Streamlined approach
Workday runs large-scale demand and content syndication programs across many campaigns, publishers, and geographies. As those programs scaled, the team was spending too much time managing account lists by hand, working across many spreadsheets, and trying to keep targeting aligned as in-market accounts changed.
They use Integrate to govern and operationalize those programs, validate targeting, and reduce the manual work of managing lists and lead flow across regions. After more than two years as an Integrate customer, Workday adopted the Demandbase integration to bring in-market account signals directly into Integrate and keep targeting current from the start of campaign activation through lead delivery.
The Challenge: Too Much Manual Work Behind Every List
Before adopting the Demandbase integration, Workday was already using Integrate to govern large-scale demand programs. But keeping Demandbase account lists current still required manual exports and repeated list updates as segments changed.
That created familiar scaling challenges:
- Too much spreadsheet-based list management
- More manual coordination to keep publishers and campaigns aligned
- Greater risk of targeting drift as account lists changed
- Slower activation when updates had to be handled by hand
For Workday, the opportunity was to make that workflow more automated, more scalable, and more tightly aligned to current in-market accounts.
The Solution: Live Demandbase Targeting Inside Integrate
Integrate’s Demandbase integration automatically syncs account lists from Demandbase into Integrate, eliminating manual data exports, uploads, and list reconciliation.
The setup is straightforward: authenticate the connector, choose the account list to sync, select the list type, and set the sync cadence. As accounts move in and out of Demandbase segments, the list in Integrate updates on that schedule.
Once synced, the Demandbase list can be attached directly to campaigns and sources in Integrate. Only leads from accounts on that list are accepted, and those accepted leads then move through Integrate’s validation, enrichment, deduplication, and compliance flow before delivery into downstream systems.
What Changed for Workday
With the integration in place, Workday replaced a manual list-management process with a live targeting framework.
Instead of rebuilding and refreshing lists by hand, the team can now use Demandbase in-market account signals as a dynamic targeting layer inside Integrate. That makes it easier to keep campaigns aligned to the latest account data without relying on stale files or repeated manual reconciliation.
It also means Workday can connect ABM targeting more directly to lead governance, so the same account logic driving upstream strategy also influences which leads move forward downstream.
The Results
The impact has been meaningful across efficiency, execution, and targeting confidence.
Workday is now saving 10–15 hours per account list per month by automating the activation of top-funnel demand channels with Demandbase in-market account signals.
The team also has a more streamlined approach to campaign activation and list management, reducing the operational burden that came with manual updates and repeated handoffs.
And with account lists staying current inside Integrate, targeting accuracy has improved. The team no longer second-guesses whether the right accounts are being targeted, and the right leads are being delivered.
Why It Matters
Many teams use Demandbase to identify in-market accounts but still depend on manual workflows to operationalize targeting across demand programs. That is where list drift, stale targeting, and unnecessary ops work begin to build.
Integrate helps close that gap by turning Demandbase account lists into live, governed targeting inside the demand engine. The result is faster activation, cleaner execution, and more confidence that top-funnel programs are aligned to the right accounts from the outset.
