Building a New Audience in the Platform

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Introduction

The Audiences tab is where you can set up and manage lists of accounts. You can then begin viewing performance metrics and reporting for your audiences. 

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Options for Creating a New Audience

Use the Create New Audience button to quickly build an audience consisting of your target accounts. 

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There are three different options available to build one or more audiences.

  1. Account Selection: Use this option if you would like Demandbase AI to recommend target accounts for you. Note: You must have the ABM Platform Pro version to use Account Selection.
  2. CSV File Upload: This option lets you upload a list of your target accounts in CSV file format using a Demandbase CSV template. 
  3. 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. For more information on Platform Pro contact your Account Executive.

Overview

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 & 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

 Step-by-Step Guide

  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. CSV File Upload

 Overview

You can build a new audience by using the Demandbase CSV template that you download from the ABM Platform, fill it in with your audience details, and then upload it to the ABM Platform. Once the Demandbase CSV template is successfully uploaded,  you can begin viewing your audience data in real-time. 

Step-by-Step Guide

  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. Click the Download link and download the Demandbase CSV template you will use to populate your list of accounts.
  5. Open the Demandbase CSV template and fill in the following required information: Account Name, Country and Domain. Keep the column headers in the first row of the template and delete the pre-filled example data before filling the rest of the template out.
    • It is very important that the CSV template be filled out correctly. See the Best Practices section below for tips on filling in these required fields.
  6. Save the Demandbase CSV Template (in CSV format) to your computer and give it a unique name. 
  7. Upload the Demandbase CSV template with your list of accounts by clicking the Upload File button. 
  8. Click the Build Audience button.
  9. 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 Demandbase CSV Template

You must fill in the 2-letter country code and domain correctly for each account for the Demandbase CSV file to upload successfully.

  • Keep the column headers in the first row of the template and delete the pre-filled example data before filling the rest of the template out (see the image below).
  • View this Wikipedia link to review the correct format for the ISO 2-letter country codes.
  • For domain entries, do not add www before the domain name.

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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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3. CRM Integration (beta, not available to everyone yet)

Overview

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 read access only 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. 

Step-by-Step Guide

  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 screen 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 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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