Demandbase
Enterprise ABM platform combining account intelligence, intent data, programmatic ads, and AI agents including a buying-committee agent.
Demandbase is a major enterprise ABM platform combining account intelligence, Bombora-powered intent, programmatic advertising, and sales orchestration, with AI agents including a buying-committee agent and a Lead Enrichment MCP. It integrates bi-directionally with Salesforce, Marketo, and HubSpot (and acquired Engagio in 2020); enterprise pricing is unpublished, with a roughly $24K floor and a median near $70K/year plus ad pass-through.
Vendor details
Canonical URL
https://demandbase.com
Category
GTM / revenue agent
Subcategory
Marketing — enterprise ABM (Demandbase One)
Use cases & customers
Primary use cases
Target customers
Deployment options
In practice
Your sales team works accounts with no idea who's actually in the buying committee. Demandbase's buying-committee agent surfaces the people involved, so outreach reaches the real decision group.
You're advertising to whole markets instead of accounts showing intent. Demandbase pairs Bombora-powered intent with programmatic advertising, so spend targets accounts already in-market.
Account data, intent, and sales actions live in disconnected tools. Demandbase combines account intelligence, intent, and sales orchestration, and syncs bi-directionally with Salesforce and Marketo.
Agentic Index coverage score
9.0 / 14 capabilities · 64%
| Integrations & Tool CallingBREADTH ACROSS ECOSYSTEMS rather than depth inside one, which is what this axis rewards. Pre built plug and play integrations for Salesforce, HubSpot, Marketo, Outreach and LinkedIn; a Demandbase Marketplace where third party connectors are listed after passing certification; an Account Connector API for exporting account data to arbitrary third party platforms; bidirectional HubSpot CRM sync over REST with a configurable read cron job and a daily writeback window; a Salesforce Data Integrity integration supporting unlimited enrichment workflows; a Demandbase connector published inside Salesforce Data 360; and a Sendoso integration that chains the Sendoso MCP to the Demandbase MCP so one prompt spans account signal, contact selection, Salesforce context and gift catalogue. Demandbase help centre integrations documentation and Q2 2026 partner ecosystem post 2026-07-30 | Full |
|---|---|
| Workflow OrchestrationAgentbase is a system of CONNECTED agents rather than a single assistant, built with the AWS GenAI Innovation Center with multi agent collaboration named as the development direction. Named agents span distinct jobs: Campaign Outcomes, Account Engagement, Filter, Action and a Site Customization Agent. THE STRONGEST EVIDENCE OF UNATTENDED EXECUTION is the Campaign Outcomes Agent, which optimises bidding strategies inside Demandbase's own B2B demand side platform, with the vendor reporting 40 percent higher click through rate and 25 percent greater lift in page visits versus standard campaigns. The April 2026 Demandbase AI release adds a conversational orchestration layer that the vendor describes as coordinating cross channel activations and continuously adapting. Demandbase press releases March 2025, May 2025 and April 2026 plus product pages 2026-07-30 | Full |
| Knowledge Grounding & RAGUPGRADED FROM THE UNSOURCED GRID, which carried Partial. Grounding runs on two layers. First, Context Intelligence, introduced with Demandbase AI in April 2026 and described as a proprietary layer that applies each company's own GTM context to analyse account signals and patterns against pipeline goals. Second, the underlying data estate: company, contact, technographic and intent data, account identification, buying group detection and intent scoring built on billions of signals, joined to the customer's synced CRM and marketing automation records in the Demandbase Database. The vendor's own AI principles page separates agentic AI from the predictive and algorithmic AI that powers identification and scoring, so the grounding layer is documented rather than implied. Demandbase AI principles page, April 2026 press release and help centre 2026-07-30 | Full |
| Human Oversight & GuardrailsThree real controls, none of them a per agent guardrail framework. First, a TENANT LEVEL KILL SWITCH: admins can disable Agentbase generative AI capabilities across both Demandbase One for Marketing and for Sales from Settings, explicitly provided for organisations with strict internal generative AI policies. That is an unusually blunt but genuinely useful control and is rare in this cluster. Second, granular permission sets with Full, Limited, View Only and No Access per platform area. Third, an approve before send step visible in the documented Sendoso MCP flow, where the agent hands the user a proposal to approve. What is absent is per agent risk calibration, configurable approval routing, or a policy engine blocking actions pre execution, which is what separates this from the Full grades in the cluster. Demandbase help centre Agentbase generative AI settings and permission sets documentation 2026-07-30 | Partial |
| Security, Identity & GovernanceFull and unambiguous on report type, which is the failure mode elsewhere in this pass. SOC 2 TYPE II against the Security trust services criteria, plus ISO 27001:2022, both clean recertifications announced December 2025 and BOTH AUDITED BY A NAMED FIRM, Schellman and Company. Naming the auditor is the transparency signal previously seen only on findem. Independent third party penetration testing at least annually with findings triaged, prioritised by severity and remediated, plus continuous internal application and infrastructure testing; the attestation summary is available under NDA. A published subprocessor list, a customer DPA incorporating standard contractual clauses with security measures set out in Annex 2 and a security audit clause, a data transfer impact assessment and a transparency report. Disaster recovery and business continuity plans reviewed, tested and updated annually. Centralised log retention with anomaly alerting, and secure SDLC with secure code training. WHAT IT DOES NOT HAVE, measured against the benchmark list: reports are NDA gated on request rather than bulk downloadable, no pre published SIG, CAIQ or HECVAT, no EU AI Act risk classification, no bring your own key, and the subprocessor list carries no documented veto or approval right. Demandbase security policy, DPA, recertification press release and help centre legal section 2026-07-30 | Full |
| Observability & AuditabilityDOWNGRADED FROM THE UNSOURCED GRID, which carried Full. The customer facing audit capability actually documented is an ADMIN CHANGE AUDIT TRAIL, not an agent action audit trail: permission set edits are reviewable under Settings with a 90 day retention window, and data sync status is monitorable through system notifications. The extensive logging described in the security policy, covering user access audit records, application account audit logs and centralised retrieval, is INTERNAL SECURITY MONITORING BY DEMANDBASE rather than a surface exposed to the buyer. No equivalent of a separate AI audit log isolating what the agent did from what users did was found on any first party surface, which is the benchmark set by jasper in this pass. The claim on the AI agents FAQ of full transparency into how decisions are made is marketing prose with no artefact behind it and was not credited. Demandbase security policy, permission sets documentation and AI agents FAQ 2026-07-30 | Partial |
| Memory & State PersistenceDOWNGRADED FROM THE UNSOURCED GRID, which carried Full on no evidence. What is documented is durable ACCOUNT LEVEL state rather than agent memory: a persistent account and engagement history in the Demandbase Database, synced CRM and marketing automation records, and a Context Intelligence layer that persists each company's GTM context across sessions. The Account Engagement Agent summarises engagement activity accumulated over time, which requires that history. What was NOT found on any first party surface is cross session agent memory, per agent state persistence, or any documented control over retention or forgetting at the agent level. Distinguishing a persistent data layer from agent memory is the reason this is Partial and not Full. Demandbase help centre and product documentation 2026-07-30 | Partial |
| Deployment & Data ResidencySingle tenant SaaS on AWS with no customer selectable deployment or residency option found. This is graded on POSITIVE EVIDENCE rather than absence: Demandbase publishes a data transfer impact assessment and relies on standard contractual clauses for transfers, which is the artefact set a vendor produces when personal data moves to the United States, and the company is US incorporated so CLOUD Act reach persists regardless of storage location. No region selection, no on premises or air gapped option, no single tenant or private VPC offer and no EU data residency commitment appeared across four search passes covering the security policy, DPA, help centre legal section and developer portal. PROVISIONAL: trust.demandbase.com is referenced by the security policy but was not retrieved directly, and a residency commitment would most plausibly live there. RE VERIFY BEFORE PUBLISHING ON THIS VENDOR. Demandbase security policy, DPA and privacy documentation 2026-07-30 | Unable to verify |
| Prebuilt Agents, Templates & PacksUPGRADED FROM THE UNSOURCED GRID, which carried Partial. Agentbase ships as a named, growing catalogue of purpose built agents rather than a single general assistant: Campaign Outcomes Agent for bid optimisation, Account Engagement Agent for engagement summarisation, Filter Agent and Action Agent built with the AWS GenAI Innovation Center, and a Site Customization Agent for conversational landing page creation added in April 2026. A tenant settings page enumerates the AI powered features included in Agentbase, confirming the catalogue is a managed product surface rather than a marketing grouping. Plays are orchestrated as a first class object alongside the agents. Graded medium confidence because the agent list was assembled from press releases and a settings page rather than from a single canonical catalogue page. Demandbase press releases and help centre Agentbase settings documentation 2026-07-30 | Full |
| Triggers & Channel CoverageTrigger surface and channel surface are both wide. Signals include intent scoring built on billions of signals, account identification, buying group detection, web visit and IP based company identification via the IP API v3, plus CRM and marketing automation events pulled through bidirectional sync. Activation channels reach advertising through the owned B2B demand side platform, website through the Site Customization Agent, email and nurture through Marketo and HubSpot, sales engagement through Outreach, and social through LinkedIn. The vendor frames the platform as turning signals into cross channel activation, and the channel list is corroborated by the integration documentation rather than by marketing copy alone. Demandbase help centre, developer portal and April 2026 launch coverage 2026-07-30 | Full |
| Model Flexibility & RoutingNo customer facing model choice, routing or bring your own model capability documented. Agentbase is built on AWS with the AWS GenAI Innovation Center, and the AI principles page states only that agents may leverage multiple AI techniques including large language models and retrieval systems, naming no specific model and offering no selection. THE IMPORTANT DISTINCTION, and it points the opposite way to the raw score: the ChatGPT, Claude, CoPilot and Gemini names attached to Demandbase run in the OPPOSITE DIRECTION to this axis. Those are MCP clients consuming Demandbase data, so the customer chooses the assistant that reads Demandbase, not the model that powers Demandbase's own agents. That capability is credited under extensibility, not here. The only model related control the buyer has is the tenant level switch turning generative AI off entirely. This is single provider dependency rather than the deliberate vertical integration seen on omilia or leena-ai, and the sourceBasis distinction matters more than the shared 0.0. Demandbase AI principles page, developer portal and April 2026 launch documentation 2026-07-30 | Unable to verify |
| APIs, SDKs & MCP ExtensibilityUPGRADED FROM THE UNSOURCED GRID, which carried Partial, and this is the axis the domain anchored search pass changed most. A dedicated developer site at developer.demandbase.com carries three distinct extension surfaces. 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 described as a secure gateway giving natural language access to both first party 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 letting partners activate Demandbase advertising and data capabilities, and the IP API v3 resolves a visitor IP or cookie to company, firmographic and registry data. Beyond APIs there is a DEVELOPER PORTAL AND CERTIFICATION PATH: third party vendors build connectors, pass certification, and are then listed in the Demandbase Marketplace. A shipped MCP server plus a certified third party connector programme is the top of this axis. Demandbase developer portal, API suite and MCP documentation 2026-07-30 | Full |
| Testing, Debugging & OptimizationTHE SAME SHAPE AS OPTIMIZELY IN THIS PASS, and graded the same way. Demandbase gives buyers substantial measurement of the OUTCOMES ITS AGENTS PRODUCE: Pipeline Influence capabilities shipped in April 2026 specifically for proving contribution to pipeline, campaign performance measurement inside the demand side platform, and reported lift figures on agent optimised bidding. What the customer cannot do is test the AGENT itself. No sandbox, no evaluation harness, no regression suite, no prompt or output scoring surface and no published methodology for assessing agent quality was found on any first party surface. Under this axis's rule, measuring the business result of an agent's work is not the same as being able to evaluate the agent, so this is Partial. The counter example remains pydantic-ai's Pydantic Evals, a shipped customer facing evaluation product. Demandbase April 2026 launch documentation and product pages 2026-07-30 | Partial |
| Browser & Computer UseNo browser control, computer use, screen operation or robotic process automation capability of any kind documented. Demandbase agents act through APIs, native integrations, the MCP interface and the owned advertising platform, which is the correct architecture for this category and not a gap in any practical sense. Four search passes across product pages, the developer portal, the help centre and press coverage surfaced nothing in this class. Consistent with every other account based GTM vendor graded in this pass. Demandbase developer portal, help centre and product documentation 2026-07-30 | Unable to verify |
The Agentic Index coverage score grades every vendor Full, Partial or Unable to verify against the same 14 buyer facing capabilities, from public evidence only. Each capability links to how all vendors in the index score on it. How this evidence is graded
Recent platform changes
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. This setup automatically transitions qualified accounts into coordinated engagement programs without manual list uploads.
Bears on: Integrations
View sourceDemandbase introduced AI Chat in Demandbase One for Sales (DBS), a conversational assistant that allows sellers to ask natural language questions about accounts. Currently in beta, the feature combines first-party CRM data with Demandbase's third-party firmographic, technographic, and intent intelligence. It delivers account insights, buying group assessments, and outreach recommendations directly within the sales platform.
Bears on: Agent capability
View sourcePricing
~$24k/yr (est., quote-only)
hybrid
Included quota
Basic/Starter (entry, ~$18K-$24K/yr, ~200-employee teams): core ABM/account identification, basic intent data, standard CRM integrations, ~10 included seats. Professional (~$43K-$65K/yr) expands account coverage and adds analytics. Enterprise/Demandbase One (~$70K-$300K+/yr) bundles the B2B DSP, web personalization, sales intelligence, advanced analytics, Agentbase AI agents, and a dedicated CSM.
What is public
Demandbase (Demandbase One - enterprise ABM/GTM: account identification, intent data, B2B DSP advertising, web personalization, sales intelligence, Agentbase AI agents) does NOT publish pricing - quote-only, demo required, annual/multi-year contracts. Third-party/Vendr ranges across ~3 tiers: Basic/Starter ~$18K-$24K/yr, Professional ~$43K-$65K/yr, Enterprise ~$70K-$300K+/yr; Vendr median ~$65K/yr (platform fee alone). Full Demandbase One commonly starts ~$200K/yr at enterprise scale. No free trial or free plan.
Billing mechanics
Tiered enterprise subscription gated by target-account-list size and module bundle, plus a flat per-user fee ($1,200-$3,000/yr per seat beyond a base ~10 licenses), data fees, and separately-priced modules. The B2B DSP advertising module bills its media spend separately on top (minimum ad-spend commitments ~$25K-$100K/yr). A one-time onboarding/professional-services fee (~$29,000) covers data connections, CRM integration, campaign setup, and training. Multi-year (2-3 yr) commitments unlock the best pricing; renewals rise ~10-15%.
Cost watchouts
~$29,000 onboarding (separate, often non-negotiable), per-seat fees beyond ~10 base licenses ($1,200-$3,000/yr), add-on modules (B2B DSP ~$60K+/yr plus $25K-$100K media minimum, personalization $30K-$60K/yr, deanonymization ~$60K/yr), 2-3-year lock-in with no monthly option, 10-15% renewal increases, dedicated marketing-ops staffing to run it, and first-year total often 50-100% above the quoted license
Variable cost rationale
Tiered base plus several variable layers - seats, account volume, module add-ons, and (especially) DSP ad media spend - so total cost scales well beyond the platform fee, frequently into six figures once advertising is active
Additional watchouts
Enterprise-only and among the priciest in ABM - oversized for SMB/mid-market (<$20K budget or <$8M ARR); needs a dedicated ABM operator and 8-16-week implementation; no person-level identification for SDR outreach and no built-in execution tools (dialer/email); stitched-acquisition UX; advertising turns it into a seven-figure commitment at scale
Overage / add-ons
Cost steps up by tier (account-list size + modules); extra seats add $1,200-$3,000/yr each; the DSP module requires minimum ad spend ($25K-$100K/yr) billed on top; premium data, web personalization, and visitor deanonymization are separate modules; users report occasional undocumented data/ad overages.
Sales call required
Yes, required for paid access
Lowest paid plan
Enterprise; no public list (~$24K floor to $300K+, median ~$70K/yr + ad pass-through)
Commercial notes
Most feature-complete ABM platform - bundles advertising, personalization, intent (2T+ signals/mo), and sales intelligence that competitors require separate tools for; built via acquisitions (Engagio/InsideView/DemandMatrix), which shows in stitched UX; Agentbase AI agents added March 2025; published ROI claims (Adobe 3X conversions, SAP Concur +52% revenue, 367% avg ROI); competes with 6sense/Terminus/RollWorks
Key ambiguities
No public list pricing - all figures are third-party/Vendr estimates spanning $18K to $300K+; tier names and inclusions are unofficial; which modules a quote includes (DSP, personalization, deanonymization) swings the total dramatically; ad media spend is pass-through on top
Cancellation / refund
Annual minimum, 2-3-year multi-year standard for best pricing; no monthly option, no free trial/plan (demo-gated); early termination typically requires paying the remaining term; multi-year + prepay + module bundling are the main negotiation levers
Support SLA / resale
Enterprise contracts include a dedicated CSM, training, and premium support; native integrations with Salesforce/HubSpot; the only B2B-native demand-side platform (DSP) for advertising; Agentbase AI agents (Campaign Outcomes, Account Engagement, Filter) in Demandbase One
Missing data
Demandbase publishes no list pricing - all tier/dollar figures are third-party/Vendr estimates; module, seat, onboarding, and ad-minimum costs are quote-only. Seed '~$24K floor to $300K+, median ~$70K/yr + ad pass-through' is accurate (Vendr median ~$65K; DSP media spend is additional).
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Alternatives to Demandbase
The closest documented capability profiles to Demandbase among GTM and revenue agents tracked by Agentic Index, ordered by similarity on the same 14 point evidence the rankings use. No vendor pays for placement.
- Common Room9.5 / 14Fuller documented coverage on Memory & State Persistence
- Conveyor9.5 / 14Adds documented Browser & Computer Use
- Salesloft8.5 / 14A lighter documented profile than Demandbase
- Warmly8.5 / 14A lighter documented profile than Demandbase
- AiSDR9.0 / 14Adds documented Deployment & Data Residency
- Amplemarket10.0 / 14Adds documented Deployment & Data Residency
Similarity is computed from each vendor's Agentic Index coverage score evidence, axis by axis, not from the totals. How this evidence is graded