Harte-Hanks adds IT data to Demandbase platform

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Demandbase, a software-as-a-service (SaaS) database marketing platform, has added Harte-Hanks' Market Intelligence Technology Database to its offering.

Harte-Hanks' data, which includes IT professionals and business decision makers from about 600,000 companies, is collected and verified through telephone and Web-based interviews. Including 325,000 names from the Harte-Hanks data, Demandbase is adding 3 million new business contacts to its database. Demandbase is also offering a new data validation process and additional titles and e-mail addresses on its list of Fortune 1000 business contacts.

“Harte-Hanks happens to have very high quality data, which is a big focus for us, so it was great to get them on board,” said Chris Golec, CEO, Demandbase. “Among Demandbase users, we saw a high demand for people in technology and IT, so adding Harte-Hanks was a key part to fill that [client] need. We've also have implemented a lot of different processes and ways to make it much easier for customers to target various segments and generate better results using our service.”  

Golec added that Demandbase had been in talks with Harte-Hanks for a year before the agreement was signed. Tino Kokkinos, managing director of Harte-Hanks Market Intelligence, said that Demandbase's evolving technology played a role in Harte-Hanks' decision to share data with the company.

“The other criterion is that Demandbase has perfected a ‘buy by the drink' model, which, as a traditional database publisher, we never experimented with in a serious way,” he added. “This allows us a market reach and experimentation with this model that might open up new market spaces for us.”

The Harte-Hanks strategy, Kokkinos said, is to take advantage of shifts in the market by partnering with organizations that have ready-built capabilities to meet new client demands. He said Harte-Hanks will be dramatically expanding its database in the near future and is working on building its predictive modeling capabilities. The company sees growth opportunities with vendors selling to SMBs.

Demandbase also sources data from Hoover's, Dun & Bradstreet, LexisNexis, Jigsaw and others. 

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