Demandbase, an Account-Based Marketing (ABM) platform for B2B companies, announced last week that it has signed an agreement to acquire data science company Spiderbook. Spiderbook automates the identification of companies that are likely to buy, including those that are already in-market for a company's products and services. It then determines the right buyers within those accounts and uncovers buyer-specific insights to recommend personalized messages for sales teams to use. The combined offering extends Demandbase's position in the ABM category with an end-to-end platform — helping companies identify, target, engage and sell to target accounts.
"Over the last several years, we have evaluated multiple solutions to help our marketing and sales teams more efficiently identify the accounts most likely to buy our own products," said Chris Golec, founder and CEO of Demandbase.
"Spiderbook's technology was simply head and shoulders above anything we tried, and we heard similar feedback from our mutual customers. We were so impressed with the results generated, scalability of the technology and their team, that we decided to join forces to bring the most robust and comprehensive ABM solution to the marketplace."
The addition of the Spiderbook technology will make it possible for Demandbase to use machine learning and data science at scale to analyze billions of web pages for signals that map to the keywords, interests and profile of its customers' target accounts. Spiderbook also extends the Demandbase offering with the technology to identify the right people to target at these accounts and recommends the right messages.
"By joining Demandbase, we can now reach more B2B marketers and bring more value by having our solutions fully integrated," said Alan Fletcher, CEO of Spiderbook.
Founded by Oracle veterans and a team of data scientists, Spiderbook uses advanced machine learning and linguistics to discover new accounts displaying intent, uncover qualified opportunities and find the most relevant buyers within target accounts. Sales teams can then choose relevant information from their dashboard to populate personalized emails. Spiderbook employees will be joining Demandbase's team at the company's headquarters in San Francisco.
Recently named a Gartner Cool Vendor, Demandbase is experiencing growth in ABM deals. Closing its biggest quarter ever, Demandbase has over 300 customers including technology, manufacturing, healthcare and financial services companies worldwide. Last month at the Demandbase Marketing Innovation Summit, the company announced Account-Based Marketing Automation, a partnership with Oracle Marketing Cloud, launched the ABM Leadership Alliance and unveiled the latest State of ABM report with SiriusDecisions.