Apex Capabilities and Prompt Playbook

What this is

This guide provides practical examples of how to work with Apex (formerly Propensity AI) using natural language prompts.

Apex helps you review information, explore audience targeting, prepare campaigns, and develop marketing strategies through conversation. It can also help prepare campaign drafts with proposed plays and creative assets.

Use this guide to understand the available capabilities, choose the right prompts for your goals, and review the results before taking action.

For an introduction to Apex and its workspace, see Apex Essentials: Core Concepts.

When to use this

Use this guide when you want to:

• Review campaign performance and available account information.
• Explore targeting criteria for an audience.
• Prepare campaign configurations, plays, and creative assets.
• Develop campaign strategies and launch briefs.
• Review potential campaign improvements.
• Understand account information and possible next steps.

To get started, open Propensity and select Apex from the GTM Engine navigation.

Apex Capabilities

The following table shows common goals and how Apex can help.

Some workflows may lead to actions that create or change information in Propensity. Available actions depend on the workflow, your permissions, and any required review or approval.

Natural Language Prompt Library

The following examples demonstrate how to structure requests for different marketing activities.

Results depend on the information available in your workspace and the details you provide.

Analytics and Campaign Performance

Use these prompts to review available campaign information and explore performance results.

• "Review the available performance information for my active campaigns and explain what stands out."
• "Help me understand the engagement results available for a specific campaign."
• "What additional information would help me evaluate this campaign's performance?"

Apex can help interpret available campaign evidence. The information returned depends on your workspace data and the campaign being reviewed.

Audiences and Targeting

Use these prompts to explore targeting criteria and prepare audience definitions.

• "Help me define an audience of enterprise SaaS companies in North America showing interest in cloud security."
• "What account and contact criteria should I consider when targeting marketing leaders at mid-size financial services companies?"
• "Help me plan a retargeting audience based on website engagement."

You can refine your request by specifying industries, company sizes, locations, or relevant engagement criteria.

These examples focus on defining audiences. Creating or saving an audience may require additional steps.

Campaign Creation and Planning

Apex can help prepare a campaign draft from a natural language request.

You can describe your campaign goal, target audience, preferred channels, and other relevant requirements. If important information is missing, Apex may ask follow-up questions before preparing a draft.

Example prompts:

• "Help me create a campaign targeting enterprise accounts in North America."
• "Help me prepare a Contact-Based Marketing campaign targeting marketing decision-makers in New York and California, with the goal of generating demo requests through LinkedIn Ads."
• "Help me plan an account-based marketing campaign focused on pipeline acceleration."

Depending on your request, Apex can prepare a draft containing sections for Campaign, Audience, Plays & Assets, and Creation.

The proposed campaign configuration may include details such as campaign type, launch date, relaunch settings, targeting locations, and other campaign settings.

Review the draft and any outstanding requirements before proceeding. Preparing a draft does not automatically create or launch the campaign.

Plays and Creative Assets

Apex can help prepare advertising plays and creative assets as part of a campaign draft.

You can describe the intended channel, audience, objective, and messaging requirements. Apex can prepare proposed ad assets with headlines, supporting text, calls to action, and image references.

For example, you can use prompts such as:

• "Prepare a LinkedIn Single Image Ad targeting enterprise marketing teams."
• "Help me create ad assets for this campaign, including headlines, descriptions, and calls to action."
• "Prepare LinkedIn ad variations for review."

When asset proposals are available, Apex presents them for review. You can inspect the proposed content, dimensions, destinations, and outstanding requirements before proceeding.

Preparing assets for review does not automatically mean they have been saved to your campaign or published.

Account Insights and Sales Guidance

Use these prompts to explore available account evidence and possible next steps.

• "Help me review the available evidence for an account and explain what it suggests."
• "What should I consider before prioritizing this account for sales follow-up?"
• "Help me identify questions we should answer before deciding on the next action for this account."

The information Apex can review depends on the account data and supporting evidence available in your workspace.

Campaign Optimization

Apex supports campaign evaluations through Campaign Optimizer in the Campaigns section of the GTM Engine.

You can select an individual campaign or your portfolio, optionally specify a goal, and select Evaluate with Apex.

Use prompts such as:

• "Help me review the evidence behind this campaign recommendation."
• "Explain the proposed change and what I should consider before approving it."
• "Help me understand the potential tradeoffs of this recommendation."

Campaign Optimizer allows you to review recommendations, including supporting explanations and confidence information.

Approving a recommendation records your decision. When available, you can continue working on an approved recommendation in an Apex conversation. Approval alone does not apply changes to your campaigns.

Handling Ambiguity and Broad Requests

Apex can ask follow-up questions when a request is missing important information.

For example, when preparing a campaign, Apex may ask you to clarify the campaign objective or specify targeting locations before presenting a draft.

The more relevant information you provide, the easier it is to prepare a campaign or recommendation that matches your goals.

Specific request:

"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."

Broad request:

"Launch a campaign for security buyers."

The broad request does not specify the intended audience, campaign objective, locations, or preferred channels.

When Apex asks for additional details, provide the missing information and review the proposed configuration.

For campaign drafts, Apex may also identify outstanding requirements, such as missing creative materials or an unconfirmed landing page URL.

Reviewing Drafts and Actions

Before proceeding with a campaign or other supported action, review the information Apex presents.

For campaign drafts, check the proposed configuration, audience, plays, creative materials, and any outstanding requirements.

Some requests involve reviewing information or preparing a draft, while others may involve creating or changing information in Propensity.

Actions that modify information depend on the relevant functionality, your permissions, and any required review or confirmation steps.

Important Notes

• Review drafts before proceeding. Proposed campaign settings, plays, and assets should be checked before creation or launch.
• Planning is different from execution. Preparing a campaign or audience proposal does not automatically create or launch it.
• Available data matters. Results depend on your workspace information and the context provided.
• Permissions still apply. Actions that create or modify information may require additional review or approval.
• Recommendations are not guarantees. Evaluate supporting information before approving proposed changes.
• Use specific prompts. Include relevant goals, targeting criteria, channels, and constraints to help Apex prepare more useful results.

Related Documentation

Propensity AI Essentials: Core Concepts

Creating Campaigns and Audiences with Propensity AI