Openprise and DemandLab announce strategic partnership to support modern buying-group and PLG strategies
January 21st, 2026
Openprise, the data and AI orchestration company that makes go-to-market (GTM) data smarter, today announced a strategic partnership with DemandLab, a leading global B2B martech consultancy. The partnership brings together Openprise’s GTM data and AI automation platform and DemandLab’s deep expertise in complex martech implementations to help B2B organizations modernize how they design, execute, and scale revenue operations.Through this collaboration, Openprise and DemandLab will work together to support organizations navigating the shift toward buying-group-driven GTM strategies and increasingly sophisticated product-led growth (PLG) motions. The partnership will focus on helping teams establish a trusted, AI-ready data foundation and the operational architecture required to activate these strategies across GTM teams.
Why this partnership matters nowB2B organizations are facing growing pressure to adapt to more complex buying dynamics, fragmented customer signals, and expanding martech ecosystems. Buying decisions now involve multiple stakeholders, while PLG motions introduce high-volume product and behavioral data that often sit disconnected from traditional GTM systems.As a result, many teams struggle with inconsistent data, manual processes, and limited visibility across the funnel, which are slowing execution and constraining AI adoption. Openprise and DemandLab formed this partnership to help organizations address these challenges with stronger data foundations, better orchestration, and clearer alignment between strategy and execution.
Partnership focus areas
As part of the partnership, Openprise and DemandLab will collaborate on:
- Helping organizations prepare AI-ready GTM data environments that support advanced analytics and automation
- Enabling buying-group and account-centric strategies through improved data connectivity and orchestration
- Supporting scalable PLG motions by aligning product signals with downstream marketing and sales workflows
Specific joint solutions and service offerings will be introduced over time as the partnership evolves.
“Strong partnerships are critical as companies rethink how data, AI, and operations come together,” said Ed King, founder and chief executive officer at Openprise. “DemandLab brings deep implementation expertise and strategic insight, and together we’re focused on helping teams build the data and operational foundation required for modern GTM.”
“Our clients are navigating increasingly complex go-to-market environments,” said Eric Hellebone, president and chief operating officer at DemandLab. “Partnering with Openprise allows us to better support organizations looking to modernize their data architecture and prepare for buying-group and PLG-driven growth.”
Who this partnership supports
The Openprise and DemandLab partnership is designed for B2B organizations that are:
- Transitioning from lead-based to account- and buying-group-centric GTM models
- Expanding or formalizing PLG strategies
- Managing complex martech stacks and multiple systems of record
- Looking to operationalize AI without re-platforming their entire GTM infrastructure
About DemandLab
DemandLab is a leading global B2B martech consultancy headquartered in the United States. We specialize in crafting innovative strategies, executing impactful campaigns, and optimizing performance for marketing organizations worldwide. With a blend of creativity and a strategic mindset, we solve the most complex technical marketing challenges, driving tangible results in today's digital ecosystem. Visit www.demandlab.com.