Demandbase Extends ABM Collaboration with Salesforce Pardot Integration
Integration Combines Contacts in Pardot with Artificial Intelligence-Powered Insights from Demandbase’s Conversion Solution
Demandbase, the leader in Account-Based Marketing (ABM), announced, at the 5th Annual ABM Innovation Summit, an expanded collaboration with Salesforce to provide marketing and sales teams with more comprehensive account and contact level insight. The integration will automatically combine real-time intent data and account insights from Demandbase’s artificial intelligence (AI) powered Conversion Solution with the contact and account records from users’ Salesforce Pardot data. With this integration, marketing can enable sales teams with a complete view of each target account, including early buying signals and other insights. This integration will provide ABM teams with access to both aggregated account level insights and the activity of individuals within an account, combining behavior data on the website with insights and behavior data across the web.
“ABM has transformed how marketing teams drive new business and retain customers. But many B2B companies still struggle to deliver the comprehensive account view that can help sales teams drive pipeline and close business. We’re excited to extend our partnership with Salesforce and give marketers the ability to empower sales teams with a complete picture of their target accounts so they can increase their productivity and win rates,” said Chris Golec, CEO, Demandbase.
The integrated solution will uncover both the activity of the contact information in Pardot and the aggregated activity of account-level insights using Demandbase’s AI and proprietary IP-based data and patented identification technology. ABM teams will know when a target account visits their website, what relevant keywords and topics they are researching online, which key contacts are looking at what pages on their site, and when they’re being mentioned in the news or on blogs. These insights will be presented within Salesforce, and also be delivered via email and Slack.
“Salesforce enables marketing and sales teams to work better together, by delivering a deeper understanding of every customer. Einstein ABM arms teams with the insights necessary to deliver personalized campaigns and build relationships with their most valuable accounts. This integration with Demandbase further complements Einstein ABM, driving even more success for our customers,” said Michael Kostow, SVP & GM, Salesforce Pardot.
This new functionality will be available to Pardot and Demandbase customers in June 2018.
Demandbase is a Salesforce ISV partner, and Salesforce Ventures, Salesforce’s corporate investment group, is an investor in Demandbase.
Recommended Read: Interview with Christopher Golec, CEO, Demandbase