Working with Selectors

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Selectors allow you to specify who or what qualifies for various marketing initiatives. You can use selectors throughout the Demandbase platform in areas such as lists, filters, reports, segments, audiences, automations, and customizable journeys.

Demandbase supports account, people, opportunity, and activity objects. See Understanding Fields

For example, if you want to make a list of accounts with open opportunities, with people with a C-level title that engaged with you in the last 30 days, you can use fields from the account, opportunity, and people object. What makes Demandbase selectors so powerful is the ability to pull data from multiple object types. 

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

Understanding Relationships

Accounts, people, opportunities, and activities are interconnected, forming relationships between these objects.

For example, the following shows accounts in the Accounting industry with open opportunities in Negotiation/Review stage with VPs who visited the pricing page in the past week.  


Questions to Ask When Building a Selector

Ask the following questions when building a selector:

  • What is the 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 criteria do you want to use?
      • Accounts with Revenue...
      • Accounts with Industry...
      • People with Title...
      • Opportunities in Stage...
  • Are there objects related to the outcome?
      • Accounts with people that...
      • Accounts with opportunities that..
      • People at accounts that…
      • Opportunities with people that...
  • If there are related objects, how many should be considered?
      • Accounts with at least 3 people that...
      • Accounts with all opps,..
      • People with at least 3 web visits…
      • Accounts with at most 20 engagement minutes...

Building Selectors

You can access the Selector tab from different areas in Demandbase.

  1. In the Advanced sub-tab, search for specific selectors in the Search box.
    Tip: You can also used Basic Selectors. See Edit Logic, Identify Accounts, People, Opportunities, and Activities Using Basic Selectors.
  2. Drag and drop fields from the right or click the plus sign.
    Tip: When dragging a field, make sure you drop the field inside the gray box. 
  3. Refine the selector by choosing logic, operators, and additional criteria. See Operators in Selectors and Operators in Relationships.
  4. Click the refresh icon in the top right to see how many records qualify for the criteria.
  5. Click Save. 

Editing Selector Logic

By default, selectors use the AND logic to find records that meet all criteria.

  1. At the top right of the selector module, toggle on Edit logic.
  2. In the Logic box, use the following logic options:
    • AND: Record meets all criteria.
    • OR: Record meets at least one criteria.
    • Combination of AND and OR.
      Tip: For advanced logic, use parentheses to group criteria and control the order of operations.

Adding Filters to Selectors

Adding a filter to a selector is a quick way of applying saved filter logic. See Create and Save Filters.

When you add a filter, it copies the filter logic into the selector. If you modify the filter, the filter logic in the selector does not update automatically. 

To use filter logic that updates automatically, use the Special > Matches the Filter criteria


  • You can only add filters that are the same object type as the selector. For example, when building a selector for accounts, you can only add an account filter.
  • Verify the selector logic after adding a filter; the filter may not be compatible with the rest of the logic.

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