Working with Selectors

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Selectors let you define who or what should qualify for different marketing initiatives. Utilize selectors in many aspects of the Demandbase Engagement Platform, including building lists, filters, reports, segments, audiences, automations, and configurable journeys.

It’s important to have an understanding of how and where you store data on various objects including accounts, people, activities, and opportunities. Objects are the different sections within your CRM/Salesforce, Marketing Automation system, or Demandbase where you store different pieces of data. Often this is fairly intuitive.

For example, if you want to make a list of accounts with open opportunities, who have people with a C-level title that have engaged with you in the last 30 days, you can find the account information on the Account object and people information on the Contact object. What makes Demandbase Selectors so powerful is their unique ability to pull data from multiple object types!

Remember that a specific field we use at Demandbase may differ from the field you utilize for the same information. If you need help, your Salesforce Admin is sure to know which are the appropriate fields.

The following information applies to Advanced Selectors. For a more guided selector format, see Identify Accounts, People, Opportunities, and Activities Using Basic Selectors.

Understanding Object Types

Demandbase supports multiple object types, including Accounts, People, Activities, and Opportunities.

  • Accounts - Accounts are organizations or companies.
    Example: ABC Company

  • People - People are individuals that may be contacts at an account or leads who are matched to an account from your MAP or CRM.
    Example: John Smith from ABC Company or John

  • Activities - Activities are events or tasks that are generated by people or accounts.
    Example: John Smith from ABC Company clicked an email or there were 3 web visits from Demandbase last week.

  • Opportunities - Opportunities are deals that exist on an account that may or may not have people associated with them.
    Example: There is a new business opportunity for ABC Company with a decision maker identified.

Understanding Relationships

Relationships are the connections between objects. Review the information below to learn more.

  • Accounts - Can have people who are contacts, opportunities that are open or closed, and can have activities related to the account.
    For example, Demandbase  is a company that has many different contacts associated with it in the CRM. There is an open new business opportunity for Demandbase and there has recently been web visits from 10 people on the account.
  • People - Are contacts on accounts that may or may not have Opportunity Contact Roles on opportunities. People can also generate activities.
    For example, Frank is a contact on the Demandbase account, but is also an Influencer on a new business opportunity that is open for Demandbase, and has recently visited the pricing page.
  • Opportunities - Are always associated with an account and can have people with Opportunity Contact Roles on them.
    For example, there is a New Business Foundation Opportunity on a Demandbase  account and has the CMO, Jill Blackstone as a decision maker on the opportunity.
  • Activities - Are generated by anonymous or known people from Accounts or from the Account itself (intent).
    For example,  there were 4 website visits from Demandbase this past week, 1 from an anonymous person and 3 from the VP of Marketing.

Here is an example for finding accounts with new business opportunities, where there are VPs who have opportunity contact roles, and have visited the pricing page.

Questions to Ask When Building a Selector

Ask the questions below when you are building a Selector:

  • What is your desired outcome?
      • Accounts with at least 3 people that…
      • Accounts with total open pipeline of new business opps.. .
      • People with at least 3 web visits…
      • Accounts with at least 20 engagement minutes...
  • What attributes of the outcome do you want to use?
      • Accounts with Revenue...
      • Accounts with Industry...
      • People with Title...
      • Opportunities in Stage...
  • Are there items related to the outcome that need to be considered?
      • Accounts with people that...
      • Accounts with opportunities that..
      • People at accounts that…
      • Opportunities with people that...
  • If there are related items that need to be considered, how many?
      • Accounts with at least 3 people that...
      • Accounts with total open pipeline of new business opps,..
      • People with at least 3 web visits…
      • Accounts with at least 20 engagement minutes...

Steps: Building Selectors

You access Selector criteria from the Selector tab in different areas of Demandbase.

  1. In the Advanced sub-tab, use the Search box to search for specific criteria.
    Tip: You also have access to Basic Selectors in some areas of Demandbase.
  2. Drag fields over from the right or click the plus sign to add criteria to your selector.
  3. Once you drag the criteria into the Selector area, click on the item to further refine by selecting the operators you want to use as well as enter additional criteria.
    To learn more about operators available when building Selectors and operators used in relationships see Operators in Selectors and Operators in Relationships.
  4. Click the refresh icon in the top left to see how many accounts qualify for your criteria.
  5. When you're finished adding the criteria you want, click Save.

In the example below, a Selector was used to create a report that shows accounts in the MQA journey stage with 0 sales touches in the last 7 days.


By default, Selectors will use AND between filters to find those who meet all of the criteria.

To add OR logic, toggle on Edit logic. You can then edit the AND/OR logic in the Logic field.

The example below shows accounts that are in the MQA journey stage, have not had any sales touches in the last 14 days, and have an open opportunity.


In the example below we changed the logic to use OR instead to match those who meet the criteria for ANY filter by clicking Edit Logic and clicking OR. For example, 1 or 2 or 3.


For advanced use cases, you can edit the logic to use a combination of AND and OR logic, which may require parentheses to get the desired output by controlling the order of operations. Manually add parentheses in the Logic field as shown in the example below. For example, (1 and 2) or 3. In this example, 1 and 2 will be performed first, and then 3.


Steps: Adding Saved Filters to Selectors

Filters are reusable filters of Accounts, People, Opportunities, or Activities. Adding a saved filter is a quick way of adding commonly used criteria to your Selector.

When adding Saved Filters to a Selector, the available Saved Filters is limited to the relevant filters based on the member type of the Selector you are adding it to.

For example, if you are building a Selector that is returning a list of accounts, then you will only be able to add saved filters that also return accounts.


After adding a Saved Filter to a Selector, the Filter will copy all of the logic from the Saved Filter to the new Selector


Be sure to verify the logic after adding a Saved Filter, the logic used in the Saved Filter may not match the current logic used in the rest of your Selector.

If the original Saved Filter is modified over time (for example, a new filter is added to the Selector), the Selector that you added the saved filter to will not update automatically to include any changes. For these use cases, use the Matches the Filter filter, which behaves more like the Member of List filter.

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