Demandbase buys Engagio to become the dominant B2B marketing platform

Demandbase today announced the acquisition of Engagio, a B2B account-based engagement platform. The acquisition will position Demandbase to become the dominant B2B marketing platform, says the company.

According to Demandbase, revenue teams are looking for a platform that spans people and accounts, manages the complete buyer’s journey, and is truly omnichannel—from ads to email to sales activity. Demandbase says that bringing Demandbase and Engagio together as one company will reinforce the leadership position in the ABM ecosystem and accelerate the development of the next generation B2B martech platform.

“This acquisition combines the leader in ABM (Account-Based Marketing) with Engagio, one of the early pioneers of the category. It will change how B2B revenue teams operate,” said Gabe Rogol, Chief Executive Officer, Demandbase. “Sales and Marketing alignment isn’t enough. These teams must start moving as one — with a single set of data and insights, orchestrated across the entire buying journey. Demandbase can now deliver that with the definitive, no-compromise ABM Platform.”

The Engagio team will join Demandbase, and Engagio’s Founders will join Demandbase’s leadership team. Jon Miller as Chief Product Officer, and Brian Babcock as Chief Technology Officer.