• by Ray Schultz , March 28, 2019

Demandbase has formed an integration with Marketo Engage to help B2B marketing and sales teams conduct cross-channel account-based marketing (ABM) campaigns, the firm announced on Thursday.   

The arrangement will allow joint customers to combine their first-party contact data from Marketo with intent-level data from Demandbase, the company says. 

The goal is to help B2B brands “engage more effectively with individual contacts and accounts, known and anonymous prospects, across all channels,” states Shai Alfandary, global head of ISVs and LaunchPoint ecosystem at Adobe. Those channels would include email. 

The integration will link known and anonymous account data across the two solutions, the company says. It will also help marketers track the buyer’s journey from the first signs of intent to marketing engagement to sales, it adds.

This will enable brands to “improve the performance of their ABM programs by reaching their key contacts across channels,” states Chris Golec, CEO of Demandbase.

Golec adds that “B2B marketers consider their contact database a core asset, but they have struggled to leverage it for the account-based campaigns that have become standard.”

According to the company, Demandbase users can launch demand generation campaigns, targeting those accounts in Marketo. In addition, they can able to launch account-based ad campaigns with Demandbase directly from Marketo.