Dynamic Audiences and Dynamic Segments FAQs

  • Updated

Click the links below to learn answers to common questions about dynamic audiences and dynamic segments.

In the context of account-based marketing, what is an audience?

An audience is a list of accounts (companies) that you want to target with an advertising campaign or some other marketing initiative. An account is usually either an existing customer or a potential customer.

What is a dynamic audience?

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. For example, if you specify that you only want accounts that have visited your web page in the last 30 days, then as time passes, only the accounts that fit that criteria will be included in the audience list.

What types of qualification criteria do marketers use to build a target audience?

Some of the most common attributes included in qualification criteria are account, industry, geography, number of employees, revenue, the account’s activity on your website, and keywords and topics the account is researching (intent).

Not all of the account attributes will change day-to-day right? What if my audience isn’t based on dynamic attributes? What if I just want to target accounts in a certain industry?

Correct. Only certain attributes, specifically on-website activity and intent, change regularly. If your qualification criteria does not include these attributes, then the audience will be assumed static (non-dynamic). In this case you will not have the option to make the audience dynamic.

What account attributes are considered dynamic?

The account’s activity on your website and trending intent are considered dynamic. 

The dynamic filters available are shown below:

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.
  • 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).
Page Views
  • Accounts with a certain number of page views on-site.

What if I already have a static target audience, but I want my campaign to always target just the accounts within my audience that recently visited my website?

This particular use-case is called a dynamic audience segment. You can create a dynamic audience segment by taking an existing audience, applying dynamic filters against that audience and saving it as a segment. An example of a dynamic filter includes trending onsite or offsite intent or last seen on the website.

What is a dynamic audience segment?

A dynamic audience segment is the result of taking an existing audience, applying a dynamic filter, and then saving the accounts that resulted from the filter as a separate audience. 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 static parent audience and accounts in the audience segment that no longer fit the criteria are automatically removed from the audience segment.

When I click the Create New Audience button I no longer see the Account Selection or Firmographic audience options. Why is that?

Both Account Selection audiences (using AI to recommend a completely new set of accounts) and Firmographic audiences (defining an audience using static attributes) are still available. They have been combined into the option Create a new account list. To create a purely AI built audience, simply do not include any firmographic criteria when building the audience in the audience creation wizard.

Is there any type of reporting on my dynamic audiences?

Yes. Campaign Reporting will report on when each account moves in and out of the target audience.

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