How to Connect Drift to Demandbase

Drift's integration with Demandbase allows Drift and Demandbase customers to ultimately drive conversational ABM across the site based on Demandbase Audiences, Watch Lists, and firmographic data.

Connecting the Integration

To set this up, all you need is your server-side Demandbase API Key. Make sure that you are using your server-side API key, not a client side API key.

Go to Settings > App Settings > Integrations > Demandbase, or, click here.

Once you're there, enter the API Key and click Connect.

How the Integration Works and How to Leverage Information from Demandbase

The Demandbase Integration works in two main ways:

1. We perform a Reverse IP lookup through the Demandbase API in order to retrieve the available information based on a site visitor's IP address.
2. We also check the Audience and/or Watch List against any set targeting conditions.

Below are the areas in Drift where you can use Demandbase Audiences, Watch Lists, and firmographics.

Widget Display:

Use Demandbase data to determine when the Drift widget is displayed on your site.

Head to the Chat Widget section under App Settings and select Hours & Targeting. Scroll down to find the Targeting options.

Playbook Targeting:

Demandbase firmographics can also be used to target Lead Bot, Pop Over, AND ABM Playbooks.

Navigate to the Playbooks section and click New Chat Playbook to find the Playbook Marketplace where you can select templates.

Under the Targeting section of the playbook editor, click on the Display option, select "Display with Targeting", and create a new targeting condition using the Demandbase conditions.

Routing Rules:

Use Demandbase information to determine which Drift Users are routed to conversations. Head to Conversation routing within Team Settings.

To utilize the integration, add conditions and use the drop down to create Demandbase specific routing rules.

For more on routing rules, check out this doc.

Personalized Playbooks:

Organizations can also use Demandbase Personalization Tokens within Bot Playbooks, Pop Over Playbooks, and Email Sequences!

These work like existing Personalization Tokens in Drift - when editing a question, greeting, or the body of an email, find the icon that looks like a price tag and select the Demandbase tab.

Conversation View and Contact Enrichment:

Finally, Drift will also use Demandbase to Enrich the information available in the Conversation View and in Contacts.

- Conversation View

Here is a full list of Demandbase firmographics that can be used for Display When conditions and Routing Rules.

• Company Name
• Industry
• Employee Count
• Country Name
• State (ISO)
• Audience
• Account Watch support*
• Marketing Alias
• Sub-Industry
• Annual Sales
• Revenue Range
• Employee Range
• Country Code (ISO)

* Account Watch support requires the direct input of Demandbase Custom Fields & the respective values returned in the API call. Here’s how to get those:

1. Identify the custom fields you’ve prioritized from your Demandbase One Account Connector integration set up for Drift and note the field’s Attribute Name as well as the value for that field which you intend to use to personalize your Drift experience.

2. In Drift, choose the ‘Demandbase - Account Watch’ option

3. Choose the appropriate operator to define your experience (e.g.: has KEY.VALUE)

4. Link (AKA Concatenate) your field Attribute Name (KEY) and Value (intended value in that field) as follows ‘customer_field_iscustomer.yes’ and input that into Drift rules.

Here is the full list of attributes that can be used for Personalization Tokens and Contact Enrichment:

• name
• ip
• city
• state
• region_name
• country (e.g. US)
• country_name (e.g United States)
• web_site
• audience
• zip
• industry
• sub_industry
• company_name
• country_code
• annual_sales
• revenue_range
• employee_range
• employee_count
• street_address
• marketing_alias
• audience_segment
• traffic
• phone

Still stuck? Email us at support@drift.com. Not using Drift yet? Get your free account here.