Demandbase Forms Set Up

  • Updated


Demandbase Forms can be configured to work with any Marketing Automation System or web form manager, including Marketo, Eloqua, and Pardot.  To understand how Forms work, see the links below.

The requirements and steps to complete the integration can be found below.


  1. Demandbase Tag
  2. Demandbase attributes to be collected on the form
  3. Test form with Demandbase specific fields
  4. HTML ID or Name for each of the Demandbase specific fields
  5. HTML ID or Name for the user facing company and email field

Implementation Steps Summary

Steps for Implementing Forms

Step 1: Ensure Demandbase Tag is deployed globally across your website

A link to Demandbase Tag and deployment instructions should have been sent to you by the Demandbase Support Team. If you did not receive the email, contact your Customer Success Manager.

Step 2: Select Demandbase attributes to capture in the Demandbase ABM Platform

Demandbase provides you with over 40 firmographic attributes you can collect about company traffic coming to your site and here are some of the most commonly used attributes:

  • Demandbase SID
  • Company Name
  • State
  • City
  • Country Name
  • Industry
  • Sub Industry
  • Revenue Range
  • Employee Range
  • Data Source
  • Web Site
  • Account Watch - Status
  • Account Watch - Type
  • Account Watch - Campaign Code
  • Account Watch - Account Owner

Click here for a full list of of firmographic attributes.

Step 3: Create a test form with hidden fields for the Demandbase attributes to feed into

Step 4 : Update Demandbase ABM Platform with HTML mappings and Test Form link

4.1. Log into the Demandbase ABM Platform with your Demandbase credentials (you should have received an email from with instructions on how to create your password. If you have not been set up as a Demandbase user, contact your Customer Success Manager).

4.2. From the ABM Platform home page, click Engagement > Forms and then click View Integration.


4.3. Click Edit and update the following:

  • Provide link to the test form, HTML ID or Name of the user facing Email and Company fields.
  • Select / Deselect Attributes you want to capture in your Form.
  • Update the HTML ID or Name for the Demandbase specific fields.



4.4. Click Update Integration on the left of the page.

4.5. Click Submit on the top right on the page and send an email to your Demandbase contact.

Step 5: Provision Forms

The Demandbase team will work on enabling the test form with the Demandbase forms (DB data to be available only on the test form for testing). Once configured on DB side, you will be notified to test the integration on test form.

Step 6: Test and Prepare to Go Live

Use the test form to submit a couple of test records and check that all selected fields are getting captured correctly in Forms and also in MAS. Once testing is complete:

  • Add hidden fields IDs in all Forms.
  • Ensure field names are consistent across all forms.
  • Ensure the email field is before the company name field in all forms.
  • Provide approval for Demandbase to switch forms implementation live across the website.

Step 7: Go Live

Once the client approval is received, the Demandbase team will switch the forms implementation live across the website.

The form will integrate with Demandbase and starts capturing data as long as it has:

  • Demandbase Tag deployed on the page.
  • The user facing email field’s HTML ID or Name is consistent as provided in Demandbase ABM Platform.
  • Hidden fields are added as per the same naming convention as on Demandbase ABM Platform.

Step 8: Post-Implementation Support

Once you are LIVE with Demandbase Forms integration, for any future changes or updates or questions such as:

  • Check if you are LIVE with Demandbase Forms:
  • Expand Forms integration to all forms on the website:
    • Log into Demandbase ABM Platform and check the attributes and their HTML IDs as updated in Engagement > Forms > View Integration.
    • Add those fields as hidden fields with the same HTML IDs or name as above.
    • Ensure that the user facing email ID field’s HTML ID or name is consistent as provided in Demandbase ABM Platform.
    • Ensure that Demandbase Tag is deployed on the page.
    • Reach out to so they can make those changes on Demandbase end and push live.
    • Add more Demandbase fields than what is already configured as of now:
      • Make the required changes in the form.
      • Update Demandbase ABM Platform with the mappings (Engagement > Forms > View Integration).
      • Ensure that the user facing email ID field’s HTML ID or name is consistent as provided in Demandbase ABM Platform.
      • Ensure that Demandbase Tag is deployed on the page.
      • Reach out to so they can make those changes on the Demandbase end and push them live.

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