Demandbase for Salesforce FAQs

  • Updated


This article answers questions you may have about the Demandbase for Salesforce integration. Click the links to learn more.

Are there actions you can take via the integrated solution that you can't take in the Demandbase ABM Platform?

Yes, you can only push data to Salesforce via this integration today.

Does the data automatically sync over to Salesforce after "Save to Salesforce"?

No, currently the push is done on command by the user. It's recommended to create a Master Audience (of all accounts) and push data once a month or so if the goal is to have data at all times for all accounts. B2B buying behavior is slow and research is extensive. So for data such as Intent, the intent of a large account is unlikely to be changing on a daily or weekly basis. 

Note: Intent data can be as recent as last week and up to 1 year. The "Is Trending with Off-site Intent" are the keywords that are bursting in the last 7 days. Otherwise, the other keywords can be up to 1 year old. Similarly, Web Engagement data is also historical up to last 30 days. 


Can we push the net new accounts surfaced by Account Selection in the Demandbase ABM Platform into Salesforce?

This is not currently supported.

Can I view intent at the individual level (not just the account level)?

No, like most companies we are not allowed to do that due to personally identifiable information (PII). Demandbase does not  provide intent at the individual level for this reason.

Can I push data for any audience into Salesforce?

Not all audiences are eligible. Only CRM audiences have this functionality as those are the only ones with an account mapping back to Salesforce.

Does it support access roles?

Not at this time. It’s a single authenticated application. Anyone accessing the app is doing it on behalf of the user that installed the application and authenticated. SFDC admins should control who gets access to the tab.

How do Pardot Prospects get mapped to accounts?

The application only knows of Pardot Prospects that map to a Contact in Salesforce. The Contact is then used to identify the account for the Prospect. It does not know of Pardot Prospects that aren’t linked to a Contact in Salesforce.

If a new account list is created in the integrated solution in SFDC app, does it automatically get pushed to the Demandbase ABM Platform and vice-versa?

Yes, the data is completely synced in real-time between the Salesforce app and the ABM Platform.

If I have multiple records for the same account, does data go into all instances of that account?

No, Demandbase CRM connector only maps back to one account at this time.

Is this data available for reporting outside of the integration?

Yes, full Demandbase ABM functionality is available natively within Salesforce. The data is stored in custom objects tied to the Account record as well as any custom fields if those were setup in the installation process.

Learn More

Is this integration compatible with Salesforce Lightning and Classic?

Yes, the integration is compatible with both Salesforce Lightning and Classic.

What are some use cases for using this data?

There are many types of use cases available. Please share your feedback with your CSM and we can help you identify the right solution.

  • Account Scoring: Pushing over Rank, Score, Page Views and Intent can help you score accounts in Salesforce. The way you implement it will be up to your business needs and what variables you consider are important to create an actionable insight. For example, using intent and trendingOnSiteEngagement you can create a custom report that rolls up Accounts that have Intent on keywords and a spike in Engagement.
  • Planning: If you score accounts, you can supplement your data to generate a report of accounts that are scored based on intent and engagement for planning which accounts to tackle at the beginning of the quarter as you do sales planning.

What are the different levels of access required to run the app?

In general the Permission sets control access to the App functionality. See the setup guide's permission definitions.

The Salesforce connection from the Demandbase ABM Platform is required. 

What data is pushed into Salesforce with the Save to Salesforce button?

Examples of data include:

    • Page views
    • Change in Traffic MoM (%)
    • Account List Name
    • Trending with offsite Intent (Boolean)
    • Trending with onsite engagement (Boolean)
    • Account Stage Aggregate (Visited, Engaged, Converted, Opportunity, Won)
    • Top 5 Intent Keywords

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What does Save to Pardot do?

It saves a static Segmentation List of Pardot Prospects from the selected Demandbase Audience.

What elements of the Demandbase ABM Platform are NOT available from within Salesforce Pardot?

For the most part, the ABM Platform experience in Salesforce mirrors the functionality within the Demandbase ABM Platform. However, there are a few exceptions:

  • Profile: All profiles must be built within the Demandbase ABM Platform itself. Ensure you have created your profile in the Demandbase ABM Platform prior to using the Salesforce app.
  • Compare Account Lists: Although ABM Analytics is shown for each account list in Salesforce, the Compare Audiences feature will remain in the ABM Platform. It will not be enabled here.
  • Creation of Lists from CSV, Firmographic or Account Selection: Customers will only be able to generate account lists via existing Salesforce reports using the CRM Audience creation method.
  • Audience Location: Customers will not have access to the Audience Location tab in the Salesforce environment.

What if I don’t have Pardot?

The Pardot feature of the app is totally separate. The application will run regardless of Pardot. You simply won’t have the Pardot functionality.

What is an unmanaged Salesforce package?

An unmanaged Salesforce package is a way to install an application prior to the AppExchange listing. You may decide to install it in UAT prior to verify you have no issues with your unmanaged package install.

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How do I migrate from the unmanaged package to the AppExchange version (when available)?

The unmanaged package installation is composed of two packages. One package is for the application while the other is for customer objects where the data is stored. Once the app is in the AppExchange, it can be installed in the same environment without issues.

See Migration Guide

Sample Migration

  1. Install the managed app from the AppExchange.
  2. Identify which reports, Apex code, workflows or processes that use the current data are available from the unmanaged package so you can update stakeholders in your company that this data won’t be refreshed while migrating.
  3. If you’re using custom fields for the Demandbase data, and you have the configured Demandbase Mappings tab then you’ll want to pause using the mappings and use the new package. Disable the mapping for the fields for this package.
    • If you’re using the data from the custom objects directly (versus through custom fields), then you’ll want to plan for a migration. The managed package has its own custom objects and you’ll want to configure what you found in Step 2 to point to new objects.
  4. In the managed package, configure the Demandbase Mappings again for the custom fields.
  5. Save to Salesforce and the data for custom fields will update once again using the new package.
  6. Uninstall the unmanaged package.

Should I upgrade to the managed package if everything is working in the unmanaged version? 

Yes. Please see benefits in migration document. At any time you may encounter issues, it is likely the path forward is upgrading so you're on the latest supported software that addresses those concerns.

Will the unmanaged package continue to work if I don't update to the managed package? 

Yes but you won't receive bug fixes or updates or all the benefits of an AppExchange app. Issues encountered with the unmanaged package will require the customer to upgrade as troubleshooting, logging and error handling has been addressed already in the newest package.

Where can I find the manage package?

Please ask your CSM and onboarding team to get the Package URL as described in the setup guide.

What are the package components?

There are 8 main objects included besides the app:

  1. Account List
  2. Account List Account
  3. Account Intent
  4. Account List Batches
  5. Account List Opportunities
  6. Account List Products
  7. Website Activities
  8. Account Website Activities

What does this package do with Opportunities and Products?

The package only creates object relationships to Opportunities and Products so it’s easier for Custom Reports to use this data in conjunction with Demandbase data. It does not read opportunity data or process it.

How many API calls does it consume?

The number of API calls is variable due to varying sizes of audiences. Each audience can vary in size. The variables are typically the number of accounts in the audience and more importantly the amount of data available for each account. The application uses jobs and batches to make sure it doesn’t slow anything down. The batches will increase dynamically as performance decreases to keep throughput relatively high.

If hard numbers are needed before installing, admins can benchmark in UAT for varying audience sizes. This may take a significant amount of effort depending on how much legwork is done already and how much data exists.

How do Save to Salesforce API calls breakdown?

The Demandbase for Salesforce App “Save to Salesforce” feature uses a chain of apex jobs to save a Demandbase Audience to an Account List on Salesforce.

The Apex jobs use callouts (REST calls from Salesforce to Demandbase) to download the audience data, the data is then synced with Demandbase custom objects on Salesforce via SOQL (Salesforce Object Query Language - inserts/updates/deletes).

A Save to Salesforce process consists of the following number of callouts and SOQL calls.

  1. Account List(Audience) object: 1 callout + 1 upsert.
  2. Account List level Engagement: 1 callout + n inserts, n being number of engagement records at audience level.
  3. Account List Accounts: 1 callout per 100 accounts, 100 inserts.
  4. Account List Account Intent: 5 inserts per account.
  5. Account List Account Website Activity: 1 insert per website activity.
  6. Account List Account Opportunity: 1 insert per related opportunity.
  7. Account List Account Opportunity Product: 1 insert per product related to an Account Opportunity.
  8. Deletion of any audience Account and it’s related data(website activity, intent, account opportunity, & opportunity product) which is no longer a member of Audience.

Who has access to the Salesforce integration?

The customer’s SFDC admin can give access to the integration to any user as desired, and to access Demandbase data for any user within their Salesforce organization. An Account List/Audience can be created from any CRM report so long as the user authorized has access to the report and fields.

Why is data stored in Custom Objects by default and not Custom Fields?

Demandbase has a one-to-many relationship between accounts and audiences. ACME could belong to multiple audiences. Each audience has its own relative data and represents a group of accounts with a certain criteria. The profile of the audiences could be different across each one and thus different intent data all together for ACME per audience. So if we push data into custom fields for ACME’s account record, we’d have to consider taking all audiences ACME belongs to and push all that data into custom fields. This is unscalable and would be extremely hard for end users to maintain, not to mention the amount of custom fields it would require. Custom Objects allows us to push data without worrying about these limits. However, we still give you the option of pushing a select set of custom fields on the Account record using the Demandbase Mappings tab as discussed in the install guide.

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