Demandbase agrees to acquire data science company Spiderbook

Demandbase has signed an agreement to acquire data science company Spiderbook, the company said.

Spiderbook automates the identification of companies that are likely to buy, including those that are already in-market for a company´s products and services. It then determines the right buyers within those accounts and uncovers buyer-specific insights to recommend personalized messages for sales teams to use.

The combined offering extends Demandbase´s leadership position in the rapidly expanding ABM category with the only end-to-end platform–helping companies identify, target, engage and sell to target accounts.

The addition of the Spiderbook technology will now make it possible for Demandbase to use machine learning and data science at scale to analyze billions of web pages for signals that map to the keywords, interests and profile of its customers´ target accounts. Spiderbook also extends the Demandbase offering with the technology to identify the right people to target at these accounts and recommends the right messages.

Founded by Oracle veterans and a team of data scientists, Spiderbook uses advanced machine learning and linguistics expertise to discover new accounts displaying intent, uncover qualified opportunities and find the most relevant buyers within target accounts. Sales teams can then easily choose relevant information from their dashboard to populate personalized emails. Spiderbook employees will be joining Demandbase´s team at the company´s headquarters in San Francisco.

Demandbase provides account-based marketing (ABM) since 2011. The company offers end-to-end ABM platform– account identification, account-based advertising, B2B website personalization, account-based marketing automation, sales insights and integrations into CRM so that ABM results are optimized around sales activity.