B2B Technology, Marketing, ABM. SaaS
The Acquisition of Two Giants
Demandbase is transforming the way B2B companies go-to-market. Demandbase One is the most complete suite of B2B go-to-market solutions, connecting the leading account-based experience (ABX), advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the biggest and fastest-growing companies can collaborate faster, share intelligence, and experience explosive growth In 2020, Demandbase acquired Engagio, another leading player in ABM, to further clarity to the ABM category with plans to reshape the B2B marketing technology landscape.
Demandbase Acquires ABM Partner Engagio,
Hires Convey Communications to Tell the Acquisition Story
Demandbase and Engagio, two B2B marketing companies focused on ABM, teamed up in 2020, amidst the pandemic. The duo had long been co-marketing partners, even jointly founding the ABM Leadership Alliance that’s aimed at helping marketers cut through the clutter to develop a successful ABM strategy
and tech stack.
By teaming up, the two leaders in ABM effectively shifted the B2B landscape.
Eight months before the company’s acquisition by Demandbase, Engagio had hired the B2B-fluent Convey Communications team to head its strategic communications. As Convey implemented Engagio’s communications outreach plan, the company shared the news: an acquisition was on the horizon. Two
months later, the B2B world would be privy to the news as well. In June 2020, the companies announced the acquisition. Convey Communications was who the pair partnered with to tell their merger story.
Amplify Your Message
Jon Miller, CMO and CPO
A New Storyteller
In several ways, 2020 was a transformative year for Demandbase. The company’s staff based in San Francisco, New York and London transitioned to a fully remote workforce that, working from across the U.S., continued to build world-class B2B technology. Demandbase also acquired Engagio.
Deciding to part ways with their larger PR agency, Demandbase needed a partner to tell its story, so they turned to B2B tech communications agency, Convey Communications. Convey was transitioned and onboarded by Demandbase in mid-May 2020, three weeks out from their acquisition announcement.
The communication’s plan was already written, so Convey was tasked with executing the plan. Working with Demandbase’s small communications team, Convey was to leverage its industry contacts and spearhead all Demandbase’s outreach. Convey conducted a quick onramp bootcamp to become experts on an entirely new set of products. With a full understanding of the product, and ready to field questions on how Demandbase and Engagio would complement each other, Convey went to work. One week before the launch, Convey started embargo pitching to its established media contacts