Pros and Cons
- The account selection tool does a good job of ranking accounts by criteria. You can sort your target accounts by intent, size, industry, surging traffic or interest, or combinations of factors.
- The retargeting tool allows for personalized ads at scale. Without having to create hundreds or thousands of creative sets, you can dynamically customize ads to speak to your prospects by name.
- Demandbase's reporting provides great visualizations of the impact of your marketing efforts. You can see from first touch to closed business how deals were influenced by your efforts.
- Demandbase's account list upload can be a tedious process if the database you are syncing is not very clean. You may have to do a lot of manual account verification if the domain you have assigned a target account does not match the domain associated with that company in Demandbase's database.
- Demandbase suggests that salespeople can use intent signals and web traffic trends to make targeted follow-up, but in reality, surging intent from a company with hundreds of thousands of people is not enough detail to know who to prospect from that account. It is a good directional indicator, but not very actionable for one-to-one outreach.
- Like the domains associated with each account, the industry that Demandbase assigns to each account may not match up with the industry that your company has assigned to a prospect. If you want to target your ads by industry, this can be a challenge that must be overcome manually.