Companies Using Demandbase

I analyse technology adoption data at TechnologyChecker.io. This profile rests on 9,754 domains running Demandbase as of our September 2026 crawl, 6,760 of which we matched to a company record, a 69.3% enrichment rate. That rate is high because the buyers are B2B firms with real corporate records. A detection means the site's owner bought the tag.

Growth trajectory

The series runs 7,816 domains in June 2026 to 9,350 in July, 9,308 in August and 9,754 in September. Don't read that first step as a sales quarter. Counts here are not like-for-like: the set of domains we crawl turns over every month, dead sites drop out and newly found ones come in, and our detection signals widen over time.

September behaves like adoption. Of the 825 domains where Demandbase first appeared that month, only 49 were new to our crawl; in May it was 2,131 of 2,216. Against that, 3,939 domains have dropped the tag since we began tracking it in March 2026, but 48.9% of those rows were seen only once, so much of it is intermittency, not departure.

Sales Signal: The 776 September activations on sites we already watched are the live buying signal here. A domain with no tag in August and a Demandbase tag in September has a fresh budget and a named owner.

"In September, 776 of 825 new Demandbase detections landed on sites we already knew. In May it was 85 of 2,216. That is where a count stops measuring our reach and starts measuring theirs." - Emma Davies, Data Analyst at TechnologyChecker.io

Customer profile

The size table is the surprise. 36.01% of matched companies employ 11 to 50 people, 24.98% employ 51 to 200 and 20.31% ten or fewer, so 81.3% of the base sits under 200 staff. Only 465 companies, 7.06%, top 1,000. Demandbase's own site claims 1,300 or more customers; our unit is domains, so the two don't reconcile, but the shape is mid-market.

The enterprise sliver behaves the way enterprise detections usually do. IBM's tag sits on bob.ibm.com, Infosys's on blogs.infosys.com, Honeywell's on automation.honeywell.com. Divisional properties, not company-wide rollouts. Salesforce, Workday and the London Stock Exchange Group put it on the main domain instead. Age fits the same read: 46.9% were founded between 2000 and 2019 and only 5.56% in the 2020s.

Sales Signal: Filter to 11 to 200 employees and you cover four in five of this install base. At that size the buyer is usually the head of demand generation.

Industry and geographic concentration

Software Development leads at 10.06% and IT Services adds 7.66%, so B2B technology is 17.72% of the base. The tail is the interesting part. Machinery Manufacturing is third at 4.77%, Industrial Machinery adds 2.71% and Construction takes 4.3%: long-cycle industrial sales, where one identified account can be worth a year of marketing spend.

Geography breaks from every other US-headquartered platform here. The United States holds 2,807 matched companies (42.52%) and the United Kingdom 2,408 (36.48%), close to parity; Canada is third at 280. We checked the shared script hosts behind those UK domains for one platform pushing the tag out and found none, only Demandbase's own hosts. Britain is also Lead Forensics' home market.

Sales Signal: Those 2,408 UK domains are invisible to campaigns built off US-centric account lists. Machinery and construction, 11.78% between them, are the second blind spot.

Why there is no migration table

This page ships without a switching section, and the absence is the finding. Across the 3,661 domains that dropped Demandbase, every rival we can measure is commoner among the domains that kept it. ZoomInfo is on 11.17% of stayers and 4.29% of leavers. Lead Forensics: 13.33% against 2.95%. 6sense: 3.45% against 1.99%. Every lift sits below 1.

A corridor needs the competitor to be commoner after the switch. Here it's rarer every time, so the departures weren't switches. Account identification tools stack, and sites that drop Demandbase mostly drop the rest too: the contract lapsed or the programme was cut.

Sales Signal: Don't pitch these leavers a replacement. They stopped doing account-based marketing, a budget conversation rather than a feature one. The 1,315 domains running Demandbase and Lead Forensics together are the better target: they've already paid twice for the same job.

"An empty switching table usually means we couldn't see the destination. Here we could, and there isn't one. Lead Forensics is four and a half times commoner on the sites that kept Demandbase than on the sites that left it." - Emma Davies, Data Analyst at TechnologyChecker.io

Technology ecosystem

Stack figures use the 9,868 domains where we see Demandbase live today, slightly above the 9,754 September rollup. HubSpot runs on 28.88% of them, three times Marketo at 9.6% and Salesforce Marketing Cloud Account Engagement at 9.2%. The typical Demandbase site is a HubSpot shop that outgrew HubSpot's targeting.

Then the stacking. Lead Forensics is on 13.33% of Demandbase domains and ZoomInfo on 11.17%, with Leadfeeder at 3.07%, so roughly a quarter carry a second identification tool. Google Tag Manager (89.8%) and Google Analytics (87.66%) are the standard plumbing underneath.

Sales Signal: Marketo and Pardot together reach 18.8% against HubSpot's 28.88%: the enterprise slice is smaller than the mid-market one. If you sell into the HubSpot ecosystem, 2,850 Demandbase domains are already your customers.

G2 review signals

The G2 record for Demandbase One is one-note on the downside. Ease of use is the largest pro at 211 mentions, with breadth of toolset at 190. Four of the five recorded cons are the same complaint written four ways: learning curve challenging (86), steep learning curve (72), learning difficulty (61), difficult learning curve (60). That is 279 mentions against 211 for the largest pro.

Next to the size table it stops being a generic grumble. A platform where 36.01% of the matched base employs 11 to 50 people is bought by teams smaller than the one it was designed for, and the training overhead lands on a marketing department of two or three.

Sales Signal: Onboarding is the exposed flank. A pitch leading on time to first value, rather than data depth, argues on ground 279 reviewers already chose.

Key takeaways

1. Mid-market shape, enterprise logos. 81.3% employ fewer than 200 people and only 7.06% top 1,000. The recognisable names sit mostly on divisional subdomains.

2. The category rank is shelving. 6th of 190 in Website Personalization puts an account-based marketing platform behind ecommerce upsell apps. The real peer set is Lead Forensics and ZoomInfo.

3. Britain is almost half the map. 2,408 UK domains against 2,807 US, with no single platform behind the UK block.

4. Nobody is switching away. Every rival is commoner among stayers than leavers: departures are cancelled programmes, not competitive losses.

5. Onboarding is the weak point. 279 G2 mentions of the learning curve against 211 for the top pro.

Sales applications

Outreach template for a fresh activation:

"Hi [Name], I noticed [Company] put an account identification tag live on [domain] this month. Most teams doing that are trying to close the gap between anonymous traffic and the account list. What are you planning to do with the accounts it surfaces?"

Targeting strategy: Filter to 11 to 200 employees, United States or United Kingdom, with HubSpot in the stack. That covers most of the base and picks buyers who own the budget.

Competitive angle: Don't pitch a replacement to the 3,661 domains that dropped the tag. Pitch the 1,315 running Demandbase and Lead Forensics together: they've already bought twice, and the 279 G2 complaints tell you which objection to answer first.

Build a filtered prospect list from this install base on TechnologyChecker.io. Our dataset covers 9,754 domains running Demandbase and 6,760 enriched companies with industry, size, location and stack on each.