Leading ABM vendor Demandbase, along with its two recent acquisitions, InsideView and CustomerMatrix, will partner with Microsoft to help enrich Microsoft Dynamics 365 Customer Insights, the CDP component of Microsoft’s newly announced Customer Experience Platform.
As part of its offering, Demandbase surfaces engagement and intent data related to accounts. InsideView is a provider of sales intelligence, including account-level insights. DemandMatrix hosts technographic data, and is a strong predictor of intent for technology companies. The partnership will add B2B capabilities to Microsoft’s solution, which has been available to B2C sellers for two years.
Through custom connectors, the data in from the Demandbase companies will be integrated with profiles within Insights.
Why we care. Microsoft last week announced the Microsoft Customer Experience Platform to leverage 365 Customer Insights for orchestration and engagement purposes. Among clients mentioned were enterprise B2C organizations like Chipotle and Walgreens.
This new announcement shows that Microsoft has no intention of leaving enterprise B2B sellers out of its roadmap.
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