How to Build an Audience in Propensity

Create a new account audience using filters or AI.

Select Build an Audience, then choose one of the following options:

Standard

Build your audience manually by selecting company characteristics, intent signals, lifecycle stages, technologies, hiring activity, and other targeting criteria.

Choose this option when you already know which filters you want to apply.

AI-driven

Describe the types of companies you want to target in your own words. Propensity AI uses your description to generate audience criteria, which you can then review and edit.

You can refine the generated filters and adjust the targeting logic in Simple or Advanced mode before saving your audience.

Choose this option when you want AI to help you build an audience instead of configuring every filter manually.

Import an existing account list from a connected CRM, such as Salesforce or HubSpot.

Use this option when your organization already maintains a defined list of target accounts in its CRM.

Upload a CSV file containing the accounts you want to target.

You can also add intent signals to refine your uploaded audience.

For detailed instructions, see How to Upload an Account List.

Import contacts from a connected CRM. Propensity matches the imported contacts against its database.

Upload a CSV file containing the contacts you want to target.

Propensity matches the uploaded contacts against its database to create an audience.

For instructions, see How to Upload a Contact List.

Use a Persona to describe the types of contacts you want to reach, such as particular job titles, departments, or roles.

Propensity identifies matching contacts and the accounts associated with them.

For more information, see Using the Persona Finder in Propensity.

Create an audience using existing engagement or contact activity.

Available options include:

• Contact Activity Retargeting: Build a fixed list of contacts using recorded impressions, clicks, and website visits.
• Contact Warmth Retargeting: Target contacts based on their current warmth classification.
• Contact Website Visitor Retargeting: Target contacts who have recently interacted with your website.
• Account Website Visitor Retargeting: Target accounts that have recently visited your website.

For more information about warmth, see Propensity Contact Warmth.

Combine multiple account audiences into one audience. Connected Buying Circles are also merged.

For instructions, see Merging Audiences.

Explore intent signals associated with companies that fit your ICP and use the findings to discover additional target accounts.

Select the annual revenue ranges you want to include.

You can select multiple ranges to target companies at different revenue levels.

Select the employee-count ranges that match your ideal customer profile.

This helps you focus on small businesses, mid-market companies, enterprise organizations, or a combination of company sizes.

Select the industries relevant to your products or services.

You can include multiple industries when your target market spans different sectors.

Select the geographic locations where you want to target companies.

Use this filter to narrow your audience to specific markets or regions.

For example, you could combine industry, employee-count range, and location to create an initial audience of companies that fit your ICP.

Click Add condition to create a lifecycle rule.

The following options appear:

• Scope: Choose whether the condition applies to the Overall account, Any initiative, or A specific initiative. If you select A specific initiative, an additional field appears so you can choose the initiative.
• Stage: Select the lifecycle stage you want to target, such as Engaged, Opportunity, or Customer. You can also leave this as No stage condition.
• Has confirmed contact participation: Check this option to include confirmed contact participation in your criteria. Additional fields appear, allowing you to search for and select relevant contacts or participation roles.

You can use a single condition or combine multiple conditions to create more specific targeting rules.

Use the buttons below your condition to create more specific targeting rules:

• AND group: Add another condition that must also be met.
• OR group: Add another condition where at least one of the conditions must be met.
• NOT: Exclude accounts that match a condition.
• Remove condition: Delete the selected condition.

For example, you could use an AND group to target accounts that are at least Engaged and have confirmed contact participation.

When working with a group, you can add more conditions and choose how they should be combined.

The Account stages section includes the following controls:

• Add condition: Create a new lifecycle condition.
• Clear lifecycle criteria: Remove the configured lifecycle filters.
• Reload saved lifecycle criteria: Restore the previously saved lifecycle criteria when editing an existing audience.

If no conditions are configured, the section displays No lifecycle filter.

After changing your lifecycle criteria, click Update preview to refresh the matching account sample. The message asking you to refresh the preview simply indicates that your criteria have changed

Enter the keywords or phrases you want to match, one per line.

For example:

• Manufacturing automation
• Industrial robotics
• Supply chain optimization

Propensity searches captured website text for these terms, including close spelling variations.

Terms containing fewer than four characters require an exact match.

Choose how the entered terms should be evaluated:

• All keywords: Require all entered terms to match.
• Any keyword: Match at least one entered term.

For example, if your target market includes companies working with industrial automation, you could enter several related phrases and choose Any keyword to include companies using different terminology.

Important: Keyword vectors searches website content, not buying intent. A company mentioning a phrase on its website does not necessarily indicate that it is actively researching a purchase.

Keyword vectors is also different from Company keywords (legacy), which is available under Advanced filters.

Search for technologies associated with employee-reported experience and skills.

These signals can indicate that people associated with a company have experience with particular technologies.

However, employee-derived evidence does not necessarily confirm that a technology is currently installed or used by the company.

Choose how strong the available technology evidence must be for a company to match your filter.

Choose how multiple selected technologies should be evaluated:

• Any selected technology: Match at least one selected technology.
• All selected technologies: Require all selected technologies to match.

Use this filter to target companies based on technologies observed through publicly available website evidence.

Select Check website technology catalog to access the published website technology catalog, then search for and select the technologies you want.

Website technology evidence can include public website assets and generator markers. It is separate from employee-derived signals and does not necessarily establish every technology used internally by the company.

Choose whether accounts must match:

• Any selected technology
• All selected technologies

Intent signals help identify accounts associated with research topics relevant to your market.

Within this section, you can:

• Search for intent topics: Find specific topics relevant to your products or services.
• All Themes: Browse topics by their available themes.
• More topics: Load additional topics beyond those initially displayed.
• View List: Open the intent topics list.
• Intent Groups: Access available groups of intent topics.
• Import Signals: Access the option to import intent signals.

Select the + icon next to a topic to add it to your targeting criteria.

Intent signal matching

Choose how selected intent signals should be evaluated:

• Match Any Signal: Match accounts associated with at least one selected signal.
• Match All Signals: Require all selected signals to match.

For example, a company offering cybersecurity solutions might select topics related to network security, identity management, and threat detection.

Use this area to select competitors relevant to your market.

You can search for competitors, add them to your selection, or use View List to access the competitor list.

The Find Recommended Competitors option is also available when the necessary criteria are met.

Selected competitors are used as competitive signals in your results.

Use this filter to apply website visitor criteria to your audience.

Select the appropriate option from the dropdown to determine how website visitation should affect the accounts included.

This is useful when you want to incorporate existing website engagement into your targeting.

Use this field to target accounts based on page-related website activity.

You can enter page paths, URLs, keywords, or UTM-related terms.

For example:

• /pricing
• pricing
• utm=pricing

This can help identify accounts associated with activity on pages relevant to particular products, services, or campaigns.

Enter the job titles you want to match, one per line.

For example:

• Cloud Engineer
• Data Analyst
• Security Architect

Choose how job titles should be evaluated:

• Similar title: Match titles with similar wording.
• Contains text: Look for the entered text within job titles.

Select the department associated with the job posting.

Select a more specific role classification.

Choose the seniority level relevant to the positions you want to target.

Enter a geographic location associated with the position.

For example, you could look for companies hiring software engineers in Boston.

Enter keywords or phrases associated with the job posting, one per line.

For example:

• Cloud infrastructure
• Machine learning
• Cybersecurity

Choose a date to include postings observed on or after that date.

This refers to when the posting was last observed in the available data, not necessarily when it was first published.

Choose how the selected job posting criteria should be evaluated:

• All conditions: Require all conditions to match within the same posting.
• Any condition: Require at least one condition to match.

For example, you could look for companies with a recently observed job posting that matches a cloud engineering role in a particular location.

Note: Job postings are based on captured data. A posting included in the results may no longer be open.

Use stored company keyword lists and website addresses with the existing legacy matching rules.

This filter is different from Keyword vectors, which searches captured website text.

Existing audiences retain their legacy keyword criteria.

For website-content targeting, use Keyword vectors.

Enter the minimum Propensity Score an account must meet.

Use this when you want to restrict the audience to accounts above a particular scoring threshold.

Enter the maximum Propensity Score for the accounts in your audience.

You can combine minimum and maximum values to define a scoring range.

These thresholds are applied when the audience is saved, so they may not be fully reflected in the candidate preview.

Select the employee growth rate ranges relevant to your targeting.

This can help identify companies showing particular workforce growth patterns.

Exclude matches from stored company keyword lists using legacy rules.

These exclusions do not apply to the captured website text searched by Keyword vectors.

Enter additional industries you want to include in your targeting criteria.

Select industries that should not be included in your audience.

For example, you might target a broad market while excluding specific industry segments that are not relevant to your offering.

Enter the websites of specific companies you want to include in your targeting.

This is particularly useful for smaller, account-specific campaigns.

Enter the websites of companies you do not want included in the audience.

Use Add to add an exclusion or Add multiple websites to enter several websites.

You can also use Clear exclusions to remove the configured exclusions.

Website exclusions can apply to uploaded lists and audience refreshes. Enter subdomains separately when you need to exclude them.

For example, you could exclude competitors, existing customers, or accounts that should not be part of a particular campaign.

Enter the minimum funding amount for companies you want to include.

Enter the maximum funding amount.

You can use these fields together to target companies within a particular funding range.

Choose a date to include companies funded from that date through the present.

This can help focus your targeting on companies with more recent funding activity.

Choose a date to include companies founded from that date through the present.

Use this filter when company age is relevant to your target market.