Use Demandbase Firmographics Attributes for Site Customization

  • Updated


You can use Demandbase firmographics attributes in your site customization experiences and dynamically update the attribute fields for each visitor. Using Demandbase firmographics attributes increases flexibility and eliminates the need to create multiple experiences for each target account. See Reference: Firmographics Attributes Overview for Demandbase IP-API for the list of attributes.

For example, if you want your site to show the industry of a visitor’s company, you can use the Industry attribute in a header element. When a visitor comes to the web page, Demandbase recognizes the visitor and shows their industry in the header. If Demandbase doesn’t have the data, or if the visitor is unknown, Demandbase leaves the field empty and only shows the non-dynamic text on the page. See How Demandbase Targets Accounts Using Domains.

The following are the most commonly used attributes:

  • Company name
  • Marketing alias
  • Industry
  • Sub Industry
  • Revenue range
  • Employee range



You must have access to Demandbase Personalization.

Identify the Demandbase firmographics attributes you want to use. See Reference: Firmographics Attributes Overview for Demandbase IP-API.


  1. From the left navigation bar, go to Personalization N.png Personalization > Site Customization and create or edit an experience. See Create a Site Customization Experience.
  2. Click the Visual or Advanced tab.
    Tip: You can use both options in a single experience.
  3. Select an element you want to edit.
  4. Within the element modification, insert an attribute using the format {{API Variable Name}}. For example, {{Industry}}.
    Tip: Copy the attribute name from the API Variable Name column in Reference: Firmographics Attributes Overview for Demandbase IP-API.
  5. Click Apply.
  6. (Optional) To delete a modification, hover over the modification and click the trash icon.
  7. (Optional) Click Preview to preview the experience. You can also share the preview link with other team members.
    Tip: You must save and activate the experience before visitors see the attribute value on the web page.
  8. Make any remaining edits to your experience and click Save.


It can take up to 24 hours for new and updated experiences to process and load on your web page.

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