If your organization is leveraging both RollWorks and Demandase within your Account-Based Marketing (ABM) technology framework, you can leverage intent, account scoring and engagement signals from Demandbase in RollWorks through Salesforce, to unlock a variety of use cases in RollWorks:
- Target high-intent accounts with display and LinkedIn ads: Use Demandbase’s intent scores to serve ads to accounts actively researching relevant topics.
- Engage decision-makers at top-tier accounts: Leverage firmographic and engagement data to target key personas within in-market accounts.
- Retarget engaged accounts: Re-engage accounts that have shown significant website activity or have entered a late-stage buying phase based on Demandbase insights.
- Targeting key contacts from your CRM flagged as high intent.
Connect Demand Base to Salesforce
Follow this integration guide to connect Demandbase to Salesforce.
Demandbase data exported to Salesforce
Demandbase integrates with Salesforce by adding custom fields prefixed with engagio__ reflecting its acquisition of Engagio. These fields provide insights into account engagement, intent signals, and sales interactions. See Demandbase Fields exported to Salesforce for field details.
Account-level Fields
- Engagement Minutes (7/30/90 days): Tracks the time spent engaging with marketing and sales efforts.
- Intent Score (30 days): Measures high-intent engagement minutes over the past month.
- High Intent & Competitive Intent Keywords: Identifies key topics the account is researching.
- Journey Stage: Categorizes the account's progress through the ABM funnel (e.g., Prospect, MQA, Pipeline, Customer).
- Engaged People: Counts the number of contacts within the account that are actively engaging.
- Sales Touches (7/14 days): Tracks sales interactions such as emails, calls, and meetings within a given timeframe.
- Pipeline Predict Score: Uses predictive analytics to estimate the likelihood of an account becoming an opportunity.
- Qualification Score: Evaluates how well an account fits the Ideal Customer Profile (ICP).
- Web Traffic (3 months) & Top URLs (14 days): Monitors page visits and most viewed URLs by the account.
Contact & Lead-level Fields
- Matched Account: Links a lead or contact to its corresponding account in Salesforce.
- Engagement Minutes (7/30/90 days): Measures individual-level interaction with marketing and sales efforts.
- Intent Score (30 days): Tracks whether a lead/contact engages with high-intent topics.
- Role & Department: Categorizes leads and contacts based on job title and department.
- Sales Touches (7/14 days): Measures recent sales interactions with a specific lead/contact.
Verifying Data Sync
- Review Demandbase fields on Salesforce Account, Contact, and Lead records.
- Confirm recent timestamps for field updates in Salesforce.
- Monitor sync status in Demandbase’s Admin settings.
Connect Salesforce to RollWorks
Follow this installation guide to connect your RollWorks account to Salesforce.
RollWorks can ingest default and custom fields from standard Salesforce objects. Non-standard objects and their fields are not available. Learn more here.
- Account Object
- Opportunity Object
- Campaign Object
- Contact Object
- Lead Object
- Account Activities
- Contact Activities
Leverage Demandbase Data in RollWorks
Create Account Lists
Read our Account List Builder guide to learn how create dynamic Account Lists in RollWorks using Salesforce data. You can use Account-level Demandbase data available in Salesforce to customize your Account List logic in RollWorks, for example:
- High Intent Accounts: Filter using Intent Score ≥ 80 AND High Intent Keywords contains [Your Product Keyword].
- Engaged Accounts: Select accounts with Engagement Minutes (30d) > 50 to focus on highly engaged prospects in the last 30 days from highly engaged accounts.
- Pipeline Accounts: Select accounts in Late-Stage Buying Phase (ready-to-buy accounts)
- Accounts that match Demandbase’s ICP fit criteria.
Create Contact Lists
Read our Contact List Builder guide to learn how to create dynamic Contact Lists in RollWorks using Salesforce data.
Both Account-level and Contact-level Demandbase data available in Salesforce can be used to customize your Contact List logic, for example:
- Engaged Contacts: Filter Salesforce Contact → Engagement Minutes (30d) > 10 to target active contacts.
- Role-based Segmentation: Create lists based on Salesforce Contact → Role to deliver tailored messaging to specific personas.
- Sales Follow-up: Retarget leads with Sales Touches (7d) ≥ 1 to reinforce recent sales engagements.
Create Journey Stages
Read our Journey Stages Setup Guide to configure RollWorks Journey Stages using Salesforce data.
Account-level demand data available in Salesforce can be used to customize your Journey Stage definitions, for example:
- Map Demandbase Journey Stage fields (e.g., MQA, Pipeline, Customer) from Salesforce to RollWorks Journey Stages.
- Automatically update RollWorks stages based on Salesforce Opportunity statuses and Demandbase engagement data.