Audiences 201: Upleveling Your Audiences (Growth)

Audiences 201

In this module, we move beyond the basics of building audiences from page views or static lists and dive into the advanced strategies used by modern growth and marketing teams. This module is about teaching you how to craft precise, high-intent segments that feed directly into your most effective outbound plays. Whether you’re retargeting ad clicks, reactivating event traffic, or mining social engagement from LinkedIn, this is where audience design becomes a true lever for pipeline growth.

As a quick refresher from Unify 101, the Unify framework consists of three steps: define your audience, write your messaging (sequences), and tie everything together in a play. In this session, we’re doubling down on Step 1—building next-level audiences that are behavior-rich, intent-driven, and perfectly tailored to your GTM motion.

For website-based targeting, it’s time to go beyond just pricing pages. High-value product pages, specific referrer domains (like traffic from YouTube or partner blogs), and campaign-specific UTM parameters are all examples of signals you can track and action on. By layering filters such as “Page Views contains ‘ai’” or “UTM Source = Google,” you can build audiences that mirror key buyer journeys—then trigger messaging that speaks to exactly where they are in the funnel.

At the people level, Unify allows for granular segmentation with filters like persona match, job title, website behavior, and email engagement. Combined with CRM fields or ownership tags, these can be used to create laser-targeted campaigns for champions starting new jobs, newly hired ICPs, or warm prospects re-engaging with your site. These filters are essential for maintaining personalized outreach at scale.

What’s new in Audiences 201 is the emphasis on LinkedIn as a high-intent signal source. Unify lets you automatically trigger outreach based on social engagement—whether that’s someone following your company page, viewing your profile, or interacting with a viral post. You can even track engagement on external profiles (like competitor executives or influencers) and use those signals to power custom plays. These interactions represent modern buying intent and give you a fresh edge in outbound.

For field marketers and event teams, Unify supports event-based outbound plays with ease. You can upload lists of attending companies, prospect into them using enrichment, and trigger messaging pre- or post-event. If you have access to attendee emails, upload them directly as people and sequence immediately. Even if you don’t have a list, Unify makes it easy to scrape speaker or attendee data from event websites and spin up highly relevant plays.

By the end of this module, you’ve learned how to target advanced web behaviors, enrich and activate UTM traffic, build social-triggered audiences using LinkedIn signals, and execute outbound plays around events and conferences—all using the Audience builder inside Unify. With these tactics in your toolkit, you’ll never have to settle for generic segmentation again. Instead, you’ll build audience definitions that reflect real-world buying behavior—fueling better plays, higher conversions, and stronger pipeline.