Below is a list of frequently asked questions about the ABM Platform. Click the links below to learn more.
- Are Annual Sales and Revenue Range reported in USD? What other currencies are available?
- How do I access Account Watch attributes in the returned data?
- What factors/variables contribute to score/rank?
- What is Account Watch? What is it used for? How do I set it up?
- When should I use more than one profile?
- Where does intent data come from? How does it work?
- Where is Demandbase Setup (DBS) in the ABM Platform?
- Why are my audiences and profile locked?
- Why are some of the accounts in my original list missing when I view my audience in the ABM Platform?
Are Annual Sales and Revenue Range reported in USD? What other currencies are available?
The revenue_range and annual_sales attributes are reported in USD only. This is the only currency available from Demandbase.
How do I access Account Watch attributes in the returned data?
The Account Watch attributes will only be available for visitors from IP addresses that belong to companies on your Account Watch list.
If you do not see an Account Watch attribute for a company you believe is on your list, contact your Customer Success Manager.
All of these measures relate to groups of features that get fed into the AI model to determine which accounts should be qualified and with what ranks. Depending on the feature, there are different mathematical and data science tools that we apply to them, but in most cases we’re doing some comparison for each candidate account to see how similar it is to the customers in your profile. These range from very simple things (how many followers does this account have on FB, how many followers do each of your customers have?) to very complicated things (for all your profile intent keywords, build multi-dimensional vectors representing each accounts intent throughout the internet on those keywords, and then do some linear algebra to compare these N-dimensional vectors).
Once we have calculated the features for each candidate account (and your profile customers) we run a machine learning model to classify and score each candidate account so that for each candidate account, we can expose which features were the most important in scoring and ranking them.
Account Watch is a method of adding your own unique flags, or “attributes,” to the Demandbase ABM Platform so that you can filter and analyze your accounts based on these attributes. Some examples of commonly-used custom attributes include “Customer,” “Early Stage Pipe,” “Named Account,” or “Partner.”
Account Watch lets you analyze the behavior of your target accounts according to each account’s unique relationship with your business, and develop personalized experiences based on that relationship. For example, you can route partners to your partner portal, show a thank you or upsell message to your customers, and bring up the most relevant case studies to your early stage pipeline prospects. Account Watch is also commonly used in our forms connector to pass along custom information with leads from forms to marketing automation to ease the pain of lead routing.
To set up your custom attributes, you first create an Account Watch file that includes columns for account name, domain, address, and your unique custom attributes. Then you send it to your CSM who will work with the Demandbase implementation team to add it to the platform. Get detailed instructions here.
You can create multiple Demandbase profiles to use for the different business goals in your organization. For example, you might want to create multiple profiles specifically for different lines of business (life healthcare vs. finance) or an account type (mid-market vs enterprise).
Demandbase technology gathers intent data from the following sources.
- Public business registries for basic firmographics.
- B2B content consumption: Demandbase uses its publisher/advertising network to observe what types of content company employees are reading. Today that network includes more than 5,000 premium B2B websites globally.
- B2B content production: Demandbase crawls the open web for content tied to key company decision makers and stakeholders -- blog posts, interviews, bylines, forum posts, speaking slots and panel participation, etc.
- Engagement on the customer’s website for direct intent signals. This is only visible to the customer only. We do not share customer specific interaction data.
Demandbase Setup (DBS) allows users to edit Analytics settings, input Forms field maps, and update Site Customization experiences.
Why are my audiences and profile locked?
When you associate an audience with an active campaign, the ability to make changes to the profile and audience are locked. This is because there can be unexpected issues with reprocessing audiences that can affect campaign data. Changing the makeup of the profile could also affect historical data for these campaigns as well.
You can however still add accounts, hide accounts and also view the Audit Report for these locked audiences.
Why are some of the accounts in my original list missing when I view my audience in the ABM Platform?
When you upload a list of accounts to create an audience, Demandbase then validates those names against its proprietary database. During this process several different scenarios may result in some of the accounts on your uploaded list to be missing from the audience in the platform. These include duplicate accounts, missing domains, unrecognized companies invalid records.
Here are examples of the different scenarios that can cause data discrepancies.
- Name and Domain conflict: Your list included the wrong URL for a company.
- Invalid Domain: A URL in your list had an typo or was blank.
- Duplicate companies: You listed the same company twice, or the company has two different URLs (for example, you listed GE twice with GE.com and GE.uk -- these will both roll up to be one account called GE and use the URL of the first entry in your list.
- The IP address is not in our database.
You can use the Audit Report to view the details on how your accounts were mapped and which problems might have occurred during the process. For more information on using the Audit Report, review this FAQ.