DemandMatrix
DemandMatrix is a privately held B2B sales and marketing technology company founded in 2015 and based in San Jose, California, that helps sales and marketing teams avoid wasted outreach on low-probability accounts through account prioritization and targeting intelligence.
- Company typePrivate
- Founded2010
- HeadquartersSan Jose, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What DemandMatrix does
DemandMatrix is a B2B sales and marketing technology company headquartered in San Jose, California, founded in 2015. The company targets a specific GTM efficiency problem: sales and marketing teams invest significant resources reaching out to low-probability accounts, and DemandMatrix positions itself as a solution to identify and prioritize higher-probability targets. With a headcount of 51–100 employees and over a decade of operating history, DemandMatrix appears to be a mid-stage, privately held company operating in the competitive account-based marketing, sales intelligence, or B2B data services category.
The publicly available information about DemandMatrix is limited. No specific products, technology stack details, pricing model, customer logos, leadership team, or revenue figures are disclosed in the input. The only documented capital event is an October 2016 engagement with Founder Friendly Labs, an early-stage investor, with no disclosed dollar amount. The company's website is demandmatrix.com. This sparsity of public information itself is analytically relevant: it suggests either a smaller-scale, capital-efficient operation, or a deliberate low public profile relative to better-known competitors in the ABM/intent data space.
DemandMatrix firmographics
Firmographics- Name
- DemandMatrix
- Legal name
- Demandbase, Inc.
- Website
- https://demandmatrix.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- DemandMatrix is a privately held B2B sales and marketing technology company founded in 2015 and based in San Jose, California, that helps sales and marketing teams avoid wasted outreach on low-probability accounts through account prioritization and targeting intelligence.
- Ownership category
- akta.pro rank
DemandMatrix industry classification
Industry- Product category
- Account-Based Marketing Software
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (541830), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)
- akta.pro secondary industries
- Marketing Automation Operations for Demand Gen (Email/CRM Workflows) (BPAFAKAM), B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ), Data Management Platforms (DMP) & Customer Data Platforms (CDP) (BPAMALAD)
Keywords
Where DemandMatrix is headquartered
LocationHeadquarters
- HQ city
- San Jose
- HQ country
- United States
- HQ region
- North America
Markets served
DemandMatrix business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscription: Demandbase operates on a subscription/SaaS model providing access to its Demandbase One platform, including Marketing, Advertising, Sales Intelligence, and Data modules. The platform appears to be sold on an enterprise contract basis with annual billing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise pricing with annual contracts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
DemandMatrix product offering
Product offeringCore offering
DemandMatrix provides an AI-powered account-based marketing and sales intelligence platform that helps B2B sales and marketing teams identify in-market accounts, prioritize high-probability opportunities, and coordinate outreach programs across channels. The unified platform combines account-based marketing, sales intelligence, advertising, and data modules to align go-to-market teams around accounts and buying groups most likely to drive revenue.
Product overview
Demandbase is a unified ABM platform with a modular architecture centered on Demandbase One™ as the core pipeline engine for AI-powered go-to-market execution. The platform integrates four main modules—Account-Based Marketing, Sales Intelligence, Advertising, and Data—alongside Demandbase AI for predictive pipeline optimization and Buying Groups for identifying decision-makers. These products work together to help B2B organizations identify target accounts, analyze buying signals, engage prospects across channels, and align sales and marketing around shared pipeline priorities.
Differentiator
Problem solved
Functional benefit
Brands
- Demandbase One™: The pipeline engine for AI GTM that aligns teams to turn goals into revenue.
- Demandbase AI
- Demandbase Academy
- Demandbase GROWTH Community
Products and services
- Unified ABM Platform (Demandbase One) AI-powered pipeline engine for B2B go-to-market teams that unifies account-based marketing, sales intelligence, advertising, and data capabilities to identify, prioritize, and engage target accounts and buying groups. Designed for enterprise and mid-market B2B organizations running ABM programs.
- Account-Based Marketing Module Module that enables B2B marketing teams to identify in-market opportunities, prioritize buying groups, and activate coordinated cross-channel programs that drive engagement and pipeline revenue.
- Sales Intelligence Module Module that surfaces account activity, buying-group involvement, and engagement timing so sales teams can focus outreach on the opportunities most likely to close.
- Advertising Module Module that turns account and buying-group signals into targeted advertising programs across digital channels to engage target accounts and move them through the pipeline.
- Data Module Module that connects and unifies account, buying-group, and engagement data so GTM teams can identify what matters and act with clarity across all platform modules.
- AI Pipeline Optimization AI capability layered on top of the platform that turns pipeline goals into prioritized actions, recommends high-value accounts and buying groups, and continuously evaluates program performance across GTM teams.
Quantifiable outcome
- 3x increase in visitor-to-lead conversion rates (Adobe)
- +3 more outcomes
Companies that use DemandMatrix
Customer profileNamed customers14 records
Segments9 records
Ideal customer profiles1 record
DemandMatrix technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature3 records
DemandMatrix partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SalesforcecoreIntegration partnership enabling Demandbase data and capabilities to work within the Salesforce ecosystem. The partnership allows joint customers to leverage account intelligence and ABM capabilities alongside their CRM data.
Scale indicators5 records
Recent moves1 record
Expansion highlights1 record
DemandMatrix competitors and assessment
Company assessmentBroad incumbents
- Marketo (Adobe): Marketo, owned by Adobe, is a broad marketing-automation platform that overlaps with Demandbase's ABM and demand-generation capabilities, particularly within Adobe/IBM/SAP-style enterprise marketing stacks.
- HubSpot: HubSpot is a broad CRM and marketing-automation incumbent adding native ABM and account-based features that increasingly overlap with Demandbase's offering for mid-market B2B teams.
- LinkedIn Sales Navigator: LinkedIn Sales Navigator is the broadest incumbent B2B sales intelligence offering, embedded in the LinkedIn network — competing for the same sales persona while offering account and lead prioritization at massive scale.
Direct peers
- ZoomInfo: ZoomInfo provides B2B contact, account, and intent data plus a sales-engagement suite — competing with Demandbase's Sales Intelligence and Data modules, particularly on account-level intelligence and buying signals.
- Bombora: Bombora is a leading provider of B2B intent data and Company Surge, directly overlapping with Demandbase's account intelligence and signal-based prioritization capabilities.
- 6sense: 6sense is a leading AI-driven ABM and revenue intelligence platform that competes head-to-head with Demandbase in account identification, prioritization, and buying-group orchestration for enterprise B2B teams.
- RollWorks (by NextRoll): RollWorks offers an ABM and account-based advertising platform serving mid-market and enterprise B2B marketers, closely overlapping Demandbase's advertising and account-targeting capabilities.
- Terminus: Terminus is an ABM platform focused on multi-channel account-based advertising and engagement, directly competing with Demandbase's Advertising and Account-Based Marketing modules.
Emerging players
- Apollo.io: Apollo.io provides a combined sales intelligence, engagement, and data platform used heavily by B2B sales teams — overlapping with Demandbase's Sales Intelligence module and increasingly with broader ABM workflows.
- Lattice Engines (now Adrich by RollWorks): Lattice Engines pioneered predictive account scoring and B2B customer-data platforms; now part of the broader RollWorks/NextRoll stack, it remains a comparable emerging player in account intelligence adjacent to Demandbase's Data module.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
DemandMatrix social profiles
Digital presenceDemandMatrix compliance and trust
Trust signalCompliance2 records
DemandMatrix financial estimates
Financial estimateRevenue estimate
Valuation estimate
DemandMatrix leadership team
Management profileNumber of profiles
DemandMatrix funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DemandMatrix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DemandMatrix
What does DemandMatrix do?
DemandMatrix provides an AI-powered account-based marketing and sales intelligence platform that helps B2B sales and marketing teams identify in-market accounts, prioritize high-probability opportunities, and coordinate outreach programs across channels. The unified platform combines account-based marketing, sales intelligence, advertising, and data modules to align go-to-market teams around accounts and buying groups most likely to drive revenue.
Is DemandMatrix a public or private company?
DemandMatrix is a private company. It is classified as unknown and is currently operating.
When was DemandMatrix founded?
DemandMatrix was founded in 2010. It employs 51 to 100 people.
Where is DemandMatrix based?
DemandMatrix is headquartered in San Jose, United States, in the North America region.
How does DemandMatrix make money?
One revenue line is on record: platform Subscription.
Who are DemandMatrix's main competitors?
Broad incumbents on record are Marketo (Adobe), HubSpot and LinkedIn Sales Navigator. Direct peers are ZoomInfo, Bombora, 6sense, RollWorks (by NextRoll) and Terminus. Emerging players are Apollo.io and Lattice Engines (now Adrich by RollWorks).
Does DemandMatrix have an API?
No public API is recorded for DemandMatrix.
What industry is DemandMatrix in?
DemandMatrix's product category is Account-Based Marketing Software. Its primary akta.pro industry code is BPAFAKAA, B2B Demand Generation & Lead Nurture Agencies, with a secondary code of BPAFAKAM, Marketing Automation Operations for Demand Gen (Email/CRM Workflows). Its NAICS code is 541810 and its SIC code is 7311.