Demandbase Growth Playbook

Chris Golec realized that B2B marketing was broken because it was treating 'Individuals' like 'B2C Leads' rather than acknowledging that B2B buying happens at the 'Account' (Company) level.

The 'Account-Based' Category Creation & The 'Full-Funnel' Data Advantage: Demandbase tacticaly won by defining 'ABM' (Account-Based Marketing). Their growth engine is 'The Account Identification Moat'—owning the proprietary IP-to-Account mapping data that allows brands to target high-value companies with personalized ads. By building a certification program and an 'ABM Leadership' movement, they made themselves the default standard for enterprise marketing teams. Their expansion relies on 'The One-GTM' Vision—breaking down the silos between Marketing, Sales, and Success to create a single, unified view of the customer's journey.