Demandbase is a complete end-to-end solution for Account-Based Marketing. We primarily use Demandbase as a targeting and personalization platform to target online ads to companies that fit our ICP and tiered account criteria. Demandbase also has a wealth of intent data that is available to us through its integration with Salesforce.
We compile the intent data by building audiences, groups of target accounts with the most potential to purchase based on our buyer criteria, which we can then leverage for use throughout the funnel in advertising and SDR/sales follow-up. Demandbase also delivers ongoing signals around behaviors and intent to keep our list up to date. This information helps both marketing and sales focus our efforts on the right accounts.
To date, we use the following Demandbase features. In addition to the general training resources section below, each use case will also have a section on this page with more information and training resources.
The Demandbase ABM Platform lets you discover and manage audiences of target accounts, measure the progress of those accounts and act on them across the entire funnel.
An audience is list of accounts. We build an audience to see a list of target accounts we want to look at intent for or run a campaign against. Target accounts are those companies with the most potential to purchase. There are two types of audiences in the ABM Platform: Dynamic and Static.
There are several ways to build an audience in Demandbase depending on what you are looking to accomplish.
The name of an audience should tell you who the DRI is (team) and what the list is for. Audience names are editable so if you are unsure, please name using the following criteria and reach out to the ABM team on slack.
Example: (FM) 20200901_SecurityWorkshop
|Source||Dynamic or Static?||Best for|
|CRM Report||Dynamic||for account list that may have changes, or if accounts are being added as the campaign progresses|
|CSV file upload||Static||there is a set target list for a campaign that will not change|
|Site Analytics||Dynamic||based on intent using page views, hits to a certain page, etc|
|Segment of a larger audience||Dynamic||If you want to create a campaign for a subset of an audience|
Demandbase Targeting Solution helps us reach the actual buyers in our target accounts with relevant ads on brand-safe sites to execute account-based marketing campaigns.
Account-Based Advertising: Uses your target account list to help you display personalized advertising across many different channels. Ad Personalization: Helps you to dynamically deliver personalized ads to selected accounts. Keyword Discovery: Helps you discover new areas of intent for buyers at your target accounts. Campaign Creation and Reporting: Helps you to set up ad campaigns and measure the results of your ad campaign against business outcomes.
Demandbase has a programmatic display platform that enables personalized display advertising for target accounts using its own internal DSP. Demandbase Display ads are different from the standard Paid Display ads we typically run in Google Display Network for demand generation. Display campaigns excel in reach, brand awareness, and engagement, so coupled with Demandbase's account-centric targeting, DB campaign objectives expand to include targeted account penetration. We partner directly with Demandbase and do not run these campaigns through PMG, our paid advertising digital agency.
If you would like to target named accounts with paid display ads, create an issue with the appropriate Demandbase Campaign Request template:
The DMP will then conduct a reach test with Demandbase to determine if your selected accounts are reachable, so please provide estimated budget, campaign duration, geo target, and a list of accounts formatted for DB (Demandbase). If your reach test comes back too low, the DMP will recommend that you add more accounts, expand your geo target, increase your campaign duration, and/or double check to make sure your list is formatted correctly for Demandbase upload. After the reach test confirms reachable accounts and available display inventory, the DMP will set up the campaign in Demandbase by selecting the audience, layering on geo targeting, and uploading the display images & landing URL(s). Once the campaign is submitted, it will go live within 1-2 business days.
If your campaign objective is promoting an event or webcast, we recommend launching one month in advance of the event date in order to increase awareness & reach. If your campaign objective is account penetration, we recommend running your campaign as “always-on” to build awareness for your priority accounts and optimize over time with relevant assets. The DMP will provide a UTM report to track inquiries/registrations attributed to your DB campaign. Front-end Demandbase metric reports are also available upon request.
Since Demandbase is an ABM-oriented DSP, it self-optimizes for on-site engagement rather than traditional display metrics like CTR. We can check engagement metrics after two weeks, once the campaign has stabilized from initial launch, similar to learning phases in paid social.
Budget pacing is spread out based on campaign duration, but can rise or dip based on inventory. It will ultimately hit the budget with no overages in the end.
Our Field Marketing team uses Deamandbase to heat up (either continuing to build brand awareness or starting to build that essential awareness) accounts on our GL4300 & MM4000 list and to drive specifc registrations to our programs.
To use Demandbase solely for event promotion can increase brand lift for accounts, but it won't match the volume of registrations paid social can generate. Due to registration inefficiencies by using Demandbase only for promotions, we recommend using Demandbase to support & enhance account lead gen tactics (paid social, email, etc) with brand awareness, and gather account activity data to measure account penetration. We recommend either running Demandbase in conjunction with lead gen tactics, or running standalone ongoing Demandbase campaigns to warm up audiences before targeting the same audience with lead gen ads for events. Both recommendations allow us to continuously gather data in order to form smarter campaigns down the line.
We suggest using ABM Analytics & Account Stage reporting to show account engagement & influence. Although brand lift can be difficult to measure, you can see how accounts advanced through the funnel during Demandbase Display campaigns. For Field Marketers, ongoing training can help this team utilize Demandbase in order to parse account data & help with regional strategy.
ABM Analytics is a native analytics tool within the Demandbase platform. It gives you insight into how your target accounts are performing across your full marketing funnel from engagement to conversion to closed won.
The Opportunity Reports Manager allows you to customize which opportunities are used in your reports and analytics within ABM Analytics. To date, you can only filter/segment by opportunity stage/type/status.
Our Demandbase instance already has a report for each opportunity stage. This lets you select an audience (list of accounts) and ‘filter’ it by opportunity stage.
Demandbase Site Analytics gives you website analytics with an account-based lens so you can better evaluate website performance and personalize marketing efforts to them.
In Salesforce, you will see a set of fields at the account level under the Demandbase section. Below is a list of those fields that are populated by Demandbase and their definitions.
Score Demandbase uses AI to qualify accounts and give them a score based on their match to our ICP and their engagement on our website, and also offsite intent. Scores are ranked High, Medium, and Low. Demandbase's AI uses our ideal customer profile (Intent Keywords/Buyer Titles/Customers) to model and score/rank accounts based on:
Intent from target accounts
Buying committee titles within profile
Firmographics of customers in profile (Revenue, industry, geo location, employee size, etc.)
Products sold by customers in profile
Trending onsite engagement Shows us which accounts have been more engaged and active on our site over the last week compared to the last two months.
Page views The number of unique page views within the last thirty days. We have scrubbed pages such as the careers page etc that do not show an intent to research or purchase GitLab.
Sessions Shows the number of unique visits the account has made to our website in the last thirty days. A session is defined as a unique visit to our site of up to 30 minutes. If they spend more than 30 minutes on our site this will count as two sessions. It is generally considered that an account is engaged if they have three or more sessions in the past thirty days.
Last Seen The number of days since an account was last on our website.
Rank How an account ranks based on our profile within Demandbase
Intent This field will show you the top five keywords the account is researching
Trending offsite intent Shows if the account has had a recent spike in offsite research (in the last week compared to the last two months), including competitor research
Change traffic MOM Percentage of change, either increase or decrease of traffic on our website from the account month over month.
Demandbase’s technology uses AI and machine learning to process large amounts of data through a set of specific inputs. The result of this process is timely, relevant, and unique insights. Using these insights, SDR and sales teams can prioritize their outreach and send personalized messages to the targeted individuals. These insights are delivered to the the tools Sales teams use every day including: email, Salesforce Conversion App, and Slack.
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