Enterprise

Demandbase launches AEO Agent to track how AI assistants describe B2B brands to buying groups

At its GO conference in New York, the ABM platform unveiled three agents aimed at a problem Gartner says will swallow 90% of B2B buying by 2028 — and that smaller teams feel without an ABM stack to answer it.

By Asher Glick· Enterprise software desk·2026-10-22·3 min read

Demandbase launched three new AI agents at its GO conference in New York on October 20, 2026, led by an AEO Agent built to monitor how AI assistants describe B2B brands to the individual members of a buying group. The pitch names a category the vendor is calling business-to-agent, or B2A, marketing.

“Marketing to people isn’t enough anymore because buyers no longer start with a search. They start with an agent. And those agents are deciding which brands get seen and which get overlooked. To compete, marketers must shape what AI agents say about their brands, and be able to do it from where they already work,” said Gabe Rogol, CEO of Demandbase.

The framing leans on a Gartner prediction that AI agents will intermediate 90% of B2B buying by 2028, representing more than $15 trillion in enterprise spending. Demandbase’s own G2 survey of 124 frontline marketers sketches the gap it’s selling into: 62% have already changed their search strategies for AI answer engines, but 65% still lack systematic tracking to tell whether it’s working. 79% spend hours manually verifying AI outputs; 70% face accelerated turnaround expectations; 56% blame cross-team handoffs as the leading operational constraint, while just 21% point at their tools. The same marketers rank strategy, creativity, judgment and leadership (56%) as the skills that still matter.

The AEO Agent sits beside a Campaign Agent and an Audience Agent, all drawing on the existing Mojo agent and a shared Marketing Brain layer that Demandbase describes as 20 years of B2B expertise plus 342 million contacts and 13 million companies. A new integration with Informa TechTarget Buyer Intelligence adds 1.9 million daily intent signals. “Demandbase is one of our premier partners and a leader in [go-to-market] orchestration and ABM alignment,” said Luke Thornton, head of revenue operations, strategy, and corporate development at Informa TechTarget. Model Context Protocol connections push the output into Slack and other work apps.

ContentGrip’s read is worth holding onto: a 342-million-contact database is an input, not evidence that any assistant will describe your brand correctly. The question Demandbase is really surfacing is whether an answer engine, asked by a buyer about your category, names you at all.

That question doesn’t scale down neatly. ABM suites are priced for enterprise, which is why Salesforce baking ZoomInfo and Demandbase into Hunter and HubSpot wiring live G2 intent into Breeze read as the mid-market compression of the same category, alongside Stripe’s agentic-commerce vertical push. A five-to-thirty-person B2B team can’t staff a RevOps function to work an AEO console. LemonLime is a done-for-you service that continuously studies a small business’s industry, competitors, and content and prepares customer-growth work proactively, the same terrain that shapes how an assistant eventually describes the brand.

B2A is a convenient acronym for an older problem: being legible to whoever’s actually doing the reading.

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