Demandbase Recognized As A Leader By Forrester Among ABM Platforms

Demandbase | June 10, 2020

  • Independent Research firm gives Demandbase differentiated scores in advertising, sales insights, and personalization.

  • The Demandbase ABM platform is a comprehensive, end-to-end solution built specifically for B2B marketers.

  • Demandbase has strong relationships and integrations with leading MAPs.

Demandbase, the leader in Account-Based Marketing (ABM), today announced that it has been recognized by Forrester as a leader in The Forrester New Wave™: ABM Platforms, Q2 2020. In the evaluation, Demandbase received differentiated scores in the categories of account-based advertising, personalization, product roadmap, and market approach criteria. The report demonstrates that Account-Based Marketing (ABM) is not only a solidified category but a proven growth strategy for B2B organizations.

The Demandbase ABM platform is a comprehensive, end-to-end solution built specifically for B2B marketers. According to the report, "Demandbase has strong relationships and integrations with leading MAPs. The company is also an attractive choice for organizations most comfortable working with large vendors with high market awareness."

We are honored to be recognized by Forrester as a leader among ABM platforms. ABM is now an established technology category and a proven business growth strategy. That's why we continue to see so many B2B companies investing in ABM, even in these uncertain economic times

~ Peter Isaacson, Chief Marketing Officer, Demandbase

"As Forrester noted in their report, customers recognize our commitment to deliver best-in-class functionalities like site optimization and hands-on customer support to help them become successful. We believe that this evaluation simply confirms our leadership position, and the power of our platform to help support B2B companies through data, insights, and action."

The report evaluated the 14 most significant providers of ABM platforms on 10 criteria, including account selection, engagement design and orchestration, engagement channels, personalization, advertising, data management, performance assessment, product roadmap, product vision, and market approach. The vendors that scored highest in this report have the broadest capabilities.

About Demandbase

Demandbase is the leader in Account-Based Marketing (ABM) and an indispensable part of the B2B tech stack. The company offers the only end-to-end ABM platform that helps B2B marketers identify, win, and grow the accounts that matter most. The biggest and fastest-growing companies in the world, such as Accenture, Adobe, DocuSign, GE, Salesforce, and others, rely on Demandbase to drive their ABM strategy and maximize their marketing performance. The company has been named to the JMP Securities list "The Hot 100: The Best Privately Held Software Companies," the Deloitte Fast 500, and named a Gartner Cool Vendor for Tech Go-To-Market. In 2019, Demandbase executives authored the definitive book on ABM, Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue.



In this edition of Vertical Measures Explains, Dave Haar discussed how content marketing can work for both B2B and B2C companies

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Total Economic Impact Study Finds Demandbase Customers Achieve 367% ROI

Demandbase | April 25, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announces the results of its commissioned Total Economic Impact™(TEI) Study conducted by Forrester Consulting. The study's goal is to help enterprise organizations understand the costs, business benefits, and potential return on investment (ROI) they may realize by deploying Demandbase ABX and Advertising Clouds. With the analysis based on a $200 million, 650-employee composite organization, Forrester found that Demandbase delivered 367% ROI in three years, with a net present value (NPV) of $1.94 million, and payback in less than six months. The platform was also found to help increase revenue by close to $1 million and to enable customers to avoid the additional costs of third-party tools. "We've seen the impact Demandbase Ones has on customers time and again," says Gabe Rogol, chief executive officer of Demandbase. "We've seen the impact Demandbase Ones has on customers time and again," says Gabe Rogol, chief executive officer of Demandbase. "It's really valuable, though, to have a highly respected, third-party research firm like Forrester conduct an independent evaluation of this impact. Their findings confirm what we've seen to be true, which is that our customers' success in sales, marketing and overall revenue is wildly amplified by using Demandbase." In addition to discovering ROI and revenue potential, Forrester also uncovered further benefits that organizations can experience when using Demandbase, including: Marketing productivity gains — By leveraging Demandbase's Account Intelligence functions, ABM teams saved days determining which accounts were most likely to buy and what content would generate the most interest. As such, ABM teams increased their productivity and improved KPIs, such as a 3% improvement in the close rate for marketing sourced leads. Sales productivity gains — After implementing Demandbase, sales development representatives (SDRs) saw immediate improvements in their metrics, doubling their productivity. One ABM specialist said her team opened 22 new opportunities in just six months. Improved sales & marketing relationships — Interviewees noted that Demandbase drove sales and marketing alignment, with one reporting a 90% adoption rate of account executives (AEs) and SDRs using the tool. "Historically, one of the most difficult, but necessary, parts of growing revenue is a strong relationship between sales and marketing," says Allison Metcalfe, chief revenue officer of Demandbase. "It's clear through this study that Demandbase not only improves ROI and revenue, but also gets to the heart of an organization by building a bridge between these two essential departments. This creates cohesion and ultimately empowers them to achieve an aligned, optimized go-to-market that puts customers first. This is an incredibly important part of what Demandbase delivers, and what fuels its noteworthy economic impact." Click here to access the Total Economic Impact™ Of Demandbase: Cost Savings And Business Benefits Enabled By Demandbase, April 2022, a commissioned study conducted by Forrester Consulting on behalf of Demandbase and sign up for the webinar taking place on Tuesday, April 26 in which the Total Economic Impact™ of Demandbase will be further explored. 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

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ZoomInfo Launches New Account-Based Marketing Platform, MarketingOS

ZoomInfo | February 09, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced the launch of MarketingOS, a new account-based marketing (ABM) platform that aligns sales and marketing teams in a unified system powered by ZoomInfo’s world-class business-to-business (B2B) data. MarketingOS helps demand generation and ABM teams target and convert leads into buyers through insight-driven orchestration and personalized engagement across multiple channels, including display and social advertising, email, SMS, and more. MarketingOS also turns websites into digital storefronts—through enriched forms, unique visitor tracking, and human-first chat experiences—to help improve on-site conversion and to tighten the relationship with sales. “Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo Founder and CEO Henry Schuck. “Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo Founder and CEO Henry Schuck. “ZoomInfo’s unique data science algorithms allow marketers to connect with the right prospects at precisely the right time. No other solution on the market combines the power of data-driven insights and marketing-optimized workflows like ZoomInfo’s MarketingOS.” MarketingOS is one of four platforms that comprise RevOS, ZoomInfo’s modern operating system for revenue professionals, which was also unveiled today. A unified system for sales, marketing, operations, and recruiting teams, RevOS delivers the data, insights, software, and integrations needed by businesses and professionals to achieve their growth potential in a new insight-driven era of digital selling. SalesOS, OperationsOS, and RecruitingOS, which are also now available to customers, complete ZoomInfo’s RevOS. This system empowers businesses to consistently engage with the right people at the right companies at the right time with relevant messages. RevOS features a unified login and app administration experience, with all apps and tools launched and managed from a single dashboard to give users at-a-glance information regarding their campaigns. Users can switch between applications effortlessly, allowing for seamless workflows between RevOS applications. Marketers typically fail because the data in most ABM platforms is both inaccurate and incomplete. Current ABM solutions are designed to leverage companies’ own first-party data, which exists in their customer relationship management or marketing automation systems. Without quality data, marketers pour advertising dollars at the wrong prospects and companies, and, as a result, deliver fruitless leads to sales and waste time and resources. With ZoomInfo’s best-in-class data and intelligence at its foundation, MarketingOS enables marketers to effectively reach target accounts and drive qualified leads for sales. Using MarketingOS, marketers can run display and social advertising campaigns through ZoomInfo’s proprietary demand-side platform and social integrations to target specific professionals, job titles, levels, or functions at in-market accounts exhibiting buyer intent. MarketingOS also features an in-market predictive score that ranks where prospects are in their buying journeys, informing how and when marketers should engage with prospects based on their ranking and helping them to prioritize their outbound efforts on prospects who are most likely to convert. Additionally, MarketingOS gives teams ongoing monitoring of their entire universe of prospect and customer accounts, helps them cleanse and manage their marketing database effectively, and surfaces the best audiences based on fit, intent, and engagement. With ZoomInfo’s unparalleled contact data and intelligence, hyper-targeted campaigns can engage high-value accounts and buyers based on ideal customer criteria using 300-plus company attributes that reveal timely business needs and insights. About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit

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Inpixon Announces Rebranding of CXApp Products to Inpixon Experience, Inpixon Events and Inpixon CX Briefings

Inpixon | April 19, 2022

Inpixon® (Nasdaq: INPX), the Indoor Intelligence® company, today announced the rebranding of its CXApp products and the launch of a new Enterprise Apps section on Inpixon's corporate website, Next month will mark the 1-year anniversary of Inpixon's acquisition of The CXApp, a leading smart workplace app and hybrid events solution provider. It has been a productive year with numerous accomplishments building a foundation for growth, including: Award wins, analyst recognition, and deployment of new features in response to operational challenges during the pandemic. Growing the team to better support customers as well as clients' customers across sales, marketing, onboarding, project management, and customer service. Celebrating the 50th episode of The CXApp Live! Podcast, which features conversations with executive briefing center thought leaders and partners. Hosted fireside chats with industry thought leaders, participated in technology-focused webinars and panels, and launched a Customer Advisory Board to continue to foster innovation and progress. Incorporated Indoor Intelligence technologies into the enterprise app platforms to create smarter, safer, experiences. With the launch of the new Enterprise Apps section on the Inpixon website, changes were made to the CXApp product names. These new names bring all CXApp products under the Inpixon brand. Below is a summary of the rebranding: The CXApp Smart Campus is now Inpixon Experience. Inpixon Experience is the most comprehensive mobile-first workplace experience solution that creates a smart, innovative, and connected work environment. The Inpixon Experience app gives employees the tools they need to thrive, remain engaged, and connect with colleagues while boosting productivity in their preferred working environment. The CXApp Events is now Inpixon Events. Inpixon Events offers a mobile app and browser-based interfaces to connect remote and in-person audiences in a cohesive, end-to-end event experience. With a robust event management tool like Inpixon Events, organizations can create virtual, in-person, or hybrid experiences that exceed audience expectations. The CXApp EBC is now Inpixon CX Briefings. Inpixon CX Briefings is an executive briefing platform that delivers a differentiated, consistent, and custom-branded executive-level experience for briefing and meeting attendees. Leon Papkoff, Inpixon's EVP of Enterprise Apps, stated, "We are pleased to announce the rebranding of CXApp product names and the launch of our new Enterprise Apps section of our website. We believe this rebranding reflects our unified strategy and aligns closely with our business model. Bringing the CXApp products into a single website is an important and exciting move that will allow us to better serve our clients. We remain committed to supplying organizations with a comprehensive suite of products and solutions that provide them with actionable Indoor Intelligence—making their environments smarter, safer and more secure." Nadir Ali, CEO of Inpixon, commented, "Our award-winning location-aware platforms have been adopted by numerous top-tier organizations across a variety of industries, such as finance, social media and entertainment/media, to enhance the workplace experience for their employees, customers and partners." Nadir Ali, CEO of Inpixon, commented, "Our award-winning location-aware platforms have been adopted by numerous top-tier organizations across a variety of industries, such as finance, social media and entertainment/media, to enhance the workplace experience for their employees, customers and partners. Due to the increasing need for technologies that can support the changing demands of a hybrid workplace, we continue to aggressively penetrate the global digital workplace and event management software markets, which are experiencing significant growth. We continue to add more global enterprise customers which can contribute to our recurring revenue stream for years to come. Given the pace of digital transformation, we anticipate demand for our solutions will remain strong, and we anticipate our rapid revenue growth rate will continue in 2022." About Inpixon Inpixon® (Nasdaq: INPX) is the innovator of Indoor Intelligence®, delivering actionable insights for people, places and things. Combining the power of mapping, positioning and analytics, Inpixon helps to create smarter, safer, and more secure environments. The company's Indoor Intelligence and mobile app solutions are leveraged by a multitude of industries to optimize operations, increase productivity, and enhance safety. Inpixon customers can take advantage of industry leading location awareness, RTLS, workplace and hybrid event solutions, analytics, sensor fusion, IIoT and the IoT to create exceptional experiences and to do good with indoor data. For the latest insights, follow Inpixon on LinkedIn, and Twitter, and visit

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CEIR Launches Optimistic First Report in Omnichannel Marketing Insights Series

Center for Exhibition Industry Research | December 28, 2021

The Center for Exhibition Industry Research (CEIR) recently released Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions from its newest research series, Omnichannel Marketing Insights. The series details omnichannel marketing practices while the pandemic shut down the business-to-business (B2B) exhibition industry in mid-March 2020 and anticipated plans moving forward through 2022. Along with benchmarks on the marketing channel mix used during the pandemic, it assesses the extent by which participants will return to B2B exhibitions and whether needs and preferences will shift in any way. Report One summarizes overall findings from the exhibitor perspective. Results indicate the outlook for the B2B exhibition industry is strong among exhibiting companies that have used the channel pre-COVID-19. “This report is a must-have for organizers looking for benchmarks and insights to help position their in-person B2B exhibitions for 2022,” said Nancy Drapeau, vice president of research for CEIR. “Exhibitors are intent on returning to exhibiting. The high value in using the channel to help achieve their high-priority marketing and sales objectives is the catalyst driving their return to events.” “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend,” added Cathy Breden, CEO of CEIR. “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend,” added Cathy Breden, CEO of CEIR. “Digital and other channels have helped exhibiting companies and attendees meet their needs during the pandemic, though study results point to their limitations. For companies that exhibit, face-to-face marketing is an essential part of their marketing mix. They are looking forward to getting back to business in person.” The 26-page report provides benchmarks and insights on the following: Marketing channels used by exhibitors compared to what attendees relied upon during the pandemic Current high-priority marketing and sales objectives of exhibiting company organizations Effectiveness of channels used during the pandemic in helping achieve marketing and sales objectives Marketing budget outlook for 2021 and 2022 B2B exhibition channel overall image/perceptions Net Promoter Score (NPS) Unique values of exhibiting not furnished by other marketing channels Importance of face-to-face interactions at exhibitions at purchase process stages B2B exhibition activity Volume of exhibitions and typical booth sizes from 2019 through 2022 Booth staff in 2019 and plans for 2021/2022 Commentary on reasons for participation levels Among those exhibiting in 2021 through 2022 Value of exhibiting to help achieve high-priority marketing and sales objectives Planned use of in-person representation at international B2B exhibitions if COVID-19 persists Exhibitor interest in integrating digital options into event lifecycle in next two years Meeting Business Needs During the Pandemic The report pointed to the following industry insights: Digital dominated, with multiple digital tactics used by 87% of attendees and 94% of exhibitors. Other channels used included supplier phone calls (44% of attendees and 8% of exhibitors) and direct mail (33% of attendees and 20% of exhibitors) The majority of exhibitors rate channels used as effective in helping achieve most high-priority marketing and sales goals, but few assigned the highest effectiveness score. The outlook for exhibiting through 2022 is strong, with 94% planning to exhibit, an expected typical booth size of 200 net square feet (NSF) and the volume of exhibiting events expected to rebound to five. B2B exhibitions are highly valued in helping to meet marketing and sales objectives, with more than 40% assigning the highest value for helping achieve most popular high-priority marketing objectives and more than 31% assigning the highest value for helping achieve most popular high-priority sales objectives. Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions is the first of a series of reports that CEIR is publishing based on survey research done with attendees and exhibitors. The complete Omnichannel Marketing Insights series will include: Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions Report Two: Business Information Channel Mix During Pandemic and Outlook Moving Forward for Business Professionals That Attend B2B Exhibitions Report Three: Mining for Expanding and Deepening Engagement Opportunities Among Those Shifting to Using Other Channels Report Four: Who to Target for Attendee Acquisition Report Five: Who to Target for Exhibit Sales Report Six: Attendee Generational Differences in Channel Preferences Methodology CEIR’s Research Council commissioned this study. To generate attendee and exhibitor samples, CEIR identified top-ranked U.S.-based exhibitions, those with at least 45,000 NSF of paid space or larger from its CEIR database, with a goal of recruiting at least one exhibition per CEIR industry sector. The end result was the recruitment of 20 B2B exhibitions, which gave CEIR permission to poll their attendees and exhibitors from the 2019 edition of their events. For the exhibitor sample, a list was also purchased from Exhibitracs’ top 250 U.S. trade show list for 2019 events. Online surveys were fielded from July to early August 2021 generating samples of 1,799 attendee surveys and 316 exhibitor surveys. The response rate for each audience is one percent. To project results to attendees and exhibitors in general, results of each sample have been weighted to the distribution of number of attendees and number of exhibiting companies in 2019, as defined by the 2021 CEIR Index.

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