Dive Brief:
- B2B marketing vendor Demandbase bought data services company WhoToo for an undisclosed amount.
- The deal adds WhoToo’s hundreds of millions of behavioral, functional and persona profiles into Demandbase’s data assets to help B2B marketers better target customers.
- The combined data sets will allow marketers to zero in on functional areas and interests.
Dive Insight:
The newly-inked deal allows Demandbase to integrate WhoToo’s hundreds of millions profiles with its data assets and real-time IP identification technology, allowing B2B marketers to highly target customers down to interest and functional areas.
“The WhoToo acquisition extends our data leadership in ABM and positions us as the de facto standard for B2B marketing online,” Chris Golec, CEO of Demandbase, said in a statement. “As B2B companies rapidly adopt ABM to align their marketing and sales efforts, the combined WhoToo and Demandbase solutions will make it easier for them to scale their programs. Together, we will offer the only solution that marries patented IP identification with audience profiles to drive better B2B marketing performance.”
The deal also gives Demandbase access to WhoToo’s relationships with data management platforms, and area that Demandbase had previously not been active in pursuing working partnerships.
Demandbase doesn’t disclose the number of customers it has, but told Marketing Dive that Salesforce, Adobe, SAP, HP, IBM and Microsoft use their marketing tools, and it counts hundreds of companies across multiple industries as customers including GE, DocuSign and Kelly Services. The news follows the recent $30 million investment round, led by Sageview Capital, Demandbase received in July.