What this is
The Audiences section contains the tools used to build and manage the target audiences for your ABM campaigns.
Here you can create audiences, upload account or contact lists, search for companies or individuals, and use advanced tools to define your Ideal Customer Profile (ICP) and build buyer personas.
My Audiences
The My Audiences page allows you to view and manage audiences that have already been created.
This page typically displays key information about each audience, such as:
Audience name
Audience size
Creation date
Status or configuration details
From this page, you can also create a new audience by clicking New Audience.
Audiences created here can later be used when configuring campaigns. For detailed information about how to create your first audience, read How to Build an ABM Audience in Propensity.
Account Uploads
The Account Uploads section allows you to upload a list of companies that you want to target.
These uploaded accounts are matched against the Propensity database to create a new audience.
Supported upload methods include:
CSV file upload
Salesforce integration
HubSpot integration
Salesforce and HubSpot integrations allow you to import account data directly from your CRM.
Once the accounts are matched, they can be used to build an ABM audience for campaigns.
Note: When editing uploaded account lists, you can edit all filters except the Page visited filter.
Contact Uploads
The Contact Uploads section allows you to upload a list of individual contacts that you want to target in your campaigns.
Uploaded contacts are matched against the Propensity database to identify valid marketing targets.
Supported upload methods include:
CSV file upload
Salesforce integration
HubSpot integration
After the contacts are matched, they can be used to build the target audience for an ABM campaign.
Note: When editing uploaded contact lists, you can edit all filters except the Page visited filter.
Account Search
The Account Search tool allows you to search for companies directly within the Propensity database.
When searching for a company, the system typically returns:
Company name
Company website
Example of account search
This allows you to quickly identify companies and add them to audiences.
Contact Search
The Contact Search tool allows you to search for individual contacts within the Propensity database.
Search results may include information such as:
Contact name
Company
Additional professional information
Campaign they are a part of
This tool can help identify potential contacts to include in a campaign audience.
ICP Builder
The ICP Builder helps you define your Ideal Customer Profile (ICP).
To build an ICP, you can provide up to 20 company websites that represent your ideal customers.
The system analyzes these companies and generates a list of ICP attributes, which may include characteristics such as:
Industry
Company size
Technology signals
Other company traits
These attributes can then be used to create an in-market account list in the Audience Builder.
Persona Finder
The Persona Finder helps identify and build personas based on contact attributes.
You can view existing personas or create new ones from this page.
When creating a persona, you can choose between several methods, including lookalike personas from LinkedIn URLs or Uploaded Lists.
Intent Data Explorer
The Intent Data Explorer lets you look up intent signals for a specific company and see how its research activity has trended over time.
Looking up a company
Enter a company's website URL to pull up its intent history. Once a company is loaded, you can search for another company at any time using the field at the top of the page.
Intent history overview
The main view shows the last 12 weeks of activity, dated as of the day you're viewing it. Use the Workspace intent / All account intent toggle to switch scope: Workspace intent shows trends calculated from your workspace's default intent signals, while All account intent shows every intent signal found for the account, including ones outside your workspace's default set. The rest of the page, including intent momentum, topic momentum, and key trends, reflects whichever scope is selected, and trend rankings can differ between the two.
What changed this week
This card groups topic movement from the most recent seven-day period against the previous week into four categories:
- Rising: topics gaining activity
- New this week: topics that appeared for the first time
- Cooling: topics losing activity
- Persistent: topics that keep showing up consistently
Intent story
This card summarizes the account's overall intent pattern in plain language once enough data is available. Propensity treats intent as evidence of possible buying activity, not confirmation of an active initiative, and recommends using it to help prioritize which accounts to validate further, rather than as a stand-alone reason to act.
Intent momentum
A chart tracks week-over-week account research activity across the trailing weeks, plotting both weekly activity and a 3-week trend line. You can switch the window between 4, 8, and 12 weeks.
Topic momentum
A table lists each topic along with the specific signals driving its week-over-week movement, plus its trend direction, when it was last seen, and how many of the last 12 weeks it showed activity in.
Key trends
Three highlight cards, ranked from the signals in the current scope: the top intent signal, the topic with the most momentum, and the most persistent topic.
All intent signals
A searchable table lists every individual signal in the current scope, grouped by category (for example, Technology, Financial, Personal Finance, or General), along with how many of the last 12 weeks each signal was observed in and the exact date it was last seen. Signals can range from named companies, like Amazon or Salesforce, to broader research topics, like Alternative Lending or IT Careers. The table is paginated and can be exported to Excel or CSV.
The Intent Data Explorer can help marketing teams identify companies that may be in-market for a solution and prioritize them for ABM campaigns.
Related Documentation
Understanding the Overview Section