Demandbase Launches AI Agents

Demandbase at its GO conference in New York introduced three artificial intelligence agents to help B2B marketers expand their strategies to include business-to-agent (B2A) marketing.

"Marketing to people isn't enough anymore because buyers no longer start with a search," said Gabe Rogol, CEO of Demandbase, in a statement. "They start with an agent. And those agents are deciding which brands get seen and which get overlooked. To compete, marketers must shape what AI agents say about their brands, and be able to do it from where they already work."

Among the three agents is the AEO Agent, which tracks and influences how AI assistants portray brands, down to specific members of the buying group.  With AEO Agent, marketers can do the following:

• Understand how AI perceives their brands: Drawing on more than 342 million contacts across 13 million companies, marketers can compare how major AI assistants describe and recommend their company to each individual buying group member, assess visibility across relevant questions and identify sources informing AI-generated answers.
• Spot outdated information and content gaps, then activate Demandbase agents to launch campaigns that improve AEO positioning without leaving the platform.
• Identify anonymous AI-driven traffic at the account and contact level to inform sales outreach based on where buyers are in their journey.

Demandbase's other two agents are Campaign Agent, which connects campaigns to revenue goals, identifies performance gaps, recommends adjustments, and can coordinate with specialized agents to address issues across campaign planning and execution; and Audience Agent, which builds and maintains audiences based on ideal customer profiles, buying groups, and account activity.

All of these agentic marketing capabilities build on Demandbase's Mojo, which develops campaign briefs, builds audiences, and executes campaigns across connected marketing tools; and the Marketing Brain, a shared intelligence engine that uses each customer's unique business context to get smarter with every interaction and result, continuously improving marketing performance.

Demandbase is also integrating with Informa TechTarget's Buyer Intelligence solution, bringin observed, person-level intent data and click-level, behavioral insights natively within Demandbase.

Informa TechTarget's Buyer Intelligence provides person-level intent data and insights, derived from the directly observed actions of its audience, whose members generate 1.9 million exclusive intent signals daily.

The integration with Demandbase means that every individual click, download, content view, and search query from buying group members within Informa TechTarget's audience ecosystem will be viewable for account-based marketing, scoring and prioritization, propensity modeling, buying group identification, account list creation, and multichannel activation.

"Demandbase is one of our premier partners and a leader in [go-to-market] orchestration and ABM alignment, and integrating our Buyer Intelligence into their platform is a major priority for Informa TechTarget," said Luke Thornton, head of revenue operations, strategy, and corporate development at Informa TechTarget, in a statement. "With this new integration, we'll make it easier than ever for our shared customers to seamlessly incorporate our high-quality, exclusive, person-level signals into their ABM programs within Demandbase. B2B marketing and sales teams will be able to move from signal to action faster and with far greater precision than ever possible before."

"The more we understand about who's buying and what matters to them, the more effective every go-to-market decision becomes," said David Fiori, senior manager of partnerships at Demandbase, in a statement. "By bringing Informa TechTarget's person-level insights together with Demandbase's account intelligence and activation capabilities, we're giving customers an even clearer picture of their buyers and greater precision in turning that understanding into pipeline."