• by Ray Schultz , May 4, 2021

B2B marketing platform Demandbase has acquired InsideView and DemandMatrix, enabling the firm to offer what it calls a one-stop-shop data cloud. Terms of the transactions were not disclosed. 

InsideView is a sales/marketing intelligence firm, and DemandMatrix a purveyor of technographic data. 

The purchases allow Demandbase to expand its Demandbase One B2B Go-To-Market Suite. Joining the firm’s ABX Cloud and Advertising Cloud are the Data Cloud and Sales Intelligence Cloud. 

InsideView CEO Umberto Milletti adds that clients will be able to do more with data across more B2B revenue channels from sales, to advertising, to account-based campaigns.”

In addition,  Demandbase will be able to provide “premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects,” states Gabe Rogol, CEO of Demandbase. 

The acquisitions allow help Demandbase provide what it says are the five key components of B2B go-to-market:

- Firmographics 

- Technographics:

- Inten 

- Account Identification

- Contacts