This glossary describes the key concepts and terminology used in Demandbase Solutions. Click the links below to learn more.
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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
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 anonymous 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 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.
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.
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.
The number of known and unknown people associated with an account that have Engagement Minute activity in the last 90 days. Each account includes one unknown person for all Demandbase Intent and site analytics activities.
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
Accounts in the Demandbase database that are from your CRM or CSV upload.
Go to Database > Accounts and, from the upper-right corner, Filter By 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 Industry: Financial Services. You can also use fields in filters for frequent reuse. You can use fields to access this data across Demandbase with Selectors, Analytics, Journeys, Segments, and Personalization. You can view, create, and take action on specific data in a table or list that you identify in the field.
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|
||854 people reading about “account-based marketing”|
||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.
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|
A unique number assigned to a computing device to connect to the internet.
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:
- Hot Accounts
- 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.
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.
- 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.
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.
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:
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?
- 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
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 account
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 > Accounts and, from the upper-right corner, Filter By Net new accounts. Notice that the Source for the filtered accounts is Demandbase.
Total number of accounts with no website activity 60 days preceding the selected date range and are now actively engaging with the website.
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 anonymous 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.
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.
A group of companies who are most likely to buy Demandbase solutions and services.
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.
Return on Investment (ROI)
A metric used to determine the contribution of spending to revenue.
Total number of accounts with website activity 60 days preceding the selected date range and continuing to show website activity.
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.
To learn more see Understanding Segments.
Selectors let you define who or what should qualify for reports, journey stages, lists, filters, audiences, and automations.
- Working with Selectors
- Identify Accounts, People, Opportunities, and Activities Using Basic Selectors
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.
Account's intent keyword activity over the last week is significantly higher than the last 8 weeks.