Demandbase announced the planned acquisition of data startup Spiderbook late Tuesday, a move that will add expanded data science resources and marketing automation to the B2B Enterprise marketing platform.
Founded in 2007 and based in San Francisco, Demandbase offers a suite of marketing solutions for personalized digital marketing and advertising within the Demandbase B2B Marketing Cloud.
Demandbase's specialty is account-based marketing (ABM), a strategic approach to marketing popular with Enterprise sales teams that target company accounts as a market of one. With the addition of Spiderbook’s data capabilities, Demandbase will soon be able to deliver the same individualized marketing to a individual companies that has become a best practice in the B2C world.
Spiderbook’s technology specializes in helping sales professionals identify potential prospects and recommended approaches to seal the deal. The company scans online attributes, such as web pages, SEC filings and social posts, to identify the best businesses for targeted ABM outreach. The marketing automation platform determines potential account targets and personalizes messaging for the correct individuals to reach out to on the targeted account.
Considering that a lack of data is a critical challenge to a successful ABM campaign, the integration of Demandbase’s and Spiderbook’s services could prove to be an asset to B2B marketers. A recent poll of over 100 B2B marketers by the business intelligence company Avention displayed that data was by far the largest challenge facing account-based marketers.
Also based in San Francisco, Spiderbook was founded by former Oracle executives. Demandbase recently announced a partnership with the Oracle Marketing AppCloud that adds account-based marketing tools to Eloqua, Oracle’s marketing automation platform.