Set Up Intent for TrustRadius Integration

You can expand the Intent capabilities of Demandbase One by importing data that aggregates anonymous, offsite buying intent behavior of TrustRadius users. TrustRadius is an online site where business users can post software product reviews and view product comparisons. This Demandbase One partnership with TrustRadius extends the insight you can gain from the technographic intent signals of existing and potential accounts in the B2B space.

Integrate the TrustRadius Intent Data

Context

TrustRadius integration is straightforward once you have a commercial account on the site. After the integration, the data from TrustRadius is actionable and reported on within the ABX platform. Of particular interest is the information that the imported data adds to the Engagement Platform of Demandbase One.

Prerequisites/Preparation

You must have a paid TrustRadius subscription.

Steps

1. Log in to the TrustRadius Vendor Portal.
2. Click on the gear icon in the upper right corner of the header to go to the Settings page.
3. On the left panel of the page, click Integrations > API Key.
4. Click Copy to Clipboard next to your API key.
5. Open Demandbase One.
6. On the left navigation bar, click  Settings.
7. Select Demandbase-Wide Settings > Integrations > Create Data Source.
   
8. Click the TrustRadius icon.
   
   
9. In the Create Data Source window:
   a. Enter the TrustRadius key that you copied to your clipboard in the API Key field.
   b. Click Save.
   
   
10. Allow several hours to pass after entering your TrustRadius API key in Demandbase One before you begin to formulate filters and gain insights from the integration. This time period is required for the platform to ingest all the available TrustRadius Intent data.

Focus on Intent Based on TrustRadius User Activity

Context

You can use Demandbase Selectors to focus on the Intent data of TrustRadius users based on their online activity that matches or is related to the company or market that you’re researching. Results of an activity filter query are displayed as TrustRadius-defined activities. Activity usually measures that a TrustRadius user clicked on a part of the website that’s relevant to the domain of your product, shared information about it, or viewed a particular website of interest for your market research.

Common use cases include the following:

• Searching for activity by one of your customers that indicates that they are exploring other B2B technology companies that are your competitors on the TrustRadius platform. This could be a signal that the account wants to replace you as the vendor of choice.
• Searching for activity on TrustRadius that reveals the names of prospective customers who exhibit interest in your product area.

Prerequisites/Preparation

TrustRadius integration with Demandbase One

Assign Engagement Minutes values for 3rd Party Intent activities. See Score Intent Signals.

Steps

1. Click  Database in the left navigation bar.
2. Select Activities > Activity Filters > Create New.
3. Enter a filter name and visibility setting in the Create New Filter window.
   Tip: See Working with Selectors if you need more guidance about how to use Selector filters when you perform the following steps.
   
4. Create your Intent Surge Selector:
   a. Click the Selector > Advanced tabs.
   b. Enter Intent Surge in the Selectors search field.
   c. Drag the Intent Surge filter to the left.
   d. Click Add constraint.
   e. Select Activity Date, Intent Topic, and Source.
   
5. Define the Intent Surge filter criteria:
   a. (Optional) If you want to change the default Activity Date time frame, click the operator, value, and unit of time to adjust them.
   b. Hover over the Intent Topic line and select the operator and value(s):
   - The value can be the word(s) or phrase(s) that describe the business area that you're researching, company names, or user activity. You can select just one or multiple value types. For example, you could enter these Intent Topic values:
   -- Application Performance Monitoring and Database as business areas
   -- Acme Corporation as company name
   -- Viewed as user activity
   c. On the Source line, select Equals from the operator drop-down list > select TrustRadius from the selected value drop-down list.
6. Click Save.
7. Click the List tab near the upper left corner.
8. Ensure that Type, Category, and Details columns are selected to display in the table below.
9. Hover over the entry in the Details column until an informational pop-up appears, which summarize the activity of potential interest to you.
   
   

Outcome

Each row of data that appears on the List tab is a separate activity that a user performed on the TrustRadius platform. The Name column shows the company that the user is affiliated with.

Hover over an entry in the Details column to see the full description of the Intent activity in a popup. The entries in the Details column begin with one of three activity source descriptors. These standardized descriptors enable you to sort lines of the Details column by type of activity:

• Licensed Product: An entry with the label Licensed Product indicates that the activity is an Intent signal for the product that you’re offering.
• Competitor: When the entry begins with Competitor, the details of the line describe an Intent signal for activity involving your competitors.
• Category: A Category activity has Intent information based on a TrustRadius user’s online action on a site that is in the same product market area that you chose in the Intent Topic filter or a related market. For example, a search result could be labeled Category: Application Performance Management.
  

The Engagement Minutes column displays a number that’s relative to your settings for Demandbase Intent Activities in Engagement Minutes. See the What is an Engagement Minute? article and the Use TrustRadius Intent Data with Engagement Minutes section of this article for more information about this feature.

Create Account Lists Using TrustRadius Intent

Context

You can use Selectors to focus on the Intent data of TrustRadius users who are affiliated with the accounts of your Demandbase implementation. When you use the account filter in this way, Demandbase lists query results by account name. You can then leverage the resulting account list to complete targeted marketing actions in other solutions of the Demandbase ABM platform.

This procedure also creates a TrustRadius Intent filter in your Selectors.

When you use Selectors to list intent signals on TrustRadius by account, the results of the query include only the accounts that have a firmographic profile in your Demandbase implementation. As a result, some companies that exhibit intent matching your search filters on the TrustRadius platform might not appear in the query results in Demandbase.

Prerequisites/Preparation

You must have a TrustRadius integration in your Demandbase implementation.

Assign Engagement Minutes values for 3rd Party Intent activities. See Score Intent Signals.

Steps

1. From the left navigation bar, go to   Database > Accounts > Account Lists.
2. Click Create New.
3. Enter a list name, type of list, and visibility setting in the Create New List window. See Create and Access Account Lists for explanations of list types and visibility settings.
4. Click Add Accounts.
   Tip: See Working with Selectors for more information about how to filter accounts in the following steps.
5. Click Selector tab > Advanced tab.
6. Drag the Intent Surge filter parameter, which is located in the Activities category of the saved filters pane on the right, and drop it into the criteria field.
7. (Optional) Specify a range or exact amount of account activity for your filter by hovering over the word Any in the Accounts with Any Activity Selector and adjusting the operator and value. For example, you can set up the Accounts filter parameter to accounts with at least 2 activities. You can also use this hotspot to set a filter by amount of engagement minutes for the account list.
8. Select the Intent Surge filters:
   a. Expand the Add constraint drop-down list.
   b. Select Activity Date, Intent Topic, and Source.
   Important: You can use the filter parameters above with many of the other Selector filters. For example, you can define firmographic criteria, such as the total number of employees in the account and by specific location information.
9. Define the Intent Surge filter criteria:
   a. Hover over the Intent Topic line and select the appropriate operator and values. For example, the values can be the words or phrases that describe the business area that you're researching, company names, or user activity.
   b. (Optional) If you want to change the default Activity Date time frame, click the operator, value and unit of time to adjust.
   c. On the Source line, select Equals from the operator drop-down list > select TrustRadius from the selected value drop-down list.
10. Click Save. A TrustRadius Intent filter, with your filter criteria, is saved in your Selectors.
11. View the account list created according to the filter criteria:
    a. Click Account Lists on top of the page or in the Database navigation pane.
    b. Use the search field or scroll down the entries in the Label column to find your account account list.
    c. Click the name of your TrustRadius Intent account.

Outcome

The resulting account list from TrustRadius can be visualized in the snapshot view of the Analytics Dashboard. The data also integrates with Pipeline Predict and Qualification Score functionality. You can use the list of accounts in areas outside of Demandbase Analytics. The account lists are accessible in the following Demandbase One solutions:

• Engagement 
• Advertising 
• Orchestration

Use TrustRadius Intent Data with Engagement Minutes

After you have created an Intent Surge activity for TrustRadius, you can prioritize the specific types of Intent and keywords in proportion to its value in your overall marketing-to-sales funnel. You also can see Intent information of your accounts in the context of your overall ABM strategy.

Score Intent Signals

An Admin of your Demandbase implementation must assign Engagement Minutes to specific Intent signals exhibited by TrustRadius users and users on other partner 3rd party platforms that feed Intent data. Read What is an Engagement Minute? for an understanding of this metric.

1. From the left navigation bar, go to Settings > Analytics > Engagement Minutes.
2. Select Intent Activities in the Choose Category drop-down list.
3. (Optional) Fill out Engagement Minute values for Demandbase Keyword Intent and Trending Intent parameters.
4. Enter Engagement Minute settings in the 3rd Party Intent Surge section, which is at the bottom of the Demandbase One page:
   a. Verify that the first drop-down menu is set to Intent Surge.
   b. Select Contains in the Operator drop-down list.
   c. In the next field, enter the text for your search criteria. Alternatively, you can use the drop-down menu to select the specific Licensed Product (your product), Competitor, or Category showing up in TrustRadius Intent data.
   d. Enter a number above zero in the Minutes field.

Tip: Typically, most companies want to enter a decimal value between 0 and 1 for Intent Engagement Minutes.

      5. Click Save in the top right corner.

Use Case: Find Engagement for an Account or Account List

1. In the top left corner of the Engagement page, select an account or account list in the drop-down list. Now that you’ve assigned engagement weightings for 3rd Party Intent, the data presented on the page incorporates information from TrustRadius.
2. Hover over the line graph to see the types of engagement plotted on the timeline.

With this procedure, you gain a visualization of how Intent Surge activities fare in relation to other types of Engagement Minutes. Also, because the graph shows all Intent signals, including those from other third-party sources, you can compare TrustRadius Intent data to other Intent data. To see only the Engagement activity from TrustRadius, enter TrustRadius in the top right filter field.

Use Case: Find Engagement Activity from TrustRadius

1. Scroll down on the Engagement page to view the Activities table. 
2. Verify that the Type and Category columns are visible. If they aren’t, click Edit Columns on bottom of the page and add the two columns.
3. Type Intent Surge in the search field above the table on the right side.
4. Click the Type column header to sort the entries in that column.
5. Look at the rows where Type = Intent Surge and Category = TrustRadius.

Using the above procedure you can track account engagement signals on TrustRadius, and compare this activity to Intent signals from other sources.