Documentation Experience Platform Destinations Guide

Demandbase People connection

Last update: March 27, 2025

Topics:
Destinations

CREATED FOR:

Admin
User

Activate profiles for your Demandbase campaigns for audience targeting, personalization, and suppression.

IMPORTANT

For B2B use cases where you need to activate account audiences, use the Demandbase destination connector instead.

Use case

Marketers can use Adobe Real-Time CDP to create a People List of first-party contacts and activate it in Demandbase for optimized and orchestrated engagement across its demand-side platform (DSP) and other channels such as LinkedIn.

This approach allows marketers to prioritize campaign spending on known individuals sourced from their own CRM or marketing automation system, ensuring that marketing efforts focus on high-value prospects.

Once activated, Demandbase optimizes ad delivery, refining targeting strategies to maximize engagement, reach, and conversion rates, ultimately improving campaign efficiency.

Supported identities

The Demandbase People connection supports the activation of identities described in the table below. Learn more about identities.

Target Identity	Description	Considerations
email	Plain text email addresses	Only plain text email addresses are supported by the Demandbase People connection.

Supported audiences

This section describes which type of audiences you can export to this destination.

Audience origin	Supported	Description
Segmentation Service	✓	Audiences generated through the Experience Platform Segmentation Service.
Custom uploads	X	Audiences imported into Experience Platform from CSV files.

Export type and frequency

Refer to the table below for information about the destination export type and frequency.

Item	Type	Notes
Export Type	Audience export	You are exporting all members of an audience with the identifiers (name, phone number, or others) used in the Demandbase destination.
Frequency	Streaming	Streaming destinations are “always on” API-based connections. As soon as a profile is updated in Experience Platform based on audience evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations.

Prerequisites

To export audiences to Demandbase, you need the following:

A Demandbase account.
A Demandbase API token. You can generate an API token with your user in Demandbase. To generate a token, navigate to My Profile > API Token after logging into your Demandbase account.

Connect to the destination

IMPORTANT

To connect to the destination, you need the View Destinations and Manage Destinations access control permission. Read the access control overview or contact your product administrator to obtain the required permissions.

To connect to this destination, follow the steps described in the destination configuration tutorial. In the configure destination workflow, fill in the fields listed in the two sections below.

Authenticate to destination

To authenticate to the destination, fill in the required fields and select Connect to destination.

Add bearer token

Bearer token: Fill in the bearer token to authenticate to the destination. View prerequisites for information on how to obtain the token.

Fill in destination details

To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required.

Add information about the destination connection

Name: A name by which you will recognize this destination in the future.
Description: A description that will help you identify this destination in the future.

Now you’re ready to activate your audiences within Demandbase People.

Activate audiences to this destination

IMPORTANT

To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
To export identities, you need the View Identity Graph access control permission.

Read Activate profiles and audiences to streaming audience export destinations for instructions on activating audiences to this destination.

Additional notes and important callouts

Demandbase API guardrails: If you have exported audiences to Demandbase and the exports are successful in Experience Platform, yet not all of the data reaches Demandbase, you might have encountered API throttling on the Demandbase side. Reach out to them for clarification.
List deletion: People lists are unique, so you cannot re-create a new list with a name already in use. When you remove people from a list, they will no longer be available, but they will not be deleted.
Activation time: Data loading in Demandbase is subject to overnight processing.
Audience naming: If an account audience with the same name was activated earlier to Demandbase, you cannot activate it again through a different dataflow to the Demandbase destination.

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