Creating A New Category

We helped Demandbase create a new category and position the company as the leader through high-touch analyst relations and owned content

The Program

We helped position Demandbase as the leading provider and key champion of Account Based Marketing (ABM). Over five years, SHIFT worked to evolve the ABM narrative from a nice-to-have to a key pillar in the MarTech software stack, engaging analysts through briefings and a relationship-building news bureau program, ensuring they stayed apprised of innovations, market wins and corporate news.

We also led an owned content program for the Demandbase-sponsored ABM Leadership Alliance, which comprised Demandbase and its partners, building the editorial calendar and developing articles on behalf of the member companies, which served as an educational industry resource on all things ABM.

SHIFT also helped elevate the Demandbase ABM Innovation Summit (AIS), promoting the conference and by securing and hosting nine reporters and analysts on-site.


The always-on analyst program paired with an educational content strategy helped turn Demandbase into the uncontested leader in ABM.


in Forrester Wave


AIS attendees



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