How to Create Your First Audience

Intro to Audiences

Audiences in Unify are the engine behind personalized, high-impact outbound. They allow you to segment companies and people using behavioral, CRM, and campaign data so you can tailor your messaging and plays with precision. Whether you’re targeting website visitors, re-engaging closed-lost deals, or uploading contact lists from a conference, audiences give you dynamic control over who enters your outbound workflows.

To begin building an audience, log into your Unify instance and navigate to the Audiences tab in the left-hand menu. From there, click “Create New Audience” to access the audience builder. You’ll be able to choose filters for both companies and individuals, enabling granular segmentation based on a wide range of attributes—like firmographics, website behavior, UTM parameters, CRM fields, and more.

One of the most common audience strategies is retargeting website visitors. For example, you might want to build an audience of people who have viewed your pricing page within the last three days. Using the company-level filter for Page Views Matching, you can specify exact or partial URL matches such as /pricing or any URL containing “AI.” To sharpen the targeting, you can then layer on people-level filters by persona—such as Sales Leaders, Founders, or Executives—resulting in a list of high-intent visitors aligned with your ideal customer profile.

Another powerful use case is re-engaging closed-lost opportunities. Start by filtering for Opportunity Stage equals Closed Lost, then overlay recent web activity by including people from those companies who have visited your website in the past 30 days. You can narrow the audience even further by applying persona filters to ensure you’re focusing on leadership or decision-maker roles, giving you a highly qualified list of prospects that may be ready to revisit the conversation.

Audiences can also be built around paid campaign traffic using UTM parameters. For example, if you want to retarget people who clicked on a Google Ads campaign, you can use the UTM Source filter set to “Google” and layer it with personas like Sales or Marketing Leaders. This lets you take immediate action on ad traffic with targeted sequences based on campaign context.

If you’re working with a list of contacts from a trade show, webinar, or upcoming event, Unify also supports static audiences. Navigate to the People tab, click “Upload CSV,” and import your list. You’ll be prompted to map the contact fields and assign them to a new custom audience. Once uploaded, these contacts can be enrolled in event-specific outreach plays—perfect for pre- and post-event engagement.

With these capabilities, you can build audiences based on website behavior, CRM signals, paid media performance, or manual uploads—all from a single interface. Audiences in Unify are dynamic, reusable, and central to every outbound motion you run. Once defined, they can trigger plays automatically, route people based on persona, and ensure your sequences are hitting exactly the right targets at exactly the right time.