Demandbase Acquires WhoToo

Demandbase, a San Francisco, CA and NYC-based provider of Account-Based Marketing (ABM) platform, acquired WhoToo, a Data-as-a-Service company with expertise in aggregating and segmenting complex data sets.

The amount of the deal was not disclosed.

The acquisition will allow Demandbase to combine hundreds of millions of behavioral, functional and persona profiles from WhoToo with its large ABM data assets to help companies target and engage customers across the web and their websites.

Founded in 2012 by Matt Rowlen, CEO, WhoToo has developed a Data-as-a-Service business that allows marketers on-demand access to a wealth of discrete data sets. Its solutions are used by Fortune 500 companies and data management platforms, including Adobe, Oracle, eXelate and Lotame.

Following the acquisition, which follows Demandbase’s recent announcement of a $30m investment round led by Sageview Capital, Rowlen will lead Demandbase’s expanded data business team and work with the company’s product and engineering teams to further integrate data solutions into all of its products. The entire WhoToo team will remain in Seattle and expand Demandbase’s Northwest presence.

Led by Chris Golec, CEO, Demandbase provides the B2B Marketing Cloud, a subscription-based ad targeting and web personalization solution that allows companies to identify the accounts they value most and personalize their digital marketing efforts to them.



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