Two business-to-business marketing business are collaborating, with Demandbase getting Engagio.

Both business focus on account-based marketing (ABM ), a technique where marketing and sales collaborate their outreach to specific, high-value accounts. Engagio co-founder and CEO Jon Miller(who previously co-founded Marketo)informed me,”Most people who aren’t super near to the classification would have stated we’re rivals.”Rather, Miller stated that Demandbase and Engagio have more than 30 shared clients. Likewise, Demandbase CEO Gabe Rogol described the business as having “very much had a complementary partner strategy with each other.”

More specifically, Rogol said Demandbase’s strength remains in assisting marketers take advantage of third-party data, whereas Engagio was more concentrated on assisting them utilize of their own first-party data.

The financial terms were not revealed– Engagio had previously raised $32.5 million, Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.