Demandbase and Marketo collaborate to improve ABM campaigns

Demandbase and Marketo are working together to enable customers to combine individual and account-level data for cross-channel ABM campaigns. The move aims to help marketing and sales teams to have more flexibility in sharing accounts and audiences between platforms and solutions. Customers will now be able to combine their first party contact data from Marketo with their intent-level data from Demandbase. This means customers of Marketo will now be able to use Demandbase’s intent and engagement insights. Those who are customers of both companies will also be able to access a more extensive view of the buying journey. Account-based marketing campaigns can now be launched with Demandbase directly from Marketo. Chris Golec, CEO at Demandbase, said: “B2B marketers consider their contact database a core asset, but they have struggled to leverage it from the account-based campaigns that have become standard. With our expanded partnership, mutual customers can improve the performance of their ABM programmes by reaching their key contacts across channels.” Shai Alfandary, global head of ISVs and LaunchPoint ecosystem at Adobe – which paid $4.75 billion for Marketo in September 2018 – added he believed B2B marketers would continue to use ABM strategies.