Demandbase Acquires Engagio

Demandbase, a provider of account-based marketing (ABM) solutions, has acquired Engagio, a B2B account-based engagement platform provider. Financial terms of the deal were not disclosed.

Demandbase and Engagio have been partners for the past four years and shared dozens of high growth customers.

"This announcement is a natural evolution of that strong alignment. By bringing together the clear leaders in ABM, we are better positioned than ever to help B2B marketers acquire, grow and retain customers," Gabe Rogol, CEO of Demandbase, said in an email. "The combination of Demandbase and Engagio also accelerates the development of our next-generation B2B Marketing Platform, one that spans people and accounts, one that manages the complete buyer's journey, one that is truly omnichannel, from ads to sales activity, and one that truly aligns sales and marketing so companies can drive the metrics that matter—pipeline, new business, retention, and upsell.

Rogol also maintainted that the acquisition "will change how B2B revenue teams operate,"noting that "Sales and marketing alignment isn't enough. These teams must start moving as one, with a single set of data and insights, orchestrated across the entire buying journey. Demandbase can now deliver that with the definitive, no-compromise ABM platform."

"The acquisition accelerates everything I wanted to create in an ABM platform. We will combine Demandbase's strong go-to-market function and technological expertise with Engagio's deep marketing automation and CRM expertise," said Jon Miller, co-founder and CEO of Engagio, in a statement. "But it's our shared vision for reimagining both the ABM and B2B martech landscapes that gets me truly excited for the future."

Miller will join Demandbase's leadership team as chief product officer.

Coupa, a joint customer of the two companies, is looking forward to the combination.

"At Coupa, we recognize 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," said Chandar Pattabhiram, its chief marketing officer, in a statement. "Demandbase and Engagio joining forces gives us a comprehensive solution for our ABM strategy and is a game-changer, not just for ABM, but for the broader B2B marketing technology industry."

Other industry vendors agree that the acquisition is a good one.

"The Engagio and Demandbase combination makes perfect sense. Their solutions address complementary needs, with Demandbase providing website personalization and Engagio providing orchestration. These are valuable components of ABM," says Tom O'Regan, CEO of ABM solutions provider Madison Logic. "At the same time, we see an accelerated need from marketers to replace lost demand from live events with more engagement from multichannel media investment. That requires a digital-first ABM approach via flexible solutions that let marketers adapt to changing market conditions. Customers want ROI-focused strategies that deliver demand to sales and proof of value to their CFOs"

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