With this integration, joint customers of Demandbase and PathFactory gain data-driven insights that enable marketing teams to identify key accounts, deliver personalization at scale, and accelerate sales. When you purchase PathFactory, a native OEM version of Demandbase is included to enrich account-level data and enable precise targeting.

This seamless integration enables you to personalize content experiences with Demandbase attributes, leverage site analytics to align sales and marketing, enhance messaging to specific account lists, and prioritize accounts based on content intelligence.

Key Benefits of the Integration

• Data-driven Targeting: Capture real-time firmographic data using the OEM version of Demandbase included with PathFactory. This provides valuable insights to help you better understand and target key accounts. Contact your Customer Success Manager (CSM) for more information. Read more in the article, Account Based Marketing Solutions.

• Directed Personalization: Connect Demandbase Account Lists to PathFactory to drive content personalization. By integrating with Demandbase, you can display industry-specific content or target key accounts with tailored resources.

• AI-driven Content: Create AI-driven content recommendations for industries, accounts, and buyers. PathFactory for Revenue Intelligence (PFRI) uses Demandbase’s account-matching logic to associate visitors (not yet Salesforce contacts) with accounts in PFRI, ensuring consistent and accurate matching.

• Actionable Insights: Identify anonymous visitors, drive next best actions, and retarget accounts with buyer and content engagement data. Custom field mapping support in PathFactory allows you to map custom fields from Demandbase to Account Owner detail fields, ensuring better synchronization and enabling actionable insights.

How the Integration Works

1. Identify incoming traffic: identify known and anonymous visitors with Demandbase intent data. 
2. Enhanced content engagement data: capture real-time content engagement data that drives better targeting and sales activities. 
3. Connect sales to marketing: push data into a PathFactory dashboard.
   
   

 

Examples of How to Use the Demandbase Integration

By integrating Demandbase with PathFactory, you unlock a variety of use cases that enable more precise targeting, personalized content delivery, and actionable insights to drive engagement and sales. Here are some practical examples:

• Use Demandbase data to identify companies exhibiting strong buying signals and create personalized campaigns targeting those accounts with relevant product showcases.

• Identify seasonal trends within your target industries using Demandbase data, and align your content strategy to address those trends with timely resources and offers.

Note: Mutual customers of Demandbase and PathFactory that use Demandbase’s account matching logic across other areas of PathFactory are able to leverage it within PathFactory for Revenue Intelligence (PFRI). When a visitor (who isn’t already a Salesforce contact) is associated with an account in PFRI, the association relies on Demandbase’s logic. To learn about PFRI, read Getting Started with PathFactory Revenue Intelligence (PFRI). 

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Integration Steps

To enable the integration, ensure you have met the following prerequisites:

• Access to Demandbase and PathFactory with appropriate Administrative permissions.
• An active Demandbase Account Connector.

Follow the steps below to complete this integration.

Step 1: Generate an API Token

Obtain the required API token from Demandbase to establish the connection with PathFactory.

1. In Demandbase, open the Demandbase Account Connector and locate the PathFactory Integration Connector in the dropdown list.
2. Select PathFactory and update the field mapping to ensure data aligns correctly.
3. Navigate to the General tab in the Demandbase Account Connector.
4. Click Generate API Token. This token is required for linking Demandbase with PathFactory. Note: Token generation may take up to 24 hours to complete.

5. Provide the generated API token to your PathFactory Customer Success Manager (CSM). Your CSM will configure the token in your PathFactory instance, enabling seamless integration between the two platforms.

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Demandbase Data Fields (Source)

Below is a table of standard Demandbase data fields that you can use in various combinations to define your Segments within PathFactory, which can be leveraged for routing to different experiences based on that data. 

You can learn more about standard rules for Demandbase Data here. 

Attribute Name	Description	Example	Data Type
Annual Sales	For public entities, annual revenue is based on company-reported public records for the global HQ on all locations. For privately-held organizations, annual revenue is based on consensus estimates for the yearly sales revenue number.	5500000	Integer
Audience	Demandbase does an IP lookup and assigns one value based on a category. Categories include company size, vertical, origination.	Enterprise, Government, Residential	String
Audience Segment	These are sub categories within each audience for detailed information level.	University, Federal, Wireless Device	String
B2B	Indicates that the identified company primarily sells to other businesses.	true	Boolean
B2C	Indicates that the identified company primarily sells to consumers or individuals.	false	Boolean
City	The city of the organization identified	London	String
Company Name	Demandbase’s standardized company name for the identified business.	Cisco Systems	String
Country	The country name of the identified company. Follows ISO-3166 standard.	United States	String
Demandbase SID	The unique identifier for the organization identified from the Demandbase database.	3415304	Integer
Employee Count	The number of people employed at the organization.	1100	Integer
Employee Range	Employee band based on employee_count – defaults to Demandbase values.	Mid-Market	String
Forbes 2000	Indicates if the organization is on the Forbes 2000 list.	false	Boolean
Fortune 1000	Indicates if the organization is on the Fortune 1000 list.	true	Boolean
ISP	Boolean attribute which is true if the IP address resolves to a range classified as used by Internet Service Providers.	true, false	Boolean
Industry	Industry name based on SIC code – defaults to SIC industry	Software & Technology	String
Information Level	Detailed indicates the visitor’s company has been identified, or Basic if the visitor has been classified.	Detailed, Basic	String
Marketing Alias	Cleaned and/or shortened company name for use in messages, ads, or marketing copy.	Cisco	String
Primary SIC	Consensus SIC code as registered with the SEC (Securities and Exchange Commission) for the identified company. For more information visit OSHA SIC Lookup.	3625	String
Region	Full State or Region Name.	California	String
Revenue Range	Revenue band based on annual_sales – defaults to Demandbase values.	$1 – $1M	String
Stock Ticker	Ticker symbol used by publicly traded companies.	CSCO	String
Street Address	The street address of the organization.	221 Main St.	String
Sub Industry	Industry specialty based on SIC code – defaults to SIC industry.	Electrical Components	String
Traffic	The traffic attribute indicates an approximation of the number of visitors a company’s website receives in an average month.	Very High, High, Medium, Low	String
Website	Clean URL of the company’s website.	abcdef.com	String

 

 

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