Set Up Demandbase Forms Enrichment

Setting up Forms Enrichment enables you to automatically enhance form submissions with company and firmographic data while reducing the amount of information visitors need to provide.

Before you begin, review your form design and determine which fields should be populated by Demandbase, hidden from visitors, or displayed only when enrichment data is unavailable. Proper configuration ensures accurate data collection and a seamless experience for both visitors and your internal teams.

You can also configure Demandbase Forms to work with any Marketing Automation System or web form manager, including Marketo, Eloqua, and Pardot. 

Important: The self-service setup described in this article supports a single form with a single enrichment configuration. If your implementation requires multiple forms on the same webpage, different enrichment configurations, custom form behavior, or integration with Pardot, Demandbase can support those use cases through a custom implementation. See Enrich Multiple Forms on One Page.

Prerequisites

• You must deploy the Demandbase Tag on your website.
• Create a Test Form with Email listed before Company field.
  
  • Your web developer can add hidden form fields to your test form and map them to the Demandbase attributes you want to capture.
    
• Decide which Demandbase firmographic attributes you want to collect.
• Know the HTML ID or Name for the company and email fields that your website visitors fill in.
• Know the HTML ID or Name for each of the fields you want Demandbase to populate.

Steps

1. From the left navigation bar, go to Personalization > Forms Enrichment.
2. Click Create New and enter an Enrichment Name.
3. In the Configuration tab > General section, do the following:
   • Enter the Test Form URL for the test page you created. Demandbase uses this page to verify that the form enrichment works as expected. See Create a Test Form. When you test this page successfully, you can copy and paste the code to other pages.
   • Enter the HTML ID or Name of the Email Field I.D. on your form. This is the field where visitors enter their email address. The Demandbase Tag uses this identifier to locate the email field and trigger the Domain API when a valid email address is provided.
   • Select an API Priority. API Priority determines how Demandbase identifies the visitor filling out your form. See Understanding Forms Enrichment.
     • Email: The default and typically the most accurate method, because the domain identifies the user's company.
     • IP address: Not as accurate, because users may be working from home, so we often can't tell if it's a personal IP address or a company IP address. However, Demandbase has many techniques and a large amount of data to increase the accuracy of the identification.
4. In the Attributes section, select the Demandbase attributes to capture. Demandbase provides you with over 40 firmographic attributes that you can collect about company traffic coming to your site. For a full list, see Reference: Firmographics Attributes Overview for Demandbase IP-API. 
   Here are some of the most commonly used attributes:
   • Demandbase SID
   • Company Name
   • State
   • City
   • Country Name
   • Industry
   • Sub Industry
   • Revenue Range
   • Employee Range
   • Data Source
   • Web Site
5. Click the Review and Activate tab. When you’re satisfied with the Configurations, click Activate. 
   Your Demandbase Account Team gets in touch with you shortly for any clarifying questions or further communication. The team works with you to make sure all the parameters are passed to your testing URL. With your final confirmation, the team makes the configuration live.

Outcome

If you mapped attributes to these field, the form captures data in addition to what your visitor enters. 

If you created hidden fields in your html and mapped attributes to them, they display in your HTML console.

Next Steps

Click the Change history tab to see Change Date, Change Description, and Changed by.

To modify your forms enrichment, open it from the Forms Enrichment page, make your changes, and activate it again. This notifies the Demandbase Support.