Home / Software & Service News / B2B targeted marketing platform Demandbase raises $65 million

B2B targeted marketing platform Demandbase raises $65 million

B2B marketing platform Demandbase has raised $65 million in a round of funding led by existing investor Sageview Capital, with participation from existing investors Adobe Systems, Altos Ventures, Greenspring Associates, Jackson Square Ventures, and Scale Venture Partners.

Founded in 2007, San Francisco-based Demandbase offers an account-based marketing (ABM) platform that helps B2B firms target prospective clients based around pre-determined criteria, such as revenue, industry, and previous purchasing habits.

More specifically, the Demandbase platform enables companies to deliver personalized online ads to specific people at specific companies across the web, while refining the message to try to convert them into customers. It does this through a database that aligns IP addresses with company information, so that Demandbase users can detect when an employee of a prospect company is visiting its website or viewing one of its ads. The platform also combines machine learning algorithms with its gargantuan B2B database to help map relationships between companies and garner useful insights.

Prior to now, Demandbase had raised around $93 million in equity financing, and with its latest cash injection it plans to “accelerate innovation of its Artificial Intelligence (AI) and machine-learning technology, and expand ABM adoption worldwide,” according to a statement issued by the company.

“Companies spend more than $40 billion every year marketing themselves to other businesses,” noted Demandbase CEO Chris Golec. “ABM provides a much more efficient way to laser target the right accounts and better align marketing spend with sales activity. We are at the forefront of the ABM revolution, and this additional financing will allow us to fast-track the innovation behind our AI-powered ABM solutions and make our platform a must-have for all B2B companies.”

Demandbase counts some notable clients in its repertoire already, including Adobe, Dell, Accenture, Oracle, and Salesforce.

Other recent players in the ABM realm include Engagio, which raised $22 million last year; Bizo, which was snapped up by LinkedIn back in 2014; and Madison Logic, which sold to a private equity firm late last year.

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Ms. A. C. Kennedy
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UK drone rules will require you to take safety tests

UK drone rules will require you to take safety tests

US officials might be easing up on drone regulations, but their UK counterparts are pushing forward. The British government has instituted rules that require you to not only register any robotic aircraft weighing over 250g (0.55lbs), but to take a "safety awareness" test to prove you understand the drone code. Regulators hope that this will lead to fewer drones flying over airports and otherwise causing havoc in British skies. Not that they're taking any chances -- the UK is also planning wider use of geofencing to prevent drones from flying into dangerous airspace.

The new rules come following a study highlighting the dangers of wayward drones. A smaller drone isn't necessarily safer than its larger alternatives, for example -- many of those more compact models have exposed rotors that can do a lot of damage. A drone weighing around 400 g (0.88lbs) can crack the windscreen of a helicopter, while all but the heaviest drones will have trouble cracking the windscreen of an airliner (and then only at speeds you'd expect beyond the airport). While you might not cause as much chaos as some have feared, you could still create a disaster using a compact drone.

It's nothing new to register drones, of course, and it doesn't appear to have dampened enthusiasm in the US. The test adds a wrinkle, though: how willing are you to buy a drone if you know you'll have to take a quiz? The test likely won't slow sales too much, if at all, but it could give people one more reason to pause before buying a drone on impulse. Manufacturers appear to be in favor of the new rulebook, at any rate -- DJI tells the BBC that the UK is striving for a "reasonable" solution that balances safety with a recognition of the advantages that drones can bring to public life.

Source: Gov.uk (1), (2)