When does Demandbase identify visitors to my site?
Demandbase identifies which companies—and in many cases, their employees—are browsing your website before they provide contact information. Unlike traditional tools like Pardot, Marketo, or HubSpot that rely on form fills or email clicks tied to corporate addresses, Demandbase uses a probabilistic AI model atop a vast identity graph.
This graph is built from billions of IP and cookie signals, enabling broader and earlier identification of high-intent traffic.
Although probabilistic models involve some margin of error, they uncover significantly more opportunities earlier in the buyer journey.
How do probabilities enhance your success rate?
Demandbase applies AI-powered predictive models throughout the entire customer journey—from identification and attraction to engagement, conversion, closing, retention, upsell, and cross-sell.
*The following plots are for illustrative purposes only.
- Traditional volume marketing, which targets large numbers of leads, often wastes resources and diverts attention from more promising opportunities, leading to lost sales from missed chances.
- On the other hand, waiting for customers to raise their hands—those who are ready and able to buy—would eliminate wasted spend. However, this passive approach can waste time and lead to lost sales due to missed opportunities.
- Instead, consider Account-Based Marketing (ABM) powered by Artificial Intelligence, which leverages probabilities to optimize your approach. These predictive models use objective criteria to focus your spend on high-potential accounts, driving a higher success rate. According to McKinsey & Company, ABM can reduce acquisition costs by up to 50%, increase revenues by 5-15%, and improve marketing spend efficiency by 10-30%.
Can Demandbase identify company names with 100% accuracy?
We identify visitors using data points in our identity graph, such as cookies, IP addresses, 3rd party IDs, device IDs, and public VPN and ZTNA providers. Machine learning predicts additional identifications based on patterns observed in web activity, processing over 18 billion signals daily.
While our probabilistic model may have some deviations due to dynamic IP usage and remote work, it continuously improves by learning from new data. With over a decade of learning and hundreds of billions of data signals, our model’s accuracy is high and constantly refined through new techniques and data sources. For example, during the COVID-19 lockdown, we adjusted our model to account for shared IP addresses among remote workers.
Our accuracy has further increased through integrations with Engagio, InsideView, and LiveRamp, which provide additional data sources for training our models.
If you notice inaccuracies, please report them to support@demandbase.com so we can investigate and improve our model.
Can you correct a domain identified as a subdomain?
We use third-party data and a crawler to map domains based on activity and redirects. We intentionally avoid mapping all subdomains to top-level domains, as subdomains (especially internationally) may correspond to different brands acquired under the parent company.
In some cases, a domain may have been valid when published but has since become invalid. Corrections can be made if they correspond to valid records in the database.
Why is coverage limited in India, the Middle East, and APAC?
Data availability in these regions is inconsistent due to factors like:
- Shared IP usage (e.g., in India).
- Less accessible or expensive third-party data.
- Fewer integrated ad networks or registries.
While Demandbase can create company records from public/partner data, employee activity tracking is limited without rich digital signals. Enhancing regional coverage remains a long-term strategic priority.
What happens when one company has multiple domains?
Global companies often operate multiple domains across regions or business units. Demandbase typically maps traffic to a parent domain when signals aren’t clearly attributed (e.g., ".mx", ".fr"). However, geographic targeting features are available, such as ad filtering by state or country.
What about subsidiaries owned by a parent company?
When parent and subsidiary companies share IT infrastructure, distinguishing traffic is challenging. However, Demandbase’s models are evolving and can sometimes distinguish subsidiary-level activity.
How much more traffic is identified using client-side (cookie-based) integration?
Client-side integration identifies about 20% of B2B traffic, translating to roughly 10% of all site traffic (given that not all traffic is B2B). This can vary depending on your specific implementation and audience.
Why do LinkedIn Advertising metrics differ from Demandbase site visit reports?
LinkedIn ad engagement is primarily mobile (80%), and mobile traffic—especially on iOS or cellular networks—is harder to identify due to:
- Limited cookie usage.
- Unknown or shared IPs.
- Traffic misattribution from link sharing.
While LinkedIn operates as a “walled garden,” Demandbase focuses on reaching B2B buyers across the broader web, enhancing visibility and targeting.
Why do Marketing Automation Systems show website visits that Demandbase does not?
Marketing Automation Systems (MAS) rely on explicit identifiers like corporate email in form fills or clicks. Demandbase identifies unknown employee activity based on web behavior, before any form submission. This enables visibility into a broader audience, including those who never fill out forms or click emails.