Demandbase, a leader in B2B pipeline AI, has appointed Rachel Truair as its new Chief Marketing Officer. In this role, Truair will lead global brand and go-to-market strategy, aiming to cement Demandbase's position as the defining leader in the emerging Pipeline AI category and translate its rapid product innovation into long-term market leadership.
Demandbase appoints Rachel Truair as Chief Marketing Officer to define the Pipeline AI category.
Truair brings experience from Confluent, Adobe, and Simpro Group, where she operationalized AI in GTM.
The focus is on transforming Demandbase's brand to match its pace of AI innovation, like the new Agentbase.
The company aims to evolve from its foundation as an ABM leader to the growth engine for modern enterprises.
Truair's mandate includes amplifying market impact and customer success for AI-driven revenue solutions.
This move aligns with the introduction of AI agents and journey optimization tools.
The appointment signals Demandbase's intent to aggressively own the narrative around AI in go-to-market. CEO Gabe Rogol framed this next chapter: “This chapter is about where B2B enterprises go next. Rachel brings the discipline, velocity, and enterprise credibility required to make Demandbase synonymous with growth.” Truair's background includes helping define the data streaming category at Confluent and establishing Adobe in digital commerce, experience directly relevant to Demandbase's current category-creation goal.
Truair articulated a clear vision for the market opportunity, stating, “Most companies are still treating AI as an experiment. Demandbase is delivering it as a reality. I saw Demandbase turn account-based marketing into an industry standard a decade ago. The same opportunity exists now – to define how AI and GTM teams work together to drive pipeline.” Her focus will be on positioning Demandbase's platform, including its new Agentbase AI agents and JourneyIQ advertising optimizer, as the essential growth engine for B2B enterprises.
Demandbase is building on two decades of leadership in account-based marketing (ABM) to pioneer what it terms "Pipeline AI." The marketing leadership transition is designed to ensure the company's brand momentum matches its accelerated product development. The strategy involves communicating how a unified platform for data, insights, and automated actions can help businesses maximize revenue and consolidate tech stacks.
By bringing in a CMO with a proven category-definition playbook, Demandbase is making a strategic investment to own the next evolution of B2B go-to-market technology, moving the conversation from targeted marketing to AI-automated pipeline generation.
About Demandbase
Demandbase is the only pipeline AI platform that empowers GTM teams to automate growth at scale. With a unified view of data, insights, actions, and outcomes, B2B enterprises can seamlessly align and execute their account-based GTM strategies with confidence. Thousands of businesses trust Demandbase to maximize revenue, minimize waste, and consolidate their data and tech stacks, all in one platform.
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