“Two business-to-business marketing companies are teaming up, with Demandbase acquiring Engagio.

Both companies focus on account-based marketing (ABM), an approach where marketing and sales coordinate their outreach to specific, high-value accounts. Engagio co-founder and CEO Jon Miller (who previously co-founded Marketo) told me, “Most people who aren’t super close to the category would have said we’re competitors.”

Instead, Miller said that Demandbase  and Engagio have more than 30 shared customers. Similarly, Demandbase CEO Gabe Rogol described the companies as having “very much had a complementary partner strategy with each other.”

More specifically, Rogol said Demandbase’s strength is in helping marketers take advantage of third-party data, whereas Engagio  was more focused on helping them utilize their own first-party data.

The financial terms were not disclosed — Engagio had previously raised $32.5 million, according to Crunchbase, while Demandbase raised $158 million. As a result of the acquisition, Miller will become chief product officer at Demandbase, while his co-founder Brian Babcock becomes chief technology officer.”

Read the full article on TechCrunch here.