​Demandbase acquires WhoToo, adds behavioral data

WhoToo takes behavioral data to build profiles and will enable Demandbase to more easily enter new markets.


Demandbase, which specializes on business-to-business marketing and analytics, on Thursday said it acquired WhoToo, a company that adds behavioral targeting expertise.

Terms of the acquisition weren't disclosed.

Chris Golec, CEO of Demandbase, said the plan is to layer WhoToo's data and combine it with its own to create a better picture of prospects for B2B marketers.

Demandbase uses IP targeting to identify important people and functions within an enterprise. When combined with cookies, Demandbase's marketing cloud can be used to better target prospects. WhoToo takes behavioral data to build those profiles and will enable Demandbase to more easily enter new markets.

"The combination of Demandbase and WhoToo will allow us to target richer segments and add value," said Golec.

Demandbase's platform aims to combine everything from IP targeting to cookies to behavioral data to target the right people at the right time. Golec noted that B2B marketing revolves around finding the right people instead of targeting a large demographic or mass audience.

WhoToo is profitable and also adds a bevy of engineers to Demandbase. WhoToo will also establish a Seattle beachhead for the company, said Golec.

As far as integration goes, WhoToo sells its data primarily through data marketplaces. Demandbase's marketing cloud integrates with key players such as Salesforce, Adobe, Oracle and Google.

Demandbase's biggest industry is technology, but also has customers in marketing, banking, insurance and business services. WhoToo will help Demandbase expand into verticals such as pharmaceuticals, said Golec.

The company closed a $30 million venture round in July and has raised $90 million since inception.