How to Create an Audience

Typically sales leaders or revenue or sales operations will create audiences for sellers and to build playbooks on. You can access audiences here in your Unify app.

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Example audiences

These are some example audiences that you might build:

1. Your owned accounts that have recent website activity
2. Companies visiting high intent pages (e.g., pricing or book a demo), but haven’t booked a demo or signed up
3. Companies that come to the website immediately after receiving a sales activity (email or call)
4. Companies that return to the website 30+ days after sales activity (there’s potential to re-engage)
5. Companies with a closed lost opportunity that have returned to the website (there’s potential to re-engage)

Here’s an example audience of companies that visited our website in the past 7 days:

Here’s what an audience looks like when you’re building it:

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Creating an audience

Navigate to the Audiences tab in Unify. You have 2 options to create an audience:

1. Create with audience builder: use this approach when the data that you want to build on is in Salesforce, the website, or another source that Unify integrates with
2. Upload a CSV: use this approach when you’re using a static list (e.g., you’re going to a conference and have a list of target accounts)

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Create an audience with audience builder

1. Click + New audience in the top right of the screen

2. Select Create new or Duplicate and edit from an existing audience

3. Name your audience and start filtering for companies or people. Under the hood, audiences functions a lot like a SQL query, allowing you to join together different datasets.

Here’s an example audience that we’ve built, filtering to companies that visited our website in the past 7 days and are not accounts in Salesforce. In the preview, you’ll see that only 1 company is included in this audience.

Once you have the desired filters set and you’ve named your audience, click Create audience and you’re done!

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Condition Groups

Condition groups are designed to nest AND and OR statements however you see fit. Use them to build more complex audiences.

Example condition group:

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Create an audience from a CSV

You may want to create an audience from a CSV for something like attending a conference. Navigate to the Audiences tab in Unify and click Upload CSV to begin.

1. Name your audience and upload your CSV (we require company names and websites)

2. You’ll see this message when your CSV has been successfully uploaded

3. Map the columns of the CSV to Unify fields and click Finish when you’re ready

Success, your new audience has been created.

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Advanced audiences

Here’s the full list of what you can filter by when building audiences:

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Companies

1. Firmographics & CRM
   1. Unify Company fields: example fields include Industry, Employee Count, Revenue and more
   2. Unify Opportunity fields: example fields include Amount, Stage, Opportunity Type and more
   3. Salesforce Lead fields
   4. Salesforce Account fields
   5. Clearbit fields: available if you’ve integrated Clearbit Reveal
2. Website activity
   1. Page views: filter based on all page views, page views matching or containing a certain URL
   2. Sessions: filter based on session counts, or sessions with page views matching or containing specific URLs
   3. Visitors: filter to companies with a specific number of visitors, or visitors to specific pages
3. G2 activity
   1. Page views: filter based on all page views, page views matching or containing a certain URL, or specific page view types (e.g., Alternatives, Category, Compare, Pricing) on G2
   2. Visitors: filter to companies with a specific number of visitors, or visitors to specific pages on G2
4. Exists / doesn’t exist in
   1. Filter to companies that exist or don't exist in Salesforce as an account or lead

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People

1. Demographics & CRM
   1. Unify Person fields: example fields include Title, Stage, Lead Source and more
   2. Salesforce Contact fields
   3. Salesforce Lead fields
2. Personas
   1. Filter based on specific personas that includes/excludes certain job titles
3. Exists / doesn’t exist in
   1. Filter to people that exist or don't exist in Salesforce as a contact or a lead