9 Demandbase Alternatives You Should Consider

In the nearly 20 years since its inception, Demandbase has been steadily packing on features and capabilities.

For many, that’s Demandbase’s biggest strength. For others, it's overkill; they only need two or three of the capabilities Demandbase offers.

Depending on your use case, there might be better alternatives to Demandbase. We’ve rounded up some popular options to help with everything from launching targeted advertising campaigns to collecting intent data, sales intelligence, and more.

Influ2 is a contact-level advertising engine. With Influ2, revenue teams can:

• Show ads to named buyers across multiple ad networks (LinkedIn, Instagram, Facebook, Google, Bing, Taboola, and Amazon)
• Track who saw and clicked each ad by name (without form-fills), generating contact-level intent signals that help salespeople understand who to call and what to say
• Tailor ads for each buyer’s unique journey
• Understand how ads influence revenue and pipeline

Influ2 and Demandbase are very different tools, but they have two big functionalities in common:

Demandbase and Influ2 take very different approaches to advertising.

Demandbase has a built-in demand-side platform (an interface for buying and managing ad inventory), but its targeting is only based on job level and role. You can’t target named contacts and monitor who engaged with your ads.

So you can see that someone from a targeted account engaged with your ads, but you won’t know who unless they complete a form.

Influ2 allows you to specify the exact people within a buying group that you wish to target, show them ads that map to their place in the buying journey, and then track which individuals saw or clicked your ads and when.

Demandbase tracks intent at the account level, using aggregated third-party data to show which companies are researching topics relevant to your product. But it doesn’t tell you which person within an account searched for the topic.

Influ2’s intent data is more granular. It captures contact-level intent data, showing exactly which individuals engaged with your ads, using only first-party data.

Here’s how that works in practice.

Let’s say you’re running an ABM campaign targeting a social media management platform. 

You’ve identified three key decision-makers at that account: the CMO, the RevOps lead, and the Marketing Ops manager. 

Naturally, each has different priorities, challenges, and goals. You want to reach them individually with relevant messaging and make sure that sales outreach aligns with marketing touchpoints.

Target exact decision-makers, not just accounts

Most ABM tools (like Demandbase, 6sense, and Apollo) let you target accounts, roles, or job levels, but not specific individuals. Sales is reaching out directly to buying group stakeholders, but Marketing is stuck at the account level, hoping the right person sees their ad.

With Influ2, you upload a list of named buyers and serve them personalized ads based on their role and stage in the buying journey.

Now, your ad programs are in sync with sales outreach and aligned tightly with the individual prospect’s level of intent.

Generate contact-level intent signals

With Influ2, you proactively create first-party intent data by running ads to named contacts and tracking exactly who clicks.

Most ABM platforms rely heavily on third-party data for their intent features. Demandbase, for example, uses aggregated activity to tell you that “someone at the company” is researching a topic, but you don’t know who engaged or if that person is even part of the buying committee.

Influ2 gives you real-time, verifiable signals from real people in your pipeline, data that none of your competitors have access to.

Trigger personalized sales outreach

Let’s say the CMO clicks on your “Executive ROI Value” ad, and the RevOps lead clicks “Integration Checklist.” 

Influ2 automatically alerts Sales and pushes that contact-level signal straight to your CRM so SDRs can follow up with context, timing, and relevance, connecting their email outreach to the intent demonstrated by their ad click.

Provide air cover throughout the deal with ads

Once a sales rep books a demo, the focus is on getting that prospect to show up.

With Influ2, you can run targeted air cover to the exact prospects scheduled to be on the demo, helping increase meeting attendance rates.

You can’t do that with tools that limit your targeting to the account level—you’d have to run the ad to the entire account.

Post-demo, you can address stakeholder doubts head-on with objection-specific ad programs that you deliver directly to your biggest deal blockers.

Learn more about Influ2.

6sense is a popular Demandbase alternative. It offers a lot of the same functionality as Demandbase, but puts a bigger focus on using AI and predictive analytics to help sales teams figure out which accounts to go after.

Key features:

• Advertising: 6sense has a built-in DSP and allows you to target at the account-level on LinkedIn and Meta.
• Intent data: 6sense intent data is keyword-based. You enter keywords that are relevant to your product, and the platform notifies you when relevant companies are researching those terms online.
• Company and contact data: You have access to a B2B buyer database with verified emails, direct dial phone numbers, and firmographic details like company headcount. 6sense can also suggest contacts that are likely part of the buying committee at a target account.
• Lead scoring: You can set up simple manual lead scoring models or use 6sense’s AI and predictive analytics to track Intent and Contact Engagement scores.
• Sales intelligence: Predictive modelling is 6sense’s flagship functionality. Its AI model predicts an account’s buying stage and suggests to reps what actions to take, what to say, and to whom.

See what users are saying about 6sense on G2.

Rollworks, like 6sense and Demandbase, is an ABM platform, but with more of a focus on advertising. 

Key features:

• Advertising: You get access to a B2B demand-side platform, AI bidding optimization, and ad personalization features such as dynamic fields.
• Intent data: RollWorks has some of its own keyword intent (search behavior) data, which it integrates with G2’s review site data and Bombora’s third-party buyer research intel.
• Company and contact data: RollWorks offers B2B contact data and firmographic intelligence, which you can combine with your own first-party data to build custom ad audiences.
• Lead scoring: You can set up two kinds of lead scoring: account-level (how well the account fits your ICP) and contact-level (how engaged the prospect is with your brand)
• Sales intelligence: RollWorks tracks prospect engagement with your website and ad campaigns, and combines that with data from your CRM to tell you which accounts are closest to buying, helping sales reps set their priorities.

See what users are saying about Rollworks on G2.

Bombora is one of the few Demandbase alternatives that has just one product:

Intent data.

More specifically, Bombora offers third-party intent data that gives you insights into what topics your target accounts are searching for online.

Their data is considered best-in-class for intent—it’s integrated into Demandbase, 6sense, and RollWorks’s ABM platforms.

A standout feature is Bombora’s Company Surge score, which tells you when companies that fit your ICP have started researching your product category more than usual (a good signal that they’re in the market to buy.

See what users are saying about Bombora on G2.

ZoomInfo started out as a best-in-class supplier of B2B data. Since then, they’ve steadily baked in a lot of extra functionality (including a talent hiring platform and conversation intelligence).

Key features:

• Intent data: ZoomInfo has a broad intent data offering, integrating bidstream data, review data from G2, website visitor behavior from publisher networks, and your own first-party customer data.
• Company and contact data: ZoomInfo has millions of companies and contacts with verified numbers and firmographic data like headcount or annual revenue to help you find good ICP matches.
• Lead scoring: The platform has a standard lead scoring offering. You can build custom models that score leads based on how well they fit your ICP and how an account engages with your brand and content. 
• Sales intelligence: ZoomInfo has a built-in conversation intelligence product (called Chorus) that works similarly to Gong. It analyzes customer interactions and uses AI to tell you what works and what doesn’t.

See what users are saying about ZoomInfo on G2.

Metadata.io is a B2B advertising platform. It helps marketing teams optimize their ad campaigns.

Revenue teams use Metadata.io’s AI to run experiments on creative, audiences, and channels to figure out what works best and improve return on ad spend.

It doesn’t seek to cover all of the ground that ABM tools like Demandbase or 6sense do. Instead, it just focused on ad programs. In fact, many teams use Metadata.io in conjunction with a tool like Demandbase.

See what users are saying about Metadata.io on G2.

Apollo offers solid company and contact data (it's what the platform started out with) and bakes in several useful workflow layers, like automated outreach, to present itself as an AI sales prospecting tool and a reasonable alternative to Demandbase.

Key features:

• Company and contact data: This is Apollo’s crown jewel: a B2B database with millions of verified contacts, emails, and phone numbers. It integrates with basically any CRM to provide data enrichment.
• Lead scoring: You have two options for lead scoring: a traditional model based on specific qualifiers (like ICP or content engagement), or Apollo’s AI model, which prioritizes leads based on previously won deals.
• Sales intelligence: Apollo also offers a conversational intelligence tool similar to Gong. It records sales conversations and tracks emails, then analyzes those conversations to provide insights like account status summaries or recommendations for what to do next.

See what users are saying about Apollo on G2.

Clearbit (now Breeze Intelligence for HubSpot) started as one of the top suppliers of B2B company and contact data in the game. Since then, they’ve layered in a number of other features like lead scoring, B2B ads, and website deanonymization.

The main drawback is that, since HubSpot acquired Clearbit a couple of years back, you can now only use Clearbit as part of the HubSpot ecosystem. If you’re not a HubSpot user, you’re out of luck.

Key features:

• Advertising: Clearbit allows you to run ads on Facebook. However, it gives you much more business-centric targeting capabilities than Meta’s ad platform does, so it's a better fit for B2B advertisers.
• Company and contact data: You get access to over 100 B2B data points on every contact or company you’ve got on your target account list.
• Lead scoring: Clearbit has standard lead scoring and routing rules, and you can integrate first-party data (like website behavior, tracked via Clearbit) into your model.

See what users are saying about Clearbit on G2.

Mutiny is all about personalization. It's designed to help B2B marketing teams create a personalized, 1:1 experience for prospects at target accounts.

Using Mutiny, you can:

• Automate landing page copy personalization (the copy on your website changes based on what category the person viewing your site fits into, like what industry they’re in)
• Build full-on microsites for target accounts (like creating a dedicated landing page to demonstrate ROI to leadership as you’re approaching renewal)

See what users are saying about Mutiny on G2.