Demandbase launches AI-powered account insight with Salesforce Pardot

Demandbase has announced a collaboration with Salesforce Pardot to give B2B marketers an integrated account-based marketing experience.

The partnership will mean customers can access Demandbase’s anonymous website engagement and intent data in Salesforce Pardot and Sales Cloud.

This also means Salesforce Pardot users will be able to use Demandbase’s AI-enabled account level data to identify high-value accounts.

The company aim for this is to help marketing and sales teams gain a whole view of each account and better inform segmentation.

Chris Golec, CEO at Demandbase, said the collaboration will aid marketers in connecting technologies. “With over 5000 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.”

Nate Skinner, VP, product marketing at Salesforce Pardot, also added: “Delivering a personalised customer experience is key to any business. 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.

The integrated function will be available to Demandbase and Pardot customer during Q4 of this year.

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