How to set up account based advertising campaigns in Demandbase step by step

If you’re in B2B marketing and tired of spraying ads everywhere, you’ve probably looked at account-based advertising (ABA). It’s a smart way to get your message in front of the right companies — not just anyone with a browser. This step-by-step guide is for hands-on marketers who need to actually launch campaigns in Demandbase, not just talk about it in meetings.

Let’s cut through the noise. Here’s how to set up account-based advertising in Demandbase without getting lost in the weeds or distracted by shiny features you don’t need.

Step 1: Get Your Data Ducks in a Row

Before you even log in, make sure you have:

  • A list of target accounts: This is the backbone of ABA. Ideally, it’s more than just a dump from Salesforce. Get buy-in from sales on who actually matters.
  • Clear goals: Are you looking for pipeline, awareness, or engagement? Pick one and stick to it.
  • Ad creative: Have a few ad versions ready. Don’t overthink it — basic banners work. Personalization is nice, but not required to get started.

What to skip: Don’t spend weeks “perfecting” your account list. You’ll learn more by running a campaign and adjusting.

Step 2: Connect Your Systems

You can’t run targeted ads if Demandbase doesn’t know who your accounts are. So:

  • Integrate your CRM/marketing automation (Salesforce, HubSpot, Marketo, etc.) with Demandbase. This lets you sync account lists, contacts, and segments.
  • Double check data mapping: Make sure Demandbase is pulling the right fields (company domain, industry, etc.) from your CRM.
  • Test with a small list before syncing your whole database. It’s easier to fix issues early.

Pro tip: Demandbase’s integrations are solid, but they’re never truly “plug and play.” Expect to fiddle with field mappings.

Step 3: Build Your Target Account List in Demandbase

Now, log into Demandbase and:

  1. Go to “Audiences” (sometimes called “Account Lists”)
  2. Create a new audience and give it a name you’ll actually remember.
  3. Import your accounts:
  4. Sync from CRM: Easiest if you already have dynamic lists.
  5. Upload CSV: Fine for smaller or one-off lists.
  6. Apply filters (optional): Narrow by attributes like industry, revenue, or intent score.

What works: Start narrow. Overly broad lists just burn budget and muddle your results.

What to ignore: Don’t obsess over “intent data” signals unless you have a huge budget or very mature ABM program. They’re easy to overvalue.

Step 4: Set Up Your Campaign

Here’s where Demandbase’s UI gets a little busy, but don’t let it intimidate you.

  1. Navigate to “Advertising” or “Campaigns” in the sidebar.
  2. Click “Create Campaign” (or similar — the wording changes occasionally).
  3. Fill in the basics:
  4. Campaign name
  5. Dates (start/end)
  6. Budget (set a cap you’re comfortable with)
  7. Choose your audience (the account list you made earlier).
  8. Select ad creative:
  9. Upload banners in required sizes (usually 300x250, 728x90, 160x600, etc.).
  10. Demandbase will tell you which sizes are missing — don’t ignore warnings.
  11. Set geographic targeting if needed (e.g., only US-based accounts).
  12. Pick ad channels: Stick with display to start. LinkedIn integration is possible, but it’s a hassle unless you’re experienced.

Pro tip: Don’t split your budget across too many micro-campaigns. You’ll just end up with “peanut butter spread” — not enough spend anywhere to learn what works.

Step 5: Set Frequency and Bidding

Demandbase will let you tinker with:

  • Frequency caps: How often someone at a target company sees your ad. Start with 5-10 impressions per company per day. Too high = ad fatigue; too low = no impact.
  • Bid strategy: Default is fine unless you have a good reason to tweak. Manual bidding only makes sense if you’re experienced or have very specific goals.

What works: Let Demandbase optimize at first. The platform is pretty good at pacing spend and reaching your accounts.

What to ignore: Don’t get lost in advanced bid strategies or AI settings. They’re more likely to confuse than help if you’re just starting.

Step 6: Launch and Monitor

You’ve set it up — now don’t just walk away.

  • Check daily for the first week. Look for:
  • Zero impressions? Something’s broken. Check your account list and creative.
  • Low spend? Your targeting is probably too tight.
  • High impressions, low clicks? Common. ABA isn’t about clicks, it’s about who sees your ad.
  • Watch reach by account: Are you hitting the right companies? Don’t be afraid to trim or expand your list.
  • Pause underperforming ads: If a creative gets zero clicks after a few thousand impressions, swap it out.

Pro tip: Don’t expect direct conversions. ABA is about influence and air cover, not instant leads.

Step 7: Report and Optimize

Reporting in Demandbase is decent but not magic.

  • Pull “Account Reach” reports: Who saw your ads, how often, and did they visit your site?
  • Look for engagement spikes: Did accounts start showing up on your site or in sales conversations?
  • Share results with sales: Don’t hide in a marketing silo. Sales can tell you if targeted accounts are warming up.

What works: Track a few simple metrics: - % of target accounts reached - Cost per reached account - Website visits from target accounts

What to ignore: Don’t chase vanity metrics like overall impressions or click-through rates. They don’t mean much in ABA.

Step 8: Rinse, Tweak, Repeat

No ABA campaign is perfect out of the gate. Expect to:

  • Adjust account lists (drop duds, add rising prospects)
  • Swap in new creative every month or so
  • Test different budgets and frequencies

Don’t overcomplicate it. Fancy attribution models and multi-touch reports sound cool but rarely change what you actually do.

Quick Troubleshooting: Common Pitfalls

  • “No accounts are seeing ads!”
  • Check account list size — too small? Too restrictive on geo or industry?
  • Did you upload the right ad sizes?

  • Is your CRM integration syncing properly?

  • “Spend is way lower than expected.”

  • Broaden your targeting just a bit.

  • Increase your bid or budget.

  • “Lots of impressions, zero engagement.”

  • Try new creative.
  • Make sure your landing page isn’t a dead end.

Wrapping Up: Keep It Simple, Iterate Often

Demandbase is a solid tool, but it’s easy to get sucked into endless settings and “optimization rabbit holes.” Don’t. The biggest wins come from clear goals, tight targeting, and regular tweaks. Launch, learn, and adjust — that’s how you actually move the needle.

When in doubt, start small, focus on who sees your ads, and don’t let the software boss you around. Good luck.