Demandbase Review: Pricing, Features & What the Data Shows
Account-based marketing platform that combines intent data, advertising, and sales intelligence into one ABM stack.
What Demandbase Does
Demandbase is one of the two dominant ABM platforms in B2B marketing — alongside 6sense — combining intent data, account identification, advertising, and sales intelligence into a unified system for running account-based programs. Founded in 2006, it's the older and more established player in the ABM category, with a platform that helps marketing and sales teams identify target accounts, understand their buying signals, and execute coordinated outreach across display advertising, website personalization, and CRM-driven workflows.
Where 6sense leans into AI-driven predictions and automated buying stage models, Demandbase gives practitioners more hands-on control over targeting and scoring configurations. The platform's account scoring engine lets ops teams define their own signal weights — how much a pricing page visit matters versus a content download versus a third-party intent signal — rather than relying entirely on a black-box algorithm. For marketing ops teams that want to understand and tune their ABM models, this configurability is a meaningful advantage. For teams that prefer set-it-and-forget-it AI, 6sense may be a better fit.
Demandbase has built out its platform through a combination of organic development and acquisitions — most notably Engagio (ABM orchestration, 2020) and InsideView (company intelligence, 2021). The result is a broad platform covering intent data, account identification, B2B advertising, sales intelligence, and orchestration. This breadth means Demandbase can replace multiple point solutions (Bombora for intent, a separate advertising tool, a data enrichment vendor) but also means more complexity to configure and manage.
The practical buyer consideration mirrors 6sense: organizational readiness matters more than platform capability. Demandbase works best when sales and marketing are aligned on target accounts, the marketing ops team has bandwidth to configure and optimize the platform, and the organization is committed to an account-based approach rather than traditional lead-based marketing. At $40K-100K+/year, it's an investment that demands a coordinated go-to-market strategy — buying the software without the organizational alignment delivers disappointing results.
Demandbase Key Features
Account Identification
Identifies companies visiting your website using reverse IP lookup and data partnerships. Matches anonymous web traffic to named accounts with firmographic details — company name, size, industry, and known contacts. Identification rates typically range 20-40% of business traffic at the company level. The identified accounts can be scored, segmented, and routed to sales reps with engagement context. Works best for mid-market and enterprise B2B sites; identification rates are lower for traffic from VPNs, co-working spaces, and mobile devices.
Intent Data
Aggregates buying signals from B2B content publishers, review sites, and keyword research to identify accounts showing active interest in topics related to your product. Intent data refreshes weekly and can be filtered by topic relevance and signal strength. Demandbase's intent data comes from a combination of proprietary sources and partnerships. The quality is comparable to Bombora's standalone offering but integrated directly into the ABM workflow, eliminating the need for a separate intent data subscription.
Account Scoring & Segmentation
Configurable scoring models that combine first-party engagement (website visits, content downloads, email interactions) with third-party intent signals and firmographic fit to rank accounts by purchase likelihood. Unlike 6sense's AI-driven scoring, Demandbase gives ops teams granular control over signal weights and scoring thresholds. Segments can be created based on scores, buying stages, firmographic criteria, and engagement patterns — then used to trigger workflows, advertising campaigns, and sales plays.
B2B Advertising
Built-in display and programmatic advertising platform for serving targeted ads to specific account lists. Demandbase's advertising capabilities are generally considered its strongest module — the company started as an advertising platform before expanding into ABM. Ad campaigns can target accounts by intent score, buying stage, or custom segments, with reporting that ties ad impressions to account-level engagement and pipeline metrics. LinkedIn Ads integration extends targeting to the professional network.
Sales Intelligence
Provides sales reps with account-level intelligence directly in Salesforce or HubSpot — intent signals, engagement history, key contacts, and competitor mentions. The goal is giving reps context before outreach: which topics the account is researching, which pages they've visited, and how their engagement compares to accounts that have previously converted. The intelligence is most useful for AEs working named accounts and less relevant for high-volume SDR outbound.
Orchestration & Automation
Workflows that trigger actions based on account signals — launching ad campaigns when accounts enter consideration stage, alerting AEs when target accounts visit pricing pages, or enrolling contacts in email sequences based on intent scores. The orchestration engine connects to Salesforce, HubSpot, Marketo, Eloqua, and major SEPs. Inherited from the Engagio acquisition, the orchestration capabilities have improved but can still feel like a separate module rather than a fully integrated part of the platform.
Who Uses Demandbase
Enterprise ABM Programs
The primary Demandbase use case. Marketing teams at mid-market and enterprise B2B companies run coordinated account-based programs that combine intent monitoring, targeted advertising, and sales enablement. A typical workflow: Demandbase identifies 500 accounts showing intent for your category → marketing runs display ad campaigns to accounts in awareness stage → accounts are scored and segmented by engagement → high-intent accounts trigger Slack alerts to AEs with conversation context → sales executes personalized outreach referencing specific engagement signals. Mid-market deployments typically cost $40K-60K/year; enterprise programs with advertising spend reach $100K-150K+.
B2B Advertising Optimization
Marketing teams use Demandbase's advertising platform to serve display ads specifically to target accounts rather than broad audience segments. The account-based targeting eliminates wasted ad spend on companies outside your ICP. Demandbase's advertising analytics tie impressions to account-level engagement — you can see which target accounts are seeing your ads and whether their website engagement and pipeline metrics change as a result. For companies spending $5K+/month on B2B display advertising, the account-level targeting and attribution typically improves ROI by reducing waste and enabling measurement at the account level.
Sales & Marketing Alignment
Organizations where sales and marketing historically operate independently use Demandbase as the shared system of record for target account prioritization. Marketing scores and segments accounts based on intent and engagement data. Sales uses the same scores to prioritize outreach. Both teams see the same account intelligence. This shared view reduces the 'marketing gives us bad leads' friction by making the scoring criteria transparent and configurable. The sales intelligence module ensures reps have context before every interaction, reducing the disconnect between marketing's account-level strategy and sales' contact-level execution.
Demandbase Pricing
ABM Platform
Core account identification, intent data, engagement scoring
Advertising
Account-based display and LinkedIn advertising
Sales Intelligence
Account insights, contact data, CRM integration
Full Platform
All modules bundled with dedicated CSM
Demandbase doesn't publish pricing, and the modular platform means costs vary significantly based on which capabilities you deploy. Based on buyer reports, the core ABM platform — including account identification, intent data, and scoring — starts around $25,000-40,000/year. Adding B2B advertising capabilities typically pushes total cost to $50,000-80,000/year (platform fees plus ad spend managed through the platform). Full platform deployments with advertising, sales intelligence, and orchestration for enterprise organizations commonly exceed $100,000/year.
Advertising spend is separate from the platform subscription. Demandbase manages display ad campaigns through its platform, with typical monthly ad budgets of $3,000-10,000 for mid-market companies. The ad spend flows through Demandbase's DSP and is billed in addition to the platform fee.
Annual contracts are standard, typically with auto-renewal clauses. Implementation takes 2-4 months for full deployment and requires dedicated marketing ops resources to configure scoring models, build segments, and establish workflows. Some customers report that the first 3-6 months are a calibration period where the platform's value is primarily data collection rather than actionable insights.
Compared to 6sense: pricing is broadly similar at the mid-market level ($40K-80K/year). 6sense is often perceived as having stronger AI-driven predictions, while Demandbase is considered better for advertising and more configurable for hands-on ops teams. Bombora ($25K-50K/year for intent data only) is a more affordable option for teams that only need intent signals without the full ABM platform.
Job Market Demand for Demandbase
Demandbase appears in 8 job postings across 7 companies in our database of 23,338+ analyzed job postings. The average salary range for roles requiring Demandbase: $164K - $240K.
Department
- Vice President, Global Revenue Enablement
- VP, Performance Marketing
- Senior Manager, Marketing Operations and GTM Analytics (RapidScale)
- actian corporation (2)
- zoom communications (1)
- snowflake (1)
- iron horse (1)
- dodge construction network (1)
Commonly Used With Demandbase
Based on job posting co-occurrence data, these tools are most frequently mentioned alongside Demandbase:
Pros & Cons
Pros
- Strong account identification ties anonymous web traffic to named accounts
- Built-in advertising platform for account-based display and LinkedIn campaigns
- Intent data coverage across web, content consumption, and keyword research
- More configurable than 6sense for custom account scoring models
- Longer track record in ABM than most competitors (founded 2006)
Cons
- Expensive, with minimum commitments that price out smaller teams
- Requires alignment between sales and marketing to see real ROI
- Intent data accuracy varies by industry and account size
- Implementation takes 2-4 months to fully configure and tune
- Overlapping features with your existing MAP and CRM can create confusion
Best for: Mid-market to enterprise B2B companies with dedicated marketing ops running account-based programs
Not ideal for: Small teams without a defined ABM strategy, or companies with average deal sizes under $25K where ABM overhead isn't justified
Demandbase Alternatives
| Tool | Starting Price | Job Mentions | Best For |
|---|---|---|---|
| 6sense | $25,000+/yr | 22 | Mid-market to enterprise B2B companies with $50K+ ABM budgets and aligned sales/marketing teams |
| Bombora | ~$25K-$40K/yr | 1 | Mid-market and enterprise B2B companies running ABM programs who want to prioritize outreach based on buyer research activity |
| RollWorks | $0 | 2 | Mid-market B2B marketing teams that want to start with ABM advertising without committing to enterprise-level pricing and complexity |
| HubSpot CRM | $0 | 432 | Marketing-led B2B companies with 10-200 employees who want CRM + marketing automation in one platform |
Frequently Asked Questions
Demandbase vs 6sense: which is better?
They're the two leading ABM platforms and get compared constantly. 6sense is stronger on AI-driven predictions and buying stage models. Demandbase gives you more hands-on control over account scoring and has a longer track record. If you want the platform to tell you which accounts to pursue, 6sense. If you want to build and tune your own models, Demandbase. Both are expensive and require organizational buy-in.
How much does Demandbase cost?
Pricing isn't public, but most mid-market companies pay $40K-$60K/year for core ABM features. Adding advertising modules and larger account databases pushes costs to $80K-$150K+. All contracts are annual with custom negotiations.
Does Demandbase integrate with Salesforce and HubSpot?
Yes, Demandbase has native integrations with both Salesforce and HubSpot. Account scores, intent signals, and engagement data sync directly to your CRM. The Salesforce integration is more mature and supports custom object mapping, while the HubSpot integration covers the essentials but has fewer customization options.
Our Verdict on Demandbase
Demandbase is the right choice for mid-market and enterprise B2B companies that want an ABM platform with strong advertising capabilities and configurable scoring models. The platform's heritage in B2B advertising gives it an edge over 6sense for teams that want integrated display advertising alongside intent data and account intelligence. If your marketing team wants hands-on control over ABM models rather than trusting a black-box AI, Demandbase's configurability is a genuine advantage.
The trade-off is the same as every enterprise ABM platform: cost, complexity, and organizational requirement. At $40K-100K+/year with 2-4 month implementation timelines, Demandbase requires significant budget and ops resources. Companies without aligned sales and marketing teams, clear ICP definitions, and dedicated marketing ops talent will struggle to get value from the platform. For teams earlier in their ABM maturity, starting with Bombora for intent data or RollWorks for simpler ABM at lower cost is a more practical entry point.
Demandbase appears in 8 job postings across 7 companies in our database, with an average salary range of $164K-$240K — the highest salary range among ABM tools we track, reflecting its adoption by well-funded enterprise organizations. It co-occurs most frequently with Salesforce (8 mentions), 6sense (5), LinkedIn Sales Navigator (4), and Marketo (3) — confirming its position in mature enterprise go-to-market stacks where ABM, CRM, and marketing automation work together.