Integrate Wingify with Demandbase

This article covers the following:

• Overview
• Before You Begin
• Create a Demandbase Connection
• Import Attributes from Demandbase
• Use Demandbase Attributes for Visitor Targeting
• Enrich Visitor Data with Demandbase
• Register Demandbase Attributes in Wingify Data360
• Use Demandbase Attributes for Visitor Segmentation
• Leverage Demandbase Attributes in Visitor Dimensions
• Best Practices
• Troubleshooting
• FAQs

Overview

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 Wingify–Demandbase integration enables visitor targeting using Demandbase attributes and enriches visitor profiles with firmographic and account-level data such as company name, industry, revenue, and company size. These attributes can then be used for visitor segmentation and visitor dimensions in Data360 reports to analyze campaign performance across different business audiences.

Key Benefits

Integrating Demandbase attributes into Wingify 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.

Before You Begin

• 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 Wingify.

While calling the API, include both your API key and a var parameter in the request. Assign the var parameter a variable name. This variable should be accessible in the global window scope so Wingify can read it.

For more information, see the Demandbase documentation.

Create a Demandbase Connection

Wingify supports the following Demandbase connection types:

• Import Attributes from Demandbase: Allows you to target visitors in Wingify using Demandbase attributes.
• Enrich Visitor Data with Demandbase: Enriches visitor profiles with Demandbase attributes for reporting and analysis.

To create a Demandbase connection:

1. Log in to your Wingify account.
2. From the left panel, navigate to Configurations > Integrations.
3. Click the Demandbase integration tile and click Create Connection.
4. Select the type of connection you want to configure.
5. Enter the required configuration details.
6. Click Create Connection.

All configured connections appear under the Active Connections section on the Demandbase integration page.

Import Attributes from Demandbase

Use this connection type to import Demandbase attributes into Wingify and use them for visitor targeting and segmentation.

To configure the connection:

1. Create a new Demandbase connection.
2. Select Import Attributes from Demandbase.
3. Enter a connection name.
4. In the Demandbase attribute variable name field, enter the JavaScript variable that stores your Demandbase data.
5. Click Create Connection.

Once the connection is created, you can use Demandbase attributes while creating Custom Segments for visitor targeting.

Use Demandbase Attributes for Visitor Targeting

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

1. Log in to your Wingify account.
2. Go to Web Experimentation and select your campaign.
3. On the Configuration page, go to Targeting. Under Segments, select 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.

1. To add multiple conditions, click Add another condition. You can also define the logical relationship between conditions using the And/Or operators and use brackets to organize the segment condition.
2. Once done, click Save Segment. In the popup that appears, enter a segment name, optionally add a description, and click Save.
3. Click Apply to apply the segment to the campaign.

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

Enrich Visitor Data with Demandbase

Use this connection type to enhance visitor profiles with firmographic data from Demandbase.

To configure the connection:

1. Click Create Connection and select Enrich visitor data with Demandbase.
2. Enter a name in the Connection Name field.
3. In the Demandbase attribute variable name field, specify the JavaScript variable where the Demandbase API data is stored.
4. Click Create Connection.

Attention: Use the correct variable name to avoid integration issues. An incorrect variable name will stop attribute and segment usage in Wingify. For information on locating the variable name, refer to the Demandbase IP-API documentation.

1. Once the connection is created, click Edit on the active connection.
2. In the Edit Connection form, click Select attribute. A Select attribute modal lists all the available attributes from your Demandbase account.
3. Select the attributes you want to use in Wingify reports (for example, Domain, Revenue Range, Employee Range, Industry, Confidence).
4. Click Add.
5. Click Update Connection to save the changes.

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

After you enable and select attributes in the configuration, Wingify starts collecting the corresponding user data once traffic begins. These attributes initially appear in Wingify Data360 as UNREGISTERED ATTRIBUTES. You need to register them to make them permanent, assign user-friendly names, and ensure Wingify stores the data consistently for reporting.

Register Demandbase Attributes in Wingify 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.

1. 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).
2. Click Create.
3. 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.
4. Repeat the registration process 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 Wingify Testing campaign reports. To filter your report data based on specific firmographic criteria captured from Demandbase:

1. Navigate to the Reports tab of a running or completed Wingify 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 Employee Count.)
5. Select the desired attribute.
6. Choose an operator (for example, Is greater than, equals, contains) and enter the desired value you want to segment by (for example, Employee count > 50).
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 Wingify Test reports using Demandbase attributes as Visitor Dimensions. This helps you understand how different groups of visitors, based on company details, interacted with your test variations. To do so:

1. Navigate to the Reports tab of a Wingify 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.
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 Wingify, 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 Wingify 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

• Selected Demandbase attributes do not appear under UNREGISTERED ATTRIBUTES in Data360

Possible Cause: Configuration may not have been saved or data has not yet started flowing. Recommended Solution:

• Verify that you've saved the integration settings after selecting the attributes.
• Allow Wingify some time (typically a few minutes to a few hours) to detect incoming attribute data.
• Ensure the Wingify SmartCode is appropriately installed on all relevant pages where Demandbase is expected to identify visitors.

• Demandbase attributes appear in reports but do not show data or display as “(not set)”

Possible Cause: Visitor sessions may not receive Demandbase identification, or the campaign may not have received enough traffic or wrong attribute selection Recommended Solution:

• Ensure the Demandbase ip.json API functions correctly and displays data in the Demandbase variable. Learn More
• Verify that your campaign received traffic after configuring the integration, and attributes were registered.
• Double-check the report's date range to confirm it covers the correct time period.
• Cross-reference values with your Demandbase platform to validate data availability and accuracy.

FAQs

• How long does it take for Demandbase data to appear in Wingify reports?

Wingify 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:

• Wingify 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 Wingify Support.