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Database ⇄ Marketing

Azure SQL Database to Demandbase integration — real-time, two-way sync

Keep Azure SQL Database and Demandbase in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Adopted by fast-scaling companies moving mission-critical data in real time

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Why teams connect Azure SQL Database and Demandbase

Give your team Demandbase's contacts, campaigns, and engagement in Azure SQL Database: query them with SQL, push audiences built from your own data back to Demandbase, and skip the marketing API.

Demandbase holds the people, audiences, and campaign activity that marketing runs on, but that data sits behind interfaces built for marketers, not for your internal systems. Engineers and analysts who need contacts, list membership, or engagement, for reporting, attribution, or product logic, end up writing integration code against a rate-limited API and maintaining it forever. Meanwhile the customer and usage data marketers want for targeting already lives in Azure SQL Database, hard to get into campaigns without manual exports.

Stacksync mirrors Change Subscriptions, Accounts, Opportunities, People (Persons) from Demandbase into Schemas, Rows and columns, Stored procedures, Change tracking / CDC tables in Azure SQL Database field by field, in real time, and in both directions. Marketing records become rows your code can query and join with product and customer data; audiences and attributes computed in Azure SQL Database, from usage, orders, or account status, sync back into Demandbase to drive campaigns and ads, with Demandbase kept authoritative for engagement. You decide which side owns which fields, and Stacksync resolves conflicts by rules you set.

Common use cases

  • 01 Replicate Azure SQL tables to a warehouse without building custom CDC pipelines.
  • 02 Consolidate data from several line-of-business apps into one Azure SQL database as an integration hub.
  • 03 Subscribe to Demandbase company and person change webhooks - firmographic updates, M&A, and leadership or employment changes - and land them in an operational store for real-time account alerts.
  • 04 Push warehouse-computed account scores, custom fields, and audiences into Demandbase via the Data Import API so ABM campaigns and sales plays target the segments the warehouse defines.

Common sync patterns

Engagement and results next to the customer

Opens, clicks, sends, RSVPs, or ad activity from Demandbase land in Azure SQL Database beside the matching customer record, ready for reporting and revenue attribution.

React to marketing changes as row changes

A new lead, form fill, or list change in Demandbase arrives as a row change in Azure SQL Database, so scoring, jobs, and notifications run in the tooling your team already uses.

Keep contact attributes consistent

Lifecycle stage, subscription status, or plan maintained on either side stays current on the other, ending exports and dual data entry.

What you can sync between Azure SQL Database and Demandbase

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure SQL Database objects Demandbase objects How this pairing syncs
Change tracking / CDC tables System-maintained change records used to drive incremental sync. Account & Person Lists (Audiences) Named account and person segments exported via Data Export; custom audiences pushed into Demandbase through the Data Import API. Read and write. Change tracking / CDC tables is specific to Azure SQL Database and Account & Person Lists (Audiences) to Demandbase — each maps to any object or custom field on the other side.
Tables The primary sync target; rows map one-to-one to records in the paired system. Company Details (B2B enrichment) Firmographics, technographics, competitors, and corporate family tree fetched by domain or name via the B2B Company Search and Details endpoints; read-only enrichment. Tables is specific to Azure SQL Database and Company Details (B2B enrichment) to Demandbase — each maps to any object or custom field on the other side.
Views Read-only projections used when the sync should expose a curated shape rather than raw tables. Change Subscriptions Company firmographic, company news, family-tree (ownership), and DB person employment subscriptions delivered as webhook alerts with a signing secret; the real-time change feed. Views is specific to Azure SQL Database and Change Subscriptions to Demandbase — each maps to any object or custom field on the other side.
Schemas Namespaces that organize tables and control which objects a sync user can reach. Accounts Company/account records with firmographics, intent, and Demandbase qualification and engagement scores; exported via the Data Export API and imported or updated via the Data Import API. Schemas is specific to Azure SQL Database and Accounts to Demandbase — each maps to any object or custom field on the other side.
Rows and columns Standard relational records with typed columns; primary keys anchor upserts. Opportunities Opportunity records synced from the CRM into Demandbase; exported with calculated insights and imported or updated through the Data Import API. Read and write. Rows and columns is specific to Azure SQL Database and Opportunities to Demandbase — each maps to any object or custom field on the other side.
Stored procedures Existing business logic that some teams invoke on write instead of direct table inserts. People (Persons) Contact/person records with verified business email, title, seniority, and quality grades; fetched and matched via the B2B Contact endpoints and exported or imported. Stored procedures is specific to Azure SQL Database and People (Persons) to Demandbase — each maps to any object or custom field on the other side.

How changes propagate between Azure SQL Database and Demandbase

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure SQL Database Demandbase Sub-second propagation

DetectionChanges in Azure SQL Database are captured at the source via change data capture — no polling loop against its API. Change data capture or change tracking, both supported on Azure SQL Database.

DeliveryEach detected change is written to Demandbase through its API, with automatic retries and rate-limit backoff.

Demandbase Azure SQL Database Sub-second propagation

DetectionDemandbase notifies Stacksync of record changes through webhook events. Subscription API webhooks - company firmographic, company news, family-tree (ownership), and person employment-change alerts to a configurable URL.

DeliveryEach detected change is applied to Azure SQL Database as a row-level write, with types converted between the two schemas.

Rate-limit considerations

  • Demandbase: Credit-based per API call; bulk jobs accept up to 10,000 records per submission, CSV uploads up to 5GB, and result URLs stay valid 24 hours; subscription alerts page up to 5,000 entities and list endpoints up to 100 per page.
What ships with Azure SQL Database ⇄ Demandbase

Connect Azure SQL Database and Demandbase for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure SQL Database–Demandbase connection.

Real-time

Two-way sync

Changes in Azure SQL Database or Demandbase instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure SQL Database or Demandbase data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure SQL Database or Demandbase record.

Observability

Monitoring

Track your Azure SQL Database ⇄ Demandbase sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure SQL Database and Demandbase.

How the Azure SQL Database and Demandbase connectors work

Azure SQL Database

Integration surface
SQL wire protocol (TDS), the same protocol as SQL Server; T-SQL over standard drivers
Authentication
SQL authentication (database credentials) or Microsoft Entra ID authentication
Change detection
Change data capture or change tracking, both supported on Azure SQL Database; polling as a fallback
Capabilities
read · write · CDC

Demandbase

Integration surface
REST APIs (Demandbase One) - a B2B API (company/contact search, details, and match with async bulk enrichment jobs), a read-only Data Export API and a write-capable Data Import API (both async bulk jobs), and a Subscription API for webhook change alerts.
Authentication
JWT bearer tokens minted from Demandbase One API Key Sets at the platform level; each credential set expires after 8 hours and is rotated. Legacy single-user API tokens are deprecated.
Change detection
Subscription API webhooks - company firmographic, company news, family-tree (ownership), and person employment-change alerts to a configurable URL secured with a signing secret; bulk reads run as async export jobs (submit, poll, download). No log-based CDC.
Capabilities
read · write · webhooks
Rate limits
Credit-based per API call; bulk jobs accept up to 10,000 records per submission, CSV uploads up to 5GB, and result URLs stay valid 24 hours; subscription alerts page up to 5,000 entities and list endpoints up to 100 per page.
How it works

How to connect Azure SQL Database to Demandbase — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure SQL Database and Demandbase with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure SQL Database connected
    Demandbase connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure SQL Database and Demandbase objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure SQL Database ⇄ Demandbase
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure SQL Database Demandbase
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure SQL Database and Demandbase integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

Learn more about security
SOC 2 Type II
ISO 27001
HIPAA BAA
GDPR
CCPA
DPF US-EU-UK-CH
→ SECURITY WITH BENEFITS

SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

Every pair below is a real-time, two-way sync. Search all 403 integrations available for Azure SQL Database and Demandbase.

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