Introduction
This glossary describes the key concepts and terminology used in Demandbase Solutions. Click the links below to learn more.
A - B - C - D - E - F - G - H - I - J - K - L - M - N - O - P - Q - R - S - T - U - V - W - X - Y - Z
A
Accounts
Accounts are organizations or companies.
Example: ABC Company
Account ID
Account Identification uses our technology for matching engagement signals to accounts, powered by machine learning to deliver the highest accuracy in the industry. Demandbase combines proprietary data from different sources with machine learning to identify unknown engagement signals and map them back to a company. Account ID also leverages first party data through integrations, to enhance the identification capabilities of an account.
Account Lists
Account Lists are collections of Accounts. Examples of Account Lists you can create include:
- An Account List for each AE/BDR/SDR/xDR of their accounts.
- An Account List for each Geographic Territory
- An Account List for each Market Segment (Enterprise, SMB, etc.)
- An Account List for each Vertical (Software, Finance, Health)
By creating several account lists, you can better measure program impact and sales effectiveness within specific segments. An account can belong to as many lists as necessary.
Activities
Activities are events or tasks generated by people or accounts.
Example: John Smith from ABC Company clicked an email or there were 3 web visits from Demandbase last week.
Application Programming Interface Key (API Key)
A code used to identify the source of a web service request.
B
Baseline
In order to measure success of your marketing initiatives, you set up a baseline to track a set of metrics over a specified time period. Use the baseline results to compare to a different time period to see if your marketing initiatives showed improvement over the baseline.
C
Content Management System (CMS)
A platform that enables creation and management of digital content.
Campaign Insights Emails
Campaign Insights emails provide a weekly snapshot into the performance of your account-based advertising campaigns. Recipients can click through to campaign reporting in Demandbase to dive deeper into the data.
Connected TV (CTV)
Demandbase Advertising can serve TV ads in your campaigns. These video impressions appear on television sets within hundreds of applications such as Hulu, Tubi, Pluto TV, and more.
Cookie
A text file with small pieces of data that serve as a unique identifier, so we can identify a computer on a computer network using the Demandbase Tag. We follow strict guidelines to make sure they are used respectfully. We encourage you to participate in DAA & EDAA self-regulatory compliance by informing your site visitors of your company’s cookie policy and allowing them to “Opt Out” of cookie-tracking if they want to.
Customer Relationship Management (CRM)
A data-based method of managing customer relationships with the goal of retaining customers to grow long-term sales. Demandbase integrates with Salesforce, Microsoft Dynamics, and HubSpot CRM.
Customer Data Platform (CDP)
A customer data platform is a type of packaged software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. Demandbase aggregates sales and marketing information for the purpose of optimizing sales and marketing strategies and actions.
D
Demandbase One for Marketing Platform
The Demandbase One for Marketing platform leverages leading AI-driven data and applications along with strong integrations with CRM and MAS to create one comprehensive platform that provides proprietary, 1st and 3rd party data, account scoring and prioritization, account-based measurement, orchestration, and delivery of account-based insights personalized for individual sales reps.
- Customizable to match your business and adaptable for your business needs
- Focused on full-funnel marketing
- Full of the richest sales insights: Custom lists for territories and customizable snapshots
- Comprehensive measurement capabilities
- Powerful selectors that enables cross object filtering and customizable segmentation
Demandbase Sourced Accounts
Accounts identified by Demandbase without a matched account in your CRM or CSV imports. Also referred to as net new accounts. See net new accounts.
Demandbase Tag
A small block of JavaScript that you place on each page of your company’s website. It reads the IP address and cookie of each visitor and passes that information to our identification API, which determines which company the visitor works for. In this way, we're able to measure visitors' interest in your company.
The tag asynchronously loads a unique file from the cloud which contains your specific modules and configuration. The JavaScript file, which is managed by the Demandbase team, is optimized for both download and execution speed. It is secure and automatically loaded over SSL as needed.
Domain Name
A user-friendly name used to represent one or more IP addresses. For example, "demandbase.com" is the Demandbase domain name.
Demand Side Platform (DSP)
A technology platform that automatically selects and bids on ad impressions across multiple ad exchanges. Demandbase has built its own custom B2B DSP.
E
Employees
Number of employees at the company.
Engaged Known People
The number of known people associated with an account that have Engagement Point activity in the last 90 days.
Engagement Points
Engagement Points track the amount of engagement from your target accounts. They capture not only responses to your marketing programs, but also social interactions, product usage, and conversations with the sales team. When you combine these activities at both the individual and account levels, they provide a strong proxy for overall engagement.
Examples:
- Attend a meeting for 30 points = 30
- An Inbound Email = 1
- Register for an event = 3
- Attend an event for unknown amount of time = 24
Existing Accounts
Accounts in the Demandbase database that are from your CRM or CSV imports.
F
Firmographic Data
Characteristics that describe a company such as number of employees, industry, revenue, and geography.
First Party Data
Your own data about your customers from CRM, MAS, and CSV imports.
First View
Date the account visited the web page for the first time during the selected date range.
First Visited
Date the account visited the website for the first time, regardless of date range or filters.
H
High Intent Users
Users at the account that frequently read web pages with your intent keywords (or topics) and buyer interests. See Intent.
I
Intent
Intent is a probabilistic signal indicating an account’s level of interest in specific products, services, or topics, derived from aggregated behavioral data such as content consumption, content production, firmographics, and web engagement.
Demandbase uses machine learning to analyze keyword-related activity across a large-scale B2B data set, identifying patterns and trends that suggest whether an account is actively researching relevant solutions.
Intent Strength
Intent strength is a normalized measure of how significant an account’s interest is in a given topic, determined by comparing the number of individuals from that account engaging with relevant content against benchmarks for similarly sized accounts.
It is categorized into tiers (low, medium, high), where higher strength reflects greater collective engagement and a stronger likelihood that the account is in-market.
J
Journey Stages
Every organization has a unique process by which prospect accounts become customers or by which customer accounts purchase more products and renew. An account's Journey Stage represents the stage that account is currently in. At any given moment, you may use similar accounts with a unique set of sales and marketing actions and strategies.
Demandbase offers standard Journey Stages that includes pre-determined logic within each stage. All of our customers also have the ability to customize the Journey Stages by adding more stages and defining what each of them represent.
K
Keyword Sets
A Keyword Set in Demandbase is a set of specific intent keywords or phrases that allows our customers to segment or group similar themed keywords or phrases together.
Known People
CRM, MAS, and CSV people (lead/contact) records with an email address. Once synced into Demandbase, the person is matched against an account using the Lead to Account Matching feature. See Understanding Lead to Account Matching.
L
Last View
Account visited the web page the last time during the selected date range.
Last Visited
Date the account visited the website the last time, regardless of date range or filters.
Lift
The percent increase or decrease in a metric from the baseline, given a time period. It helps you measure your business success. For example, a Lift in the Percent of pipeline represented by target accounts tells you how effective your ABM program is at filling the pipe with the right accounts. If it’s not where you want it to be, you can investigate things like which accounts you seeded your account list with and whether you have matched the messaging appropriately for the target accounts.
The term Lift may also be used when a metric decreases in a desirable direction, such as a reduction in the cost per opportunity or the customer acquisition cost.
M
Marketing Automation System (MAS)
Marketing Automation Systems are platforms that manage marketing processes and multifunctional campaigns, across multiple channels. Demandbase integrates with Marketo, Pardot, Hubspot, and Eloqua.
Marketing Qualified Account (MQA)
Marketing Qualified Account (MQA) is an important Journey Stage in the Account Journey Builder. Accounts that are MQA have high engagement and should be vetted by the Sales team.
N
Net New Accounts
Accounts identified by Demandbase without a matched account in your CRM or data imports. Accounts are matched using the domain/website field.
Net new (Demandbase sourced) accounts have one of the following activities:
- Accounts showing high intent in the past 13 months.
- Accounts visiting your website in the past 13 months (or the date the Demandbase tag was added.)
- Accounts with Qualification Score that meets a precision of greater than 90% and beats the average account.
Net New People
Third party people records provided by Demandbase. These records are not in your CRM, Marketing Automation System, or data imports.
New On-site
Total number of accounts with no website activity 60 days preceding the selected date range and are now actively engaging with the website.
Non-English Intent
Demandbase Intent supports 133 different languages. This includes multi-byte support (allowing for special non-latin characters).
See Best Practices for Creating Non-English Keyword Sets.
Number of Persons
Number of known people.
O
Opportunities
Deals that exist on an account. Opportunities come from your CRM or CSV imports.
Orchestration
Demandbase Orchestration allows you to create simple or sophisticated automated and scalable action sequences using cross-object data sources across multiple martech and salestech channels. Our deep integration engine brings all available accounts and people data into a single Audience management user interface.
P
Page Views
Total number of page views during the selected date range.
Important: Only page views with engagement points > 0 are included.
People
Leads or Contacts from your CRM and MAS.
Example: John Smith from ABC Company or John.
Permissions
Permissions in Demandbase refer to the ability to assign access controls to each user with "View" (read-only) "Edit" (full-access) or "Cannot View" (no access) to certain features within the Demandbase account. Demandbase Administrators have the ability to assign permission sets to each person within their Demandbase account.
Personalization
Demandbase Personalization allows you to create a personalized website experience for your visitors. You define the group of visitors you want to target and create unique experiences for them through different images, links, text or CTA buttons. Customize forms on your website through our forms integration which helps to reduce the friction caused by lengthy forms. Both Site Customization and Forms integration allow you to make changes within the platform, saving Demandbase users time while making their visitor experiences more personalized.
Pipeline Predict Score (PPS)
The Pipeline Predict Score (PPS) tells you how likely an account may become a pipeline opportunity. This insight tells you which accounts are ripe for targeting, provides insights into pipeline planning, and is a crucial insight in determining when an account is ready for sales outreach.
Pipeline Predict is a machine learning model that looks at past opportunities from your CRM, learns account properties and activity patterns that are leading indicators of new CRM opportunities being created at accounts, and then identifies those leading indicators in other accounts.
A score above 75% is a good indicator this account is a qualified account. If the score is 90% or above, the Sales team should take immediate action to engage with the account.
See Understanding Pipeline Predict Scores.
Q
Qualification Score (QS)
The Qualification Score (QS) uses machine learning to quantify what truly defines an ideal customer beyond basic firmographics and then scores every account in your CRM along with the 20 million accounts in the Demandbase company database. The Qualification Score scores each account on the likelihood it would ever become a customer, regardless of where it is in the buyer journey.
A score above 75% is a good indicator this account is a qualified account. If the score is 90% or above, the Sales team should take immediate action to engage with the account.
See Understanding Qualification Scores.
R
Reached Accounts
Targeted accounts with at least one Demandbase ad impression.
Returning Accounts
Total number of accounts with website activity 60 days preceding the selected date range and continuing to show website activity.
S
Sales Touches
Counts of sales activities including tasks, events, inbound email, click sales email, open sales email, and meetings.
Sales touches are calculated using the standard Sales Engagement segment.
Segments
Segments are configurable groupings of people, accounts, opportunities, or activities. Leveraging selectors, segments surface key groups based on demographic, firmographic, and behavioral information across multiple data sources. The best part is that these segments push data back into CRM.
Selectors
Selectors let you define who or what should qualify for reports, Journey Stages, lists, filters, Audiences, and automations.
See:
- Working with Selectors
- Identify Accounts, People, Opportunities, and Activities Using Basic Selectors
T
Tag
A Demandbase Tag is a small block of JavaScript that you place on each page of your website. It reads the IP address and cookie of each visitor and passes that information to our identification API, which determines which company the visitor works for. In this way, we're able to measure visitors' interest in your company. An essential element in enabling Demandbase One and ABM.
Target Accounts
Accounts on the Account List being targeted by a Demandbase Advertising campaign.
Third-Party Intent
Intent signals from third-party Intent partners such as Bombora, G2, and TrustRadius.
Top Pipeline Predict Score (Top PPS)
Highest pipeline predict score across all Pipeline Predict models.
Top Qualification Score (Top QS)
Highest qualification score across all Qualification Score models.
Trending Intent
Account's intent keyword activity over the last week is significantly higher than the last 8 weeks.
U
Unique Visitor
Number of unique cookies recorded for the page visit.
Unknown People
Demandbase assigns an unknown person record to unknown activities such as web page visits (tracked using the Demandbase tag) and intent.
W
Web Visits
Total web page visits during the selected date range.
Web Page Visits (3 months)
Total web page visits in the past 3 months ending today, regardless of date range or filters.
Web Page Visits (30 days)
Total web page visits in the past 30 days ending today, regardless of date range or filters.
Workspaces
Workspaces create partitions in the data in your Demandbase tenant so that teams of users within a workspace only work with the data available in that workspace. This allows different teams to execute GTM strategies specific to their business unit without fear of impacting other business units.