Account-based Marketing

Overview of Demandbase integration with HockeyStack.


About Demandbase

Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By using the power of AI to identify and engage the accounts and buying groups most likely to purchase.

About the integration

HockeyStack integrates with Demandbase to de-anonymize website visitors using reverse IP lookup, then tie those visitors to their company and contact email. This data is automatically connected to any other company-related data coming from other integrations like your CRM, marketing automation, or LinkedIn Ads impressions.

Benefits of integration

1. Reveal buyer identities before they reveal themselves

HockeyStack tracks touchpoints of anonymous website visitors, then retroactively attaches an identity to those touchpoints once those visitors reveal themselves with a form submission. But with the Demandbase integration, you can reveal the identities of those buyers before they reveal themselves, making it east to drill down into their independent customer journeys.


When you de-anonymize website visitors using Demandbase’s reverse IP lookup, you can track and visualize touchpoints for the entire buying committee in an account-level journey before they contact you

2. Arm your sales team with high-intent leads and contacts

With identities de-anonymized, you can now use HockeyStack to see all members of the buying committee and what content they engaged with during their discovery. Even better: you get contact information so sales can go outbound on high-intent leads with relevant messaging.


Analyze customer journeys before they reveal themselves, but also use HockeyStack’s predictive analytics to identify which companies show intent to buy.

3. Splice data using companies as filters

Want to build a custom segment using a specific company profile so you can analyze that cohort independently from others? Use Demandbase’s reverse IP lookup to identify the companies, then use HockeyStack’s customizable reports to analyze any metrics across your ad platforms, CRM, and tech stack.


Want to find high-intent leads without deals? Build a segment in HockeyStack in minutes while Demandbase’s reverse IP lookup attaches company names and contact information to them.

Want to learn how to find high intent leads using HockeyStack? Check out the “High intent leads without deals” report template in our template library here.

How it works

There are two ways to integrate HockeyStack with Demandbase:

  • If you have Demandbase script on your website, HockeyStack automatically adds a snippet onto your website called hockeystack-demandbase.min.js, which pulls data from the Demandbase script
  • If not, you can contact your account manager to turn on Demandbase using API key


  • HockeyStack paying customer- any plan
  • Demandbase paying customer- any plan (professional, enterprise, elite)


Connect company and intent data with detailed website activities.

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