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Create a New Audience

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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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  • Account Selection: Use this option if you would like Demandbase AI to recommend target accounts for you.
  • Firmographics: Use this option to generate a list of up to 5,000 accounts that meet your organization's specific criteria (sorted by revenue). You can filter by employee size, revenue range, industry and location.
  • Upload: This option lets you upload a list of your target accounts in CSV file format.
  • CRM: This option enables you to build audiences if you've set up the Demandbase Salesforce CRM integration.

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Account Selection

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 for Creating an Audience with Account Selection

    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.
    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: A message displays indicating how long it will take to process the audience. Examples of audience processing messages are shown in the image below.

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Learn More

Firmographics

The Firmographics option lets you discover new accounts by selecting your firmographic criteria of interest (such as industry and revenue range) which results in an output of 2500 relevant accounts. This option does not require you to use a pre-defined account list. If your result set is greater than 2500, the top 2500 accounts by revenue will be provided.

Steps for Creating an Audience using Firmographics

  1. Click Create New Audience.
  2. Select Firmographics.
  3. Define your interested criteria.
  4. Click Create Audience. 

After the audience has finished processing you will be able to start working with it.

Steps for Using Your Firmographic Audience

From the Audiences page click your audience to view in-depth analytics and to segment the audience based on attributes such as engagement, intent, or other buying signals. Here are the main 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.

After this is complete, you can view your audience in conjunction with others that you have created on the Audiences tab.

Upload

You can build 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 via CSV Upload

    1. Create your CSV file using a spreadsheet program such as Microsoft Excel and save it in .csv format.
    2. From the ABM Platform home page, click the Create New Audience button.
    3. Click the Upload button.
    4. Enter a name for your new audience.
    5. Click Upload File and select the CSV file you created.
    6. Click Continue and finish the audience creation process.
    7. Verify that the upload was successful by navigating to the Audiences page and viewing the new audience in the list.

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.
    re-upload_audience.png
  3. An audience upload window displays with the audience name pre-populated and a denotation that you are re-uploading the audience list.
    reupload_audience_screen_2.png
  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.

CRM

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: 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).

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.
  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 CRM button.
  11. Type the name of your audience.

  12. Paste the Salesforce Report URL (from step 7 above) into the URL field and click Create Audience.
    NOTE: It could take several minutes to finish populating the audience, depending on the size of the report.

After this is complete 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: 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 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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