• by Ray Schultz , June 16, 2020

In another sign of martech consolidation, account-based marketing specialist Demandbase has acquired Engagio, an ABM engagement platform. Terms were not disclosed. 

The purchase combines Demandbase’s go-to-market function and technological expertise with Engagio’s marketing automation and CRM skills, states Jon Miller, co-founder and CEO of Engagio. 

Miller will join the Demandbase team as chief product officer. And Engagio’s Brian Babcock will come on board as chief technology officer.

The purchase will accelerate Demandbase’s revenue growth from $100 million to an expected $250 million, Demandbase claims. 

ABM teams seek a platform that manages the buyer’s journey and is omnichannel, including email, ads and sales activity, the firm says. 

The merger is “a game-changer, not just for ABM, but for the broader B2B marketing technology industry,” states Chandar Pattabhiram, chief marketing officer for Coupa.  

Pattabhiram adds that his firm recognizes “the critical need for sales and marketing teams to have one ABM platform to align and deliver personalized experiences throughout the buyer's journey to drive growth."

“Sales and Marketing alignment isn’t enough,” states Gabe Rogol, CEO of Demandbase “These teams must start moving as one — with a single set of data and insights, orchestrated across the entire buying journey.”