Audiences 201: Upleveling Your Audiences (Sales)

Audiences 201

Welcome to Audiences 201, the next level in building intelligent, sales-led outbound targeting in Unify. While Audiences 101 focused on website visitors and basic filtering, this module shifts toward more advanced audience design using CRM fields, job-change tracking, and LinkedIn signals. These tools help sales professionals automate outreach across their entire territory—without spending hours manually building lists.

In this module, you’ll learn how to move from passive engagement signals to proactive segmentation strategies. Instead of waiting for someone to hit your pricing page, you’ll create audiences based on CRM data—like Closed Lost opportunities or contact ownership. These fields allow you to build strategic re-engagement plays, local market touches (like travel-based invites), or vertical-specific outreach based on industries and roles. For example, you might filter contacts in the healthcare industry and pair that audience with a relevant webinar or case study. With CRM fields alone, you unlock a range of targeted campaigns tied to your pipeline.

Beyond companies, Unify lets you build people-level audiences using Champion and New Hire Tracking. This lets you identify past buyers who’ve changed jobs or net-new hires who’ve just entered your territory. Both types of contacts are high-leverage: they’re either already familiar with your product or open to making changes during their onboarding window. Combine this tracking with persona filters or AI-agent enrichments, and you get hyper-qualified audiences that convert faster.

Then there’s the goldmine of LinkedIn signals. While you configure these directly in Play Builder, they’re essential to consider in your audience strategy. With Unify, you can capture signals from people who follow your company, view your profile, or engage with relevant posts—whether those posts are from your CEO or an external influencer in your industry. These social interactions indicate curiosity or intent, and Unify can automatically turn them into sequences that keep the conversation going.

Altogether, the tactics in Audiences 201 allow you to create re-engagement campaigns triggered by CRM data, plays built around job changes, and outbound flows tied to real-time social activity. With these dynamic audiences, you’ll spend less time figuring out who to reach out to—and more time closing deals.

Next time you log into Unify, audit your book of business and ask: Am I taking advantage of the CRM fields already available? Who in my network just changed jobs? Where are people engaging with us online? Start building audiences around those signals and you’ll never be short on warm, high-intent leads again.