Demandbase, a leader in Account-Based Marketing (ABM), announced at Dreamforce an expanded collaboration with Salesforce Pardot to provide B2B marketers with an even more efficient, integrated ABM experience. The new product integration will allow B2B marketers to access Demandbase’s anonymous website engagement and intent data within Salesforce Pardot and Sales Cloud. Marketing and sales teams can use this data to get a more complete view of each customer and prospect account or enable more informed segmentation for use in Pardot campaigns. For the first time, Salesforce Pardot users will be able to leverage Demandbase’s Artificial Intelligence-enabled account-level data to identify high-value accounts in real time and build actionable segments.
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“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. “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.”
This integration will also combine Demandbase’s anonymous website engagement data with pipeline, opportunity, campaign and other CRM and Pardot data to surface intent insights within Pardot’s B2B Marketing Analytics. These deeper account insights will enable sales teams to be more productive and informed. Users will be able to discover new companies that are showing early buying signals and intent long before a hand-raise.
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“Delivering a personalized customer experience is key to any business,” said Nate Skinner, VP, Product Marketing Salesforce Pardot. “Our customers will now be able to take this a step further, by combining anonymous engagement data from Demandbase, with known engagement data from Pardot.
This product integration follows another collaboration announced earlier this year between Demandbase and Salesforce Pardot, which brought together Demandbase’s Conversion Solution with Salesforce Pardot data to enable sales teams with insights into each target account.
This new functionality will be available to Pardot and Demandbase customers in Q4 2018.
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