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

by Jason Gumpert
May 04 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.


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.

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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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