Demandbase doubles down on B2B ad tech

Demandbase was among the first companies to adapt the core principles of ad technology to support account-based marketing. It helps B2B teams execute across channels (email, display advertising, social and search walled gardens, etc.) at every stage of the account journey. Sales operations professionals use it as a CDP and DMP, while marketers use its account-based DSP, which claims to be the only purpose-built solution for account-based audience bidding and activation. This interview focuses primarily on the DSP, its features and use cases. The full-length version of this interview includes a demo for paying Marketecture subscribers, and we also recommend checking out the downloadable one-sheet which has extensive info on Demandbase’s customer use cases. Recorded: March 2023

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