Demandbase Buys B2B Marketing Specialist Engagio

In the US, account-based marketing (ABM) agency Demandbase has acquired B2B marketing specialist Engagio, whose customer data platform includes proprietary IP matching data, first party customer data, and third party data from multiple sources. Terms were not disclosed.

Founded in 2015, Engagio's B2B platform is used to help teams target the right accounts, deliver multi-channel interactions, gain insights from journey analytics, and measure ROI and engagement. This platform provides a single view of accounts and people, segmented according to a client's strategy. According to Demandbase, the acquisition reinforces its own position in the ABM space, and will help grow its revenue from $100m to $250m.

Engagio's team will now join Demandbase, including founders Jon Miller and Brian Babcock who become Chief Product Officer and CTO respectively. Gabe Rogol (pictured), CEO of Demandbase, comments: 'This acquisition combines the leader in ABM with Engagio, one of the early pioneers of the category. 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'.

Web sites: www.demandbase.com and www.engagio.com .