Demandbase One Glossary

  • Updated


This glossary describes the key concepts and terminology used in Demandbase Solutions. Click the links below to learn more.

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ABX Platform

The Demandbase ABX 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 (including intent), account scoring and prioritization, account-based measurement, orchestration, and delivery of account-based insights personalized for individual sales reps. 

In summary, Demandbase ABX Platform is:

  • Customizable to match your business and adaptable for your business needs
  • Data-rich, using semantic focused intent data grounded in AI
  • Focused on full-funnel marketing (existing opportunity and post-sale expansion, multi-product)
  • Full of the richest sales insights - custom lists for territories, customizable snapshots, unlimited users
  • Comprehensive in measurement capabilities (multi-channel engagement, journeys, website)
  • Powerful with Selectors that enables cross object filtering and more customizable segmentation


Accounts are organizations or companies.

Example: ABC Company

Account ID

Demandbase 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. The result is a 12%+ increase in accuracy and coverage, with over 90% of Demandbase clients seeing an increase in their match rates.

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 are events or tasks that are generated by people or accounts. Demandbase obtains activity data from your website and our integrations with CRM and MAS.

Example: John Smith from ABC Company clicked an email or there were 3 web visits from Demandbase last week.

Artificial Intelligence (AI) 

AI uses computer programming, mathematics, statistics, and probability theory to mimic human cognitive functions, such as learning and problem solving. Computer Programming is a subset of AI that uses explicit human instructions to guide the computer every step of the way to an expected outcome. Machine Learning is another subset of AI that, like programming, requires human instructions (called an algorithm), but can build on conclusions drawn from complex sets of variables (i.e., “learn”). You may hear the terms AI and Machine Learning used interchangeably, because Machine Learning is the main form of Artificial Intelligence that we use. 

Some of the ways that Demandbase uses Artificial Intelligence are to learn the behavior of known prospects and predict the outcome of new prospects, to categorize prospects into having High, Medium, or Low intent, and to predict trends in behavior along a prospect’s journey to becoming a customer.


A set of instructions for a computer to follow in calculations or other problem-solving operations. Machine Learning is built on algorithms.

Application Programming Interface Key (API Key) 

A code used to identify the source of a web service request. 




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. 



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. The automated emails are sent on Mondays and capture the past 7-days activity across 5 key metrics: accounts reached, accounts clicked, accounts lifted, spend and impressions served. Recipients will be able to click through to campaign reporting in the ABM Platform 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.

See Connected TV Advertising.


A text file with small pieces of data that serve as a unique identifier, so we can identify a computer on a computer network. Our Demandbase Tag enables us to read it. 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. Salesforce is an example of a CRM system. 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.



Demandbase Sourced Accounts

Accounts identified by Demandbase without a matched account in your CRM or CSV upload. Also referred to as net new accounts. For more information, 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, "" 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.



Engaged Known People

The number of known people associated with an account that have Engagement Minute activity in the last 90 days.

Engagement Minutes

Use Engagement Minutes to track the amount of engagement your target accounts are spending with you. These minutes should cover when they respond to your marketing programs, but also when people interact socially, use your product, and talk with the sales team. By combining these interactions (or activities) at the individual and account level, you get a good proxy for engagement. 


  • Attend a meeting for 30 minutes = 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 upload.

Go to Database_N.png Database > Accounts. From the Filter By drop-down list, select Existing accounts. Notice that the Source for the filtered accounts is CRM or CSV (you may need to change the order of the Source column or scroll to see if there are any accounts from a CSV).




Each column in the table of a database represents a field, which is identified by the column header, or field label.

Fields are very powerful, because you can use them to identify particular rows and columns of data that are important to your business strategy. For example, maybe you want to have access to only the rows (records) of data that have Financial Services for the Industry field, so you can filter by IndustryFinancial Services. You can also use fields in filters for frequent reuse. You can use fields to access this data across Demandbase with Selectors, Analytics, JourneysSegments, and Personalization. You can view, create, and take action on specific data in a table or list that you identify in the field.

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 that is usually stored in a CRM or MAS. 



High Intent Users

Users at the account that frequently read web pages with your intent keywords (or topics) and buyer interests. See Intent.




Demandbase Intent provides accurate and consistent data on accounts that are most likely to buy your product and a bigger and broader intent scale.

Demandbase Intent provides:

  • Billions of intent signals
  • For an unlimited number of accounts
  • 100K+ keywords

Demandbase Intent reports signal strength relative to company size.

How it Works Example
  • Demandbase scans millions of pages and hundreds of millions of cookies, to compute how many people are reading web pages about a given keyword from each account.
854 people reading about “account-based marketing”
  • Demandbase analyzes the size of each account by number of employees.
10,350 employees
  • Based on similar size companies, Demandbase calculates how strong this signal is for the keyword for a given company size.
 Medium Intent Signal

The Strength of an Account's Intent

Demandbase Intent measures the strength of intent by the number of people at similar size accounts reading web pages with a keyword.

Important: This methodology and section may be updated as the team makes improvements to the model. 

Account Size Low Medium High

1 - 10 employees

1 person reading 2 - 3 people reading 4 or more people reading

11 - 50 employees

1 person 2 - 4 people 5 or more people

51 - 200 employees

1 - 2 people 3 - 7 people 8 or more people

201 - 500 employees

1 - 2 people 3 -9 people 10 or more people

501 - 1K employees

1 -2 people 3 - 13 people 14 or more people

1K - 5K employees

1 - 3 people 4 - 18 people 19 or more people

5K - 10K employees

1 - 3 people 4 - 28 people 29 or more people

> 10K employees

1 - 3 people 4 - 37 people 38 or more people


IP Address

A unique number assigned to a computing device to connect to the internet. 



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. Journey Stage examples include the following:

  • Qualified
  • Intent
  • Engaged
  • MQA
  • Hot Accounts
  • Opportunity
  • Customer
  • Expansion Opportunity

Demandbase offers "out of the box" 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. Accounts will automatically appear in the proper stage.



Keyword Sets

A Keyword Set in Demandbase is a set of specific keywords or phrases that allows our customers to segment or group similar themed keywords or phrases together.

Examples include:

  • A keyword set surrounding Product A or Product B.
  • A keyword set surrounding all Competitors.
  • A keyword set surrounding business unit A or B.

Keyword Sets can be built directly in the ABM platform. You may use these Keyword Sets in the Selector tool when building account or people lists.

Additionally, use Keyword Sets in advertising campaigns. The selected Keyword Set is how our customers access the high-intent cookie inventory for advertising to the buying committee within each account on the advertising list.

Known People 

CRM, MAS, and CSV people (lead/contact) records with an email address. Once synced into Demandbase, the person matches against an account using the Lead to Account Matching feature. See Understanding Lead to Account Matching




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.



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. It is all about capturing the depth and breadth of engagement in an account:

  • Depth: An aggregate account threshold of 100 Marketing Engagement Minutes or more in the past 3 months.
  • Breadth: At least 2 People have to have Marketing Engagement of 20 minutes or more each.

Machine Learning

A subset of AI. Machine Learning requires human input in the form of an algorithm (a set of instructions to the computer). It automatically improves over time as it ingests and analyzes data and event results, building on conclusions drawn from complex sets of variables. Machine refers to a computer, and Learning refers to the continual building based on new data and events. See Artificial Intelligence.


A measurement of what makes a business successful or unsuccessful. Metrics may be counts, such as revenue, close rates, number of page views, but are often ratios, such as overall pipeline/quarterly goal

For example, if your KPI (Key Performance Indicator) is to raise revenue by 20%, the difference in your revenue from last year to this year is the metric you’re moving:  this year’s revenue - last year’s revenue = difference. Difference is a count metric and increase/last year’s revenue is a ratio metric. For example, if you raised revenue from $400,000 last year to $480,000 this year, your count metric is Difference = $80,000 and the ratio metric is $80,000/$400,000 = .20 or 20%.

There are three levels of metrics that affect your ABM success :

Revenue Performance Measurements

Revenue Performance Measurements are at the highest level and are a lagging indicator. They include big picture and product-line, region, etc., for:

  • revenue
  • expenses
  • profit

There are three crucial metrics at this level are:

  • close rates
  • average deal size
  • funnel velocity

Marketing Performance Metrics

Marketing Performance Metrics are the metrics you'll refer to most often. For ABM, these include metrics such as:

  • Target account list engagement*...are your ABM efforts having an effect?
  • Pipeline
  • Percent of pipeline represented by target accounts
  • Number of target accounts on website
  • Conversion rates*
  • Influence (attribution)
  • Customer retention and upsell
  • Cost per opportunity...the goal is to increase the number of opportunities while decreasing the cost per opportunity

*leading indicators

Campaign and Web Metrics

These are the detailed measurements that lead up to the marketing-performance level. These are your leading indicators. There are dozens of them, including:

  • page views
  • bounce rates
  • time on page
  • new versus returning visitor

Campaign and web metrics only become interesting to the extent that they relate to the target account list.



Natural Language Processing (NLP)

A subfield of linguistics, computer science, and artificial intelligence concerned with the interactions between computers and human language, in particular how to program computers to process and analyze large amounts of natural language data.

Net new accounts

Accounts identified by Demandbase without a matched account in your CRM or CSV upload. 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. 

From the left navigation bar, go to Database_N.png Database > Accounts. From the Filter By drop-down list, select Demandbase Discovered Accounts. Notice that the Source for the filtered accounts is Demandbase.

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.




Deals that exist on an account. Opportunities come from your CRM or CSV upload. 

Example: There is a new business opportunity for Demandbase with a decision maker identified.


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. By first defining the “who” using the Demandbase Selector, you can create dynamic account or people lists using cross-object filters from Demandbase intent and unknown website activity, along with data from CRM, MAS, CSV, and emails. Additional filters available include key activities from the account or people level. Next is defining the “what”, which is a set of actions that can be automated to every account or person that qualifies.



Page Views

Total number of page views during the selected date range. 


Leads or Contacts from your CRM and MAS. 

Example: John Smith from ABC Company or John.


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.


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

The Pipeline Predict Score tells you how likely it is that an account will 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

Potential Buyers

A group of companies who are most likely to buy Demandbase solutions and services.



Qualification Score

The Qualification Score 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 Qualification Score requires a CRM integration a CSV upload of 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 Qualification Scores



Reached Accounts

Targeted accounts with at least one Demandbase ad impression.

Return on Investment (ROI) 

A metric used to determine the contribution of spending to revenue.

Returning accounts

Total number of accounts with website activity 60 days preceding the selected date range and continuing to show website activity.



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 out-of-the-box Sales Engagement segment.  


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.

How are Segments different from Account Lists?

An Account List is simply a list of accounts either based on certain criteria or just a group of accounts. You can also use it similar to a segment, but it does not make a field that can be used/synced to CRM.  Segments are also superior in performance when using them in filters/automation or any logic. For example, if you have 500K accounts on a list, the performance dramatically decreases when nesting that list in an automation versus using a field that already has a value immediately on it - the query does not have to work as hard as it would when trying to go through a large list of accounts.

See Understanding Segments


Selectors let you define who or what should qualify for reports, journey stages, lists, filters, audiences, and automations.




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.

Top Pipeline Predict Score

Highest pipeline predict score across all Pipeline Predict models.

Top Qualification Score

Highest qualification score across all Qualification Score models.


Bombora calls specific web content that web users’ are consuming Topics. The type of topics users are researching and consuming provide insights into their interests and from this indicate potential intent to take an action. In the Demandbase Platform, Topics are referred to as Keywords.

Trending Intent

Account's intent keyword activity over the last week is significantly higher than the last 8 weeks. 



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. 




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. 

See Understanding Workspaces.


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