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Demandbase unveiled its ABM Ecosystem, which aims to expand ABM from single-vendor solutions to include marketing automation, CRM, content management systems, direct mail platforms, analytics engines and more technologies needed to execute an effective ABM strategy.

The company said the Ecosystem is designed to ensure seamless integration within marketing teams’ ABM tech stacks. It also positions users to leverage data, intent and account-based audiences across technologies to deliver consistent cross-channel content, messaging and business outcomes. The Demandbase ABM Platform acts as the core that positions marketers to identify, manage and segment target account audiences in a single place and measure results holistically.

The Ecosystem currently includes companies such as SalesforcePardotMarketo, Oracle, SAPDriftUberflipPathFactory, FollozeSigstr and DiscoverOrg. New companies will continue to be added throughout 2019.

“This is a continuation of a strategy that we’ve had for a while. We’ve had point partnerships with a bunch of different technology companies and a bunch of different agencies,” said Peter Isaacson, CMO of Demandbase, in an interview with ABM In Action. “What we recognized is that there were more and more companies that were starting to approach us about integrating into our platform and that has gained critical mass over the last six months. That’s what provided the impetus for us to say let’s define this in an ecosystem, name it and start identifying the different tiers in terms of the relationships we have with different partners. But really the impetus was different technology folks coming to us saying they want to be integrated into our platform.”

Isaacson also stated that the Demandbase Ecosystem is a separate entity from the company’s ABM Leadership Alliance (ABMLA), a consortium of ABM-focused technology and data vendors that aims to educate marketers on launching an ABM strategy.

“The ABM leadership alliance is purely marketing driven — this is a group of likeminded companies that wanted to raise awareness of ABM and set some best practices and combine our resources for ABM-focused marketing efforts,” said Isaacson. “[The Ecosystem] is technical integrations; it’s a product-based alliance, where we have to have an actual product and functionality integration with these partners. That’s why there is some cross over because [these companies] are doing product integrations and are part of the ABMLA and doing cross-marketing stuff.”

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