How to Use Demandbase: The Essential ABM Tool for Sales

If you’re in B2B sales or marketing, chances are you’ve heard of Demandbase. But are you using it to its full potential? Studies show that companies using account-based marketing (ABM) generate 208% more revenue than those that don’t (Forrester). That’s not just a small edge—it’s a competitive advantage.

Demandbase isn’t just another tool—it’s a one-stop platform for identifying high-value accounts, leveraging AI-powered insights, and driving targeted campaigns that actually convert. Whether you’re new to ABM or looking to optimize your strategy, this guide will walk you through how to set up, use, and maximize Demandbase for real revenue growth.

What is Demandbase and How Does it Work?

Demandbase is a powerful platform designed for account-based marketing (ABM). It helps sales and marketing teams find and target the right accounts using AI-powered insights and accurate data.

Instead of reaching out to random companies, Demandbase helps you focus on high-value accounts—the ones that are most likely to buy from you. It does this by analyzing intent signals, predictive analytics, and sales intelligence to provide actionable insights.

With Demandbase, businesses can:

• Identify key accounts that are ready to buy
• Engage decision-makers with personalized marketing campaigns
• Track buyer intent data to know when to reach out
• Use account intelligence for smarter outreach
• Optimize advertising efforts with account-based advertising

Why Demandbase Matters for Sales and Marketing Teams

If you're in sales and marketing, you know how hard it is to reach the right customers. Traditional marketing casts a wide net, but Demandbase targets the accounts that matter most.

• Boost revenue growth by focusing on key accounts
• Align sales and marketing teams with shared data
• Improve marketing efforts with data-driven insights
• Increase conversions with ABM strategy

Setting Up Demandbase: A Step-by-Step Guide

1. Create a Demandbase Account

Before using Demandbase One, you need an account.

• Go to Demandbase’s website and click "Sign Up."
• Enter your business details (name, industry, and company size).
• Set up a strong password for security.
• Confirm your email to activate the account.

2. Configure Account Settings

Once registered, adjust your settings to match your marketing strategy.

• Set user roles: Give access to sales teams and marketing teams for smooth collaboration.
• Customize account preferences: Define your target accounts, intent signals, and predictive analytics settings.
• Enable notifications: Get real-time alerts about buyer journey changes.

3. Integrate Demandbase with Your CRM

Linking Demandbase to your CRM (like Salesforce or HubSpot) improves account-based marketing efforts.

• Log into Demandbase and go to "Integrations."
• Select your CRM and follow the setup guide.
• Sync data to access reliable account intelligence and track key metrics.

4. Set Up Account-Based Marketing (ABM) Targeting

ABM helps you focus on high-value accounts instead of random leads. With Demandbase One, you can find and engage the right customers using AI-powered insights.

• Go to the ABM strategy section in Demandbase One.
• Define your key accounts based on intent signals, company size, and revenue.
• Use account intelligence and predictive analytics to find target accounts.
• Align your sales and marketing teams to focus on the same account-based experience.

5. Configure Intent and Engagement Signals

Demandbase tracks intent data to show which companies are ready to buy. It also measures engagement signals to tell you when to reach out.

• Enable AI-powered insights to track visitor activity.
• Use data-driven insights to analyze user intent signals.
• Set up alerts for sales teams when a target account shows buying interest.

6. Launch Advertising and Personalization

Now that you know which accounts to target, it’s time to personalize ads. Account-based advertising in Demandbase helps you reach decision-makers directly.

• Set up customized ad campaigns for different marketing and sales teams.
• Use machine learning to optimize ads for better engagement.
• Track ad performance in your tech stack and adjust based on results.

7. Connect Demandbase to Your Analytics Tools

Tracking your results is key to improving ABM campaigns. Demandbase allows you to connect with analytics platforms like Google Analytics, Salesforce, and HubSpot.

• Go to the “Integrations” tab in Demandbase.
• Select your preferred analytics tool (Google Analytics, your CRM, or another platform).
• Follow the setup guide to sync your data.
• Once connected, you’ll see real-time insights on target accounts, marketing campaigns, and engagement signals.

8. Optimize and Scale Your ABM Strategy

Now that you’ve set up Demandbase, it’s time to refine your strategy and expand your reach.

• Use predictive analytics to find new high-value accounts.
• Refine account-based advertising to target key accounts with the right message.
• Analyze intent signals to personalize outreach for better conversions.
• Optimize ABM campaigns using data-driven insights.

How Demandbase Enhances Account-Based Marketing Efforts

1. AI-Driven Target Account Selection

Demandbase uses AI-powered insights to find high-value accounts and track intent signals. By analyzing intent data and using predictive analytics, it helps sales and marketing teams focus on the best leads. Companies using AI-driven ABM strategies see 30% higher engagement rates (Forrester).

2. Hyper-Personalized Marketing Campaigns

Generic marketing doesn’t work in B2B sales. Demandbase personalizes account-based advertising by delivering the right message to the right accounts. With real-time intent data, businesses can optimize marketing campaigns for higher ROI and better engagement.

3. Deep Sales Insights for Stronger Outreach

Sales teams need reliable account intelligence to close deals. Demandbase tracks intent signals, integrates sales intelligence into CRMs, and helps reps focus on engaged buyers. Companies using AI-powered insights experience faster deal closures and higher conversions.

4. Seamless CRM and Marketing Automation Integration

Demandbase integrates with Salesforce, HubSpot, and Marketo to streamline ABM campaigns. By automating data tracking and providing actionable insights, businesses can improve their marketing strategy, engage customers better, and drive revenue growth.

Best Practices for Marketing and Sales Teams to Maximise ROI with ABM Campaigns

1. Use Data to Identify High-Value Accounts

Not all leads are equal. Demandbase helps businesses find high-value accounts using AI-powered insights and predictive analytics.

• Check intent data to see which companies are looking for your solutions.
• Use account intelligence to score and rank key accounts.
• Focus on the right accounts that match your ideal customer profile.

2. Engage Decision-Makers Across Multiple Channels

Reaching the right customers requires more than emails. You need a multi-channel approach.

• Use account-based advertising to target decision-makers.
• Engage prospects on LinkedIn, email, and personalized landing pages.
• Track marketing campaigns to see which channels work best.

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3. Leverage Intent Data for Timely Follow-Ups

Timing is key. Intent signals show when a target account is actively researching solutions.

• Monitor buyer journey activity in Demandbase One.
• Notify sales teams when an account shows strong engagement.
• Follow up quickly with relevant content and personalized outreach.

4. Optimize ABM Ads for Higher Conversions

Generic ads don’t work for ABM campaigns. You need personalized, targeted messaging.

• Create dynamic ads based on account intelligence.
• Use machine learning to adjust ad placements.
• Optimize marketing efforts by analyzing engagement data.

5. Measure and Adjust Based on Performance

Even the best ABM strategy needs regular adjustments.

• Track performance metrics like engagement, conversions, and revenue growth.
• Use predictive analytics to improve marketing strategy.
• Adjust campaigns based on real-time AI-powered insights.

Advanced Features: Demandbase’s AI & Machine Learning Capabilities

1. AI-Driven Account Identification

Finding the right customers is the first step in ABM campaigns. Demandbase’s AI-powered insights analyze account intelligence and intent data to identify high-value accounts.

• Uses predictive analytics to spot companies most likely to buy.
• Ranks accounts based on interest and activity.
• Helps sales teams focus on target accounts that matter.

2. Predictive Account Scoring

Not every account is a good lead. Demandbase scores key accounts using intent signals and past behavior.

• Ranks leads from high to low priority.
• Uses data-driven insights to predict conversion rates.
• Helps marketing teams personalize outreach.

3. Real-Time Intent Tracking

Knowing when an account is ready to buy is key. Demandbase tracks real-time intent signals to show marketing and sales teams when to engage.

• Monitors online behavior to detect buying interest.
• Alerts sales teams when a target account is researching solutions.
• Improves sales efforts with data-driven insights.

4. Smart Engagement Orchestration

Demandbase connects AI-powered insights with marketing tools to automate engagement.

• Aligns sales and marketing teams with a shared ABM strategy.
• Uses machine learning to send the right message at the right time.
• Optimizes marketing campaigns for better engagement.

5. AI-Powered Sales Insights

Sales teams need accurate data to make smart decisions. Demandbase provides real-time insights to improve outreach.

• Identifies key accounts with high conversion potential.
• Analyzes buyer journey data for better follow-ups.
• Helps sales teams close deals faster.

6. Automated Ad Targeting & Optimization

Generic ads don’t work in account-based advertising. Demandbase uses AI-powered insights to personalize ads for high-value accounts.

• Targets decision-makers based on behavior.
• Optimizes ad placement using predictive analytics.
• Increases ROI on marketing campaigns.

7. Conversational AI for Enhanced Engagement

Conversational AI makes sales easier by automating chat interactions. Demandbase uses AI-driven chatbots to keep buyers engaged.

• Answers customer questions in real-time.
• Guides leads through the sales funnel.
• Improves response rates for marketing teams.

Conclusion

Demandbase is a powerful tool for sales and marketing teams. It helps businesses find high-value accounts, track intent signals, and optimize account-based marketing efforts. With AI-powered insights, you can improve advertising, personalize marketing campaigns, and boost sales intelligence.

To maximize success, integrate Demandbase One with your tech stack and use predictive analytics for better targeting. Ready to transform your ABM strategy? Start using Demandbase today!

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