G2

Ksenia R.

Head of Field Marketing & Demand Generation, EMEA

Mid-Market (51-1000 emp.)

10/26/2026

"Demandbase Unifies Signals for Smarter ABM Targeting"

4/5

What do you like best about Demandbase One?

What I like most about Demandbase One is its ability to bring together data and signals from different platforms that don’t always naturally talk to each other, giving us a much more joined-up view of our target accounts.

It has been particularly valuable for our ABM programmes, helping us combine intent, engagement and account data to understand which accounts are showing interest, what topics they are engaging with, and where we should focus our efforts.

I also like the flexibility of the platform. There is a lot you can do with segmentation, account lists, intent signals and campaign activation, which means we can use it across both strategic ABM programmes and more tactical demand generation activity.

For me, the real value is having those different signals brought together in one place. We then use our own processes and tools to add further company-specific context and translate that intelligence into something actionable for our teams. Review collected by and hosted on G2.com.

What do you dislike about Demandbase One?

The biggest limitation for me is that there are still quite a few manual steps involved in turning the data and signals into something truly actionable.

Demandbase is very good at surfacing intent, engagement and account-level intelligence, but that information still needs to be interpreted in the context of our own business, sales priorities and account strategy before it becomes useful to the wider team.

We have built additional processes around the platform to help bridge that gap, but I would like to see more of that context, interpretation and activation happen natively within Demandbase.

I also find some newer features less intuitive than they could be. Buying Groups is a good example: the concept is valuable, but the setup and practical application are not particularly straightforward. We had a dedicated session with the Demandbase team and still came away without complete clarity on how best to use it in our own environment.

More generally, some areas of the platform can feel quite complex, so getting full value from it requires a solid understanding of how the different features, data sources and workflows fit together. Review collected by and hosted on G2.com.

What problems is Demandbase One solving and how is that benefiting you?

Demandbase One helps us solve the problem of fragmented account data and signals sitting across multiple platforms.

For our ABM programmes, that means we can bring together intent, engagement and account-level data to get a clearer picture of which target accounts are showing meaningful activity and where there may be an opportunity to engage.

The main benefit is better prioritisation. Rather than treating all target accounts in the same way, we can use those signals to focus marketing activity and investment where there is stronger evidence of interest.

It also gives us a stronger data foundation for account-based planning and helps us make more informed decisions about segmentation, campaign activity and where to concentrate our efforts. Review collected by and hosted on G2.com.