This has been a big year for account-based marketing on the Internet and for Demandbase, one of the biggest proponents of using technology to ferret out leads that are ready and willing to buy. In July, after posting 80% revenue growth for the year, the company received a $30 million cash infusion from Sageview Capital. Today it announces the first purchase it’s making with its warchest: WhoToo.
As with all good mergers and acquisitions, each company fills in some blanks at the other. Data-as-a-service provider WhoToo brings millions of behavioral, functional, and persona files that will let Demandbase identify individual decision-makers in its enterprise database. WhoToo gets to hone its files with Demandbase’s business intelligence.
“They don’t have much linkage to company data. That’s where we come in,” said Demandbase CEO Chris Golec. “Every Web interaction has a net IP address, but not a cookie. Their foundation is more cookie-based, personal data; ours was always network IP-based. This gives us both much deeper reach.”
For Demandbase, that reach extends to potential new business across a wider array of verticals. “If you look at our customer base, it’s dominated by high-tech. Now you’ll see us move into business services, big telecoms, and then maybe into pharma and biotech,” Golec said.
In a press release announcing the deal, WhoToo CEO Matt Rowlen said, “I cannot think of a better combination to benefit B2B customers.”
