TL;DR
Intent data identifies interest; public event data reveals timing and context. Integration matters: standalone ABM platforms create silos, integrated tools enhance existing workflows. The best choice depends on your sales motion, target market, and existing tech stack.
- Demandbase excels at intent data—tracking what companies search for and which content they consume
- Salesmotion focuses on real-world events using 3rd party data—expansions, product launches, leadership changes
Choosing an ABM platform isn't about finding the "best" tool—it's about finding the right fit for your sales motion (pun intendend).
The fundamental distinction between Salesmotion and Demandbase lies in their data sources and what they're designed to reveal:
Intent-based approach (Demandbase): "Company X has been researching insurance solutions"
Event-based approach (Salesmotion): "Company X announced US expansion and hired a VP of North American Operations"
Both signals matter, but they serve different purposes in your sales process.
Demandbase has built a comprehensive intent data platform that tracks:
The platform aggregates these signals to identify accounts showing buying intent, helping sales teams prioritize outreach. It's particularly effective for:
Salesmotion takes a different approach by monitoring public 3rd party data sources:
This approach works well for teams that:
| Feature | Demandbase | Salesmotion |
|---|---|---|
| Primary Data Source | Intent signals, web behavior | Public 3rd party data, real events |
| Timing | When prospects are actively researching | When business changes create needs |
| Integration Model | Standalone platform with integrations | Embedded in existing workflows but also works standalone |
| Best For | Identifying unknown opportunities | Timing outreach to known accounts |
| Pricing Model | Enterprise pricing ($30K-$100K+/year) | Subscription based on accounts monitored starting at $1000/month |
Third party data has become essential for modern ABM platforms. While intent data tells you someone might be interested, public data reveals why and when to engage.
Consider an insurance broker targeting growing tech companies. Intent data might show a company searching for "business insurance." But public data reveals they just announced international expansion—a specific trigger requiring specialized coverage.
The most effective ABM strategies combine both data types:
ABM platforms represent significant investments. Understanding the total cost includes:
ROI depends on alignment between the platform's strengths and your sales motion. A powerful tool that doesn't fit your workflow won't deliver value regardless of capabilities.
Evaluating ABM platforms requires honest assessment of your needs:
The ABM space continues to evolve. We're seeing convergence around several trends:
The winning platforms will be those that deliver actionable insights where sales teams actually work, regardless of data source.
A: Absolutely. Many successful teams combine intent data for broad market coverage with event data for targeted account engagement. The key is using each tool for its strengths.
A: More than most people realize. Even private companies generate signals through job postings, local news, industry publications, and executive appearances. Public companies provide even richer data through earnings calls and SEC filings.
A: Intent platforms like Demandbase typically require 60-90 days for full implementation including integrations and training. Event-based platforms can often be operational within days since they push to existing systems.
A: Both approaches use publicly available data. Intent platforms anonymize user behavior until form fills. Event platforms only track publicly disclosed information.
A: This is why integration approach matters. Platforms that require separate logins and workflows face adoption challenges. Tools that enhance existing workflows see better adoption.
A: It depends on deal size and sales cycle. If you're selling high-value solutions to defined accounts, even small teams can see ROI. The key is choosing a platform that matches your resources.
A: Look beyond activity metrics. Track: 1) Time to engagement with target accounts, 2) Response rates to outreach, 3) Pipeline velocity for targeted accounts, 4) Win rates on ABM-sourced deals.