Salesforce.com Inc. isn’t the only cloud vendor that is infusing artificial intelligence functionality into its offerings. Today, Demandbase Inc. is following the software-as-a-service giant’s lead and launching a new business graph for its business-to-business marketing platform that uses machine learning algorithms to help users to find leads faster.

Dubbed DemandGraph, the tool is based on technology that the provider obtained through its purchase of data science startup Spiderbook Inc. in March. It combines Demandbase’s private repository of business records with information from public sources such as newswires, regulatory filings and social media to profile organizations that might be of interest to marketers. The process produces a detailed overview of every potential client that includes most of everything from its corporate structure to the names of key-decision makers. According to Demandbase, the tool can even display the times when a company’s procurement department is most active.

Once they’ve identified a potential lead, marketers can use the information provided by DemandGraph to find the best way of reaching out. If, for instance, the tool discovers a recent LinkedIn article from an organization’s top procumbent executive, then the piece will be flagged as a potential talking point for a sales email. The machine learning algorithms under the hood also make it possible to generate a custom message based on the topic of the article if needed to save some time.

By speeding up the task of engaging new leads, DemandGraph says, it can enable companies to contact more potential buyers every quarter and thus help increase in their deal volume. Aman Naimat, the company’s vice president of technology, claims that the tool has been shown to identify sales opportunities up to eight times more accurately than a human account executive trying to scout manually for new clients.

Image via Flickr