Demandbase's New DemandGraph Adds Artificial Intelligence to ABM

San Francisco-based Demandbase, a business-to-business (B2B) marketing company, is putting its Spiderbook acquisition to work by adding a layer of artificial intelligence (AI) to its Account-Based Marketing (ABM) platform. Spiderbook, which Demandbase acquired in May, offers machine learning and data science to analyze web pages and target accounts. Demandbase capitalized on those capabilities to create DemandGraph, an AI-powered business graph designed to help marketing and sales teams collect business data like vendor, customer and partner relationships. Demandbase CEO Chris Golec told CMSWire the DemandGraph AI capabilities take Demandbase's digital footprint of information on companies and "exposes it to a much bigger set of data." "If you think about what Salesforce is doing with Einstein, that's all about applying AI to (customer relationship management) CRM data and the people you're doing business with," Golec said.