Building a New Audience in the Platform

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Overview

Demandbase gives you several options to quickly build a new audience of target accounts in the ABM Platform. These options are available from the Create New Audience button located on the Audiences page.

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Options for Creating a New Audience

Here are the different methods available to build one or more audiences in the ABM Platform.

  1. Account Selection: Use this option if you would like Demandbase AI to recommend target accounts for you. 
  2. Firmographics: Use this option to generate a list of up to 2,500 accounts that meet your organization's specific criteria. You can filter by employee size, revenue range, industry and location.
  3. CSV File Upload: This option lets you upload a list of your target accounts in CSV file format.
  4. CRM: This option enables you to build audiences if you've set up the Demandbase Salesforce CRM integration.

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1. Account Selection

Note

You must have the ABM Platform Pro version to use Account Selection. If you are interested in upgrading to Platform Pro contact your Account Executive or Customer Success Manager.

Demandbase has combined their unique digital identification technology (proprietary Database + patented correlation engine), their proprietary dataset (data from its ad networks and proprietary DSP) with artificial intelligence, machine learning (+Natural Language Processing) to take offsite and onsite account activity (all unstructured) and use technology to structure it and identify, rank, and prioritize which accounts are in market for your products/services/solutions today and exactly how & where they are showing buying intent.

Real-Time Intent leverages AI and machine learning to analyze and learn from Demandbase’s comprehensive B2B database. Drawing on 700 billion B2B interactions across the web, 4 billion IP addresses, 4 billion TB of behavioral data and 36B B2B site visits, it’s the only intent-monitoring technology that instantly maps global B2B interactions between accounts and individual buyers with B2B products & topics. This mapping enables marketers to have clear insight into the immediate interests and behaviors of their buying committees – across the funnel

Steps

  1. From the ABM Platform home page, click the Create New Audience button.
  2. Click the Account Selection button.
  3. Type the name of your audience.
  4. Select a profile you would like the Audience to be associated with. For instructions on how to create a profile go to: Platform Profile Creation Guide.
  5. Click the Generate Audience button.
  6. After this is complete, you can then view your audience in conjunction with others that you have created on the Audiences tab. Note: It takes 20-30 minutes for the audience to be processed.

2. Firmographics

Create Audience from Firmographics allows users to discover new accounts by selecting their Firmographic criteria of interest (such as industry and revenue range) and receiving an output of 2500 relevant accounts. Firmographic audience creation is a fourth audience creation method available in the ABM Platform, and the second audience creation method that does not require an pre-made account list from the user.

Users simply need to click Create New Audience, select Firmographics as the method of choice, and define their interested criteria. After the user clicks Create Audience, they are redirected to the Audiences page and are notified when the audience has finished processing.

Functionality

All filtering and segmentation functionality available in the ABM Platform is available for ALL audience creation methods, including Firmographics. Users can click into their firmographic audience and conduct in depth analysis and segmentation based on attributes such as engagement, intent, and other buying signals.

Note

For ABM Platform Pro users, the output account list is sorted by intent-based ranking.

Steps

  1. From the ABM Platform home page, click the Create New Audience button.
  2. Click the Firmographics button.
  3. Type the name of your audience.
  4. Select an Employee Size range.
  5. Select a Revenue Range.
  6. Select Industry options.
  7. Select the Geolocation options.
  8. Click Create Audience.
  9. After this is complete, you can view your audience in conjunction with others that you have created on the Audiences tab.

3. CSV File Upload

When building a new audience by uploading a CSV, it is required you create a column dedicated to the Account website/domain (Example: www.acme.com) in order for the audience to successfully process. Another column that is optional, but suggested is to add the Account name. Once the CSV is successfully uploaded, you can begin viewing your audience data in real-time.

Steps

  1. From the ABM Platform home page, click the Create New Audience button.
  2. Click the Upload button.
  3. Type the name of your audience.
  4. Open a CSV file and fill in the following required information: Domain. Keep the column headers in the first row of the file.
    • It is very important that the CSV be filled out correctly. See the Best Practices section below for tips on filling in these required fields.
  5. Save the new audience file (in CSV format) to your computer and give it a unique name.
  6. Upload the CSV with your list of accounts by clicking the Upload File button.
  7. Click the Build Audience button.
  8. After this is complete, you can then view your audience in conjunction with others that you have created on the Audiences tab.

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Best Practices for Completing the CSV file

You must fill in the account name and domain correctly for each account for the Demandbase CSV file to upload successfully.

  • Keep the column headers in the first row of the file (see the image below).

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Verify Upload was Successful

You can verify your upload was successful by navigating to the Audiences page and viewing the new audience in the list. An example of this is shown in the image below.

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4. CRM Integration

You can build a new audience by importing a Salesforce Report with your audience details into the ABM Platform. Once the Salesforce Report is imported, you can begin viewing your audience data in real time.

Note

Customers should have a dedicated, standard user license with the following access. 

  • Read only access to: Accounts, Contacts, Users, Reports, Opportunity object (including custom fields).
  • User account must be able to create and run reports in Salesforce.
  • User account must have API access (included with Enterprise and Ultimate licenses, but not others.

Steps

  1. Complete Integration with Salesforce step: Before you get started, you must complete authentication via OAuth to your SFDC instance. When this task is completed, a green check mark next to Salesforce Integration in the Home > Setup page appears. For more information on how to complete this step, please see the Salesforce Integration Overview.
  2. In your Salesforce account, navigate to Reports > Create New Report > Accounts to create a new report. salesforce_report_update.png
    • 2.1 - Manually add 1) Account ID and 2) Website (Account Name should already be included).
    • 2.2 - Save the report and enter a name.
    • 2.3 - Run Report, and then navigate to the Reports screen from the toolbar.
    • 2.4 - Click the desired report and double-check to ensure all of the required fields are included and that this is the set of accounts that you'd like to include in your audience.
    • 2.5 - Copy the URL field at the top of your browser.
      • Note: Ensure the format is similar to: "https://demandbase.lightning.force.com/one/one.app#/sObject/00O0b000004rSKSEA2/view." This contains an 18-digit alpha-numeric Report ID field. 
  3. In the Demandbase ABM Platform, under Home, click Audiences.
  4. Click the Create New Audience button.
  5. Click the CRM button.
  6. Type the name of your audience.
  7. Paste the Salesforce Report URL from step 2.5 above, into the URL field and hit Create Audience. Note: It could take several minutes to finish populating the audience, depending on the size of the report. 
  8. After this is complete, you can then view your audience in conjunction with others that you have created on the Audiences tab. These can then be easily used for Targeting, Engagement, or Conversion within the Demandbase ABM Platform.

CRM Integration Frequently Asked Questions

Q: What are the requirements to create a new audience from CRM?
A: Users must have authenticated via OAuth to their SFDC instance and display a green check mark next to Salesforce Integration in the Setup screen. For more information, please see the Salesforce Integration Overview.

Q: Does this report dynamically update?
A: No, this is simply a snapshot in time. If you'd like to make changes or have additional data to include, you can create a new audience from your CRM.

Q: I’m receiving an error message when I copy in my Report URL. What do I do now?
A: Please confirm that the OAuth integration is complete and all of the required fields are included in the report. If you are using the new Lightning Interface, please ensure you have navigated back to the Reports screen and then click into the desired report, in order to copy the correct URL.

Q: Is the integration bi-directional?
A: Not at this point, Demandbase is only reading from Salesforce.

Q: I use a different CRM system than Salesforce, is that supported?
A: At this time, Salesforce is the only supported CRM system to create new audiences. If you have not already done so, submit a feature request to help inform our product roadmap.

Q: If I have any issues with the integration that are not covered here, who should I reach out to?
A: Please contact your Customer Success Manager, who can help and guide you.

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