Integrate VWO With Demandbase

About VWO-Demandbase Integration

Demandbase is a powerful account-based marketing, advertising, and sales intelligence platform tailored for B2B companies. It helps businesses identify, target, and engage potential customers by supporting lead generation, CRM integration, and marketing automation, all while ensuring GDPR compliance. This enables businesses to target relevant companies from customers' first visits to their website, even before they identify themselves. 

The VWO-Demandbase integration also enables advanced post-segmentation of visitors by enriching VWO data with firmographic and account-level insights such as company name, industry, revenue, and size. This allows marketers to analyze experiment results based on high-value account segments and understand how specific audiences behave. They can then personalize experiences for targeted business segments, leading to more meaningful insights and data-driven decisions.

Key Benefits

Integrating Demandbase attributes into VWO offers the following benefits:

• Personalized experiences for target accounts: Leverage company-level attributes from Demandbase to tailor website content for visitors from specific organizations. For example, you can show personalized messaging or offers to visitors from Fortune 100 companies.
• Account-based A/B testing: Run targeted A/B tests exclusively for companies that meet defined criteria, such as industry, company size, or location allowing you to test and optimize experiences for high-value accounts without impacting your broader audience
• Data-Driven decision making for key accounts: Use testing insights from targeted accounts to make informed decisions about what content or UX changes drive performance among your most valuable prospects.

Prerequisites

Before setting up the integration:

• You must have a valid and active Demandbase account.
• Set up the Demandbase API with the api.company-target.com/api/v3/ip.js endpoint on your website where you want to use this service with VWO.

While calling the API, include both your API key and a var parameter in the request. Assign the var parameter a variable name (e.g., vwo_organization). This variable should be accessible in the global window scope so VWO can read it. We recommend using the variable name vwo_organization, but you may choose any name that suits your setup. Learn more.

Enable Demandbase Integration For Pre-segmentation

To enable the Demandbase integration for leveraging custom segments in your VWO account: 

1. Log in to your VWO account.
2. From the left panel, navigate to Configurations > Integrations.
3. Under Connected Apps, select Demandbase.
4. Click Enable Now to enable the Demandbase integration. 
   
5. Navigate to the Config tab.
   
6. Specify the JavaScript variable (the value of the var parameter you have specified in the Demandbase API) in the Demandbase Attribute field.
7. Select the Enable use of segments for visitor targeting checkbox and click Save.

After you click Save, VWO fetches the Segments from your Demandbase account. 

Use Demandbase Attributes for Pre-segmentation

To use the Demandbase attributes and segments as a targeting condition in VWO, perform the following steps:

1. Log in to your VWO account.
2. Navigate to Testing and create any type of test.
3. From the Configuration tab, click on Audience and Traffic.
4. Under the Target Audience section, navigate to Custom Segment and create a segment using the Demandbase Attribute to fetch the system-provided attributes from your Demandbase account.

Here's an example: You can create a custom segment to target Government companies. To do so, use the Demandbase attribute - Company Type/Ownership as shown in the following image: 

5. To add multiple conditions, click Add another condition. Also, you can define the logical relationship between the different conditions using the And/Or operators and use brackets to organize the segment condition.
6. Once done, click Save Segment.

Note: When you choose Demandbase Attribute as a targeting condition, we set the Poll Until setting to Custom Event by default. This includes a code snippet that waits 5 seconds for the demandbase attribute variable (the value you specified in the Config tab) to be available. The segmentation condition will not apply if this is not available within 5 seconds. This time interval can be modified (as per your requirements) in the code snippet highlighted in the following screenshot.
 

You may notice a slight delay in VWO changes appearing on the page, as it can take a few moments for the Demandbase API to load the necessary information.

Enable Demandbase Attributes for Post-segmentation

Prerequisite: Data360 must be enabled in your account to access Demandbase attributes for post-segmentation.To make post-test segment reports in VWO using custom attributes in Demandbase:

1. Log in to your VWO account.
2. From the left panel, navigate to Configurations > Integrations.
3. Under Connected Apps, select Demandbase > Config.
4. Select the Enable use of attributes for post-segmentation reports checkbox.
5. Click  + Select attributes from Demandbase. A Select attribute modal lists all the available attributes from your Demandbase account.
6. Select the attributes you want to use in VWO reports (for example, Domain, Revenue Range, Employee Range, Industry, Confidence).
7. Click Add.

The selected attributes will now appear in the configuration section as shown in the following image:

The attributes you select here specify the data points VWO should retrieve from Demandbase when a visitor is recognized on your site.

After you enable and select attributes in the configuration, they appear in VWO Data360 as Unregistered Attributes. You need to register them to make them permanent, assign user-friendly names, and ensure VWO stores the data consistently for reporting.

Register Demandbase Attributes in VWO Data360

To register the attributes:

1. Navigate to Data360 > Attributes from the left-hand panel.
2. Scroll down the attribute list on the left to find the UNREGISTERED ATTRIBUTES section.
3. Locate the attributes prefixed with Demandbase. (for example, Demandbase.company_employees, Demandbase.company_financial_report_to)

4. Click on an unregistered Demandbase attribute you want to use (for example, demandbase.company_name).
5. Click the Sample Values tab to verify the kind of data being received.
6. Click the Register Attribute button in the top-right corner. A Create Attribute form appears when you click Register Attribute.
7. In the Create Attribute form:
   • Review the Attribute Name and modify it to make it user-friendly (for example, "Demandbase Company Country"). Keep the API Name as is unless you have a specific reason for changing it.
   • Verify the Data Type (usually Text).
   • Add a Description if desired.
   • Configure Data anonymization rules if needed (though typically not required for firmographics).
     

8. Click Create.
9. The attribute will now appear under MY ATTRIBUTES (or another relevant category if customized) and will be available for use in Reports under Custom Segment.
10. Repeat steps 4-9 for each Demandbase attribute you selected during the configuration phase to use in reports.

Use Demandbase Attributes for Visitor Segmentation

Once you have configured and registered your Demandbase attributes in Data360, you can use them to segment your visitors in VWO Testing campaign reports. To filter your report data based on specific firmographic or intent criteria captured from Demandbase:

1. Navigate to the Reports tab of a running or completed VWO Testing campaign.
2. Click the All Visitors dropdown menu.
3. Select Custom Segment.
4. In the segment builder, select the first dropdown and search for your registered Demandbase attribute (for example, Demandbase Company Name).
   
5. Select the desired attribute.
6. Choose an operator (for example, equals, contains) and enter the desired value you want to segment by (for example, “ONGC").
7. Click Filter.
   After you apply the filter, the report displays data only for visitors who met the specified Demandbase attribute condition during their session.
8. To remove the segment, select the Custom Visitors dropdown and select Clear Segment, then click Filter.

Leverage Demandbase Attributes in Visitor Dimensions

You can break down your VWO Test reports using Demandbase attributes as Visitor Dimensions. This helps you understand how different groups of visitors, based on company details or intent signals, interacted with your test variations. To do so:

1. Navigate to the Reports tab of a VWO Testing campaign.
2. Set the Visitor Segment to All Visitors to avoid limiting your view with filters.
3. Select the Visitor Dimensions dropdown menu and search for your registered Demandbase attributes.
4. Select the Demandbase attributes you want to use as dimensions (for example, Demandbase Company Industry) and click Apply. You can select more than one dimension if needed.
   
   When you click Apply, the report updates to show the key metrics (visitors, conversions, rates) for each variation, grouped by the selected Demandbase attribute value.

The image below shows an example of a report filtered using the Demandbase Employee range attribute in the Visitor Dimensions section.

5. To remove the dimension, click the Visitor Dimensions dropdown, uncheck the attributes, or click Reset, and then click Apply.

Best Practices

To get the most value from your Demandbase integration with VWO, follow these best practices when working with Demandbase attributes in Data360 and campaign reports:

• Integrate only those Demandbase attributes that you plan to use for analysis. This keeps your Data360 workspace and reports streamlined and easier to manage.
• When registering attributes in Data360, rename them to be easily recognizable (for example, Demandbase Employee Range instead of Demandbase.company_employee_range). This helps you quickly identify attributes while building segments or filtering reports.
• Start by integrating key company-level attributes like Industry, Employee Range, and Revenue Range. These attributes often yield the most actionable insights.
• For deeper insights, combine Demandbase attributes with other VWO data, such as traffic source, device type, or on-site behavior, to create advanced custom segments.
• After setting up the integration, periodically review sample values in Data360 and check how the attributes appear in your reports. This ensures that data flows correctly from Demandbase and is captured as expected.

Troubleshooting

FAQs

• How long does it take for Demandbase data to appear in VWO reports?VWO begins collecting data for the selected Demandbase attributes once the integration is configured and the attributes are registered. However:
  • Data collection begins only after the setup is complete. Sessions that occurred prior to the configuration are not included.
  • You’ll need to wait for new traffic (with visitors identified by Demandbase) to populate reports.
  • The timing depends on your website traffic volume and campaign audience.

• What happens if I later uncheck a Demandbase attribute in the integration settings?If you deselect an attribute in the Demandbase integration:
  • VWO stops collecting that attribute going forward.
  • The previously collected data for that attribute will remain in your reports (unless manually deleted), but it won't update with new sessions.
  • You can re-enable the attribute later if needed.

Need more help?

For further assistance or more information, contact VWO Support.