Reduced Demandbase’s internal campaign load to 33%
Reduced internal campaign management time by 50%
Cut creative asset production time from months to minutes
Enabled highly personalized ad creative for specific buyer groups
Built a data foundation for generative AI and on-demand analytics
Using Google Cloud solutions, Demandbase enhanced their DSP, delivering campaign efficiencies and on-demand analytics to customers.
Using Google Cloud solutions, Demandbase enhanced their DSP, delivering campaign efficiencies and on-demand analytics to customers.
Demandbase uses Google Cloud and AI to deliver more value for B2B account-based marketers
Google Cloud partners with us on innovation in a unique and differentiated way. By combining our support and world-class technologies, we are empowering all of our customers.
Elizabeth Korovskiy
Vice President, Product, Demandbase
Demandbase, the pipeline engine for AI GTM, has long recognized that AI would transform the advertising business and that, to remain competitive, they needed to embrace it. Since the launch of Demandbase One in 2020, the company has continued to drive advertising innovation with AI.
Demandbase runs their DSP, Demandbase ABX (Account-Based Experience), on Google Cloud, a choice they made in 2021 after evaluating options and considering the amount of data their DSP would generate. The company uses Google Cloud for machine learning model development and to power its AI, which is central to its ABX and data cloud offerings.
Over the years, as Demandbase has evolved their DSP, they’ve integrated more of Google’s offerings. Most recently, in close partnership with Google Cloud, Demandbase made significant enhancements to Demandbase ABX. With these product updates, Demandbase aims to address key customer challenges by streamlining campaign administration, speeding creative asset production, and simplifying access to customer analytics.
AI-driven and customer journey-aware, the JourneyIQ optimization for the DSP automates full-funnel campaigns, dynamically adjusting targeting, creative, and budget based on an account’s real-time stage. The new Creative Suite, powered by generative AI, accelerates campaign asset production. New analytics capabilities, enabled through the integration of Looker, give advertisers quicker access to campaign results.
“Google Cloud partners with us on innovation in a unique and differentiated way. By combining our support and world-class technologies, we are empowering all of our customers,” says Elizabeth Korovskiy, Vice President, Product.
Accelerating personalized creative, campaign analytics, and the customer journey
with generative AI
Google Cloud provides the strategic cloud infrastructure Demandbase ABX requires. BigQuery serves as its data warehouse, providing a robust data foundation that supports all the product’s AI and analytics capabilities.
The DSP’s new Creative Suite, powered by Gemini 2.5, Imagen 3, and Gemini Enterprise Agent Platform, accelerates the creative production process for ad campaigns. Replacing a manual process that previously took months, it enables B2B advertisers to generate highly personalized ad creative targeted to specific buyer groups and journey stages in a matter of minutes or even seconds.
Those creatives feed into the DSP’s JourneyIQ enhancement, where the integrations between JourneyIQ and Google Ads and Google Analytics 4 automate full-funnel, intent-based ABM advertising across YouTube, Search, Gmail, and Display. As accounts progress through buying stages, JourneyIQ uses real-time account data to dynamically adjust ad creatives and budget allocations.
“JourneyIQ simplifies complex campaigns by consolidating multiple journey stages into a single campaign. Our internal team used this feature to reduce our campaigns from about 150 to under 50,” says Kristen Von Der Wroge, Senior Product Marketing Manager, Advertising, Demandbase.
Additionally, because JourneyIQ feeds real-time journey stage status into the DSP bidder, the system can automatically handle budget allocation and bidding based on a customer’s strategy. In this way, it eliminates the need for advertisers to constantly and manually rebalance budgets across multiple campaigns. “Beyond reducing campaign load by 33%, JourneyIQ has halved the time spent managing campaigns, leading to significant productivity gains,” adds Al Torres, Senior Vice President, Demandbase Advertising.
Finally, with Google Looker Embedded Analytics, B2B advertisers gain direct access to their campaign metrics and performance dashboards within the DSP. With Looker’s semantic model integrated with Gemini, the platform now enables natural language querying, allowing users to interact with their data using simple conversational prompts. This AI-powered integration means advertisers can immediately see their marketing spend, broken down by account, and gain clear ROI insights through intuitive exploration. As a result, they eliminate the manual back-and-forth requests to the Demandbase customer success team.
In addition to reducing campaign load by 33%, JourneyIQ has halved the time spent managing campaigns, leading to significant productivity gains.
Al Torres
Senior Vice President, Demandbase Advertising
A more connected future for
AI-powered B2B marketing
As generative AI continues to evolve, B2B marketers increasingly expect more than individual AI features—they need intelligence that can work across their entire go-to-market technology stack. Demandbase believes the greatest customer value comes from connecting data, workflows, and AI across the broader ecosystem, allowing every interaction to contribute additional context and improve future outcomes.
The success of AI isn't in isolated models. It thrives in connected ecosystems. With Google Cloud, we’re enabling customers to put intelligence to work across their entire go-to-market.
Rachel Truair
CMO, Demandbase
Building on its longstanding partnership with Google Cloud, Demandbase will continue expanding AI capabilities across its platform while strengthening the connections between customer data, advertising, analytics, and revenue workflows. By combining Google Cloud's AI technologies with Demandbase's account intelligence, customers can accelerate decision-making, automate more complex marketing processes, and deliver increasingly personalized buying experiences.
Looking ahead, Demandbase is investing in technologies that make AI more collaborative and interoperable across enterprise systems. This includes expanding intelligent workflows, supporting emerging standards that enable AI agents to securely exchange context across platforms, and creating new ways for customers to interact naturally with Demandbase using conversational AI experiences.
As these capabilities evolve, the partnership between Demandbase and Google Cloud will continue to focus on helping customers unlock more value from their existing technology investments. Together, the companies are building an open, connected foundation where AI becomes more effective with every signal, every workflow, and every ecosystem connection—creating smarter, more efficient go-to-market experiences for B2B organizations.
Demandbase gives GTM teams the clarity and confidence to build pipelines that move the business, using AI, big data, and intent signals to unify data and automate B2B account-based marketing campaigns.
Industry: Software and Technology
Location: San Francisco, California
Products: Google Cloud, Google Gemini 2.5, Imagen 3, Gemini Enterprise Agent Platform, Looker, BigQuery
