Through the integration, marketers will be positioned to access Demandbase’s anonymous website engagement and intent data within Salesforce Pardot and Sales Cloud. In addition, Salesforce Pardot users will have the opportunity to leverage Demandbase’s AI-enabled account-level data to identify high-value accounts in real time and build actionable segments.
The announcement follows a collaboration with Pardot earlier this year, which combined the Demandbase Conversion Solution with Salesforce Pardot data to empower sales teams with insights into each target account.
“With over 5,000 marketing technologies on the market today, the martech landscape can feel like a complicated and fragmented ecosystem, making it difficult to connect all of your data and effectively engage the right accounts,” said Chris Golec, CEO of Demandbase, in a statement. “But with CRM, marketing automation and now ABM established as the three core pillars of a high-performing marketing strategy, we are excited to extend our collaboration with Salesforce to give B2B marketers the ability to connect these technologies at the account level into one flexible, integrated solution.”
The functionality will be available to Pardot and Demandbase customers in Q4 2018.