Agentic Index
Demandbase vs Hightouch (2026)
Demandbase last verified ·Hightouch last verified
Demandbase and Hightouch both run agents on account and customer data, from opposite foundations. That verdict is the Agentic Index coverage score, graded from each vendor's own published materials.
Demandbase supplies the data and the channels, with account identification, buying groups and intent signals, acted on by named Agentbase agents across its own advertising platform, the website, nurture and sales engagement, quoted as a platform fee plus a flat fee per user. Hightouch works on the data you already hold, running always on agents directly on your warehouse to personalize and execute campaigns, with a free plan of two active syncs, and its Agentic Marketing Platform and Composable CDP priced through a demo.
This comparison is published by Agentic Index, an independent agentic AI vendor research platform. Demandbase and Hightouch are each graded against the same 14 capability Agentic Index taxonomy, from the vendor's own public materials under the Agentic Index verification standard, alongside 1,084 researched vendors. No vendor pays for placement and no vendor has reviewed this page. How this evidence is graded
Choose Demandbase if
- Third party intent data is the signal you do not have and cannot generate.
- Advertising to target accounts is part of the motion, alongside owned channels.
- Agents an admin enables one by one, each with its own job, fit how you roll out.
Choose Hightouch if
- Your warehouse is the source of truth and copying data out is the problem.
- Approvals, run records and testing of agent decisions are requirements for your team.
- A free plan lets you start before a sales conversation.
| Feature | D Demandbase |
H Hightouch |
|---|---|---|
| Action & orchestration | ||
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Integrations & Tool Calling Ability to connect agents to real systems through native integrations, OAuth-authenticated actions, custom tools, APIs, webhooks, or MCP-compatible tools. |
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DemandbaseIntegrations & Tool Calling Prebuilt integrations connect to Salesforce, HubSpot, Marketo, Outreach and LinkedIn across CRM, marketing automation, sales engagement and social. A Demandbase Marketplace lists third party connectors once they pass certification, so the catalog extends beyond what Demandbase builds. An Account Connector API exports account data to any third party platform, HubSpot CRM sync runs both ways over REST with a configurable read schedule and a daily writeback window, a Salesforce Data Integrity integration supports unlimited enrichment workflows, and a Demandbase connector is published inside Salesforce Data 360. The Sendoso integration chains that partner's MCP to the Demandbase MCP, so one prompt spans account signal, contact selection, Salesforce context and a gift catalog, which is authenticated action across four systems in a single flow. Sourcedeveloper.demandbase.com, support.demandbase.com integrations documentation and demandbase.com partner ecosystem postread 2026-09-02 |
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HightouchIntegrations & Tool Calling Agents act in systems Hightouch does not own. Syncs write audiences into destinations across advertising, email, SMS, push and web, AI Decisioning sends its messages through Braze, Iterable or Salesforce Marketing Cloud, and Lifecycle Studio exports approved messages to the connected ESP. Sources include Snowflake, Databricks and BigQuery, with Amazon SQS and Kinesis event sources added in October 2026. Sourcehightouch.com/docs/ai-decisioning/overview, docs/lifecycle-studio/overview and docs/changelogread 2026-10-24 |
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Workflow Orchestration Ability to sequence, branch, retry, route, and combine deterministic workflow nodes with autonomous agent steps. |
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DemandbaseWorkflow Orchestration Agentbase is a system of connected agents, not one assistant, and it runs work unattended. Demandbase describes connected AI agents that surface high value accounts and buying groups, orchestrate journeys and pinpoint actions, built on open architecture, with the Filter and Action agents built alongside the AWS GenAI Innovation Center on Amazon Bedrock. The clearest case of agents acting instead of advising is the Campaign Outcomes Agent, which optimizes bidding strategies inside Demandbase's own B2B demand side platform toward an outcome the customer chooses, with reported results of 40 percent higher click through and 25 percent more lift in page visits than standard campaigns. A conversational orchestration layer coordinates activations across channels and keeps adapting, and Plays are orchestrated as a first class object across the agents. Sourcedemandbase.com press releases March 2025, May 2025 and April 2026 and support.demandbase.comread 2026-09-02 |
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HightouchWorkflow Orchestration Agents handle the full loop of audience building, journey orchestration, cross channel launch, measurement and feeding learnings back into the next decision, across advertising, email, SMS and web. Sourcehightouch.com/docs/ai-decisioning/overviewread 2026-10-01 |
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Triggers & Channel Coverage How agents wake up and where they work: schedules, webhooks, message events, CRM events, inbox events, chat, email, voice, and collaboration tools. |
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DemandbaseTriggers & Channel Coverage Work starts from many signals and goes out through many channels. Intent scoring built on billions of signals, account identification, buying group detection, company identification from web visits and IPs through the IP API v3, and CRM and marketing automation events pulled through two way sync start the work, so it begins because the market moved, not because someone scheduled it. Output reaches advertising through the owned B2B demand side platform, the website through the Site Customization Agent, email and nurture through Marketo and HubSpot, sales engagement through Outreach and social through LinkedIn. Demandbase frames the platform as turning signals into activation across channels, with an orchestration layer coordinating those activations. Sourcedeveloper.demandbase.com, support.demandbase.com and demandbase.com April 2026 releaseread 2026-09-02 |
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HightouchTriggers & Channel Coverage AI Decisioning agents operate continuously, choosing the message, channel and timing for each user without a person starting each run, and saved agent reports run on a schedule and deliver to email or Slack. Sourcehightouch.com/docs/ai-decisioning/agents and docs/agents/overviewread 2026-10-24 |
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| Knowledge & context | ||
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Knowledge Grounding & RAG Ability to ground agent behavior in company data through document ingestion, retrieval, external knowledge APIs, semantic search, or RAG layers. |
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DemandbaseKnowledge Grounding & RAG The agents work from a maintained structure that joins Demandbase's own data to the customer's records. Context Intelligence is a proprietary layer that applies each company's own GTM context to account signals and patterns, measured against that company's pipeline goals, so the customer's material shapes what the agents conclude. Underneath sit company, contact, technographic and intent data, account identification, buying group detection and intent scoring built on billions of signals, joined in the Demandbase Database to the customer's synced CRM and marketing automation records and read as the standing basis for what the agents say. Demandbase separates agentic AI from the predictive and algorithmic AI that powers identification and scoring. Sourcedemandbase.com/ai-principles, April 2026 release and support.demandbase.comread 2026-09-02 |
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HightouchKnowledge Grounding & RAG Agents query the customer's own warehouse and connected channels such as Meta, Google Ads, TikTok, Braze and Iterable, and Context Hub manages the knowledge they draw on, files, definitions, brand profiles, guardrails and channel connections, with Snowflake semantic views, Databricks Unity Catalog metric views and Google Drive as governed sources. Lifecycle Studio reads templates, imported images, Customer Studio audiences and campaign history from a connected ESP. Sourcehightouch.com/docs/agents/overview, docs/lifecycle-studio/overview and docs/changelogread 2026-10-24 |
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Memory & State Persistence Ability to persist context across a run, conversation, workflow, user, team, or longer-term memory layer. |
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DemandbaseMemory & State Persistence Durable account records are kept, but agent memory is not. What persists is account and engagement history in the Demandbase Database, synced CRM and marketing automation records, and agent outputs saved as records, since disabling Agentbase leaves previously generated personas and buying groups unchanged. Those are business records the agents write and read. Nothing is exposed as agent memory, no state for each agent carries across sessions, and there is no retention or forgetting control for agents. Sourcesupport.demandbase.com and demandbase.com/ai-principlesread 2026-10-01 |
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HightouchMemory & State Persistence Agent chats persist for follow up questions, AI Decisioning agents keep learning from real outcomes such as clicks and purchases from one run to the next, and Context Hub holds the files, definitions, brand profiles and guardrails agents use. No memory the agent writes for itself, with a stated scope and lifetime, is described. Sourcehightouch.com/docs/agents/overview and docs/ai-decisioning/agents; hightouch.com/docs/ai-decisioning/agentsread 2026-10-24 |
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| Control & trust | ||
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Human Oversight & Guardrails Approval steps, consent checkpoints, escalation rules, structured guardrails, policy constraints, and pause/resume controls. |
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DemandbaseHuman Oversight & Guardrails Admins control whether an agent runs, with thinner control over what it does once running. They can enable or disable each agent for the tenant, switching off a specific AI agent while leaving the others on, and a global toggle disables all current and future AI capabilities, betas included, for organizations with strict internal policies on generative AI. Permission sets grant Full, Limited, View Only or No Access for each area of the platform, and the Sendoso MCP flow includes a step where the agent hands the user a proposal to approve before sending. Disabling an agent removes AI chat interfaces and insight panels and leaves previously generated personas and buying groups in place, so the control works in practice. The approval step appears in one partner integration flow, not as a gate across the platform, and there is no approval routing or review queue for the agents that act directly, notably the Campaign Outcomes Agent as it optimizes live bidding. Sourcesupport.demandbase.com Agentbase settings and permission sets documentationread 2026-09-02 |
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HightouchHuman Oversight & Guardrails Agents never create or change anything without approval, and drafts made in chat, such as audiences or reports, are saved only when a user reviews them. Workspaces assign user and agent reviewers to check generated creative before it is published, Lifecycle Studio never sends a message without approval, and AI Decisioning works only within the audience, goals, approved messages and guardrails the marketer sets, without changing the base content. Every agent query is scoped to the data the current user may see. Sourcehightouch.com/docs/agents/overview, docs/agents/settings, docs/lifecycle-studio/overview and docs/ai-decisioning/overviewread 2026-10-24 |
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Security, Identity & Governance RBAC, SSO, auditability, encryption, least-privilege tool access, compliance posture, and data handling policy. |
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DemandbaseSecurity, Identity & Governance SOC 2 Type II against the Security criteria and ISO/IEC 27001:2022 were both recertified and audited by Schellman and Company, with independent penetration testing by a third party at least once a year and continuous internal testing of applications and infrastructure. Permission sets grant Full, Limited, View Only or No Access for each area of the platform, and audit logging is a product security feature alongside access monitoring, data access controls, password security, disk encryption and centralized log retention with anomaly alerting. On the legal side there is a published subprocessor list, a customer DPA incorporating standard contractual clauses with security measures in Annex 2 and a security audit clause, and a data transfer impact assessment. The trust center publishes a CAIQ and a SIG Lite and lists, behind a request for access, a SOC 2 Type 2 report, penetration test reports for 2024 and 2025, a vulnerability assessment report, the ISO 27001 certificate, an Agentbase AI FAQ and a data diligence FAQ. Sourcetrust.demandbase.com and demandbase.com/security-policyread 2026-10-01 |
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HightouchSecurity, Identity & Governance Hightouch holds SOC 2 Type 2 and an ISO 27001 certificate from Schellman, supports customer HIPAA, GDPR and CCPA compliance, and runs regular third party penetration tests. Workspace governance covers SSO and SCIM, role based access with custom roles, label based controls, approval workflows and audit logs, with TLS 1.2 or higher in transit, and cached AI artifacts are single tenant and never used to train shared or third party models. Sourcehightouch.com/docs/security/overviewread 2026-10-24 |
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Observability & Auditability Traces, logs, execution histories, metrics, audit events, and debugging detail for production agent behavior. |
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DemandbaseObservability & Auditability Audit logging is a product feature, but there is no record of what agents did. The trust center lists Audit Logging under product security, and admins can review permission set edits under Settings in a change audit trail kept for 90 days, with data sync status shown through system notifications. Access monitoring and centralized log retention with anomaly alerting also appear, but Demandbase describes those as its own monitoring, not something the customer sees, listed under corporate and network security instead of product security. Nothing separates agent actions from user actions. There is no audit log specific to AI, no record of what an agent decided in each run, and no way to reconstruct why the Campaign Outcomes Agent changed a bid or why the Account Engagement Agent summarized as it did. Demandbase's AI agents FAQ claims full transparency into how decisions are made, with nothing behind it to inspect. Sourcetrust.demandbase.com and support.demandbase.com permission sets documentationread 2026-09-02 |
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HightouchObservability & Auditability Every agent has a default run failure monitor, with Slack, email, PagerDuty, SMS or webhook alerts for failures, stalled runs and drops in recommendation volume, and a Health tab shows pipeline runs, channel delivery rates and outcome data freshness. The Overview tab shows eligible users, performance per goal against the holdout with confidence intervals and sends by message, and the workspace keeps audit logs. Sourcehightouch.com/docs/ai-decisioning/agents and docs/security/overviewread 2026-10-24 |
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Deployment & Data Residency Deployment modes and options, including SaaS, dedicated cloud, VPC, on-prem, hybrid, local runtime, and self-hosting. |
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DemandbaseDeployment & Data Residency Customers have no control over where anything runs. The trust center lists Amazon Web Services, protection against DDoS and business continuity under infrastructure, and cross border data transfers and a data protection officer under privacy. There is no region selection, EU hosting option, single tenant or private VPC deployment or residency commitment. The one entry that touches location, cross border data transfers, is legal cover, not a deployment choice, and it sits alongside a data transfer impact assessment and standard contractual clauses, the set a vendor produces when personal data moves to the United States. Demandbase is incorporated in the US, so CLOUD Act reach applies regardless. Sourcetrust.demandbase.com and demandbase.com/security-policyread 2026-09-02 |
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HightouchDeployment & Data Residency Workspaces deploy in a supported region on AWS, GCP or Azure, and the platform is warehouse native. Hightouch keeps no long lived copy of primary customer tables, storing logs, change data capture state and row level status in a cloud bucket, Hightouch managed on self service plans with about 30 days of retention and the customer's own bucket on business and enterprise plans. The deterministic identity graph runs inside the customer's warehouse. The control plane is cloud SaaS, with no self hosted option. Sourcehightouch.com/docs/security/overview and docs/identity-resolution/overviewread 2026-10-24 |
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| Solution readiness | ||
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Prebuilt Agents, Templates & Packs Ready-made workflows, packaged employees, templates, blueprints, industry solutions, and role-specific agents that reduce time-to-value. |
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DemandbasePrebuilt Agents, Templates & Packs Customers can browse a set of named agents and turn them on one at a time. Admins manage Agentbase for the tenant, finding an agent, clicking Edit and toggling it on or off, with a separate global toggle for all of them, and a companion article lists Agentbase features against their AI credit usage, so each agent is listed in the product, can be adopted separately and is costed by feature. The named agents cover distinct jobs, Campaign Outcomes for bid optimization inside Demandbase's own demand side platform, Account Engagement for summarizing engagement, Filter and Action built with the AWS GenAI Innovation Center, and a Site Customization Agent for building landing pages through conversation, with more agents in beta with 35 members of an AI design partner program. Plays sit alongside as a first class orchestrated object. Sourcesupport.demandbase.com Agentbase settings article and demandbase.com press releasesread 2026-09-02 |
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HightouchPrebuilt Agents, Templates & Packs Customer Studio has three template types, audience, sync and journey, each with its own browsable list in the product. Templates can be previewed with size calculation and destination preview, then applied to create a new object from a configured starting point, syncs stay linked to their template so locked-field changes carry through, and a workspace setting can require sync templates for every audience activation. Customers stock the library themselves, with platform admins typically creating and governing templates and marketers applying them. The named examples, a churn-risk audience, a standard Braze sync, a new-customer welcome series, and cart abandonment and welcome series journeys, are things a customer would build. Suggested reports are generated output, and the email-component and image libraries hold the customer's imported material. Sourcehightouch.com/docs/customer-studio/templates and hightouch.com/docs/customer-studio/journeysread 2026-09-02 |
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| Platform extensibility | ||
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Model Flexibility & Routing Ability to work across multiple foundation models, route tasks to different models, or let buyers bring their own providers and keys. |
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DemandbaseModel Flexibility & Routing Customers get no choice of model. Agentbase is built on AWS with the AWS GenAI Innovation Center on Amazon Bedrock, and Demandbase says only that agents may use multiple AI techniques, including large language models and retrieval systems, naming no model and offering no selection, routing, bring your own model or bring your own key. ChatGPT, Claude, Copilot and Gemini work the other way, as MCP clients reading Demandbase data, so the customer picks the assistant that reads Demandbase, not the model that powers its agents. The only control over models is the tenant switch that turns generative AI off, for one agent or entirely, and the provider behind the agents stays undisclosed. Sourcedemandbase.com/ai-principles and developer.demandbase.comread 2026-09-02 |
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HightouchModel Flexibility & Routing Hightouch Agents run on a Hightouch managed inference provider by default, and a customer can connect its own provider instead, Google Vertex, Snowflake Cortex or Databricks, so data stays within its own infrastructure, which puts third party models the customer selects behind the agents. No choice of model by maker is described beyond that provider, and AI Decisioning runs on Hightouch's own reinforcement learning system, which counts for nothing here. Sourcehightouch.com/docs/agents/settings and docs/ai-decisioning/overviewread 2026-10-24 |
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APIs, SDKs & MCP Extensibility Composability layer: stable APIs, SDKs, MCP tool consumption/serving, custom tools, and integration into internal systems. |
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DemandbaseAPIs, SDKs & MCP Extensibility A dedicated developer site offers three extension surfaces and a certification path. The Demandbase API Suite covers account intelligence, engagement insights, user management, data enrichment and analytics. The Demandbase MCP is a first party Model Context Protocol server that gives secure natural language access to both the customer's own tenant data and third party B2B intelligence, with ChatGPT, Claude and Visual Studio Code named as supported clients. The Partner Tag is an authenticated JavaScript module that lets partners activate Demandbase advertising and data capabilities, and the IP API v3 resolves a visitor IP or cookie to company, firmographic and registry data. Third party vendors can build connectors, pass certification and then be listed in the Demandbase Marketplace, and the Sendoso integration chains that partner's MCP to Demandbase's so a single prompt spans account signal, contact selection, Salesforce context and gift catalog. Sourcedeveloper.demandbase.com and demandbase.com partner ecosystem documentationread 2026-09-02 |
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HightouchAPIs, SDKs & MCP Extensibility A hosted MCP server, enabled by Hightouch at no additional cost, lets any MCP client, such as Claude, ChatGPT, Gemini Enterprise or Microsoft Copilot, read the schema, build and save audiences, create and analyze journeys, manage syncs and create them from templates, with email and SMS content for Lifecycle Studio customers and ad creative for Ad Studio customers, all within the workspace's role based access. A Personalization API, Hightouch Events and a Resource API on the enterprise tier sit alongside it. Sourcehightouch.com/docs/ai-integrations/mcpread 2026-10-24 |
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Testing, Debugging & Optimization Testing, debugging, scoring, retries, fallbacks, quality gates, and optimization loops for improving agent workflows before and after deployment. |
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DemandbaseTesting, Debugging & Optimization Demandbase measures what the agents produce but offers nothing that tests the agents. Pipeline Influence capabilities prove contribution to pipeline, campaign performance is measured inside the demand side platform, and lift figures are reported on bidding the agents optimized, so the business result of agent work can be read and compared. Nothing evaluates the agent itself, with no sandbox, evaluation harness, regression suite, scoring of prompts or outputs, or published method for assessing agent quality. Disabling an individual agent is a switch, not a test. Sourcedemandbase.com April 2026 release and support.demandbase.comread 2026-09-02 |
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HightouchTesting, Debugging & Optimization An agent can carry a holdout set at creation, and users in it receive no messages, so lift is measured against what would have happened anyway, with confidence intervals once enough event data is collected. Goals are weighted from best to worst outcomes and can count toward decisions or be tracked only, and the Insights page breaks results down by message, goal impact and timing. The holdout withholds the agent's own treatment, so it measures the agent itself. Sourcehightouch.com/docs/ai-decisioning/agentsread 2026-10-24 |
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| Specialist automation | ||
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Browser & Computer Use Browser, desktop, or remote/local computer control for workflows that cannot be handled through stable APIs alone. |
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DemandbaseBrowser & Computer Use Agents do not control a browser, use a computer, operate screens or run robotic process automation. They act through APIs, native integrations, the MCP interface and Demandbase's own advertising platform, which suits account based go to market work, since everything they touch has a programmatic route. Sourcedeveloper.demandbase.com, support.demandbase.com and demandbase.com product pagesread 2026-09-02 |
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HightouchBrowser & Computer Use Hightouch works through warehouse queries and destination integrations and does not drive a browser or operate a computer interface. Sourcehightouch.com/docs/ai-decisioning/overviewread 2026-10-24 |
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Pricing snapshot
Sourced from the Index pricing dataset · open each vendor's profile for full detail.
| Pricing | D Demandbase |
H Hightouch |
|---|---|---|
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Entry price Lowest public entry point |
No figures published. The pricing page describes a platform fee covering essential software and services plus a flat fee per user, quoted through a form. | Free Basic Reverse ETL plan with up to two active syncs. The Agentic Marketing Platform and the Composable CDP are usage based and priced through a demo, with no dollar price published. |
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Pricing confidence How public the numbers are |
Contact only | Public, partial |
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Billing Primary billing axis |
platform fee plus a flat fee per user; Agentbase features draw on AI credits; advertising and data sold as standalone products | Usage based, with no limit on monthly tracked users and no caps on sources, destinations or seats. |
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Variable cost Workload / overage exposure |
Medium variable cost | High variable cost |
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Free tier / trial Try before you buy |
No free tier
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Free tierTrial
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Buying motion Self-serve vs sales call |
Sales call | Sales call |
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Pricing verified When this pricing was last checked |
Product updates
Newest first, each linked to its source.
Demandbase
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· Security / enterprise
Admins can now decide which users reach each Demandbase AI agent, such as the email, site customization and pipeline agents, through a new Gen AI tab in permission sets with full, limited or no access.
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· Agent capability
Demandbase launched Mojo, an autonomous B2B marketing agent that builds audiences, helps shape strategy and runs campaign workflows across channels, flagging tracking or audience errors as it monitors performance.
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· Integrations
Demandbase has launched a strategic integration with DemandWorks, connecting its AI-powered buying signals and account intelligence directly to the DemandWorks managed multi-channel activation engine.
Source
Hightouch
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· Agent capability
Hightouch's agentic marketing platform now sends lifecycle messages itself, so campaigns its agents build can run end to end without a separate engagement platform.
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· Observability / auditability
Agent responses in Hightouch now cite the definitions and assumptions behind each part of an answer.
Source
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