Understanding the People Database

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The People database consists of the Leads and Contacts that Demandbase captures when your site integrates a customer relationship management (CRM) platform, such as Salesforce, or a marketing automation system (MAS), such as Eloqua or Marketo.

The People database provides an alternative to viewing potential and current customers strictly as accounts–although the people in the table can be ordered by account name, account ID, or one of the other fields that the database contains. With the multi-select functionality of the table checkboxes, you can make certain changes to People records in bulk rather than selecting individuals one-by-one to make the same changes.

To view the People database, go to Database_N.png Database > People from the left navigation bar.

People are listed in table rows. However, note that in the following screenshot each row starts with the Name column, and that for Contacts this column lists the account name associated with the person (rather than any part of a person’s name). You can arrange the order of the columns with the Edit Columns button under the table. As well, you can add or remove fields that appear in the table after clicking the Edit Columns button.

Important: A person can be listed in more than one row of the People table.


Each account in the Name column is a hotspot; when you click it, Demandbase brings you to the Accounts database. You’ll see extensive information about the account. Moreover, you can change and export fields that are part of the account. The following screenshot displays only part of the Fields listed for a specific account.


Similarly, if you click on a First Name or Last Name entry, you can view details about the person.

Each person is identified as either a Contact or Lead. A Contact is a person who is associated with a purchase history of your product–or at the very least, someone who has an account in your CRM or MAS records. A Lead is someone who works at a business in your records but doesn’t have a purchase history or account with you. In the ABM lifecycle, Leads can be converted to Contacts, but generally Contacts don’t ever become Leads.

If there is an entry in the Status column, it comes from your CRM. Status usually describes the state of a Lead.

Take Action with People Rows

When you select checkboxes in People rows, you activate the Take Action button. See Taking Action with Accounts and People.


Use the Take Action button to move, remove, or edit People records in conjunction with either marketing platforms that are integrated with your Demandbase implementation (for example, Marketo) or Salesforce. After clicking Take Action, the options for changing the disposition of the selected People rows appear on the right side of the Demandbase window. The Take Action panel has three tabs on the top:

  • Demandbase: You can’t use this tab for changing People records because the action choices only apply to Accounts.  
  • Partner: Select this tab to add or remove the selected People to or from an integrated marketing or sales engagement solution.
  • CRM: Selecting this tab enables you to make changes to records in your integrated CRM.


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