One record per target company, wrapping identification, keyword level intent, a native B2B ad platform and orchestration, sold to enterprise buyers by quote.
What is
Demandbase
Demandbase One is an account based marketing platform built around a single record per target company. That record holds who from the company visited your site, what they have been researching, the firmographic and contact data behind them, and the ads and seller plays you aim back at them. Marketing, sales and advertising work the same list. Identification is the oldest part of the product and still the strongest. Demandbase says it processes more than a trillion account identification signals a month across its own DSP, client and partner networks, and it maps anonymous traffic against a graph of 3.7 billion IP addresses, 99 million companies and 150 million contacts. Intent runs on its own network at keyword level, and Bombora, G2 and TrustRadius topics can be piped in if you already buy them. Advertising is native rather than a handoff to LinkedIn, covering display, video, CTV and social. Agentbase, added in March 2025, wraps AI agents around campaign optimization, account research and intent summaries. Demandbase is worth the money when you sell into a few thousand named enterprise accounts, have a marketing ops owner, and run real ad budget, since the native B2B DSP is the piece you cannot rebuild cheaply. Under that bar you are paying enterprise money for signal you can buy directly through Bombora, visitor identification and Clay.
Integrations and the modern GTM stack
Demandbase runs its integrations through a partner marketplace organised by job, with categories for CRM and MAS, Advertising, Intent and Data, Sales Engagement, BI and Analytics, Content and Web Experience, and Workflows. Most connections exist to get the account record out of Demandbase and into the tool a rep or a marketer already has open.
Salesforce and Microsoft Dynamics | Demandbase reads account, contact and opportunity history to build the account record, then writes intent, engagement and account scores back onto CRM objects. Salesforce is also where most sellers meet the product, through the AppExchange listing for the Data and Sales Intelligence side. |
HubSpot | A two way sync covering contacts, companies, email events and form submissions, listed in HubSpot's app marketplace and needing HubSpot CRM at minimum. Reviewers there flag limits pushing HubSpot lists, segments and custom properties back into Demandbase, so check that direction before you plan workflows around it. |
Marketo, Eloqua and other marketing automation | Segments built in Demandbase are pushed into the MAP as lists so nurture runs against accounts the platform has flagged, and campaign responses come back to feed engagement scoring. Setup is documented per platform and needs admin rights plus API credentials on both sides. |
Outreach, Salesloft and Gong | Sales engagement partners carry account intelligence into the tools reps live in, and Gong sits in the marketplace under Sales Engagement. The practical pattern is a prioritised account or contact landing in a sequence with the intent context attached rather than a rep opening a second tab. |
Bombora, G2, TrustRadius and Informa TechTarget | Third party intent feeds are ingested alongside Demandbase's own keyword level signal from its DSP, client and partner networks. If you already buy Bombora topics or G2 category intent, that spend keeps its value inside the platform instead of sitting in a separate weekly report. |
Advertising channels | Advertising is native, so audiences are activated from the same account list into display, video, CTV and social through Demandbase's own DSP, with reach and frequency managed at account level. This is the integration most buyers are really paying for, since it removes the manual audience export step. |
Snowflake, Amazon Redshift and S3 | Warehouse native delivery and object storage drops put account, intent and engagement data next to the rest of your reporting. This is the route to use if you want attribution modelling or dashboards that outlive the contract. |
APIs and browser extension | Demandbase markets flexible B2B APIs for enrichment and activation across the stack, and ships a Chrome and Edge extension so sellers get account intelligence on LinkedIn and company sites. API terms and rate limits are not published, so scope any custom build with their team. |
What is missing | We found no Demandbase source in Clay's integration directory and no Zapier or n8n app listed in the marketplace, so a Clay centred stack has no clean route in or out. Field level sync direction and refresh frequency are also undocumented publicly, which makes the connector list the practical boundary. |
Pro’s
Account identification is the piece Demandbase has been building longest, and a graph of 3.7 billion IP addresses against 99 million companies still resolves enterprise traffic better than most standalone visitor tools.
Advertising is native to the platform across display, video, CTV and social, so one account list drives the media buy without exporting audiences into LinkedIn and Google by hand every time a segment changes.
Third party intent from Bombora, G2, TrustRadius and Informa TechTarget is ingested alongside Demandbase's own signal, so a feed you already pay for lands on the same account record.
Demandbase holds a 4.4 rating from roughly 1,900 G2 reviews, which puts user sentiment level with 6sense and ahead of most of the category.
The Agentbase agents for campaign outcomes, account engagement and intent went to existing customers rather than becoming another priced module, and Demandbase reported 40% higher click through in its own Q4 2024 tests.
Data reaches your stack through CRM enrichment, published B2B APIs and warehouse native delivery into Snowflake, Redshift or S3, so reporting does not have to live inside Demandbase.
Cons
Vendr marketplace data puts the median annual contract at $68,591 with a range from $24,000 to $164,265, which is a lot of budget for what is mostly a signal and targeting layer.
There is no public price, no self serve signup and no listed entry tier, so learning what your own deployment costs means running a sales cycle first.
Reviewers repeatedly describe long onboarding, heavy admin upkeep and a UI that needs a dedicated owner, so the licence is only part of what the platform costs you.
Contact level data draws steady criticism in reviews, so most buyers end up keeping a second contact source running alongside it.
Onboarding and professional services are quoted separately, media spend sits outside the platform fee, and Vendr flags annual escalators of 3% to 5% written into renewals.
Pricing
Demandbase Marketing
Custom quote only, scoped on account volume and seats
Target account lists and account scoring
Website personalization and journey orchestration
Engagement and pipeline reporting
Demandbase Advertising
Custom platform fee plus your own media budget
Native B2B DSP across display, video, CTV and social
Account and buying group targeting
Account level reach and frequency control
Demandbase Sales
Custom per user, sold alongside the platform fee
Account prioritization from intent and engagement
Buying group mapping and alerts
Chrome and Edge extension plus CRM and sequencer sync
Demandbase Data
Custom company, contact, technographic and intent data
CRM enrichment and job change detection
B2B APIs for custom activation
Warehouse native delivery to Snowflake, Redshift and S3
How it fits your stack
Alternatives
At a glance
Account identification across 3.7B IP addresses
Keyword level intent from its own network
Native B2B advertising across display, video, CTV
Bombora, G2 and TrustRadius intent ingest
Buying group, contact and technographic data
Salesforce, HubSpot, Marketo and Dynamics sync
Agentbase AI agents for existing customers
Platform fee plus a flat fee per user
Read some of our client stories
GTM Workflows
Learn how to use GTM tools in workflows
Guides and tutorials to get the most from your workflows
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