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.
The Demandbase integration is available on all of Drift's paid plans.
In this document, we'll cover
- how to connect this integration
- how the integration functions and included features
- available attributes and information
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:
- 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.
- 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.
Use Demandbase data to determine when the Drift widget is displayed on your site.
Demandbase firmographics can also be used to target Lead Bot, Pop Over, AND ABM Playbooks.
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.
You will only see four Demandbase targeting conditions, Audience, Watch List, Sub Industry, and Marketing Alias. However, since Demandbase is connected, any Drift Intel targeting condition will be powered by Demandbase. For example, if you wanted to target industry using Demandbase, you would select the Drift Intel Industry condition and that will be powered by Demandbase as would any other Drift Intel condition you select while Demandbase is connected to Drift. See this doc for more information on Drift Intel.
Demandbase audience lists are static lists which is the same for all orgs because of the limited nature of the demandbase-api. If you want to target based on dynamic data, you can use demandbase watch lists. If you have audiences, they can see which watch lists are being used, but you may need to talk to your demandbase CSM to enable these.
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.
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:
- Conversation View
Here is a full list of Demandbase firmographics that can be used for Display When conditions and Routing Rules.
- Company Name
- Employee Count
- Country Name
- State (ISO)
- Account Watch support*
- Marketing Alias
- 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:
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.
In Drift, choose the ‘Demandbase - Account Watch’ option
Choose the appropriate operator to define your experience (e.g.: has KEY.VALUE)
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:
- country (e.g. US)
- country_name (e.g United States)
Demandbase's integration may affect your live view information - information like company and location may not appear.