Create a New Audience

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Overview

Demandbase allows you 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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 There are two options for creating an audience:

  1. Use an existing account listThis option lets you upload your existing list of target accounts in CSV file format or import target accounts from your CRM data.
  2. Create a new account list: Use this option to let Demandbase artificial intelligence (AI) technology recommend target accounts for you. You can also filter your audience using firmographic data including: employee size, revenue range, industry and location. In addition, you can filter by Intent and Engagement data including: Page Views, With Trending On-site Engagement, Last seen on-site, Intent Keywords and With Trending Off-site Intent. Before you create your audience you also have the option to save this audience account list as a dynamic audience or a static audience. 
    • A dynamic audience is a list of accounts that changes based on behaviors or rules you specify. What makes the audience dynamic is that the accounts included in the audience change as criteria are met. For example, if you specify that you only want accounts that have visited your web page in the last 30 days, then as time passes, only the accounts that fit that criteria will be included in the audience list. See Working with Dynamic Audiences to learn more about working with Dynamic Audiences.
    • A static audience is a list of accounts that have met your initial criteria but do not change over time. 

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Steps for Creating an Audience Using an Existing Account List

This section provides you with the steps for how to build a new audience by using an existing account list that you upload to the ABM Platform via CSV file or your import from your CRM.

See How it Works

Step 1: Login to the ABM Platform

1.1 Navigate to https://app.demandbase.com 

1.2 Login with your Demandbase credentials.

Step 2: Create a New Audience

2.1 On the Audiences page in the ABM Platform, click Create New Audience.

Step 3: Select an Audience Type

3.1 Click Use an existing account list to open the build audience wizard.

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Step 4: Select the Audience Source

4.1 Select if you want to upload via a CSV file or from CRM. Click the links below to learn more about both of these options. 

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Step 5: Select a Demandbase Profile

5.1 Select a Demandbase Profile in the list.

5.2 Click Create Audience.

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Step 6: View the Audience

6.1 Once the audience is finished processing, you can view and work with the audience by clicking the audience name.

Steps for Building an Audience By Creating a New Account List

This section provides you with an overview video and steps for building a new audience by creating a new account list in the ABM Platform. 

See How it Works

Step 1: Login to the ABM Platform

1.1 Navigate to https://app.demandbase.com 

1.2 Login with your Demandbase credentials.

Step 2: Create a New Audience

2.1 On the Audiences page in the ABM Platform, click Create New Audience.

Step 3: Select an Audience Type

3.1 Click Create a new account list to open the build audience wizard.

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Step 4: Name the Audience

4.1 Type a name for the new audience.

4.2 Click Continue.

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Step 5: Select a Demandbase Profile

5.1 Select a Demandbase Profile in the list.

5.2 Click Continue.

Tip

If you want to move back to the previous step, just click the step number in the navigation bar.

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Step 6: Select Firmographics

6.1 Select firmographics for this audience including: Account Location, Revenue, Employee Size and Industry.

6.2 Click Continue.

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Step 7: Select Values for Engagement and Intent

7.1 Select the Engagement and Intent options as follows: Page Views, With Trending On-site Engagement, Last seen on-site, Intent Keywords and With Trending Off-site Intent. 

7.2 Click Continue.

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Step 8: Select the Type of Audience

8.1 Select if you want to make this audience dynamic or static.

  • When you select the  Make it dynamic option, you are enabling the audience to be automatically updated based on the criteria and behavior you’ve specified.
  • When you select the Make it static option, the list of accounts that make up the audience that have met your initial criteria but do not change over time. 

8.2 Click Create Audience

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Step 9: View the Audience

9.1 Once the audience is finished processing, you can view and work with the ranked list of accounts that make up the audience by clicking the audience name. Note the audience is labeled if it is dynamic or static.

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9.2 Click the View audience definition link to view the filters applied to this audience. You can identify a dynamic audience by the green arrow icon located next to the audience name.

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Step 10: Apply Filters to the Audience

10.1 Use filters to further refine this audience as needed. 

10.2 After saving and applying the filters, save the audience as a segment by clicking Save as segment in the Actions menu. 

View this video to see how you can use filters in the ABM Platform: 

Create an Audience by Uploading a CSV File

You can create a new audience by uploading your own CSV file with a list of your accounts. Your file must include at least a column that you populate with the website/domain for each account (for example, www.acme.com). We also recommend that you include an Account Name column that you pre-populate with all of your account names. Once you have successfully uploaded the CSV file, you can begin viewing your audience data in real-time.

Tips

  • Fill in the account name and domain accurately and in the correct columns for each account to ensure the file uploads successfully.
  • Keep the column headers in the first row of the file.

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Steps for Creating an Audience using CSV Upload

  1. In the Demandbase ABM Platform, under Home, click Audiences.
  2. Click the Create New Audience button.
  3. Click the From CSV option.
  4. Type the name of your audience and click Continue.
  5. Click Upload CSV file button and navigate to the file you want to upload on your computer. Click Continue
  6. Select a Demandbase Profile from the list and click Create Audience.
  7. After the audience is finished processing you can view your audience from the Audiences page and use it for Targeting, Engagement, or Conversion within the Demandbase ABM Platform.
NOTE: 
  • Current Maximum Audience Size is 100K Accounts.
  • CSV Format is recommended over XLSX.

Re-Upload an Audience List via CSV

You may want to re-upload an audience list via CSV if you are using an audience for targeting (or other orchestration methods) and you want to change the makeup of an audience list (or the custom attributes associated with accounts in the list) but do not want to change the audience name or disrupt the audience link to a targeting campaign. To do this, follow the steps below.

Steps:

  1. Click the cog wheel next to the audience name.
  2. Select Re-upload audience.
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  3. An audience upload window displays with the audience name pre-populated and a denotation that you are re-uploading the audience list.
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  4. Click Upload File and select the CSV file you created.
  5. Finish the audience creation process.
IMPORTANT: Any custom attributes added for accounts in this audience will override custom attribute values for the same accounts in the ABM Platform. All columns not recognized as Account Name or Domain will be appended to your accounts and used as custom attributes in the ABM Platform.

Create an Audience with CRM Integration

You can create 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: You will need a dedicated, standard user license for Salesforce.com with the following access.
  • Read only access to Accounts, Contacts, Users, Reports, and Opportunity objects (including custom fields).
  • Ability to create and run reports in Salesforce.
  • API access (included with Enterprise and Ultimate licenses).
  • Current Maximum Audience Size is 100K Accounts.

Steps for Creating an Audience using CRM Integration

  1. Set up integration with Salesforce by completing 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.

    Learn More

    Article: Salesforce OAuth Integration Overview

  2. In your Salesforce account, navigate to Reports > Create New Report > Accounts to create a new report.

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  3. Manually add 1) Account ID and 2) Website (Account Name should already be included).

  4. Save the report and enter a name.
  5. Run Report, and then navigate to the Reports screen from the toolbar.

  6. 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.
  7. 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.
  8. In the Demandbase ABM Platform, under Home, click Audiences.
  9. Click the Create New Audience button.
  10. Click the From CRM option.
  11. Type the name of your audience.
  12. Paste the Salesforce Report URL (from step 7 above) into the URL field and click Continue.
  13. Select a Demandbase Profile from the list and click Create Audience.
  14. After the audience is finished processing you can view your audience from the Audiences page and use it 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 OAuth Integration Overview.

Q: Does this report dynamically update?
A: Yes, the audience dynamically refreshes on a weekly basis.

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 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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