If you’re wrangling data between your marketing and sales teams, you know the pain of half-baked integrations. This guide cuts through the fluff and shows you—step by step—how to connect Demandbase with Salesforce so your data flows where it should, without weird surprises. Whether you’re an ops pro or just the person who drew the short straw, you’ll find what works, what to watch out for, and how to avoid the usual headaches.
Why connect Demandbase and Salesforce? (And who shouldn’t bother)
Linking Demandbase and Salesforce means less time cleaning up mismatched records and more time actually using your data. You’ll get:
- Automatic syncing of account data, firmographics, and engagement signals
- Better targeting for sales and marketing
- Actual visibility into what’s working (and what’s just noise)
But—if your Salesforce is a mess, or your team isn’t ready to act on the data, integrating won’t magically fix bad processes. Make sure you have at least a basic handle on your Salesforce hygiene first.
Step 1: Make Sure You Have the Right Access (and Know What Can Break)
Before you touch anything, check:
- Salesforce permissions: You’ll need admin-level access for the install and to manage field mappings.
- Demandbase permissions: You must be an Admin or have Integration rights in Demandbase.
- If you’re not both, rope in whoever is. You’ll also need to know your Salesforce API limits (small orgs can hit these faster than you think).
Pro tip: If you’re running a Salesforce sandbox, test everything there first. Real customer data is not where you want to find out something’s off.
Step 2: Prep Your Salesforce for Integration
This is where most people cut corners and pay for it later.
- Clean up Accounts and Leads: Merge duplicates, archive junk, and make sure your naming conventions are consistent. Demandbase syncs at the account level—garbage in, garbage out.
- Review custom fields: Decide which fields you want Demandbase to update or add. If you don’t need a field, don’t map it.
- Check API User: If you use a dedicated integration user, make sure it isn’t locked out or running with expired tokens.
What to ignore: Don’t stress over every custom object or automation you have—Demandbase works best with core Account and Lead records.
Step 3: Install the Demandbase Salesforce Package
Demandbase offers a managed package that makes the connection easier (and safer) than a DIY API integration.
- Log in to Salesforce with Admin rights.
- Go to the Salesforce AppExchange and search for “Demandbase.”
- Click “Get It Now” and follow the prompts—install for Admins Only at first.
- Once installed, you’ll see new Demandbase tabs and objects in Salesforce. Don’t panic if you don’t use all of them.
Watch out: Sometimes Salesforce permissions get weird after installs. Double-check that your integration user can access the new Demandbase objects.
Step 4: Connect Demandbase to Salesforce
Now, switch over to Demandbase:
- In the Demandbase platform, go to Settings > Data Sync > Salesforce.
- Click Connect. You’ll need your Salesforce login (ideally, the integration user).
- Authorize Demandbase to access Salesforce—grant the requested permissions.
- Set up the sync schedule. Demandbase can sync as often as every 15 minutes, but start with hourly unless you have a killer reason.
Pro tip: If your org has IP restrictions, you’ll need to whitelist Demandbase’s IPs in Salesforce. Otherwise, you’ll just get error messages and nothing will work.
Step 5: Map Fields (Don’t Overthink This)
This is where most integrations get bogged down. Here’s how to keep it sane:
- Decide what matters: Map only the fields you actually use for reporting, routing, or targeting. More fields = more chances to break.
- Standard vs. Custom: Demandbase pre-maps most standard fields, but you’ll need to map any custom fields by hand.
- Direction matters: You can push data from Demandbase to Salesforce, Salesforce to Demandbase, or both. One-way sync is safer to start.
In Demandbase, you’ll see a field mapping screen. Walk through each section:
- Map Demandbase “Account Score,” “Intent,” and “Engagement Minutes” to suitable Salesforce fields (create custom fields if needed).
- For Leads and Contacts, focus on firmographic and intent signals.
What to skip: Don’t map fields you don’t use—this just clutters Salesforce and makes troubleshooting a nightmare.
Step 6: Set Up Data Sync Rules and Filters
You probably don’t want every single record syncing.
- Sync only what you need: Use filters (like “Industry is X” or “Account Status is Active”) to limit which records Demandbase will touch.
- Test with a small subset: Pick one region or team to start. Expand once you know it’s working.
Pro tip: Demandbase lets you exclude certain account types (like test records or competitors). Use this—otherwise, you’ll end up with junk data.
Step 7: Test the Sync (and Actually Check the Data)
Don’t trust the green checkmark. Actually look at the records.
- Check a handful of Accounts and Leads in Salesforce—are the Demandbase fields updated?
- Look for weird things: missing data, overwritten fields, or duplicates.
- If something looks off, check the Demandbase sync logs—they’re not fancy, but they’ll tell you what failed.
Gotchas: - Salesforce picklists can block updates if values don’t match. Fix these before you go live. - API limits: If you see throttling or delays, talk to your Salesforce admin about raising your API cap—or slow down the sync.
Step 8: Roll Out to the Team (and Set Expectations)
Once the data’s flowing, tell your users what’s changed. Be clear:
- Which fields now update automatically
- What they should (and shouldn’t) edit by hand
- Who to contact if something looks off
Reality check: People will ignore new fields unless you show why they matter. Tie any new data points directly to workflows or reports—otherwise, it’s just more clutter.
Step 9: Keep an Eye on It (and Don’t Set It and Forget It)
Integrations break. APIs change. People mess with field mappings. Set a recurring calendar reminder to check:
- Sync status in Demandbase
- Recent sync logs for errors
- Salesforce API usage
Every quarter (at least), review whether you’re syncing more data than you need. Prune unused fields and filters. Less is almost always better.
Honest Takes: What Works, What Doesn’t
What works: - The managed package is easier (and safer) than hand-coding API calls. - Demandbase’s field mapping is pretty flexible, as long as you keep it simple. - Syncing intent data gives sales a real edge—when it’s accurate.
What doesn’t: - Custom object support is limited. If you’ve got a heavily customized Salesforce, expect some manual work. - Real-time sync isn’t truly instant—there’s always some lag. - If your data’s a mess, the sync just copies that mess faster.
Ignore the hype: “Seamless” is relative. You’ll need to monitor and tweak things regularly.
Keep It Simple (and Iterate)
Don’t try to sync every possible field or data point right out of the gate. Start with the basics, make sure it actually helps your team, and expand from there. Most integration headaches come from trying to do too much at once. Keep it lean, keep an eye on it, and you’ll save yourself a lot of grief down the line.