Demandbase Snaps Up B2B Marketing Data Platform WhoToo

Demandbase has acquired Seattle-based WhoToo, a behavioral data platform focused on B2B marketing, for an unidentified sum, the company disclosed Thursday. Underscoring the deal was Demandbase’s desire to beef up its behavioral marketing data set and hook into clients’ existing data-management platforms. “This isn’t just data for data’s sake,” noted Chris Golec, CEO of Demandbase: “We’re working closely with the WhoToo team to very quickly bring our account-based segments into the DMP world, so our customers can layer in that information to their existing Oracle [BlueKai], Adobe or [Nielsen] eXelate deployments.” Demandbase focuses on account-based marketing, which Golec described as a deviation from the marketing automation norm.