Intro to Audiences
Intro to Audiences
Audiences in Unify are dynamic, real-time lists of people or companies built from behavioral signals, firmographic attributes, and CRM data. They serve as the foundation of your outbound automation—ensuring you’re reaching the right segment with the right message at the right time. Whether you’re triggering plays based on website visits, job changes, campaign engagement, or CRM fields, Audiences allow for precision targeting and scale. In this module, you’ll learn how to use filters to construct high-impact audiences, and then walk through how to build your first one.
To begin, navigate to the Audiences tab in your Unify instance and click “New Audience.” You’ll land in the Audience Creator, where you’ll give your audience a name and choose to build it using Company-level filters, People-level filters, or both. This flexibility lets you craft audiences based on firmographic criteria, behavior on your site, CRM signals, or individual attributes.
When building audiences at the company level, filters include actions like page views, traffic source (via referrer domain or UTM parameters), and CRM-defined characteristics like opportunity stage or deal size. For example, if you want to target companies visiting your pricing page, you can set a filter where page view URLs contain “pricing,” optionally add frequency or recency requirements, and even layer in CRM fields like opportunity size to further qualify accounts.
On the people side, filters give you targeting power based on job roles, engagement, and CRM context. You can build lists of specific personas—like founders, sales leaders, or product managers—or track individuals who’ve recently visited your site, changed jobs (champion tracking), started new roles (new hire tracking), or interacted with past campaigns. You can also filter by job title or by engagement (e.g., someone who opened an email but didn’t reply), helping you narrow in on the highest-intent prospects.
Combining company and people filters unlocks the most powerful targeting. For instance, to build a list of engaged buyers, you might combine companies that visited the pricing page with individuals in revenue leadership roles—like Heads of Sales, Marketing, or Growth. By naming and saving this audience, it will dynamically update as new data comes in, ensuring your plays stay fresh and relevant.
In summary, Unify’s Audience builder lets you define, segment, and action on your most important contacts and accounts with surgical precision. Whether you’re working from inbound signals, CRM triggers, or uploaded lead lists, Audiences enable scalable outbound workflows that stay continuously up to date with your most qualified prospects.