Build audiences from first-party engagement
Website visits, content reads and campaign clicks are already yours. Combine them with the ICP into an audience that refreshes itself, and split it by who should work it.
The conversation
Sample accounts and numbers, for illustrationYouBuild an audience of accounts in our ICP that engaged with our content, website or campaigns in the last 60 days, ranked by how deep and how recent the engagement is, keep it refreshing as new engagement comes in, and split it into the accounts sales already owns and the ones marketing should keep warming.
Unify3 checks · Unify Intent, HubSpot and Salesforce
- Joined website visits and pages, content downloads and campaign clicks from the last 60 days to accounts and the people behind them.
- Weighted each account by page, persona and recency, and dropped careers and support traffic.
- Checked Salesforce for owners and open opportunities on every account.
One hundred and twelve ICP accounts engaged in the last 60 days. Here are the top of the audience, with what each account did and who did it.
Depth is the page and the persona; recency is when. Three blog reads by a marketer count for less than one pricing visit by an operations lead.
YouSplit it: what goes to sales, what stays with marketing, and where is the line?
UnifyThirty-eight accounts have an owner or an open deal and go to their reps with the engagement attached. Seventy-four stay with marketing, and eleven of those are close to the handoff line.
Security page and a webinar in the last two weeks. Ana gets the pages, the dates and the person.
Each to its owner, with what the account did and who did it.
Three pricing visits by three people in a week. One more buying-persona visit crosses the handoff rule.
Docs by a RevOps lead. Warming sequence continues; docs count once more before handoff.
Blog only, a month ago. Stays in the audience until the window rolls past it.
YouWhich of these accounts both attended a webinar this quarter and visited the site since, and who at each did both?
UnifyNine accounts did both this quarter. At six of them the same person attended and came back to the site, which counts for more than two people doing one each.
| Account | Webinar | Site since | Who did both | CRM |
|---|---|---|---|---|
| Merridian Systems | Routing at scale · 4 Sep | Security page | Nils Berg | Owner Ana |
| Northwind Labs | Routing at scale · 4 Sep | Pricing, three visits | Priya Nair | Unowned |
| Calderon Health | Support handoffs · 12 Aug | Integrations page | Two different people | Unowned |
| Lumen Freight | Support handoffs · 12 Aug | Docs · 2 pages | Sam Oduya | Owner Chris |
Attendance comes from the webinar campaign in HubSpot and the visits from Unify Intent, joined on the person where the email is known and on the account where it is not.
YouWhich accounts were in the audience last month and have dropped out, and what was the last thing each one did?
UnifySeventeen accounts have rolled out of the 60-day window since last month. Four of them were close to the handoff line when they went quiet.
- 1AldercroftPricing · 63 days ago
- 2Fenwick SupplyDocs · 66 days ago
- 3Oakline HealthWebinar · 70 days ago
- 4Varro SystemsBlog · 61 days ago
An account leaves when the window rolls past its last engagement. The list keeps what it last did, so marketing can decide whether one more touch is worth it.
YouSave both audiences with their rules and keep them refreshing.
UnifyTwo audiences are saved and refresh as engagement lands. The handoff runs when an account crosses the line.
Audience · Engaged, marketing warming
ICP fit, engagement in the last 60 days weighted by page and persona, no owner and no open deal. 74 accounts today. Accounts leave when the window rolls past their last engagement and re-enter on the next one.
Set up
- Marketing audience saved and refreshing Synced to the warming sequence. Entry and exit follow the rule, with no manual export.
- Sales handoff play running When an account crosses the handoff line it leaves the marketing audience and goes to the routing list, or to its owner, with the engagement attached.
- Owned-account digest every Monday Each rep gets the engagement at their accounts from the past week, so silence is a choice.
The engagement is observed. Whether it means the account is ready is decided by the person who gets the handoff, not by the audience.
First-party audiences, with and without Unify
The engagement is yours. Most of it is never turned into a list anyone works.
| Without Unify | With Unify |
|---|---|
| Website analytics, the marketing platform and the CRM each hold a piece of the engagement, and nobody joins them | Website, content and campaign engagement is joined per account, with the people who did it |
| The audience is a static export from last month, already stale when the campaign goes out | The audience refreshes as new engagement lands; accounts enter and leave by the rule you set |
| Accounts sales is working and accounts nobody has touched sit in the same list | It is split on CRM state: owned accounts to their reps, unowned ones for marketing to warm |
| Engagement counts as engagement whether it was the pricing page or the careers page | Engagement is weighted by page and persona, so a pricing read by a buyer outranks a blog read by anyone |
Start from this prompt
Make it your own in Unify, then review the results.
Build an audience of accounts in our ICP that engaged with our content, website or campaigns in the last 60 days, ranked by how deep and how recent the engagement is, keep it refreshing as new engagement comes in, and split it into the accounts sales already owns and the ones marketing should keep warming.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Pricing readersBuild an audience of ICP accounts where someone read the pricing page in the last 30 days, and keep it current.Try in Unify
- Webinar plus websiteWhich accounts both attended a webinar this quarter and visited the site since, and who at each did both?Try in Unify
- Quiet latelyWhich accounts were in the engaged audience last month and have dropped out, and what was the last thing they did?Try in Unify
How it changes by who you sell to
- Software
- Software audiences fill with free-tier users and job seekers reading the careers page. Ask Unify to weight pricing, docs and integration pages, to drop careers and support traffic, and to require a persona match before an account enters the audience.
- Financial services
- Bank and insurer engagement is thin, so a volume threshold would leave the audience empty. Ask for depth instead: a security or compliance page read by a risk or operations persona is enough to enter, and recency keeps it there.
- Healthcare
- Provider engagement arrives from several departments of one system. Ask Unify to build the audience at the system level, show which departments engaged, and rank systems where more than one department did.
- Retail and e-commerce
- Retail engagement spikes before peak season and fades after. Ask for a 60-day window that rolls, so brands drop out when they go quiet and re-enter when they come back, and keep the head of e-commerce as the persona.
- Media
- Agencies engage on behalf of clients, which inflates any audience built on volume. Ask Unify to separate agencies from brands, keep brand-side accounts, and put agency engagement in a separate audience for a partnerships conversation.
Next in events and inbound activation
+2Unworked engagementFind engaged accounts sales has not workedAccounts that read your content, opened your campaigns and visited your site, with no sales touch in two months. Marketing did its job. Hand them over with the evidence.
+4Post-event follow-upFollow up after an event with the right peopleThe badge you scanned is rarely the buyer. Drop customers and open deals, rank the rest, and add the decision makers who stayed home.- Sales handoffHand email-engaged leads to the right repGive sales a prioritized handoff with the engagement context and a clear owner.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SegmentSend supported Segment events into Unify through Webhook (actions).
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
Questions about this workflow
What engagement goes into the audience?
Website visits and pages read from Unify Intent or Segment, and campaign opens, clicks and content downloads from HubSpot or Salesforce. Each is tied to the account and, where known, to the person, so the audience can be filtered by persona.
How does the audience stay current?
It is saved with a rule: ICP fit plus engagement in a rolling window, weighted by page and persona. Accounts enter as engagement lands and leave when it goes quiet. A play can trigger on entry, so nothing waits for a manual export.
Why split it between sales and marketing?
An account a rep already owns should not be warmed by marketing in parallel. The split uses CRM ownership and deal state, so owned accounts go to their rep with the engagement attached and only unowned accounts stay in the warming audience.
Can I use it as a campaign list?
Yes. The marketing half is a segment you can sequence from Unify or sync to your campaign tool, and it refreshes itself. The sales half arrives as handoffs with the evidence rather than as a list.