What it is
Demandbase is the other ABM platform — the one that competes head-to-head with 6sense, often in the same RFP. It identifies in-market accounts, scores intent, runs targeted advertising, and orchestrates GTM across marketing and sales. The Engagio acquisition added strong account-based marketing analytics; the InsideView acquisition added contact data.
It is a more marketing-flavored ABM platform than 6sense, with stronger advertising primitives.
Why it shows up in RevOps stacks
- Native ad targeting. Demandbase ABX runs B2B-targeted display and LinkedIn campaigns directly against your account list — fewer hops than stitching 6sense to LinkedIn.
- Account identification. De-anonymizes web visitors and ties activity to the account, with sales alerts in Salesforce.
- Engagement minutes as a metric. Demandbase’s account-level engagement scoring is well-loved by ABM marketers and gives RevOps a meaningful “warmth” signal.
Pricing
- Custom only — contracts typically start in the $40K-$100K ARR range
- Modular: ABX Cloud, Sales Intelligence, Data Cloud sold separately
- Annual contracts; pricing scales by accounts and ad spend
Best for
- ABM-led marketing orgs who want one vendor for identification, advertising, and scoring
- Mid-market and enterprise B2B with defined target account lists
- Teams running coordinated marketing + sales plays on named accounts
Watch-outs
- Two recent CEO transitions and reorgs have slowed roadmap velocity
- 6sense generally wins on raw predictive intent quality
- Multiple modules can balloon contracts; scope tightly before signing