What this is
Apex (formerly Propensity AI) lets you prepare campaigns and audiences using natural language prompts. Describe what you want to accomplish, and Apex helps build a structured proposal for your review.
Depending on your request, Apex can prepare campaign settings, targeting criteria, advertising plays, and creative assets. It can also help you build a standalone audience without preparing a campaign.
You can review and refine the proposed information before proceeding with creation.
When to use this
Use this workflow when you want to:
Prepare a new campaign using natural language.
Define a target audience based on company attributes and other targeting criteria.
Prepare a campaign proposal that includes an audience, plays, and creative assets.
Build a standalone audience for future use.
Review and adjust campaign or audience settings before proceeding with creation.
How the Proposal Workflow Works
When you submit a request, Apex can prepare a proposal based on the information you provide.
If important details are missing, Apex may ask follow-up questions before preparing the proposal. For example, it may ask you to clarify your campaign objective or specify targeting locations.
The review experience depends on what you're creating:
Campaigns: Apex can present a structured proposal with sections for Campaign, Audience, Plays & Assets, and Creation.
Audiences: Apex can present a standalone audience proposal with targeting settings, requested criteria, and review notes.
A proposal is not the same as a completed creation. Review its contents and follow the applicable confirmation process before proceeding.
Accessing Apex
Log in to Propensity
Select Apex from the navigation tab
Start a conversation describing the campaign or audience you want to prepare
For more information about the Apex workspace, see Apex Essentials: Core Concepts.
Creating a Campaign
1. Describe Your Campaign
Start by describing your campaign objective, intended audience, and preferred advertising channels.
Example prompt:
"Help me create a Contact-Based Marketing campaign targeting marketing decision-makers at mid-size and enterprise B2B companies in New York and California. The goal is to generate demo requests using LinkedIn Ads."
Including relevant details helps Apex prepare a proposal that better matches your goals.
2. Answer Follow-Up Questions
Apex may request additional information before preparing the campaign.
For example, it may ask:
What should the campaign achieve?
Which countries or US states should the audience include?
Provide the requested information to continue.
The questions depend on your initial request and the details Apex needs to prepare the proposal.
3. Review the Campaign Proposal
Once Apex has enough information, it can present a structured campaign draft.
The proposal includes the following review sections.
Campaign
Review the proposed campaign settings, which may include:
Campaign name and type.
Launch date.
Relaunch settings.
Industry.
Targeting locations.
Domain and refresh settings.
The fields shown may vary depending on the campaign.
Audience
Review the proposed audience information and targeting criteria.
Check that the audience matches your intended customer profile, geographic locations, and campaign objectives.
Plays & Assets
Review the proposed advertising plays and creative materials.
Depending on your request, Apex can prepare proposed assets containing:
Headlines and supporting text.
Calls to action.
Image references.
Different asset dimensions.
Destination URLs.
Review status.
Creation
Review creation-related information and any remaining requirements before proceeding.
4. Review Outstanding Requirements
Apex may display review notes when information is missing or incomplete.
For example, a campaign proposal may require:
An approved logo or image.
A confirmed landing page URL.
Additional information needed to finalize the proposed assets.
Review these notes before continuing.
5. Refine the Proposal
If something needs to change, describe the adjustment in your Apex conversation.
Example prompt:
"Update the campaign to target marketing decision-makers in New York and California, and focus the messaging on generating demo requests."
Review the updated proposal to make sure it reflects your requirements.
Preparing Plays and Creative Assets
Apex can help prepare proposed advertising plays and creative assets as part of a campaign.
You can specify the intended channel, audience, objective, and messaging requirements.
Example prompt:
"Prepare a LinkedIn Single Image Ad for this campaign, including a headline, supporting text, and a call to action encouraging demo requests."
Apex can present proposed advertising assets with copy, image references, and variations in asset dimensions.
Use the Plays & Assets section to review the proposed materials.
Assets may display a Needs Review status when additional information or review is required.
Check the text, images, destination URLs, and other details before proceeding.
Preparing assets for review does not automatically mean they have been saved to your campaign or published.
Creating a Standalone Audience
Apex can also help you prepare an audience without creating a campaign.
1. Describe Your Target Audience
Start by specifying the companies or accounts you want to target.
Include clear criteria such as company size, industry, and location.
Example prompt:
"Help me build a standalone audience of companies in the United States with 500 to 1,000 employees. Show me the proposed targeting criteria before saving anything."
2. Review the Audience Proposal
Apex can present a proposal containing the audience name, targeting settings, and review notes.
For example, the proposal may show:
Audience name.
Target country.
Company-size criteria.
Audience refresh settings.
Intent filtering options.
The fields included depend on the request and the criteria Apex can map to supported filters.
3. Check Applied and Unapplied Criteria
Apex may not be able to apply every targeting criterion included in your request.
When this happens, the proposal can include a Requested criteria section comparing:
Requested: The criteria you provided.
Mapped values: The values Apex applied to supported filters.
Owner note: An explanation of the mapping or why a criterion could not be applied.
For example, a request for mid-size companies may require a more specific employee-count range.
Similarly, some contact-level criteria may not be available as account-level audience filters.
Important: An audience proposal may be broader than your intended audience if some criteria were not applied. Review the proposed filters carefully before proceeding.
4. Refine and Confirm the Audience
If the proposed audience is missing important criteria, ask Apex to revise it.
Example prompt:
"Refine the audience to include companies with 500 to 1,000 employees in the United States. Show me which criteria were applied and which could not be mapped."
When the proposal is ready, Apex may prompt you to reply create or build to continue through the confirmation process.
Review the audience settings and any outstanding notes before proceeding.
A proposed audience has not necessarily been saved simply because it appears in the conversation.
Reviewing and Confirming Proposals
Before proceeding with campaign or audience creation, review the information Apex presents.
For campaigns, check the campaign settings, targeting criteria, proposed plays, creative materials, and outstanding requirements.
For audiences, verify the filters that were applied and review any criteria that Apex could not map.
The available confirmation steps depend on the type of proposal and the relevant workflow.
Follow the review and confirmation instructions presented by Apex. Preparing or accepting a draft does not, by itself, confirm that the final records have been created.
Important Notes
Review proposals before proceeding. Check campaign settings, audience criteria, plays, and creative assets carefully.
Not all requested criteria may be applied. Review mapping notes and refine the proposal when important filters are missing.
Apex may ask follow-up questions. Providing clear objectives, locations, and targeting requirements helps prepare more relevant proposals.
Creative assets may require additional information. Missing images or unconfirmed landing page URLs may appear as review notes.
Proposals are not live campaigns or audiences. Review and complete the required confirmation steps before treating a proposal as created.
Permissions and approvals still apply. Creating or modifying records depends on the relevant workflow and your permissions.