Demandbase One

Demandbase offers pretty exceptional customization and breadth of features for their pricepoint. They offer ad placement on all locations we needed, support advanced filtering criteria for building audiences, and include comprehensive types of data (such as various measures of intent, relationship changes, data value changes, and activity data) to draw on for audiences. You can create entry and exit criteria for these audiences to increase efficacy and reduce maintenance need to upkeep ad campaigns. Their predictive analytics has been extremely valuable and allowed us to make better decisions on where to focus our spend, something that is usually only available as an add-on on these type of platforms. The dashboard is a great resource for our sales team, and we've setup various signal alerts across the rest of our tech stack like Slack and SFDC to support the workflows we've established around these signals. Great reporting capabilities, no required ad spend amount, and ad personalization included.

Being able to push campaigns to specific individuals within organizations and measure their engagement has been strong.

Demandbase consistently works to add new features and listens to their customers' concerns and interests. If there's a feature missing, there's usually a temporary work around that the support team is happy to help set up ad hoc. Demandbase also positions itself as a thought leader in the category and backs it up with open communication and assistance from nearly every department to make sure their clients use the platform to its full potential.

The interface itself can feel cluttered and overwhelming - I would like to see more organization functionality and better data visualization to combat this. The amount and types of data are extremely useful, but your brain has to work hard to make sense of what you're seeing, which can affect sales' ability to act on the information. A lot of training was required to get around this, and is still needed on an ongoing basis. Its also very difficult to keep things clean and identify the up-to-date lists/audiences. There is also sometimes a signficant lag-time in the alerts and syncs to other platforms which makes it less reliable for building automatic processes leveraging Demandbase signals. As with all ABM platforms, the data is also not always 100% accurate, leading to false positives and necessitating cross-checks with other intent data we have on hand from the rest of our tech stack.

Technical integrations with our CRM systems have been a challenge, as well as getting to the known customer level of ABM. It also takes a great deal of effort from Sales and Marketing to unite and get full use from the tool.

While doing great on the ABM side, the Advertising features can be lackluster when it's time for reporting. Many reports that could be self-service are hidden behind CSMs and don't always paint a full picture in conjunction with the ABM platform. Additionally, other features are hidden behind additional costs like personalized ads or pages, buying groups, etc. that can feel limiting to the user.