Why Demandbase Is Buying Engagio

By Dan Anderson ● Jun 18, 2020
  • Demandbase, a leader in Account-Based Marketing (ABM), announced the company had acquired Engagio. These are the details about the deal.

Demandbase, a leader in Account-Based Marketing (ABM), announced the company had acquired Engagio — which is a leading B2B account-based engagement platform. This acquisition reinforces Demandbase’s leadership in the ABM space and positions it to become a dominant B2B marketing platform company. Plus the acquisition will help accelerate Demandbase’s revenue growth from $100 million to reach its next immediate milestone of $250 million.

The combination of Demandbase and Engagio is a significant step forward towards fulfilling the mission of transforming how B2B organizations go-to-market. And it also continues the transition away from the traditional lead-focused models of the past, to the account-centric model embraced by high performing marketing and sales teams.

ABM innovation has exploded in a short amount of time, leading to broad adoption by B2B organizations. And today, ABM is a critical component of a B2B company’s go-to-market strategy. While B2B companies adopt ABM, revenue teams are looking for a platform that spans people and accounts, manages the complete buyer’s journey, and is truly omnichannel ranging from ads to email to sales activity. Combining Demandbase and Engagio as one company will reinforce their leadership position in the ABM ecosystem and accelerate the development of the next generation B2B marketing technology platform.

The Engagio team will join the Demandbase organization immediately. And Engagio’s Founders Jon Miller and Brian Babcock will join Demandbase’s leadership team as Chief Product Officer and Chief Technology Officer, respectively.

Key Quotes:

“This acquisition combines the leader in ABM with Engagio, one of the early pioneers of the category. It will change how B2B revenue teams operate. 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.”

– Gabe Rogol, Chief Executive Officer at Demandbase

“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. But it’s our shared vision for reimagining both the ABM and B2B martech landscapes that gets me truly excited for the future.”

– Jon Miller, Co-Founder and Chief Executive Officer, Engagio

“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. 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.”

– Chandar Pattabhiram, Chief Marketing Officer, Coupa