Creating A New Category

Demandbase wanted to establish ABM as a key pillar in the MarTech stack — and position itself as the category leader

Insight

DemandBase would need to educate and convince the market on the power of ABM, and it would need partners to help it establish the new category

Program

An integrated campaign pairing high-touch analyst relations, elevating the DemandBase ABM Innovation Summit and educational content through the Demandbase-sponsored ABM Leadership Alliance that evolved the ABM narrative from a nice-to-have to a key pillar in the MarTech software stack

Results

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