Account Audience
In this exercise you will learn how to build an Account Audience.
Goal: Build an audience that contains top-tier retail accounts for Account-Based Marketing (ABM) campaigns or executive outreach - High-Value, Engaged, Retail Accounts
To build such an audience, you will use account and poeple based attributes such as the ones listed below:
- Specific Industry category: Industry = Retail
- High Value: Account Annual Revenue > $10M
- Engaged: Have an engagement score > 80
Create Audience
- Click on Audiences under the Accounts section in the left navigation panel
- In the top right corner of the screen, click Create Audience
3. Explore the segmentation canvas. The XDM Business Account, People and Opportunities directories are available to select the required attributes from. Note that these were the relationships defined on the Account Schema
4. Since our segment definition includes only direct Account attributes, for this exercise, we will be using the XDM Business Account directory
5. Click and expand the directories to drill down as below
XDM Business Account -> Account Organization
- Drag the Industry attribute into the canvas
- Enter the value retail
- Click on Refresh Estimate on the right panel to get an idea of how many accounts qualify for the criteria.
- Click into the Annual Revenue object
- Drag the Amount field into the canvas and drop it below industry
- Change the math operator to is greater than or equal to
- Enter 10000000 as the value
- Click on Refresh Estimate on the right panel to get an idea about how many accounts qualify for the criteria specified
- Return to the root Attributes folder
We'll now look at the engagement score for the people connected to the account. We want to target accounts who are currently active and showing some engagement.
- Click into People -> Demopotemea -> Engagement Details
- Drag the Engagement Score attribute into the canvas below the revenue amount.
- Change the operator to Greater than or equal to
- Set the value to 80
- Name your audience - High-Value, Engaged, Retail Accounts + {your initials}
- Click Save and Close
