Personalisation Used by UK B2B Companies: Market Share (2026)
Detected personalisation usage across 306 of 112,345 trading UK B2B companies, with Demandbase ahead at 39.5% of detected companies.
Among 112,345 trading UK B2B companies, 306 have a detectable Personalisation system, spread across 5 systems. Demandbase accounts for 39.5% (121), followed by Intellimize at 26.1% (80) and SalesFire at 20.9% (64).
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Demandbase leads every employee band in this sample: 40.6% of the 175 companies under 10 employees, 38.1% of the 105 companies with 10–50 employees, and 38.5% of the 26 companies over 50 employees. The split does not suggest a separate larger-company system at the top of the table.
Usage then tails off into Rokt at 13.1% (40) and The Hotels Network at 1.0% (3). The profiled systems skew small on median headcount: Demandbase sits at 6 employees, SalesFire at 7 employees and Intellimize at 10 employees.
306
B2B with detected Personalisation
Of 112,345 UK B2B
0.3%
Detection rate
2026
5
Systems detected
In this category
39.5%
Leader share
Demandbase
UK B2B Personalisation market share
Share of the 306 UK B2B with a detectable system. As of June 2026.
Personalisation compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Demandbase | 121 | 39.5% | 6 | 18.2% | 6-person median, 18.2% London |
| Intellimize | 80 | 26.1% | 10 | 46.3% | 10-person median, 46.3% London |
| SalesFire | 64 | 20.9% | 7 | 12.5% | 7-person median, 12.5% London |
| Rokt | 40 | 13.1% | — | — | Buy these companies as a spreadsheet → |
| The Hotels Network | 3 | 1% | — | — | Buy these companies as a spreadsheet → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Personalisation system shifts with company size: among UK B2B with under 10 employees, Demandbase leads at 40.6% of the 175 with a detectable system; among UK B2B with 10–50 employees, Demandbase leads at 38.1% of the 105 with a detectable system; and among UK B2B with over 50 employees, Demandbase leads at 38.5% of the 26 with a detectable system.
Under 10 employees
40.6% of band
The under-10 band contains 175 detected companies, making small teams the largest part of observed Personalisation usage. Demandbase leads with 40.6%, leaving the rest of the band split across the other detected systems.
10–50 employees
38.1% of band
The 10–50 employee band has 105 detected companies, a mid-sized cohort where Demandbase still leads at 38.1%. Competition remains distributed across several systems rather than clustering around one alternative.
Over 50 employees
38.5% of band
The over-50 band is smaller, at 26 detected companies, but Demandbase remains first with 38.5%. Larger UK B2B companies in this category do not show a different system at the top of the table.
How Personalisation usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
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UK B2B by Personalisation
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Frequently asked questions
What is the most-used Personalisation among UK B2B companies?
How many UK B2B companies have a detectable Personalisation?
What is a Personalisation?
How is Personalisation usage detected?
Which has more UK B2B companies, Demandbase or Intellimize?
What is the best Personalisation for UK B2B companies?
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