What is a database?
A database is a structured set of data in a computer that’s organized as a set of tables with rows and columns. Each row is called a record and each column is called a field. Each record is about a separate instance of whatever the subject of the database is, for example, an account. Each field contains an attribute of that particular item (a thing that describes the account), for example, the industry of the account.
Here’s an example of what a table of accounts might look like:
|Name||Source||Industry||Employees||Billing State||Pipeline Predict Score||Qualification Score|
There are multiple tables within a database, which are typically related in some way. For example, several rows of accounts (for example, account A, Account B, and Account C) with their attributes in the columns constitutes a list, and you could also have a table of lists (for example, your pilot program, your highest performers, your current customers, your competitors) with attributes like the type of list and number of members.
Each record (row) in a table is about something unique, such as an account, an account list, a person, or an opportunity. The remaining fields describe some attribute of the account and may have duplicates in different rows. For example, many accounts could be in Indiana, or have the same number of employees or the same Pipeline Predict score. This will come in very handy for your business purposes later on, because you can group similar companies and assign them to an SE or approach them with the same message.
To access the Database, click the Database icon in the left navigation bar of the Demandbase home page.
The Database is made up of:
and their related lists and filters. A single event, such as a person attending a webinar, can contain or imply all four pieces of this data:
- the company (or “account”) the person comes from
- the person attending the webinar
- the activity (the event, such as a webinar)
- An opportunity (If enough activities add up for an account)
Sometimes we may only have part of this information, which we then verify and add to through various cross-checks from different sources of information. There are five main sources of activities:
Each type of data (accounts, people, opportunities, or activities) has its own table of the complete raw data set that Demandbase has identified, along with some of its attributes.
Click into a row of Accounts, People, Opportunities, or Activities to find more data associated with it:
- Fields, Activity log, and the data on the other two lists. For example, an account would have a tab for Opportunities and People that are associated with it.
- The Activity log shows the activities any people from the account have engaged in, and details about the activity, for example, for a page visit, which page they visited, as well as the Engagement Minutes assigned to the activity for the past 3 months. By default, activities are in descending order by date by default.
- Click Edit Fields Layout to edit which fields display in your accounts table and Export Fields to export the fields (either the visible fields or all of them) to a CSV file.
Each record (row) in the Accounts database shows a unique identified account, which, when available, include its:
- Billing state
- Journey stage
- Pipeline Predict score
- Qualification score
- Engagement Minutes for the past 3 months
Each record (row) of the People database shows a unique person, which, when available, includes:
- Account the person comes from
- First Name
- Last Name
- Lead or Contact
- Engagement Minutes for the past 3 months
To see more data about a person, click into their name. If you click into the Account they’re associated with, Demandbase flips back to the Account detail above.
People data comes from your leads and contacts in Salesforce and Marketo, and we augment people with our own data based on their activities.
Each record (row) of the Opportunities database shows a unique opportunity, which, when available, includes:
- Opportunity Name (usually a combination of the account name and the name of the product or service about to close)
- Account name
- Opportunity Type
- Close Date
- Account Owner
Once your account team helps you set up Demandbase, your next step is to define Demandbase for your business strategy, including your account lists and intent and the configuration for your ABX goals. This configuration provides the basis for how Demandbase recognizes when an account becomes an opportunity, so it can alert you to take timely and relevant action.
Each record of the Activity database shows the account and people (if known) that have engaged in an activity that indicates an interest in your products or services, and, when available, includes:
- Type of activity
- Details (for example, the page name of a page visit)
- Engagement Minutes
- Activity Date
With enough activities, an account may become an opportunity.
Accounts, People, and Opportunities can be part of an associated List.
Click into a specific row of a list, to see:
- List - Provides details about the members of the list.
- Sort each column by clicking the column name.
- Edit which columns you want to see by clicking the Edit Columns button on the bottom of the page.
- Export the list to a CSV file by clicking the Export button on the bottom of the page.
- Selector - Use Selectors to add advanced filters for dynamics lists to find specific people, accounts and opportunities.
- Detail - Provides key metadata about the list.
Account Lists are lists of prospects, customers, partners, or competitors. Account lists serve as role models to fuel your search for successful opportunities in cooperation with Demandbase data-driven account-selection methodologies. An account can belong to one or many lists.
The account lists that you create are collections of Accounts. Lists can be created to help define accounts with greater potential or other representations.
Person Lists are lists of people associated with accounts in your accounts list. People data comes from your leads and contacts in Salesforce and Marketo and we augment it based on their activities. Although the emphasis in Account-Based Marketing shifts from individual leads to accounts, people and their titles are still important because we often take action with specific individuals at an account.
Opportunity Lists are lists of opportunities that are associated with specific accounts and products. By virtue of their engagement, opportunities represent a strong potential to close a deal.
Demandbase doesn’t have activity lists. Activities log the activities that accounts have engaged in that may indicate an interest in your products or services. With enough activities, an account may become an opportunity. Instead of lists, activities provide their value by being part of engagement. See Analytics > Engagement for a table of Activities for the selected account.
Lists in Analytics
In addition to seeing this data in the database, you can access them in Analytics as Accounts, Account Lists, People Lists, and Opportunity Lists from the drop-down at the top. When you select All, each type of data is labeled and identified with their icon. When you select one of these, the analytics that display on the dashboard apply to that type.
Activities are represented below the drop-down from the Engagement tab, where the Heatmap summarizes activities, color shaded from high to low activity. The table at the bottom of the page shows activities, by default.
You can view, create, and take action on specific data and lists. And you can save filters for frequent reuse for each type of list. See Concept: Filters and Create Filters. You can access this data across Demandbase with Selectors, Analytics, Journeys, and Personalization.
Demandbase has three out-of-the-box filters that help you create lists according to the intent they are showing. See Reference: Three Demandbase Out-of-the-Box Intent Filters.
Many accounts share the same attributes, like being in the same industry or state or within the same range, so you can group accounts according to their similarities and find out things like what your top ten financial service accounts are in Indiana.
There are three sections of a Filter: List, Selector, and Detail.
List - Provides details about the members of the filter.
- You can sort each column by clicking the column name.
- You can edit which columns you want to see here by clicking the Edit Columns button located on the bottom of the page.
- You can export the list to a CSV file by clicking the Export button located on the bottom of the page.
Selector - For dynamic lists, use the Selector tab to add advanced filters to find specific:
- Create an Account List Based on a Keyword Set: A Gentle Introduction to Selectors
- Working with Selectors
Detail - Provides an overview of key metadata about the filter including:
- Name - Name of the filter. If you want to change the name of an existing filter, you can always come back here to make the change.
- Description - Add a description to give more details about the filter. If you want to change the description of an existing filter, you can always come back here to make the change.
- Public - Make the filter visible to others within your organization
- Member type - Type of results the filter will return. For example, Person, Account, Opportunity, or Activity.
- Created by - Who the filter was created by.
- Created date - When the filter was created.
- Last updated by - Who was the last person to update the filter.
- Last updated on - When the filter was lasn ÷/t updated.
Where data comes from
Records in the Database may originate from:
The source of an Account is available at Database > Accounts in the Source field and in other tables throughout Demandbase by showing their source icons. See Understanding Fields.