Demandbase buys InsideView and DemandMatrix, strengthening data services for B2B sales and marketing

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B2B sales and marketing solutions vendor Demandbase announced it has acquired both InsideView and DemandMatrix.

The two vendors’ solutions will serve to extend the Demandbase One suite with Sales Intelligence Cloud and Data Cloud, according to the company. These new offerings will incorporate services from both of the newly acquired vendors.

InsideView offers firmographic data on sales leads and accounts to augment CRM or marketing solutions. Their services can augment data in areas like financials, employee counts, market segments, news, and corporate hierarchy. Their solutions also augment data on contacts within an account. And Demandbase will also offer Data Integrity, which uses InsideView’s data cleansing and monitoring capabilities to keep CRM data up-to-date.