Platform Pro Profile Creation Guide

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Contents

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

What is a profile?

A profile is the set of inputs that Demandbase uses to identify and prioritize target accounts. The profile contains 6 steps:

  1. Name your profile
  2. Tell us about your company
  3. Who are your buyers?
  4. What roles do you target?
  5. What are your buyer’s interests?
  6. Who are your customers?

How do the profile inputs affect my output?

Artificial Intelligence Methodology automates the prioritization of accounts displaying the strongest buying signals by considering:

  • Why This Account – What are the top features about this account that make it well qualified based on the client’s profile.  These features include similarity to your customers including but not limited to the following areas: intent, buying committee, titles / roles, products & services, geography, industry and company size.
  • Trending Intent - How much this account is researching topics that are relevant to your products and services. Displays top topics/keywords that accounts are researching to uncover: Where are they showing interest?  What specific articles they are reading?  Are they researching the space, your competitors, etc.?  

 What are some things to consider while filling out the profile?

  • Pluralization: No need to enter in the plural version of words in step 4, this is handled for 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.

How do I login to my profile?

  • Login into app.demandbase.com with the login provided by Demandbase team and your password. 
  • Click Login button.
  • Once logged in, click on ABM --> Setup --> View Profile
  • Then either click 'Create New Profile', or if the profile has already been created, click on its name

 

How do I fill out each section of the profile ?

Section 1: Name your profile

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

Section 2: Tell us about your company

  • Enter in your company name or company website domain (e.g., Demandbase.com) and hit "tab" key.
    • Demandbase will populate the drop-down menu list with the company options to choose from.
    • Select your company from the list and click "Continue" button.

Section 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 is a good place to start.

Tell us the titles of your buyers - There are two ways you can enter in titles: 

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

Exclude titles with the following keywords

  • Demandbase will exclude any contacts with these keywords in their titles.
  • Common exclusions include retired, consultant, advisor and intern.
  • Add specific exclusions keywords that you think are not relevant to your buying committee.  

ABSD_Exclusion.png

Section 4: Which roles do you target?

Consider the buyers titles you entered in the previous section, (listed in "Suggested Roles" list menu below) but try make them more specific. What roles are critical to your products/services being successful at any given company? What are the end users of your products/services? What roles would a prospect company hire for which would indicate their need for your products/services?

Add the roles into the "Selected Roles" list menu by clicking on the relevant title from the "Suggested Roles" list menu. Or to add more specific roles by typing the company level role in the text box under the "Selected Roles" list and then click on "+" sign to add it in.

Snip20180521_61.png

Section 5: What are your buyer's interests?

List terms, topics, product categories, event names, and any other keywords/phrases that you would want to know about when mentioned with your buyer in press releases, on blogs, in presentations, in tweets, etc. Be specific and avoid frequently used common words like sales, marketing, data, analytics, etc.

Provide between 25 and 100 keywords. We recommend referencing the following resources to help you reach this goal:

  • Review your company's web site - focus on product/solution pages, blogs and case studies.
  • Ask for a list of SEO keywords - not all will be strong keywords, but many will be.
  • Check out the LinkedIn skills/interests from the “ideal buyers” you considered in the previous step.
  • Start typing in the keyword and select the appropriate term/keyword from the suggested list. If the keyword you are looking for does not appear in the list, you can still hit "Enter" and it'll add it in. Note: An exclamation point icon will appear next to the keyword, which will prompt Demandbase product team to review it and possibly add it to the keyword library, if the keyword is meeting the minimum search criteria on the web
  • Include your own company name and names of your products
  • Enter in your competitor's company names (for enterprise company names like Dell, Salesforce, Microsoft please enter in the specific sub-brand/product name and not the general company name)
  • Use the Interest Recommender tool, which is design to recommend additional keywords based on the ones you already entered into the profile. 
    • Enter in your initial set of keywords- a minimum of 5 keywords are required to use interest recommender option. 
    • Click Recommend New Interests button 
    • Add the keywords that are relevant by clicking the Add button. 

  • Use the Grade My Buyer's interests which will grade your keywords, you should have no more than 40% problematic words Problematic can mean one of two things:
    • 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. 
    • The keyword occurs in a small/inconsequential quantity of documents - in general it is OK to leave these

Section 6: Who are your customers?

List 25 - 100 current customers - strong customers, the kind that you want more of. You can enter your customers in two ways:-

  • Manually one by one:
    • Enter in the associated company name or company website domain (e.g., Demandbase.com).
    • The list of suggested companies will appear in the drop-down menu list.
    • Select the correct company from the list
    • Should the company you are looking for does not appear in the dropdown list, then please enter the complete company website and click "Enter"
  • Importing from an audience:
    • If you have the list of customers imported from your CRM, you can create an audience within Demandbase and select that audience from the dropdown in this step.

 

 

 

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