Set Up Demandbase Intent: Create Keyword Sets

Context

Demandbase Intent helps you identify prospects who show interest in your products, services, or those of your competitors. Intent signals are represented as keywords in Demandbase.

Keyword sets are a group of intent keywords. For example, the keyword set Salesforce might include the keywords CRM, pipeline management, lead tracking, and other terms that people would be reading about if they were interested in buying Salesforce.

Keyword sets can be created using Demandbase suggested keywords or new keywords.

Important: You can’t rename keyword sets. You must clone or recreate the keyword set with a different name.

How to Use Keywords and Keyword Sets

Demandbase creates fields for each keyword and keyword set. You can use these fields as a selector when creating lists, filters, and reports etc. See Create an Account List Based on an Intent Keyword Set, Understanding Fields, and Working with Selectors. 

Intent data is also available in pre-built account lists and calculated fields. 

Important: You must assign engagement minutes to Intent to see it in Analytics. See Understanding Engagement Minute Categories and Activity Types and Set Up Engagement Minutes for Activities. 

Best Practices

The following are some best practices when creating keyword sets:

• At a minimum, set up a General keyword set and a Competitor keyword set. 
• If you sell more than one product, create a keyword set for each product.
• We recommend 40-100 keywords per keyword set. At a minimum, have at least 25-35 keywords per keyword set. 
• If the keyword set is for a global advertising campaign, consider duplicating English keywords in the native language. See Best Practices for Creating Non-English Keyword Sets. 

See Best Practices for Creating Keyword Sets. 

Prerequisites/Preparation

You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.

Steps: Add Demandbase Suggested Keywords

1. From the left navigation bar, go to  Settings > Analytics > Intent Data > Demandbase Intent tab.
2. Click Create New, enter the Keyword set name, and click Create keyword set.
   
3. You can add Demandbase suggested keywords using the following options:
   • Individual keywords: Individual keywords recommended by Demandbase.
     
     • In the Enter an intent keyword box, enter a keyword.
     • From the keyword drop-down list, click a suggested keyword. 
       
   • Suggest from list: List of keywords recommended by Demandbase that have a common natural language context score. 
     
     • In the Enter an intent keyword box, enter at least 5 keywords.
       Tip: The more keywords on the list, the better the suggestions. 
     • Go to the right Suggest from list tab and click Generate Keywords. 
       
       
     • Scroll through the suggested keywords and click Add. 
       
       
   • Suggest from URL: List of keywords based on web pages that contain content about your products and offerings.
     
     • In the Enter an intent keyword box, enter at least 5 keywords.
       Tip: The more keywords on the list, the better the suggestions. 
     • Go to the right Suggest from URL tab and click Edit URL list.
       
       
     • Enter a URL and click Apply. To add more URLs, click + Add URL. 
       Tip: The URL can be from any page with crawlable content. Use URLs of pages that present the offerings or initiatives in depth. The more text content on the page, the better. For example, services, blogs, products, and news. 
       
     • Scroll through the suggested keywords and click Add.
       
4. Click Save.

Steps: Add New Keywords

You can add new keywords that aren't in the Demandbase database. When adding a new keyword, the keyword must first be validated before it's added to the database. See Outcome. 

1. From the left navigation bar, go to  Settings > Analytics > Intent Data > Demandbase Intent tab.
2. Click Create New, enter the Keyword set name, and click Create keyword set.
   
3. In the Enter an intent keyword box, enter a keyword.
   
4. Click Create "keyword". 
   
   
5. (Optional) To enter a large list of keywords, click Text to switch to text view, and paste a list of keywords.
   
6. Click Save
   

Steps: Designate Competitive Keyword Sets

1. Create a keyword set with keywords of a competitor. For example, the name of a competitor’s product. 
2. From the left navigation bar, go to  Settings > Analytics > Intent Data > Demandbase Intent tab.
3. Select the checkbox next to the competitive keyword set. 
4. Click Take action and click Set as Competitor.
   
   Competitor keyword sets are identified with a Competitor badge.
   
   

Outcome

Keyword selections are refreshed weekly.

When adding new keywords, Demandbase must first validate the keywords. Return to the keyword sets one day after you save them and check the validation status for the keywords. Validated keywords have a green check mark next to them. Keywords that could not be validated have a red exclamation mark next to them.

To see the validation status for each keyword, open a keyword set and go to the Keyword List tab. Hover over the validation status icon to see an explanation.

The following table lists the validation statuses for new keywords: