Demandbase Signs Agreement to Acquire Data Science Company Spiderbook

SAN FRANCISCO – May 24, 2016 – Demandbase, the recognized leader in Account-Based Marketing (ABM), today announced that it has signed an agreement to acquire data science company Spiderbook. Spiderbook automates the identification of companies that are likely to buy, including those that are already in-market for a company’s products and services. It then determines the right buyers within those accounts and uncovers buyer-specific insights to recommend personalized messages for sales teams to use. The combined offering extends Demandbase’s leadership position in the rapidly expanding ABM category with the only end-to-end platform—helping companies identify, target, engage and sell to target accounts.

“Demandbase has significantly improved how we attract and engage our target accounts,” said Nick Ezzo, vice president of demand generation for Host Analytics. “Last year, we tested Spiderbook to help us identify the right accounts to target while delivering the right contacts and insights to the sales team to help close those accounts. The combination of Demandbase and Spiderbook gives us a complete ABM platform, and we are excited to see the new innovation that they will deliver together.”

“Over the last several years, we have evaluated multiple solutions to help our marketing and sales teams more efficiently identify the accounts most likely to buy our own products,” said Chris Golec, founder and CEO of Demandbase. “Spiderbook’s technology was simply head and shoulders above anything we tried, and we heard similar feedback from our mutual customers. We were so impressed with the results generated, scalability of the technology and their team, that we decided to join forces to bring the most robust and comprehensive ABM solution to the marketplace.”

The addition of the Spiderbook technology will now make it possible for Demandbase to use machine learning and data science at scale to analyze billions of web pages for signals that map to the keywords, interests and profile of its customers’ target accounts. Spiderbook also extends the Demandbase offering with the technology to identify the right people to target at these accounts and recommends the right messages.

“We have watched Demandbase create and grow the ABM category. They are clearly the dominant force within Account-Based Marketing,” said Alan Fletcher, CEO of Spiderbook. “By joining Demandbase, we can now reach more B2B marketers and bring more value by having our solutions fully integrated.”

Founded by Oracle veterans and a team of data scientists, Spiderbook uses advanced machine learning and linguistics expertise to discover new accounts displaying intent, uncover qualified opportunities and find the most relevant buyers within target accounts. Sales teams can then easily choose relevant information from their dashboard to populate personalized emails. Spiderbook employees will be joining Demandbase’s team at the company’s headquarters in San Francisco.

“B2B marketers are evolving their Account-Based Marketing strategy to what we call Account-Based Everything—the coordination of personalized marketing, sales development and sales efforts to drive engagement and conversion at a targeted set of accounts,” said Craig Rosenberg, chief analyst at TOPO. “The Demandbase acquisition of Spiderbook extends their account-based platform into sales development and Sales and allows organizations to move closer to realizing this vision and ultimately see significant lift in pipeline and revenue.”

Recently named a Gartner Cool Vendor, Demandbase is experiencing phenomenal growth in ABM deals. Closing its biggest quarter ever, Demandbase now has over 300 customers including some of the world’s largest technology, manufacturing, healthcare and financial services companies in the world. Last month, at the largest ABM thought leadership conference in the world, the Demandbase Marketing Innovation Summit, the company announced Account-Based Marketing Automation, a significant partnership with Oracle Marketing Cloud, launched the ABM Leadership Alliance and unveiled the latest State of ABM report with SiriusDecisions.