Create Salesforce Reports for Dynamic Advertising with Salesforce Classic

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You can build a Demandbase Audience from Salesforce to streamline the interaction between the two systems. Every CRM audience is dynamically updated every week. Only the accounts that are visible in the report when the sync occurs will be present on the Demandbase Audience. When the sync occurs every week, accounts are either added, removed, or will remain in the audience.


Any of your first party data within Salesforce may be used as filters for a specific advertising campaign. This is accomplished by creating a Salesforce report with the correct filter logic. The common dynamic filters used with Demandbase advertising campaigns are the following:

  1. Account Stage (Stage 1, Stage 2, etc.)
  2. Account Type (Prospect, Engaged in Sales Cycle, etc.)
  3. Account with Opportunities
  4. Accounts without Opportunities
  5. Opportunity Stage (Discovery, Negotiation, Contract, etc.)
  6. Products Owned (Product A, Product B, etc.)
  7. Account Owner
  8. Target Account Tier
  9. Account Score


Step 1: Complete Authentication via OAuth from Demandbase to Your Salesforce Instance

IMPORTANT: Before you get started, you must complete authentication via OAuth to your Salesforce instance. When this task is complete, a green check mark next to Salesforce Integration in the Home > Setup page in the ABM Platform appears. For more information, see Salesforce Integration Overview.


Step 2: Create a New Report in Salesforce

2.1 In your Salesforce account, navigate to Reports > Create New Report.

2.2 Be sure to select the correct report type. If the data you want to use within a dynamic campaign lives on the Account object only, select an Account Report.

2.3 If the data you want to use also lives on the Opportunity object, select the Account with Opportunities type and click the Create button.

NOTE: Every Salesforce environment is different. Your Salesforce account may not have the exact report type available. We recommend you ask your Salesforce admin if you are unable to find the report type you need.

Step 3: Add Filters and Select Accounts

3.1 The next screen is where you may become as creative as you want! On this screen you will add the appropriate filters that will dictate which accounts will be synced to Demandbase on a weekly basis. For example, if you want to create a Demandbase audience with non-customer accounts that are currently in Stage 1, your filters might look like this:


NOTE: Verify you have the two required fields in the Preview area (Account ID and Website). Any extra column that is added to the report, which in the above example is Account Owner, will be brought over to Demandbase as a custom attribute.

Step 4: Verify The Report Setup and Save the Report

4.1 Once you’ve added the appropriate filters to the report and dragged and dropped the appropriate columns under the Preview area, make sure the report is in the Tabular Format.

4.2 Save the report.


For any filter used within the report, we recommend that you also add that field as a column under the preview screen. Not only will this be synced to Demandbase as a custom attribute, but it may also help you see at a glance if the report was set up correctly.

Step 5: Verify the Correct Accounts Are Included

5.1 Open the report and verify the correct accounts are included.

5.2 If you see accounts that are not correct based on the filters you set up, go back to Step 3 and check the filters. If the accounts are correct, you may now copy the URL field and navigate to the Demandbase ABM Platform to create the audience.

NOTE: Ensure the format is similar to: This contains an 18-digit alpha-numeric Report ID field.

Step 6: Create an Audience in the ABM Platform

6.1 In the Demandbase ABM Platform navigate to Home > Audiences.

6.2 Click the Create New Audience button.

6.3 Click the Use an existing account list option and follow the steps.

6.4 Type the name of your audience.

6.5  Click the From CRM option and paste the Salesforce Report URL into the URL field and click Continue. Ensure the format is similar to: This contains an 18-digit alpha-numeric Report ID field.

6.6 Select a Demandbase Profile from the list and click Create Audience.

6.7 After the audience is finished processing you can view your audience from the Audiences page.


At this point, you now have a Dynamic Demandbase Audience that uses your Salesforce Report to determine the accounts that appear. Remember, this will update every week starting from the day you create the initial Demandbase Audience. You may now use additional dynamic filters within Demandbase to create an even more dynamic segment for advertising.

Learn More

To learn more, review our Steps for Using Filters to Create a Dynamic Segment.

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