Demandbase has acquired WhoToo, a data-as-a-service company for marketers and data providers, for an undisclosed fee. Combining Demandbase's IP identification technology with WhoToo's data assets positions B2B marketers to create targeted experiences for prospects across the web.
The acquisition intends to combine Demandbase's ABM data assets with WhoToo's behavioral, profile and functional data to provide deeper insight on prospect interactions with the user's brand. Matt Rowlen, founder and CEO of WhoToo, will lead Demandbase's data business team and integrate its data solutions into Demandbase's products. All of WhoToo's Seattle-based employees will be brought into the Demandbase fold, and expand Demandbase’s presence in the Northwest.
"[WhoToo's] offerings will be richer thanks to Demandbase data," said Chris Golec, CEO of Demandbase, in an interview with Demand Gen Report. "And their offerings will include ABM capabilities."
The acquisition comes shortly after Demandbase received $30 million in a funding round led by Sageview Capital. The company has seen considerable growth this year; in the first half of 2015, Demandbase saw an 80% increase in revenue and a 120% retention rate.
“As B2B companies rapidly adopt ABM to align their marketing and sales efforts, the combined WhoToo and Demandbase solutions will make it easier for them to scale their programs," Golec noted. "Together we will offer the only solution that marries patented IP identification with audience profiles to drive better B2B marketing performance.”