Audiences

This Article explains how to Build and Segment Audiences inside of Anteriad Marketing Cloud

Audience Builder

The most important thing in B2B sales and marketing is accurate data. Anteriad delivers the companies and contact records you need to reach, engage, and activate the full buying journey. At Anteriad, data quality isn't just an idea - it's an obsession.

What are Audiences?

Audiences are segments of company and contact data. Users can create Audiences in the Anteriad Marketing Cloud to understand Total Addressable Market with applied filters.

Configuring and saving segmentation criteria as Audiences allows for Campaign Creation through all channels:

When Users Access the Audience Builder, they are guided through a three step process:

Set Your Filters
Save Your Audience
Create Your Campaign

Here are the filters that can be applied to An Audience:

Firmographic

Industry: Use 2 or 4 digit NAICS (North American Industry Classification System)
- Multiple NAICS codes can be upload in csv format
Employee Size
Revenue
Location: Filter by State, Territory, Metro Area, or Zip Code
- *International Filters are unavailable for Intent Audiences

Demographic

Job Function: 39 Departments, 128 Segmentations
Job Level: Staff - C Suite
Job Title: Search and Suppress Job Titles

Contains and Exact Match
Exclude

Contains: Simply type in a keyword that can be found in a job title. This search returns Job Titles that contain the search string. Example: Searching for Marketing will return: Marketing Manager, Marketing Coordinator, Chief Marketing Officer, etc.

Exact Match: Use quotations “ “ to search on an exact match. This search will return Job Titles that are an exact match. Example: Searching “CMO” will return: CMO

Exclude: Use both Contains and Exact Match to exclude Job Titles. For example, if you want to target the IT Job Function, but exclude IT Support titles, simply type Support into the Exclusion box:

For more information about Job Title Filtering, watch this video

Job Title Filtering

Contains and Exact Match

Exclude

Contains: Simply type in a keyword that can be found in a job title. This search returns Job Titles that contain the search string. Example: Searching for Marketing will return: Marketing Manager, Marketing Coordinator, Chief Marketing Officer, etc.

Exact Match: Use quotations “ “ to search on an exact match. This search will return Job Titles that are an exact match. Example: Searching “CMO” will return: CMO

Exclude: Use both Contains and Exact Match to exclude Job Titles. For example, if you want to target the IT Job Function, but exclude IT Support titles, simply type Support into the Exclusion box:

For more information about Job Title Filtering, watch this video

Intent

All Anteriad Marketing Cloud users have the ability to preview intent Audiences. Use this preview to understand how many Companies, Domains, and Contacts are showing intent on Topics that describe your solution:

Applying Intent filters is as easy as searching for Topics, Keywords, or Phrases that describe your solution, or the PainPoint your solution solves for. Once you have typed in Topics to search for, The Relevance Engine will then use Natural Language Processing to match your search to our topic dictionary and return best-fit matches.

For example, try typing in “ABM” to view the topics that match.

Click, or Drag and Drop the topics that you would like to select.

Clicking on Advanced opens up additional filters for Intent.

This feature gives users the ability to apply Intent filters that using And and Or Logic.

And: Intent against Accounts who show Intent on Topic A AND Topic B

Or: Intent against Accounts who show Intent on Topic A OR Topic B

For Example: Show me Accounts with Intent on Any of these topics:

Account Based Marketing -OR- Account-Based Sales Development -OR- Direct Marketing -OR- Email Marketing System

-AND-

Anteriad

Use Cases:

Discover when Accounts are showing Intent on Any one of your topics, AND your Company or Competitor
Discover when Accounts are showing Intent on multiple PainPoint OR Bottom of the Funnel Topics
Discover when Accounts are showing Intent on your Company AND Product or Solution

Clicking on Topics without opening up the Advanced tab auto-populates topics to OR

The Topic Dictionary can be downloaded for list of the 6,500+ topics

Users can select as many topics as they want to monitor intent against.

Intent is scored on a rate of 1-10

Intensity Level can also be applied as a filter for:

High (7-10 intent score)
Medium (5-6 intent score)
Low (1-4 intent score)

Technographic

Filter by Anteriad’s list of Company Technology Install Data

Target Accounts, Suppression, Custom

Filter by the following options:

Save Audience

At any time, an Audience can be Saved by clicking Save in the toolbar of the Audience Builder.

Save and Create Campaign allows a User to save the Audience, and Create a Campaign from that segment.

Audience

Once an Audience is saved, it appears under the Audience section.

Saved Audiences capture all segmentation from filters, and allows for users to easily search and sort by:

Name
Description
Companies
Domains
Contacts

Clicking on a Saved Audience allows for editing of filters, as well as Campaign Creation

For more information on how to turn Audiences into Campaigns Click Here