Demandbase Launches 3 AI Agents for 'B2A Marketing'

Demandbase announced at its annual GO conference in New York City three new AI agents to help B2B marketers expand their strategies toward "Business-to-Agent" (B2A) marketing. Leading the lineup is the AEO agent, which tracks and influences how AI assistants present the brand down to the individual buying group member level, according to the company's statement.

The new agents build on the launch of Mojo, a B2B marketing agent, expanding Demandbase's capabilities via a headless architecture that allows access to its tools from the platforms marketers work on. Gartner predicts that AI agents will mediate 90% of B2B purchases by 2028, representing over $15 trillion in enterprise spending.

The AEO agent allows comparing how major AI assistants describe and recommend the company to each buying group member, based on over 342 million contacts across 13 million companies, assessing visibility in relevant queries, and identifying the sources underlying the answers. Teams can detect outdated information and content gaps, then launch campaigns to improve visibility, alongside identifying anonymous AI-driven traffic at the account and contact level.

The Campaign agent connects campaigns to revenue targets, identifies performance gaps, recommends adjustments, and coordinates with specialized agents, while the Audience agent builds and updates audiences based on ideal customer profiles, buying groups, and account activity. The system relies on "Marketing Brain," a shared intelligence engine combining 20 years of B2B expertise with each customer's context. Gabe Rogol, CEO of Demandbase, said buyers no longer start with a search, but rather with an agent that decides which brands are seen and which are ignored.

What do these terms mean?

Business-to-Agent (B2A) Marketing: Expanding marketing to include AI agents as an audience that recognizes, compares, and recommends the brand to the buyer.

AEO: Answer Engine Optimization: improving brand visibility within search engine answers and AI assistants, rather than relying on traditional search alone.

Headless Architecture: A design that enables using system capabilities via APIs in other tools without being tied to the platform's own interface.

Marketing Brain: A shared intelligence engine combining Demandbase's B2B marketing expertise with each customer's data to power all its agents.