B2B Edition B2P Edition

Demandbase Intent

Last update: 2025-04-14
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Demandbase is an account-based marketing platform that you can use for B2B sales and marketing success. Demandbase Intent is an Adobe Experience Platform source that you can use to connect your Demandbase account to Experience Platform and integrate your account intent data.

With the Demandbase source, you can identify high-interest accounts based on real-time engagements. By prioritizing the strongest intent signals, you can can create precise segments and deliver hyper-targeted campaigns, ensuring your marketing efforts focus on the accounts most likely to convert. Activating intent-driven strategies enables optimization of ad spend, increased engagement, and higher ROI.

Read this document for prerequisite information on the Demandbase source.

Prerequisites

Read the following sections for prerequisite steps before connecting Demandbase to Experience Platform.

IP address allowlist

A list of IP addresses must be added to an allowlist prior to working with source connectors. Failing to add your region-specific IP addresses to your allowlist may lead to errors or non-performance when using sources. See the IP address allowlist page for more information.

Configure permissions on Experience Platform

You must have both View Sources and Manage Sources permissions enabled for your account in order to connect your Demandbase account to Experience Platform. Contact your product administrator to obtain the necessary permissions. For more information, read the access control UI guide.

Naming constraints for files and directories

The restrictions listed below must be taken into consideration when naming your cloud storage file or directory:

  • Directory and file component names cannot exceed 255 characters.
  • Directory and file names cannot end with a forward slash (/). If provided, it will be automatically removed.
  • The following reserved URL characters must be properly escaped: ! ' ( ) ; @ & = + $ , % # [ ]
  • The following characters are not allowed: " \ / : | < > * ?.
  • Illegal URL path characters are not allowed. Code points like \uE000, while valid in NTFS filenames, are not valid Unicode characters. In addition, some ASCII or Unicode characters, like control characters (0x00 to 0x1F, \u0081, etc.), are also not allowed. For rules governing Unicode strings in HTTP/1.1 see RFC 2616, Section 2.2: Basic Rules and RFC 3987.
  • The following file names are not allowed: LPT1, LPT2, LPT3, LPT4, LPT5, LPT6, LPT7, LPT8, LPT9, COM1, COM2, COM3, COM4, COM5, COM6, COM7, COM8, COM9, PRN, AUX, NUL, CON, CLOCK$, dot character (.), and two dot characters (…).

Gather required credentials

Demandbase on Experience Platform is hosted by Google Cloud Storage. In order to successfully authenticate your Demandbase account, you must provide the appropriate values for the following credentials:

Credential Description
Access key ID The Demandbase access key ID. This is a 61-character alphanumeric string that is required to authenticate your account to Experience Platform.
Secret access key The Demandbase secret access key. This is a 40-character, base-64-encoded string that is required to authenticate your account to Experience Platform.
Bucket name The Demandbase bucket from which data will be pulled from.
Folder path The path to the folder that you want to provide access to.

For more information on these credentials, read the Google Cloud Storage HMAC keys guide. For steps on how to generate your own access key, read the prerequisite guide in the Google Cloud Storage source overview.

Demandbase schema

Read this section for information on the Demandbase schema and data structure.

The Demandbase schema is called Company Intent Weekly. It is the weekly intent information (anonymous B2B buyer research and content consumption) on specified account and keywords. The data is in parquet format.

Field name Datatype Required Business key Notes
company_id STRING TRUE YES The canonical company ID.
domain STRING TRUE YES The identified domain of the account showing intent.
start_date DATE TRUE YES The start date of when the intent activity occurred in the duration period.
end_date DATE TRUE YES The end date of when the intent activity occurred in the duration period.
duration_type STRING TRUE YES The type of duration. Generally, this value may be daily, weekly, or monthly depending on the chosen roll-up duration. For this data sample, this value is week.
keyword_set_id STRING TRUE YES The keyword set ID. This is unique per given customer.
keyword_set STRING TRUE YES The keyword set name.
is_trending STRING TRUE The current state of a given trend. Trending state is measured as a burst in intent activity in the last week relative to averages for the prior seven weeks.
intent_strength ENUM[STRING] TRUE A quantified measure of the intent strength. Accepted values include: HIGH, MED, and LOW.
num_people_researching INTEGER TRUE The count of people belonging to the company_id researching the keyword in the last seven days.
num_trending_days INTEGER TRUE The number of days that the keyword was trending in a given duration.
trending_score INTEGER TRUE The trending score.
record_id STRING TRUE The unique primary record ID.
partition_date DATE TRUE The calendar date of the snapshot. This is done weekly, at the end-of-week.
TIP

Any changes to the schema will be communicated to Adobe in advance. To support seamless schema evolution, maintaining backward compatibility is essential. Experience Platform enforces an additive-only versioning approach, ensuring that any updates to the schema are non-destructive. This means that breaking changes are strictly prohibited, and only changes that enhance or extend the existing schema are allowed.

Connect your Demandbase account to Experience Platform in the UI

Once you have completed your prerequisite setup, read the tutorial on connecting your Demandbase account to Experience Platform to start your integration.

Frequently asked questions

Read this section for answers to frequently asked questions regarding the Demandbase source.

Do I need to have need to have an existing contract with Demandbase to use their account intent data in Real-Time CDP B2B Edition?

 Answer

Yes, you must have an active contract with Demandbase to access and utilize their intent data within Experience Platform and Real-Time CDP B2B Edition. The integration leverages your existing agreement with the Demandbase to ingest and activate account intent signals in Experience Platform and Real-Time CDP.

Are custom fields from Demandbase supported in this integration?

 Answer

Currently, you can only use standard Demandbase fields for ingestion and activation. To view the list of supported fields, read the Demandbase schema guide for the details on field availability.

Can I ingest data from Demandbase to Experience Platform on an ad-hoc basis?

 Answer

Yes, you can ingest data from Demandbase on an ad-hoc basis. You can create a new dataflow to ingest the latest intent data, as long as there is new data from Demandbase. However, you can only have one active dataflow at a time. Therefore, ensure that you delete the existing dataflow, before creating a new one.

What is the validation process for intent data and how can I check which intent data is linked to a specific account?

 Answer

To validate intent data and determine which intent signals are linked to specific accounts, use Adobe Experience Platform Query Service by AccountID.

How can I look up an intent for a specific company?

 Answer

Execute an SQL query in Query Service to search for intent data using the company name or AccountID. To view all intent data for a specific company, you can run an SQL query in Query Service using the company name or AccountID to fetch all associated intent signals.

I found an issue with the account matching process in Experience Platform, what should I do?

 Answer

The resolution depends on the specific issue:

  • Incorrect or missing company domain in Experience Platform: If the issue stems from an incorrect company domain value in the account data, update the company domain field in Experience Platform to ensure accurate matching.
  • Incorrect field mapping in dataflow: If the issue is due to an incorrect company domain field path in the dataflow, update the dataflow configuration to reference the correct field path.

How do I delete intent data in Experience Platform?

 Answer

You must delete the dataset in order to delete intent data in Experience Platform.

What field is used to match accounts from Demandbase to Experience Platform?

 Answer

The accountOrganization.domain field is used for matching accounts. If your organization uses a different custom field to store the website name, ensure that you provide the correct field path for accurate mapping.

What happens when a company domain is updated in Experience Platform?

 Answer

When a company domain is updated, the new domain value will be applied in the next dataflow run. This ensures that:

  • Future intent data ingestion use the updated domain for account matching.
  • Any previously mismatched intent signals may now align correctly with the intended account.
  • No retroactive changes are made to past ingested data-only new and incoming data will reflect the update.

What is the domain matching process?

 Answer

Domain matching in Experience Platform is based on an exact match of the scrubbed domain field value. Experience Platform automatically removes prefixes (e.g., https://www.) and retains the top-level domain (e.g., adobe.com). Matching requires an exact domain value, with no support for fuzzy matching or subdomains.

Where can I use intent data?

 Answer

Intent data can be utilized in Account Audiences to enhance targeting, segmentation, and personalization. By leveraging intent signals, businesses can identify and engage with accounts showing high interest in specific topics, optimizing marketing and sales outreach

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