Site Customization Implementation Guide



Use the steps below to implement Site Customization.

Implementation Steps Summary


Verify you have completed these prerequisites before working with Site Customization:

  1. Make sure you have your Demandbase Tag on your site, for site customization this Tag should be moved higher on the page if it's in the footer to reduce flicker.
  2. If you don't already have a Demandbase account, request one by emailing
  3. Using your Demandbase account, access the ABM Platform Personalization settings here.
  4. Make sure you are logged into the ABM Platform by navigating to and then navigate to Engagement > Site Customization.


Review these definitions to understand the terminology used with Site Customization.

  • Segment: High-level rules/conditions, such as Industry = Software where 1 or more Experiences can run for the segment.
  • Segment Name: A name for the segment such as Software Segment.
  • Matches: Any or All here refers to OR and AND operator on the Segment rules.
  • Experience: One or more change actions such as changing the text, image or link of an HTML element. Experiences map to a single URL where the change actions will run on.
  • URL: A full URL including path-names.
  • HTML ID: The ID or class of an element. It is important to have unique selectors so that at run-time the desired element will be guaranteed to be modified versus other elements with similar names/IDs.

Step 1: Setup a Segment

1.1. Click Create New Experience.

1.2. Select the option to create a new segment or select the option to choose from a list of existing segments.


1.3 Name the segment. A segment is made up of high-level rules/conditions, such as Industry = Software where 1 or more Experiences can run for the segment.

1.4 Set up conditions for this segment by searching for a specific attribute or selecting attributes from the list. To learn more about the attributes available click here.

  • For each attribute, select an operator and a value.
  • If you select multiple attributes, select a match rule (Or/And).
    Note: The match rule values Or/And refer to Any or All.


1.5 When you are finished making your selections, click Save and Continue.

Step 2: Create Experience

2.1 Name the experience to be the general experience that you'll be changing, such as Home Page Banner or Home Page if you plan on changing multiple items.

2.2 Enter the URL of your site including the HTTP protocol.

2.3 Click Load this URL to load the web page you want to modify.


2.4 Hover over the element you want to change and then click to select it.


2.5 In the pop-up window, select if you want to change the text or html.

2.6 Enter your text or html code changes. Once you are satisfied with your changes, click Apply to preview your change.


2.7 Review your change and continue selecting and changing additional page elements as needed.

2.8 To change an image background, click the image, select Background Image and update the image location. Click Apply to save your changes.


2.9 When you are finished with your changes, click Save and Continue.

Step 3: Preview Experience

3.1 Click Save to save your changes so you can access them later.

3.2 Activate or Deactivate your experience:

  • Click Activate to save and submit your changes. This does not publish your changes. Make sure to send an email to your Demandbase team to make the required configuration changes on Demandbase end in order to publish.
  • Click Deactivate if you need to deactivate an active experience.


You can only deactivate activated experiences.



3.3 Testing: To test an active experience further, you can request the Demandbase team to provide a test URL with a query parameter and a sample IP address to test the experience for a specific segment of visitors. For example,<segmentName>.

Step 4: Set Up Google Analytics Event Tracking

Click the  Setup Google Analytics Tracking link (located at the bottom left of the window) to set up tracking for this experience.

  • To learn more about setting up Google Analytics Event Tracking, click here.
  • To learn more about the best practices and benefits of Google Analytics Event Tracking, click here.

Step 5: Go Live

Provide approval to switch the personalized experience Live. The Demandbase team will make the necessary changes in the configuration to turn the experience Live on website. The changes start appearing when a visitor from the defined segment visits the website.

Post-Implementation Process

  • If you make changes to any of the segments or experiences in Site Customization, Demandbase needs to update the configuration for the changes to take effect.
  • Setup segments and experiences as per the instructions above.
  • Use the Activate / Deactivate buttons to identify experiences you would like to have on or off, and use the Submit button when your changes are complete and ready for deployment.
  • A support engineer will reach out to you within 24 hours with links to test the new experiences. If you do not receive correspondence within 24 hours then we recommend that you send an email to and loop in your CSM to make sure that the necessary code changes are made.

Site Customization Best Practices

  • For elements to be modified the correct way, it is industry practice to use ID or CSS Class to uniquely identify elements. Without following this practice, you could potentially run into unexpected changes being made to elements you did not intend to modify. For more information, consult with your Solution Consultant.
  • Carousels generally run custom scripts that don't allow any modification to the elements in the carousel. This is a security feature of the carousel script. Demandbase recommends static HTML in these situations by replacing the carousel with one unified experience for the target segment such as one banner/image/cta combination WITHOUT any sliders. This provides a targeted experience rather than a carousel that slides over to irrelevant content.
  • Leverage your analytics to make sure you are personalizing to a segment that gets traffic.
  • Make sure your personalization is bold enough to get noticed.


  • The Site Customization tool is best used to customize existing elements on the page and is generally not intended to add completely new elements to the page and HTML architecture.
  • Demandbase Customization does not support Adobe Analytics at this time. 
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