Demandbase is a targeting and personalization platform that we use to reach our different audiences based on intent data and our ideal customer profiles.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 has a wealth of intent and propensity to buy data that is married with account engagement indicators to create a wholistic intent maping for each account. We can 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.
A full list of all terms used in the Demandbase One platform.
Account list (called
audiences in Demandbase Classic) is a collection of accounts based on a list of qualifications, similar to a report in Salesforce. An account must be in an account list in order for us to take any action on that account in Demandbase. An account can belong to as many lists as we want ot build. There are several ways to build an account list in Demandbase (in order of recommended):
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
You can build a list of accounts, people, or opportunities in platform using 'selectors' which are fields from SFDC, Marketo, and Demandbase. For example, you could build a list of accounts that are in a certain region who are showing competitive intent OR build a list of people FROM those accounts. It is best to visualize creating a list in Demandbase the same way you would build an SFDC report, just with access to data from multiple platforms.
ANDfilters for your criteria to find all people, acconts, or opportunites that meet that criteria.
selectorsin the platform marked as
favoritesto identify often used and generally trusted sources of data.
Demandbase One has two different scoring models.
Qualification Score quantifies the liklihood of an account ever becoming a customer, and
Pipeline Predict quantifies the liklihood of an account becoming an opportunity in the next 30 days. Currently, the model looks at all closed won in the past 12 months but it is on the Demandbase roadmap to create multiple scoring models, allowing us to creat segment account scoring.
Demandbase has a 1:1 match for accounts in SFDC so you will often see multiple accounts listed with the same name. This is because they are are part of the same company even though we may have multiple child accounts associated with that domain. For scoring purposes, any KNOWN person's engagement (leads and contacts) will be assigned to the account that they are associated with in SFDC. UKNOWN person data (intent, keyword search etc by folks who have not filled out a form or identified themselves to GitLab) will be assigned to the account in SFDC with the most contacts. Often, this will not be the parent account so it is important to take that into consideration when looking at intent data for specific accounts.
In order to view, for example, all data for Company A in Demandbase you could create an
account list of all accounts that match are named
Company A OR you could pull accounts in by their SFDC account ID to ensure you are looking at the correct accounts.
Our qualification score is built based on our past won deals and how closely a prospect matches that criteria. Qualification Score scores all accounts in the platform between 0-100% and does not change often.
Pipeline predict measures an accounts propensity to buy in the next 30 days eg accounts that are likely to become an open opportunity. This score changes often because it is based on both an account's qualification score and their buying signals (intent, interactions with sales, etc).
| Category | Description | | —— | —— | | Qualification score | matches our ICP | | Website visitors | how many people are visiting our website from the company | | DB Intent | onsite and offsite search from the company | | Inbox data | interactions with Sales | | CRM data (Salesforce) | meetings, demos, IQM | | MAS data (Marketo) | interactions with our marketing campaigns | | Advertising activity | engagement with our Demandbase campaigns |
Engagement minutes track the amount of time an account spends with GitLab. This allows us to aggregate all of the interactions an account, and all leads and contacts associated with that account, have with us. This includes both Sales and Marketing engagement, as well as website visits and intent keywords searches online. Being able to combine all of these iteractions allows us to better predict who is liekyl to become a customer.
|Website visits||both known and anonymous website visitors|
|Marketing Automation (Marketo)||Email opens, event attendance, content downloads, etc.|
|Salesforce||Activities, tasks, and campaign membership|
|Email/Calendar||human interactions including email and meetings with Sales|
|Weighting||accelerators based on role i.e. a Director would receive a 25% increase in engagement minutes versus someone with an individual contributer role|
Demandbase allows us to see where an account is within our funnel. The account stages takes into consideration all lead, contact, and anonymous person activity and aggregates that data at the account level. Our journey stages are set up as follows:
|No engagement||Accounts that have no recorded engagement with GitLab|
|Qualified||Accounts with a qualification score of >70|
|Aware||Intent strength = High activity date < 30 days|
|Engaged||Accounts with engagement >= 10 in the past 3 months|
|Marketing Qualified Account||Accounts with a pipeline predict score of >95|
|Pre-Opportunity||Accounts with opps in stage 0|
|Early Stage Opportunity||Accounts with opps in stage 1-2|
|Mid Stage Opportunity||Accounts with opps in stage 3-4|
|Late Stage Opportunity||Accounts with opps in stage 5-7|
|Customer||All current customers|
|Lost Opportunities||Accounts with closed lost opps|
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.
We are in the process of building out the respective views for Sales, SDR, and FMM in Salesforce and more infromation will be documented here once that process is complete.
The ABS team is responsible for executing and managing any campaign in Demandbase. As part of the campaign request process, you need to have a media order signed for the campaign budget. Directions are below based on your role.
Media orders are signed on a quarterly basis for global field marketing. The ABS team will open an issue to request the amount from the field marketing team and open the finance issue. From there, field marketing is responsible for getting all of the appropriate approvals required by procurement based on the process documented here. Once the order is countersigned and is live in the platform, it will be added to the master order in Demandbase for field marketing. This is the order every field marketing campaign will be executed on.
In order to run a Demandbase campaign, a finance issue for the media order needs to be opened. It is the responsibility of the campaign owner to open the finance issue and tag the Demandbase team (@emilyluehrs) in order to get this process started. The DB team will then request the media order contract and add it to the finance issue for the campaign owner to get approvals and signature per our usual procurement approvals process.