Demandbase added to the 365 Customer Insights ecosystem

The Demandbase group of companies will bring a portfolio of account-based B2B data to Microsoft's CDP.

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Leading ABM vendor Demandbase, along with its two recent acquisitions, InsideView and CustomerMatrix, will partner with Microsoft to help enrich Microsoft Dynamics 365 Customer Insights, the CDP component of Microsoft’s newly announced Customer Experience Platform.

As part of its offering, Demandbase surfaces engagement and intent data related to accounts. InsideView is a provider of sales intelligence, including account-level insights. DemandMatrix hosts technographic data, and is a strong predictor of intent for technology companies. The partnership will add B2B capabilities to Microsoft’s solution, which has been available to B2C sellers for two years.

Through custom connectors, the data in from the Demandbase companies will be integrated with profiles within Insights.

Why we care. Microsoft last week announced the Microsoft Customer Experience Platform to leverage 365 Customer Insights for orchestration and engagement purposes. Among clients mentioned were enterprise B2C organizations like Chipotle and Walgreens.

This new announcement shows that Microsoft has no intention of leaving enterprise B2B sellers out of its roadmap.

About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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