Experience is only valuable when you keep applying it.
DemandArc may be a new-ish’ company, but the experience and team behind it spans decades.
Our founders, Martha Schwartz and Ed Grossman, have spent their careers helping global technology companies better understand their buyers, build stronger demand programs, and turn engagement into measurable pipeline.
Over the years of building audiences for some of the largest tech media brands in the world—plus more than a decade building and scaling Activate—they gained firsthand insight into what drives successful demand generation: high-quality audiences, meaningful buyer intelligence, disciplined execution, and measurable results.
They also had a front-row view of how dramatically technology buying journey was changing.
Buyers became more self-directed. Buying groups expanded. Engagement signals multiplied. And marketing teams faced increasing pressure to connect every activity to pipeline and revenue.
Yet one challenge remained consistent:
The hardest part of demand generation isn’t finding more names. It’s identifying which buyers are actively researching solutions, understanding what they need, and giving sales the context to begin a meaningful conversation.
After selling Activate to a new owner, the time had come to move forward. That experience—and the opportunity to build a better approach—is what led Martha and Ed to launch DemandArc.
Who is DemandArc?
DemandArc helps B2B technology marketers turn buyer engagement into pipeline by combining demand generation, buyer intelligence, human verification, and measurable performance.
Our approach reflects decades of experience across audience development, buyer behavior, campaign execution, sales alignment, and performance measurement. We bring these disciplines together across the entire demand journey.
We own and manage our audience data, and campaign promotion, execution, and tele-verification are handled internally. This gives clients greater transparency, consistency, and quality control throughout every program.
Our solutions align with different stages of buyer readiness—from early research and database growth to active projects and sales-ready opportunities. Along the way, we capture the pain points, priorities, buying triggers, and qualification details that help sales begin more relevant conversations.
Through NavigateIQ Insights, clients also gain real-time visibility into campaign performance, audience engagement, lead quality, and opportunities to optimize while programs are still running. Why wait for a wrap-up report?
Together, these capabilities help marketing and sales teams:
- Identify buyers and accounts showing meaningful engagement
- Understand their business challenges, pain points, and priorities
- Confirm interest and qualification through human verification
- Match follow-up to each buyer’s stage and readiness
- See what’s working and optimize programs in real time
DemandArc delivers verified buyers with intelligence sales teams need to engage more effectively.
Our philosophy is simple:
Demand generation should be measurable, transparent, and continuously optimized–and experience should always be used to make it better.
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