• by Ray Schultz , November 8, 2021

Demandbase is working with Microsoft to bring new B2B capabilities to Microsoft’s Dynamics 365 Customer Insights CDP.

Users will be able to read data from Demandbase and its two recent acquisitions -- InsideView and DemandMatrix -- to execute email, social and targeted advertising campaigns via Demandbase delivery tools, Demandbase says. 

The goal is to eliminate data silos by unifying customers' first-party customer data from CRM and ERP systems, transactional data and more into a single, unified view,” states Gabe Rogol, CEO of Demandbase. 

Microsoft is working with Demandbase to offer connectors for Demandbase, InsideView and DemandMetric. 

The Dynamics 365 Customer Insights CDP has been available for B2C clients for two years, but the collaboration brings new B2B capabilities to the CDP, Demandbase says. 

Rogol notes that "B2B revenue teams have typically worked with data silos, which create a cascade of worsening problems over time.”

InsideView is an AI-based sales intelligence platform. DemandMetric provides technographics and go-to-market data to help salespeople target the right accounts.

Earlier this year, Demandbase announced it had acquired InsideView and DemandMatrix, enabling it to offer what it calls a one-stop-shop data cloud. The purchases have allowed Demandbase to expand its Demandbase One B2B Go-To-Market Suite, the company adds.