Meet our ads team: The people who help your ads perform

If you’ve ever wondered what makes Demandbase advertising feel smarter, faster, more targeted, and a lot more human, meet the crew responsible for it. Our ads team combines deep platform expertise with obsessive customer care – turning your audience strategy, brand safety considerations, creative messaging, day‑to‑day optimizations, and your budgeted ad dollars into increased pipeline and opportunities. 

Below, you’ll get to know more about six of our experts and learn some of their favorite ad-related tips.

Why Kendall’s role matters
Kendall (similarly to her ad team colleagues) manages the full advertising partnership with our customers, including the overall relationship and consultative strategy. She helps ensure alignment, business growth, and (most importantly) long-term success for each customer. Kendall partners with our customers to translate their specific business goals into measurable ad success.

What Kendall wants you to know about ads
Success isn’t just about MQLs. Great B2B advertising influences buying groups, pipeline, and revenue, even when the conversion happens later in the buying process or occurs offline. Hidden buyers (often senior leaders) won’t always take the time to fill out a form, but they’re quietly doing the research. In order to maximize influence, ads should target the whole buying group and not just known leads.

Why Allison’s role matters
Allison and the AdOps team are the backbone of every campaign, managing strategy setup, campaign launches, technical troubleshooting, and continuous performance monitoring. The AdOps team is the behind‑the‑scenes force that fuels your ad success, keeping campaigns smooth and scalable.

What Allison wants you to know about ads
Your brand reputation doesn’t need to be at risk, or out of your control, when running programmatic ads. Demandbase integrates brand safety into every campaign and data-powered engagement, blocking unsuitable categories and aligning to your company’s safety standards from start to finish. 

Why Jennifer’s role matters
Working alongside our other go-to-market experts, Jennifer bridges the gap between marketing strategy and Demandbase execution, guiding our customers through campaign best practices that have been proven to work over time in the real world. Our go-to-market experts are all hand-selected practitioners who have decades of combined hands-on-keyboard experience in optimizing account-based GTM. 

What Jennifer wants you to know about ads
We’re not just going to show ads to anyone and everyone if the person is not relevant. Instead, we’re going to use AI and AI agents, as well as our other capabilities, to show ads to the right people within the accounts that are showing relevant intent signals. So if someone within an account is doing the research, then we’re going to ensure we show them the ads first. Demandbase’s AI optimizations, like outcome-based targeting and intent keyword AI, help us automatically and dynamically prioritize the right account personas and signals at the right time.

Why Debbie’s role matters
Debbie, along with the 20+ other members of our ACS team, owns the day-to-day strategy, setup, optimization, and performance delivery of campaigns to ensure they meet each client’s objectives. Her team ensures that every impression and dollar is working towards creating opportunities with your highest value accounts and buyers. 

What Debbie wants you to know about ads
Demandbase’s Ads Metrics as Selectors feature is a game-changer. It lets you instantly build account lists based on real engagement (impressions, clicks, frequency) and then connect them across analytics and CRM, without time-consuming, error-prone manual uploads or cumbersome, silo’d spreadsheets. 

Why Kristin’s role matters
Creative design matters. Kristin and her fellow teammates ensure that your ads look (and perform) like the best in the business. Her design expertise helps our customers transform static ideas into dynamic, personalized creative that captures attention, drives clicks, and improves performance across every channel.

What Kristin wants you to know about ads
The test of time has shown that the best-performing ads are clear, specific, and in motion. Animation draws the eye, whitespace keeps it readable, and a strong call-to-action (CTA) drives clicks.

Why Juan’s role matters
There are multiple routes to buy impressions, and not all paths are equal. Juan is focused on securing the most direct path to quality supply in order to ensure that Demandbase and its customers have access to the highest-quality inventory that is B2B-relevant, efficient, and scalable. His work also increases the reachability of accounts by adding global supply across a variety of ad formats.

What Juan wants you to know about ads
No advertising strategy is one-size-fits-all, so your advertising technology shouldn’t be either. We built our advertising bidder from the ground up to handle the nuances in each customer’s distinct account targeting strategy—we never force you into a rigid template or bidding model that’s better suited to reach individual consumers (B2C), not the B2B accounts you’re targeting. Being able to target, reach, and engage the most relevant B2B accounts with your advertising, and report on how those efforts actually impact your pipeline, well that’s a total game changer.

The Demandbase Ads advantage

Running great B2B advertising takes more than the right tools; it takes precision, insight, and a partner who knows how to connect every ad impression to measurable impact. Demandbase gives you clarity, control, and results you can see, so every ad campaign you run works harder, smarter, and proves (as well as improves) its value across the business. Here are the key features of our ads advantage: 

• You get a team, not just a tool. We work side-by-side with you, partnering to plan, optimize, and troubleshoot campaigns, so you’re never left guessing if your ads are working. You can prove and improve the value of your ad spend.
• You get precision that delivers. Demandbase combines company intent, website engagement, and CRM insights to help you reach the right audiences at every stage of the buyer’s journey.
• You get full-funnel visibility. Our unified reporting connects ad engagement to pipeline and revenue, so you can clearly show how marketing drives measurable business impact at every step of the buying journey.
• You get confidence for what’s next. From evolving privacy standards to AI-driven optimization, our experts are on top of what’s happening in the industry and can help you adapt quickly and confidently to stay ahead of change.

Steal this checklist to level-up your next campaign

• Use Demandbase’s dynamic audience tools to combine intent, engagement, and CRM data so you can segment by journey stage and recency. This smart, data-fueled approach enables you to easily map creative and CTAs to where each group actually is in their buying journey.
• Align your brand safety settings up front, so you can avoid back‑and‑forth later on. Demandbase automatically ensures brand safety with category blocks + negative keywords, but you can make further restrictions to do what is best for your organization. 
• Level-up your ad efficiency with tiered account cloning. Take your best campaign, clone it, and swap in your Tier 1 accounts. Everything else stays the same; just spend a bit more per account and watch performance climb.
• Use advertising selectors to compare account lists so you can better understand the impact of your campaigns.
• Audit your current banner ads and apply design best practices to boost ad performance.
• Utilize multiple ad formats, including Display and CTV, to expand your reach.
  

Learn more about Demandbase Advertising

Reach and engage the right people, in the right accounts, when they’re ready to buy, without any wasted spend. We can help you prove and improve the value of your ad spend.