Personalization overview

Demandbase Personalization includes two components: Site Customization and Forms Enrichment. Site Customization lets you tailor website content to specific visitor segments. Forms Enrichment shortens forms by auto-filling firmographic data in the background, reducing friction for prospects while retaining data quality.

Site Customization integrates directly with existing Account Lists. Selecting a list, such as SCA_Cross Sell, restricts the personalized experience to visitors from those accounts and enables Dashboard reporting for that experience. Alternatively, the Selector option lets you build a custom audience from firmographic, intent, journey-stage, or relationship data.

The Member Preview shows every account engaging with a given experience, along with engagement metrics including journey stage, engagement minutes, and known people. Columns are configurable.

To build a customization, enter the URL of the page to modify. There are two editing modes: the Modifications tab for manual edits, and the Personalize tab to use the Site Customization Agent. The Agent reads the target page, the selected account list, and the full chat context before generating changes. You can prompt it to adjust tone, rewrite headlines, restructure sections, or produce a full persona-specific rewrite. Clicking Generate modifications runs it with existing context, or you can provide a custom prompt. Generated modifications cover hero copy, mid-page sections, and CTAs. Each change appears in the Modifications list, is individually editable, and can be regenerated or manually overridden.

Geographic targeting can be layered on, defaulting to Global with the option to restrict to specific countries for regional campaigns or compliance requirements.

Google Analytics 4 integration is available to track clicks and conversions on modified elements. You add an event and point it at the relevant HTML selector to surface impact data within GA4 alongside existing site analytics.

Before activating, all Agent-generated modifications are listed element by element with updated copy. Experience priority can be set to manage conflicts when multiple experiences target the same audience. Audience and location settings are reviewed at this stage before activation.

Forms Enrichment setup involves four steps: naming the enrichment, adding a test URL to verify data flow, specifying the email field ID to identify where the form begins, and toggling on the firmographic attributes to be enriched. Over 40 firmographic fields are available, including Company Name, Industry, Revenue, and Employee Count. Configurations and attributes are reviewed in the Review and Activate tab before the enrichment goes live.

A change log tracks every modification to an enrichment, recording the timestamp, what was changed, and who made the change, supporting audit trails and debugging.