Understanding Fields

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Fields are the basic building blocks of a database. The Demandbase database provides a view into your accounts, people, opportunities, and activities.

You can use fields to identify particular rows and columns of data that are important to your business strategy. For example, maybe you want to have access to only the rows (records) of data that have Financial Services for the Industry field, so you can filter by Industry: Financial Services. Industry would be the field label or column header, and Financial Services would be the content of a cell for any row in that industry.

For example, the columns (Name, Source, Industry, etc.) in the following table are fields.  

Name  Source Industry Employees Billing State Pipeline Predict Score Qualification Score

Account A

Demandbase Financial Services 40 MI 1.0% 3.0%

Account B

Demandbase Publishing 1 IN    

Account C

CSV Financial Services 18 OR 1.0% 2.0%

To manage fields that sync into the Demandbase database, see Manage Fields in the Database. 

To understand how fields are used in the Demandbase database, see Understanding the Demandbase Database.

To understand how to use fields as a selector, see Working with Selectors

Field Sources

Demandbase syncs and aggregates data for the account, opportunity, people, and activity objects. 

  • Account: Account data from your CRM, CSV imports, and Demandbase database. 
  • Opportunity: Opportunity data from your CRM and CSV imports. 
  • People: People data from your CRM, Marketing Automation System, and CSV imports in the platform. A Person record can be a Lead or a Contact. 
  • Activity: Activity data from your CRM, Marketing Automation System, and Demandbase database. See Understanding Activities.

Field Icons

Throughout Demandbase, we provide context, tooltips, object, and source icons (in Selectors and various Demandbase tables) to help identify a field's data source and object type.

Field Source Icons

Data Source Icon
CSV Data Import Screen_Shot_2022-11-04_at_11.13.14_AM.png
Demandbase Database D.png
Eloqua e.png
HubSpot h.png
Marketo m.png
Microsoft Dynamics MS.png
Pardot p.png
Salesforce S.png

Field Object Type Icons

Data Type Icon
Account Screen_Shot_2022-12-22_at_10.20.00_AM.png
Person Screen_Shot_2022-12-22_at_10.19.51_AM.png
Opportunity Screen_Shot_2022-12-22_at_10.20.09_AM.png
Activity Screen_Shot_2022-12-22_at_10.19.38_AM.png

Merged Fields

The MergeIcon.pngMerged Sources icon indicates fields with multiple sources. Hovering over a source icon shows its source.


Demandbase prioritizes merged field data in the following order:

  1. CRM
  2. Marketing Automation System
  3. CSV Import
  4. Demandbase Database

For example, if Salesforce determines that a Billing Country is the United Kingdom and the CSV says it's from Spain, the Merged field for Billing Country displays the United Kingdom.

Origin Field for Net New Accounts

Origin is a field populated for Net New Accounts added to the Database by Demandbase. The Origin field can be added to account tables or used as Selectors to understand why an account was added to the Database.

For more information about Net New Accounts, see Demandbase Pre-Built Account Lists

The following Origin values are available:

  • Demandbase Engagement
  • Demandbase Intent
  • Demandbase Qualification Score
  • Demandbase Unspecified (Used for accounts added to the Database before the introduction of the Origin field.)


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