Demandbase hooks $15M to improve B2B marketing and real-time engagement

B2B marketing startup Demandbase has raised $15 million in new funding to help it add more sales members and push for growth in U.S. and European enterprises.

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San Francisco-based Demandbase offers real-time targeting and personalization for B2B marketing efforts, and its tech can be embedded into other systems. It helps you see which companies are visiting your website and gives you ways to reach out to them or change content on your site based on visitors. Companies such as Adobe, HP, Dell, and Informatica have already embedded Demandbase’s software into their marketing systems.

Scale Venture Partners led the new funding round, with participation by existing investors Sigma Partners, Altos Ventures, Costanoa Ventures, Sutter Hill Ventures, and Adobe Systems. Including the new round, Demandbase has raised $44 million to date.

“Demandbase’s unique ability to not only personalize a prospect’s first engagement with a brand site but also to focus ad spend on reaching target customers is why ScaleVP is so excited to work with [founder and CEO Chris Golec] and his team.” Scale Venture Partners partner Stacey Bishop said in a statement. “We believe Demandbase delivers tremendous value to B2B marketers, and we look forward to helping fuel its growth.”

Marketing concept via Peshkova/Shutterstock