Demandbase for Marketing overview

Demandbase is a platform that connects first and third party data to give revenue teams a unified view of accounts. The platform covers analytics, engagement, journey stages, and database management.

The analytics dashboard provides a summary of known and unknown accounts and activities. Users can select any account list or account from a drop-down menu. Quick Cards provide shortcuts to specific reports such as last month’s prospect web traffic. Highlights show the most engaged people within a selected account list, including total Engagement Minutes and latest marketing and sales activity.

Pipeline Predict score identifies new opportunities and growth opportunities for existing accounts, helping sales teams prioritize outreach. Qualification Score indicates which accounts match the ideal customer profile and can be used as a criterion when building advertising target lists. Accounts with high Engagement Minutes represent the most engaged accounts and should be prioritized for sales outreach. Intent Keywords show what target accounts are researching across the web; users can create keyword sets tied to their products to identify when accounts are in-market and tailor outreach accordingly.

The Engagement page shows how accounts engage over time. A graph displays engagement trends for a selected account list, with hover details on top accounts and activities. The Heatmap visualizes engagement minutes across roles and departments, allowing users to identify low-engagement areas and update a detail table by selecting tiles, rows, or columns. Site Analytics shows which accounts visit the website, including total page views and account counts. The account table can be sorted by page views or percentage change in page views. The pages tab shows which website pages are visited, with data on unique visitors, page views, and account counts per page.

The Intent page has two tabs. The accounts tab shows which accounts have the highest intent and displays top intent keywords and trending keywords per account. The keywords tab lists top intent keywords across the account list, showing how many accounts are searching each keyword, which keywords are trending, and weekly trend data.

The Journey dashboard provides a visual chart of accounts moving through funnel stages. Journey stages are available out of the box and can be customized. Users can select account lists to see where accounts fall within each stage and compare up to three lists across the same or different time periods. Metrics available include pipeline, revenue, volume, velocity, and conversion, which help identify where accounts may be stalling in the buyer journey.

The Database section allows users to create Account, People, Opportunity, and Activity lists. Account lists can be viewed and new lists created using the Create New option. Lists can be activated across channels including advertising, direct mail, email, and chat. When viewing a list, the accounts tab shows the accounts in the list and the Selector tab shows the criteria used to build it. Advanced Selectors allow fine segmentation using and/or logic and relationships. Basic Selectors offer a simplified interface for selecting criteria. Both use first and third party data available in Demandbase.