person shooting bow and arrow at target with a heart for a bullseye

San Francisco-based Demandbase said its partnership with Integrate will provide “high value” leads for its account-based advertising solution.

Scottsdale, Ariz.-based Integrate's demand generation software connects with marketing automation systems like Oracle Eloqua, Marketo and Pardot. The partnership combines Demandbase’s targeted accounts via web data with Integrate’s demand generation software to better target sales opportunities.

How It Works

Peter Isaacson Demandbase

Demandbase’s account-based advertising platform syncs accounts with Integrate’s software. Integrate orchestrates demand generation campaigns via media partners to produce qualified lead data and import them into marketing automation systems. The data ultimately appears in Demandbase’s account-based advertising dashboard.

“This partnership is about extending the capabilities of our account-based marketing strategy,” Demandbase CMO Peter Isaacson told CMSWire.

Integrate’s software develops leads that appear automatically into the Demandbase advertising dashboard to “get real-time status on what’s happening,” Isaacson said.

It prevents the “back and forth between groups or companies in Excel,” Isaacson said.

Scott Vaughan, chief marketing officer for Integrate, said the partnership is exciting because the software sits right in front of the marketing automation system to orchestrate the process.

Scott Vaughan integrate

Through the Integrate platform, “validated, rich” data gets into marketing automation systems and marketing databases. And with the Demandbase integration, that rich data comes back to a dashboard for sales to analyze targeted leads.

“We’re making sure all manual processes are automated and are making sure the data gets validated and updated into the right place,” Vaughan said. “Companies buy a lot of different technologies, and they need to be integrated to get value.”

ABM Wave

Investors have given Demandbase $90 million. A third of that came in July when Sageview Capital led a growth equity financing round for the then 150-plus-employee digital marketing provider. 

The company’s riding the account-based marketing wave, much like brand new startups

Lori Wizdo, principal analyst for Forrester Research who serves B2B marketers, agreed ABM is “really hot right now.”

screenshot of demandbase integrate integration

However, she said, it’s more of a “keyword” rather than a “market.”

“Vendors,” Wizdo said, “are using the term to badge capabilities ranging from company-targeted advertising to social intelligence to account-centric data management and reporting bolt-ons to core marketing automation systems.”

Wizdo called account-based marketing a strategy more than a technology.

“There will be a number of technologies that enable ABM,” she said. “You can see that in the range of solutions that are touting themselves as ABM solutions. It is conceivable that ABM automation will develop into a core automation platform — something that replaces a Marketo or Eloqua — but I think it's more likely that ABM becomes a 'feature set" of core automation platforms, as most B2B marketers will deploy programs under both an ABM strategy, and a traditional persona, or lead-based, strategy.”

What it Does

Lori Wizdo forrester headshot

ABM promises to address fundamental aspects of B2B selling that haven't been adequately addressed by the lead generation and management processes of most B2B marketers, Wizdo said.

“Business decisions are often made by teams of stakeholders, and marketing programs — and marketing automation — are designed to attract and nurture individual leads,” Wizdo said. “So, while sales reps often build an account plan that guides their selling strategy, marketers have no corresponding way to build an account-specific engagement and nurturing strategy.”

Marketers should be investing most resources in the specific accounts that are likely to drive the highest value for revenue and margin, Wizdo said.

“Until some of the targeted advertising solutions — like Demandbase — it was not possible for a marketer to allocate digital marketing spend the same way a sales rep could allocate his time,” said Wizdo, who was briefed on the Demandbase-Integrate news by the companies. “The significance of this Demandbase and Integrate integration is that it makes it easier for marketers to allocate a larger portion of their digital marketing spend — advertising plus content syndication — to target accounts.”