Build a Demandbase Profile

  • Updated

Overview

Demandbase combines its unique digital identification technology and data set together with artificial intelligence and machine learning to identify, rank, and prioritize which accounts are currently in market for your offerings. The technology looks at both offsite and onsite account activity to determine exactly how and where those accounts are showing buying intent across the funnel. It does this using the inputs you provide when you build your organization's Demandbase profile in the ABM Platform.

Demandbase Account Selection technology prioritizes accounts that are displaying the strongest buying signals by considering these two factors based on your profile inputs.

  • Why This Account: Demandbase identifies the top features about an account that make it well qualified based similarity to your customers. These features include intent, buying committee, titles and roles, products and services, geography, industry and company size.
  • Trending Intent: Demandbase looks at how much an account is researching topics that are relevant to your products and services. It identifies the top topics and keywords that an accounts is researching to uncover intent signals such as where are they showing interest, what specific articles they are reading, and whether they are researching your industry or your competitors.

See How it Works

Profile Set Up

Log in to the ABM Platform and click Setup on the ABM Home page. In the Profile area, click View Profile, then click the Create New Profile button. You will then complete the following profile set up steps.

TIP

We recommend referencing the following resources to help you determine the best inputs for your profile:

  • Your company's web site: Focus on product and solution pages, blogs and case studies
  • A list of SEO keywords: Not all will be strong keywords, but many will be
  • LinkedIn skills and interests from your best or ideal customers

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Step 1: Name your profile

Enter a short label for your profile corresponding for your use case or product category name that are you marketing.

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Step 2: What are your buyer's interests?

Provide between 25 and 100 keywords, following these recommendations as you go.

NOTE: Anything over 100 keywords will cause the profile to begin to lose context. If needed consider creating multiple profiles with a few keywords then use the Interest Recommender tool to fill in the remaining keywords.

How to Enter Keywords

  • Start by entering terms, topics, product categories, event names, and any other keywords and phrases that you would want to know about when mentioned with your buyer in press releases, on blogs, in presentations, in tweets.
  • Be specific and avoid frequently used common words such as sales, marketing, data, or analytics.
  • As you type in a keyword you will see a list of suggested keywords appear that you can select from.
  • If the keyword you typed in does not appear in the list of suggestions, you can press Enter and it will be added to the list. An exclamation point icon will appear next to your keyword, which will prompt our team to review it and possibly add it to our keyword library.

Keywords to Include

  • Your own company name
  • The names of your products
  • Your competitors' company names
NOTE: For large enterprise company names like Dell, Salesforce, or Microsoft enter in the specific sub-brand or product name and not the general company name.

Interest Recommender

Use the Interest Recommender tool, which is designed to recommend additional keywords based on the ones you already entered into the profile.

  • Enter your initial set of keywords. A minimum of 5 keywords are required.
  • Click the Recommend New Interests button.
  • Add the keywords that are relevant by clicking the Add button next to each keyword.

Tips

  • Pluralization: No need to enter in the plural version of words, this is handled for you automatically.
  • Capitalization: Do not worry about capitalization, it is not a factor. We do tend to use caps as it looks nicer in the UI.
  • Logical matching for titles: A title of Chief Data Officer will also pickup someone with a CDO title.

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Grade My Buyer's Interests

Use the Grade My Buyer's Interests button to grade your keywords. You should have no more than 40% problematic words. Problematic can mean one of two things.

  1. The keyword occurs in a large quantity of documents, and almost always occurs alone rather than next to other keywords in your profile. If you still think this is a strong keyword, try adding additional words to it to make it less generic.
  2. The keyword occurs in a small or inconsequential quantity of documents: In general it is OK to leave these.

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You will receive real-time feedback on whether a keyword has been considered or rejected so you know the status of the keyword. When a keyword is rejected you will see an alert that contains the reason for the rejection and what will happen next as shown in the sample image below.

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Step 3: Who are your buyers?

Consider the titles of your initial points of contact, your buyers and your decision makers at your current and target accounts as you complete this section. The primary contacts for recently closed deals are a good place to start.

Tell us the titles of your buyers

There are two ways you can enter in titles.

  1. Type a title keyword (for example, Digital Marketing) and then select the appropriate seniority modifiers (for example, Chief, VP/SVP) as appropriate from the Want others like this? menu that appears. Demandbase will find all titles that include both the keyword and selected seniority modifiers.
  2. Enter a specific title (for example, Supply Chain Architect). In this case, Demandbase finds titles that include the keywords you provided.

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Step 4: Who are your customers?

List 25 - 100 current, strong customers. These should be the kind of customers you want more of. You can enter your customers in two ways: one by one or using bulk import.

One by one

  1. Enter the associated company name or company website domain (for example, Demandbase.com).
  2. The list of suggested companies will appear in the drop-down list.
  3. Select the correct company from the list.
  4. If the company you are looking for does not appear in the drop-down list, then enter the complete company URL and click Enter.

Bulk import

If you have the list of customers imported from your CRM, you can create an audience within Demandbase and select that audience from the drop-down list in this step.

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Step 5: Engagement Filters (Optional)

Engagement Filters are optional web page-based filters that control the engagement data visible in the ABM Platform in places such as Audiences and ABM Analytics. You can use them to segment your website traffic into pages that are relevant to, for example, your specific business units, product lines, or campaigns.

How it Works

Engagement Filters are profile-specific. You configure them in an optional step when you are creating a profile by listing the pages on your website that you do or do not want to see engagement traffic for in the ABM Platform. You can designate whitelisted/blacklisted URLs using fuzzy definitions such as contains or starts with. Then you can easily filter the data for these areas of your website based on certain keywords or sections. This is useful if you want to restrict your view of the data to a set of pages associated with a particular business unit, product, or campaign.

Set Up

For the pages you want to include and/or exclude, follow these steps.

  1. Select a condition for each URL you want to add and then add the URL name.
  2. To add additional URLs, click the Add more link.

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Learn More

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