demandbase's chief revenue officer. "I like to think of this in terms of a Venn Diagram; one circle is sales KPIs and the other marketing KPIs. If the metrics don't overlap in the middle, misalignment will continue to challenge organizations. To help build stronger internal alignment, it's important revenue teams can agree on what is in that Venn diagram overlap and identify how to best work together to drive success there." Key Metrics Based on the survey results, organizations are starting to pay attention to the unreliability and inaccuracy of first and last-touch attribution, with 54% shifting in favor of multi-touch for tracking marketing influence on pipeline. The most common response for measurement is marketing-qualified leads (MQLs) at 18%, followed by total pipeline at (16%), marketing-sourced pipeline (13%), total bookings/revenue (13%); and marketing-qualified accounts (MQAs) (13%). Smarter, Modernized Practices When asked how organizations are using account intelligence, including intent data and technographics, in their GTM strategy, the survey uncovered that 59% use it for account prioritization, 55% rely on it for competitive intelligence, 49% use it for personalized messaging and outreach, 39% use it to inform account selection, and 26% turn to account intelligence to time their engagements. Although both leaders and laggards had similar responses around types of data they use (account history, contact data, and marketing campaign activity), the leaders focused more on social insights (34%), technographics (27%), news (27%), and account hierarchies (26%), while laggards relied more on first-party data sources (such as website activity), which only show a part of the puzzle. The research also found that 47% of survey respondents are using "more" or "many more" intent data providers compared to the year before. B2B companies continue to struggle with data decay and other data challenges, citing missing/incomplete information (59%), data quality (56%), siloed data sources (40%), and difficulty turning data into action (32%) as ongoing issues. Room for Improvement Organizations' use of intent data is promising, as mentioned above, but there is still ample opportunity to capitalize on this even more. For example, more B2B companies could use intent data to help with timing their engagement, enabling them to be first to the party, and improving deal velocity. The survey revealed that companies are increasing their reliance on data and insights to improve their marketing and sales strategies, which is a positive trend. However, they would be better off using it first to choose the right accounts — the starting point for a successful account-based strategy. A mere 21% focused on firmographics, which are key to identifying the best-fit accounts. The industry as a whole is trending toward supporting a self-service buyer's journey, and respondents indicated they're evolving their GTM accordingly. Such efforts, like product tours (in-app walk-throughs/tutorials) (46%), interactive demos (45%), online calculators for ROI, quota, etc. (43%), and demo videos (39%), are important now and will be even more so in the future. As the industry continues to evolve and new processes, technologies, and strategies enter the fold, B2B leaders will quickly be separated from the laggards. Those companies that expect to drive efficiency and growth will need a firm understanding of modern GTM, and how to support it with internal alignment, data, tech, and progressive practices. To learn more and download the full survey report, visit https://www.demandbase.com/report/2022-c-suite-go-to-market-benchmark-survey. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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Demandbase Partners with Snowflake to Deliver Access to Account Intelligence

Demandbase | September 15, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the launch of Demandbase Smart Data on Snowflake Marketplace through a partnership with Snowflake, the Data Cloud company. Snowflake Marketplace, powered by Snowflake's ground-breaking approach to data in the cloud, allows companies to receive direct access to raw data products and leverage data quickly, securely, and cost-effectively. Snowflake Marketplace simplifies sharing, collaboration, and the commercialization of data, data services and applications, enabling users to unlock entirely new revenue streams and extended insights across Snowflake. "Partnering with Snowflake is a great step forward in data accessibility for B2B companies, ensuring accessibility to first- and third-party B2B data," said Asher Mathew, vice president of Go-to-Market for Data Cloud at Demandbase. "Today's buying journey is almost entirely done digitally and anonymously. In order to scale, companies need access to data and insights that will help them to better understand accounts and power their GTM strategies. Demandbase provides world-class data and intelligence to create personalized marketing and sales experiences." Snowflake customers can now leverage Demandbase Smart Data on Snowflake Marketplace and work with the Demandbase Data Cloud team to gain a true 360-degree view of their entire GTM from identification to close and beyond. Joint customers can now access over 55M accounts worldwide, leverage over 113M contacts, 19K technographics covering frontend and backend technologies, and more than 325K intent keywords to elevate their GTM. "B2B data is complex and customers are consistently running into access barriers," said Kieran Kennedy, Head of Snowflake Marketplace. "B2B data is complex and customers are consistently running into access barriers," said Kieran Kennedy, Head of Snowflake Marketplace. "Together, Demandbase and Snowflake are working to remove those challenges, helping joint customers accelerate their GTM, and hit their goals more quickly and efficiently through Snowflake Marketplace." About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

TARGETED ACCOUNT STRATEGY

Demandbase Recognized as a G2 Fall 2022 Leader in a Remarkable 39 Reports

Demandbase | September 23, 2022

Demandbase, the Smarter GTM™ company for B2B brands, announced today it has been recognized in 54 reports, including 42 grids across 11 different categories in the G2 fall 2022 reports. Recognition includes 39 as a leader, 13 as a high performer, and two in best relationship. The G2 Grid® Reports are a result of real user ratings and reveal which solutions have the most satisfied customers and largest market presence. "Being recognized as a leader and improving our rankings across so many different categories is proof that Demandbase is the top choice for B2B companies," says Jon Miller, chief marketing officer at Demandbase. "Being recognized as a leader and improving our rankings across so many different categories is proof that Demandbase is the top choice for B2B companies," says Jon Miller, chief marketing officer at Demandbase. "We are constantly looking to improve and provide the best solutions for our customers. Our success really comes from customer accomplishments and it is always gratifying to see our customers using our platform to drive growth and telling their peers about their success." In today's economic climate, Smarter GTM™ is not only the fastest path to growth, it is essential for survival. Companies need to be able to do more with less and that means they need to work smarter, not harder. The fall G2 rankings solidify Demandbase as the Smarter GTM™ solution for companies and once again showcase Demandbase as a leader in the B2B GTM industry. Demandbase received highest rankings in the following reports: Enterprise Relationship Index for Account-Based Advertising Enterprise Relationship Index for Account-Based Analytics Enterprise Grid® Report for Account-Based Advertising Enterprise Grid® Report for Account-Based Analytics Enterprise Grid® Report for Account-Based Orchestration Platforms Enterprise Grid® Report for Attribution Mid-Market Grid® Report for Attribution In all, Demandbase was recognized in the following 11 categories; Account Data Management, Account-Based Advertising, Account-Based Analytics, Account-Based Orchestration Platform, Account-Based Web and Content Experiences, Attribution, Buyer Intent Data Tools, Demand Side Platform (DSP), Market Intelligence, Marketing Account Intelligence, and Sales Intelligence. To read current reviews, write your own review, and hear from active Demandbase users, visit G2's review page, https://www.g2.com/products/demandbase-abm-platform/reviews. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

ACCOUNT BASED DATA

Demandbase Releases 2022 C-Suite Go-To-Market (GTM) Benchmark Survey

Demandbase | August 24, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the results of its 2022 C-Suite Go-To-Market (GTM) Benchmark Survey in partnership with Demand Gen Report. The survey queried more than 200 high-level B2B leaders across marketing and sales in order to gain a clearer picture of ongoing industry evolution and the GTM approaches that separate the leading versus lagging companies. Demandbase discovered important insights about which strategies are driving growth, the continued challenge of sales and marketing alignment, the evolving definition of GTM to encompass the entire customer journey, the impact of account intelligence and technology, and more. "This year's GTM Benchmark Survey told us a lot about sales and marketing leaders' changing priorities and attitudes," says Jon Miller, chief marketing officer at Demandbase. "This year's GTM Benchmark Survey told us a lot about sales and marketing leaders' changing priorities and attitudes," says Jon Miller, chief marketing officer at Demandbase. "Most importantly, it revealed that the true B2B leaders are modernizing their approach to GTM and becoming more progressive in how they leverage data, align their internal teams, and use technology, leading to greater success." Key findings from the report include: Internal Alignment to Drive Growth Respondents reported a variety of investments they plan to make in order to drive growth, with 61% citing sales and marketing alignment as their top priority. Alignment between the two departments has historically been a major challenge in B2B, and the survey found that measuring different metrics (33%) was the most common cause, next to poor handoffs (28%) and lack of communication (26%). While 41% of SDRs report to sales and 22% report to marketing, 26% actually follow a hybrid model in which sales handles outbound efforts and marketing handles inbound. "To help organizations bridge the gap between sales and marketing, they need to start by sharing the same metrics," says Allison Metcalfe, Demandbase's chief revenue officer. "I like to think of this in terms of a Venn Diagram; one circle is sales KPIs and the other marketing KPIs. If the metrics don't overlap in the middle, misalignment will continue to challenge organizations. To help build stronger internal alignment, it's important revenue teams can agree on what is in that Venn diagram overlap and identify how to best work together to drive success there." Key Metrics Based on the survey results, organizations are starting to pay attention to the unreliability and inaccuracy of first and last-touch attribution, with 54% shifting in favor of multi-touch for tracking marketing influence on pipeline. The most common response for measurement is marketing-qualified leads (MQLs) at 18%, followed by total pipeline at (16%), marketing-sourced pipeline (13%), total bookings/revenue (13%); and marketing-qualified accounts (MQAs) (13%). Smarter, Modernized Practices When asked how organizations are using account intelligence, including intent data and technographics, in their GTM strategy, the survey uncovered that 59% use it for account prioritization, 55% rely on it for competitive intelligence, 49% use it for personalized messaging and outreach, 39% use it to inform account selection, and 26% turn to account intelligence to time their engagements. Although both leaders and laggards had similar responses around types of data they use (account history, contact data, and marketing campaign activity), the leaders focused more on social insights (34%), technographics (27%), news (27%), and account hierarchies (26%), while laggards relied more on first-party data sources (such as website activity), which only show a part of the puzzle. The research also found that 47% of survey respondents are using "more" or "many more" intent data providers compared to the year before. B2B companies continue to struggle with data decay and other data challenges, citing missing/incomplete information (59%), data quality (56%), siloed data sources (40%), and difficulty turning data into action (32%) as ongoing issues. Room for Improvement Organizations' use of intent data is promising, as mentioned above, but there is still ample opportunity to capitalize on this even more. For example, more B2B companies could use intent data to help with timing their engagement, enabling them to be first to the party, and improving deal velocity. The survey revealed that companies are increasing their reliance on data and insights to improve their marketing and sales strategies, which is a positive trend. However, they would be better off using it first to choose the right accounts — the starting point for a successful account-based strategy. A mere 21% focused on firmographics, which are key to identifying the best-fit accounts. The industry as a whole is trending toward supporting a self-service buyer's journey, and respondents indicated they're evolving their GTM accordingly. Such efforts, like product tours (in-app walk-throughs/tutorials) (46%), interactive demos (45%), online calculators for ROI, quota, etc. (43%), and demo videos (39%), are important now and will be even more so in the future. As the industry continues to evolve and new processes, technologies, and strategies enter the fold, B2B leaders will quickly be separated from the laggards. Those companies that expect to drive efficiency and growth will need a firm understanding of modern GTM, and how to support it with internal alignment, data, tech, and progressive practices. To learn more and download the full survey report, visit https://www.demandbase.com/report/2022-c-suite-go-to-market-benchmark-survey. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

ACCOUNT BASED DATA

Demandbase Partners with Snowflake to Deliver Access to Account Intelligence

Demandbase | September 15, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the launch of Demandbase Smart Data on Snowflake Marketplace through a partnership with Snowflake, the Data Cloud company. Snowflake Marketplace, powered by Snowflake's ground-breaking approach to data in the cloud, allows companies to receive direct access to raw data products and leverage data quickly, securely, and cost-effectively. Snowflake Marketplace simplifies sharing, collaboration, and the commercialization of data, data services and applications, enabling users to unlock entirely new revenue streams and extended insights across Snowflake. "Partnering with Snowflake is a great step forward in data accessibility for B2B companies, ensuring accessibility to first- and third-party B2B data," said Asher Mathew, vice president of Go-to-Market for Data Cloud at Demandbase. "Today's buying journey is almost entirely done digitally and anonymously. In order to scale, companies need access to data and insights that will help them to better understand accounts and power their GTM strategies. Demandbase provides world-class data and intelligence to create personalized marketing and sales experiences." Snowflake customers can now leverage Demandbase Smart Data on Snowflake Marketplace and work with the Demandbase Data Cloud team to gain a true 360-degree view of their entire GTM from identification to close and beyond. Joint customers can now access over 55M accounts worldwide, leverage over 113M contacts, 19K technographics covering frontend and backend technologies, and more than 325K intent keywords to elevate their GTM. "B2B data is complex and customers are consistently running into access barriers," said Kieran Kennedy, Head of Snowflake Marketplace. "B2B data is complex and customers are consistently running into access barriers," said Kieran Kennedy, Head of Snowflake Marketplace. "Together, Demandbase and Snowflake are working to remove those challenges, helping joint customers accelerate their GTM, and hit their goals more quickly and efficiently through Snowflake Marketplace." About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

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DEMANDBASE

DEMANDBASE

Demandbase offers the only end-to-end ABM Platform that helps B2B companies identify, win and grow the accounts that matter most. Our success would not be possible without the driven and collaborative teams here at Demandbase. As a company, we’re as committed to growing careers as we are to building...

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