Demandbase buys InsideView and DemandMatrix, strengthening data services for B2B sales and marketing

May 4 2021

B2B sales and marketing solutions vendor Demandbase announced it has acquired both InsideView and DemandMatrix.

The two vendors' solutions will serve to extend the Demandbase One suite with Sales Intelligence Cloud and Data Cloud, according to the company. These new offerings will incorporate services from both of the newly acquired vendors.

InsideView offers firmographic data on sales leads and accounts to augment CRM or marketing solutions. Their services can augment data in areas like financials, employee counts, market segments, news, and corporate hierarchy. Their solutions also augment data on contacts within an account. And Demandbase will also offer Data Integrity, which uses InsideView's data cleansing and monitoring capabilities to keep CRM data up-to-date.

Demandbase One stack
Source: InsideView

With Demandmatrix, Demandbase gains technographic data services, which provide data on hardware and software used by an account, as well as technology skill set trends and IT spend.

The CEOs of the acquired companies, Umberto Milletti of InsideView and Meetul Shah of DemandMatrix, will continue to run the day-to-day operations of their businesses, and be members of the Demandbase executive team in general manager roles, according to a Demandbase statement.

“For the last 15 years, we’ve been focused on empowering our customers to experience rapid revenue growth through the power of data,” said Milletti. “InsideView’s leadership in sales intelligence made it clear to us years ago that stronger ties between sales and marketing lead to more revenue—and data is the key.  By joining forces with Demandbase, we’re combining our legacy and leadership in sales, and the industry’s freshest, most reliable data, with leading marketing technology. Our customers will be able to do more with data across more B2B revenue channels from sales, to advertising, to account-based campaigns. We’re taking the convergence of data and workflow to the next level.”

"Our vision is bold. We are transforming how B2B companies go to market, helping them deliver great experiences at every stage of the account journey. This requires great data — and we now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects," stated Gabe Rogol, CEO of Demandbase.

InsideView and Demandbase have both been active in LinkedIn's partner program in the past, like their work with the Sales Navigator Application Platform.

InsideView has worked for many years in the Microsoft channel and the Dynamics ecosystem, first with integrations to Dynamics CRM and then to Dynamics 365 Customer Engagement applications. They have also partnered with others in the Microsoft channel over the years.  The company has taken several rounds of funding since its founding in 2005, most recently in 2015.

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About Jason Gumpert

As the editor of, Jason oversees all editorial content on the site and at our events, as well as providing site management and strategy. He can be reached at

Prior to co-founding, Jason was a Principal Software Consultant at Parametric Technology Corporation (PTC), where he implemented solutions, trained customers, managed software development, and spent some time in the pre-sales engineering organization. He has also held consulting positions at CSC Consulting and Monitor Group.

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