Working with Dynamic Audiences

Introduction

With Dynamic Audiences you can define an audience of accounts to target with your marketing strategies, and the audiences will be updated automatically by adding and removing accounts as their behaviors change over time. Click the links below to learn more.

• What are Dynamic Audiences?
• What are the Benefits?
• What Problem Does it Solve?
• How Do I Get Started?
• FAQs

What are Dynamic Audiences?

Dynamic Audiences allow you to automatically advertise and market to the most relevant accounts based on CRM updates, recent offsite intent, website engagement or other attributes specific to your business objectives. Unlike other ABM Platforms that do not leverage dynamic behavior, Dynamic Audiences keeps your target account lists and audience segments relevant and up-to-date based on rules you specify around website engagement and offsite behavior, along with recent updates to your CRM.  In addition, Dynamic Audiences uses Account Selection technology to prioritize accounts that are displaying the strongest buying signals.

What are the Benefits?

BENEFIT	DESCRIPTION
Automate your marketing campaigns for different stages of the funnel	Create unique campaigns for each stage of the funnel with different dynamic audiences and sub-audiences. As accounts move through the funnel, your audience lists get updated based on dynamic behavior so you’re reaching accounts with the highest intent. Automate your advertising and email nurtures to target the most relevant accounts.
Automatically keep your audiences up to date	Update your audiences based on rules you specify around keywords, topics, and engagement on your website or changes to your CRM list. Only market to the accounts that matter most.
Target segments showing heightened interest in your product	Filter your account list and create sub-audiences using dynamic behavior. As behavior changes, your sub-audience list updates to show the most relevant accounts that are showing the strongest intent around your product. Define the rules by which your target segments automatically update.
Market to your accounts with relevant content	Create new campaigns based on the latest trending intent being shown by your dynamic audiences. Set up multiple campaigns based on different sub-audiences and behavior.

What Problem Does it Solve?

You use audiences to focus your campaigns and strategies on the right set of accounts, but these audiences can become stale during longer running campaigns. Often, the criteria that you use to define which accounts belong in your audience can change, sometimes day-to-day. Targeting accounts based on specific behaviors is often an effective strategy, but as campaigns can last months or even years, this can result in targeting accounts that are no longer relevant. This leaves you with two options: you need to constantly refresh the audience on your own through great manual effort, or, you let your campaigns target accounts that no longer fit your criteria.

Dynamic Audiences ensure that the accounts that your campaigns target stay up-to-date and relevant. Each night, the set of accounts that satisfy the qualification criteria is re-evaluated, and the audience is updated by adding relevant accounts and removing less relevant accounts. This guarantees that your campaigns are always targeting the right set of accounts.

How Do I Get Started?

To learn more about how to get started with creating dynamic audiences and dynamic segments, click the links below:

• Steps for Creating a Dynamic Audience
• Steps Using Filters to Create a Dynamic Segment

Steps for Creating a Dynamic Audience

You can create a dynamic audience by using the Create a new account list wizard in the ABM Platform. A dynamic audience is a list of accounts that changes based on behaviors or rules you specify. What makes the audience dynamic is that the accounts included in the audience change as criteria are met. The steps show you how to create a Dynamic Audience in the ABM Platform. 

Click the links below to learn how to create a dynamic audience.

• Step 1: Login to the ABM Platform
• Step 2: Create a New Audience
• Step 3: Select an Audience Type
• Step 4: Name the Audience
• Step 5: Select a Demandbase Profile
• Step 6: Select Firmographics
• Step 7: Select Values for Engagement and Intent
• Step 8: Select the Dynamic Audience Option
• Step 9: View the Audience

Step 1: Login to the ABM Platform

1.1 Navigate to https://app.demandbase.com 

1.2 Login with your Demandbase credentials.

Step 2: Create a New Audience

2.1 On the Audiences page in the ABM Platform, click Create New Audience.

Step 3: Select an Audience Type

3.1 Click Create a new account list to open the build audience wizard.

Step 4: Name the Audience

4.1 Type a name for the new audience.

4.2 Click Continue.

Step 5: Select a Demandbase Profile

5.1 Select a Demandbase Profile in the list.

5.2 Click Continue.

Step 6: Select Firmographics

6.1 Select firmographics for this audience including: Account Location, Revenue, Employee Size and Industry.

6.2 Click Continue.

Step 7: Select Values for Engagement and Intent

7.1 Select the Engagement and Intent options as follows: Page Views, With Trending On-site Engagement, Last seen on-site, Intent Keywords and With Trending Off-site Intent.

7.2 Click Continue.

Step 8: Select the Dynamic Audience Option

8.1 Select the Make it dynamic option. When you select this option, you are enabling the audience to be automatically updated based on the criteria and behavior you’ve specified.

8.2 Click Create Audience. 

Step 9: View the Dynamic Audience

9.1 Once the audience is finished processing, you can view and work with the dynamic audience. You can identify a dynamic audience by the green arrow icon located next to the audience name.

9.2 Click the View audience definition link to view the filters applied to this audience. 

Steps for Using Filters to Create a Dynamic Segment

You create a dynamic segment by taking an existing audience, applying a dynamic filter, and then saving the accounts that resulted from the filter as a separate segment. A dynamic audience segment is a segment where the filter is based on dynamic account behaviors and is updated automatically. Accounts that satisfy the filter are added from the parent audience and accounts in the audience segment that no longer fit the criteria are automatically removed from the audience segment.

See How

The following video provides you with an overview of how to use filters to create a Dynamic Segment in the ABM Platform. 

Steps

Click the links below to learn more about using filters to create a dynamic segment.

• Step 1: Login to the ABM Platform
• Step 2: Select an Audience
• Step 3: Filter Your Audience
• Step 4: Apply the Filters
• Step 5: Save as a Dynamic Segment
• Step 6: View the Dynamic Segment

Step 1: Login to the ABM Platform

1.1 Navigate to https://app.demandbase. 

1.2 Login with your Demandbase credentials.

Step 2: Select an Audience

2.1  From the Home page, click Audiences. 

2.2 Select the audience you would like to filter to create a dynamic segment.

Recommendation:  If you are leveraging the audience for a dynamic segment campaign, we recommend 1,000+ accounts if possible. CRM audiences can be smaller if based on opportunity stage. 

Step 3: Filter Your Audience

On the left side of the page, you can leverage different filters to create a dynamic segment. There are specific filters which are considered dynamic and denoted with a green arrow icon. The sample image below shows the dynamic filters available.

3.1 Select the dynamic filters you want to use. The table below provides a description of each dynamic filter.

DYNAMIC FILTER NAME	DESCRIPTION
With Trending On-site Engagement	Accounts that have been more engaged with your website over the last week compared to the past 2 months.
With Trending Off-site Intent	Accounts that are researching your keywords more over the last week compared to the past 2 months.
Intent	Accounts that are researching specific keywords.
Trending Intent	Accounts that are researching specific keywords more over the last week compared to the past 2 months.
Last Seen	Accounts last on your website (number of days).
Sessions	Accounts with a certain number of sessions on-site.
Page Views	Accounts with a certain number of page views on-site.

Step 4: Apply the Filters

4.1 Once you have selected filters to create the dynamic segment, click Apply Filters. 

4.2 The audience is reduced in size based on your filter criteria and the filter(s) you selected are listed at the top of the page. 

Step 5: Save as a Dynamic Segment

5.1 Click Save as Segment in the Actions menu to save the new segment. 

5.2 Name the dynamic segment.

5.3 Select the Yes option to save this segment as a dynamic audience.

5.4 Click Save as segment.

Step 6: View the Dynamic Segment

6.1 When the new dynamic segment is finished processing (it can take up to 20 minutes) it will be listed under the parent audience on the Audiences page.