Marketing Automation

Demandbase Extends the Use of ABM Technology Beyond B2B to Support Philanthropic Initiatives

Demandbase, the leader in Account-Based Marketing (ABM), today announced a new corporate giving initiative that donates both its ABM expertise and technology to Challenged Athletes Foundation (CAF), a nonprofit that helps people with physical challenges gain access to sports and live active lifestyles. Demandbase will support CAF in developing an ABM strategy to generate new partnerships and corporate giving for the foundation and will also donate media spend to support an end-to-end account-based initiative. Demandbase previously donated its technology to drive awareness for documentary film and nonprofit organization Girl Rising, which supports the education of girls in developing countries. This effort opened the door for embracing opportunities to extend ABM beyond traditional B2B use cases.

“Giving back to the community has always been a core value of our company and over the years, we have donated our time, resources and technology to a variety of organizations. While ABM adoption has skyrocketed in B2B, the fundamental principle of marketing to people at work, both through targeting more charitable companies or specific industries, has enormous potential for nonprofits and the lives of the people they support,” said Chris Golec, CEO of Demandbase. “I’m personally very motivated by the programs we are embarking on with CAF and was excited to kick off the program this past weekend at the Giant Race in San Francisco. To understand the potential impact, I would encourage everyone to take a few minutes and listen to the stories of the lives changed by CAF.”

With Demandbase, CAF will be able to leverage Artificial Intelligence-powered intent data to more accurately identify and reach prospective donors. Demandbase will help CAF build and manage target audiences, reach new and existing audiences through Account-Based Advertising, personalize CAF’s website, and measure advertising impact along with engagement, conversions and donations at the account level.

“We are excited to partner with Demandbase on our digital marketing strategy to introduce new supporters to our mission and drive more online donations,” said Laura Stein, CAF’s senior director of marketing. “We hope that the success of our Demandbase-powered ABM campaigns will generate new income that will directly increase access to expensive adaptive sports equipment and opportunities for people with physical challenges to be empowered by sport.”

Demandbase has supported various nonprofits through employee volunteerism, including Path Forward, Rise Against Hunger, Raphael House, Red Cross Blood Drives, Bowery Mission for Women in New York City, Adopt-a-Family, GLIDE and other organizations.

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