Audiences Overview

Audiences are the most important piece to a well thought out ABM Strategy. Audiences determine your targeting strategy and ensures the right audience receives the right message. 

In Triblio there are many ways to build and configure audiences. You can target by industry, account lists or individual accounts. The video below will walk you through a full overview of Triblio audiences:

The rest of this article goes into many details about Triblio audiences outlined below:

  1. Audience Criteria
    1. Personalization Only Criteria
    2. Ads & Personalization Criteria
  2. How to Add Criteria to an Audience
  3. Combining Criteria with Simple Logic
  4. Combining Criteria with Advanced Logic
  5. Temporarily Join an Audience
  6. Kick-Out Accounts from Other Audiences
  7. Visitor Cookie Expiration

Audience Criteria

You will use Triblio audience criteria to build and segment your audiences. There are nine types of audience criteria. Not all audiences can be used to serve ads but all can be used for personalizations (messaging and overlay elements). You are also able to combine criteria to build a more specific audience. 

Personalization Only Criteria:

These criteria use firmagraphic data and visitor behavior to build broad audiences. Since they will not create an account list (it would be too long!) these audiences can only be used for messaging elements or overlay CTAs. These audience criteria options can be combined to build tighter targeting, allowing you to serve relevant messaging to the right accounts. There are five types of personalization only criteria: 

  1. Industry: target visiting accounts in a specific industry by using industry name, NAIC or SIC code.
    • Triblio uses the IP Address of a visitor to append that company's North American Industry Classification System (NAICS) code. You can learn more about NAICS codes at naics.com.
    • Triblio will treat the NAICS codes you select as inclusive of any sub-codes. For example, if you target 220000 (Utilities), your audience will also target sub-codes like 221113 (Nuclear Electric Power Generation).
  2. Revenue: target visiting accounts under, equal to, or above certain revenue ranges
  3. Employee Size: target visiting accounts under, equal to, or above certain employee sizes
  4. Visitor Behavior: target accounts based on the content they consume on your website or based on what brought them to your site. There are five different behavior types you can use to segment your audience:
    1. Visited Pages: matches pages or URL patterns that the visitor has touched, including the current page they are visiting
    2. UTM Campaign Code: matches against common UTM codes such as utm_content, utm_campaign, utm_source, and utm_medium
    3. URL Parameter: matches against characters after the "?" in a URL with params attached, for example for www.yoursite.com?myparam1={id1}&myparam2={id2}
    4. IP Range: matches visitors using a specified IP or IP range
  5. Location: target visiting accounts that are coming from a specific location. This criteria can be used as a filter on an account list audience for ads but can not be used alone for ads.
    • Segment by City, region, state, and country codes

Ads & Personalization Criteria: 

These criteria will build an account lists that can be targeted by ads as well as personalizations. There are four types of account list audience criteria: 

  1. Account Domain: target accounts selected by your sales or marketing teams by uploading the account lists via CSV. These lists will not be dynamic.
    • Triblio only needs an account's domain to upload them to an audience.
  2. CRM: target accounts based on criteria from your CRM. CRM lists will be dynamic and will update every 24 hours. You are able to pull over data based on the following: 
    1. Opportunity: i.e. pull all accounts in the opportunity stage "Discovery"
    2. Report: i.e pull over a report of all accounts owned by members of your sales team that are not closed/won.
    3. Account: i.e. pull over all accounts in your CRM where the account type is "New"
    • This feature works by matching the "Website" field in your CRM records against the company domains in our database. Thus Triblio will only be able to target companies that have the "Website" field completed in their CRM account records. 
    • You must integrate your CRM to be able to pull over your lists. Learn more about integrating your marketing automation in our Technical Set-Up section.
  3. Marketing Automation: target accounts based on your email segments by pulling over contact lists. Depending on how you build the lists in your marketing automation, these lists will either be static or dynamic. 
    • You will be able to target Cookies (specific individuals), IP Addresses (list members and others at the same location), or both.
    • Triblio will take a list of contacts from your marketing automation and strip out the domains from the email address to build an account list.
    • You must integrate your Marketing Automation to be able to pull over your lists. Learn more about integrating your marketing automation in our Technical Set-Up section.
  4. Bombora Intent Data: you are able to leverage your Bombora data to build audiences by choosing various configurations listed below. This account list will be dynamic, updating every week when new Bombora data is loaded into your instance.
    1. all: Will include accounts surging on all topics you include in the topic section (AND criteria) 
    2. any: Will include accounts surging on any of the topics you include in the topic section (OR criteria) 
    3. top: Will include accounts from the top surging topic that include in the topic section 
    4. more than: Will include accounts surging on more than x amount of topics, across all your topics
    5. topic cluster: Will include accounts surging on more than x amount of topics, from a defined subset of topics.

How to Add Criteria to an Audience:

  1. Log-in to Triblio and navigate to the audience tab from the left-side menu. You will see a list of all of your current Audience Segments.
  2. Click the green 'New Audience' button in the top right corner.
  3. Name the audience and click 'Create.'
    • Use a consistent naming convention for your audiences that every member of your team will be able to understand.
  4. You will now be in the audience edit module and will see the full list of audience criteria options to the right. Click on the criteria you would like to add and configure.

For complete and detailed instructions on how to build each type of audience, see our article How to Build an Audience.

Combining Criteria with Simple Logic:

You are able to build audiences with multiple sets of criteria. By default, audiences are set to Simple Mode logic to combine criteria. These simple operators appear as blue buttons between criteria blocks, with the option to select "And" or "Or".

  • And: makes the audiences more specific. A visitor will have to match into both criteria segments the "And" is between. "And" is the default condition.
  • Or: creates a larger audience. A visitor only has to match one of the criteria segments the "Or" is between.

On each criteria block you will also be able to "Exclude" or "Include" the accounts that fall into that criteria segment. A segment that is excluded will block all accounts within that criteria.

To get more control over how audience criteria are applied, use Advanced Mode.

Combining Criteria with Advanced Logic

Advanced Mode in Triblio's audience builder allows you to create complex logic for your various criteria by c ombining  AND, OR, and NOT statements.

To use Advanced Mode, turn off the toggle labeled "Simple Mode" at the top of your audience criteria. This activates two changes:

  1. A text field appears for you to enter/edit your logic statement
  2. Each of your audience criteria  are assigned a label of a, b, c, d, and so on
To illustrate how to construct Advanced logic, imagine you are using the audience criteria below:
Label Criteria
a Visitor is a known contact in marketing automation
b Visitor has been to the page "products.html"
c Visitor is an existing customer

You can write logic statements for these audience criteria using the following operators:

  • && = and
  • || = or
  • ! = is not
Thus if you enter the logic statement

(a||b)&&!c

it will match for any users who match criterion  a  or  criterion  b ,  but do not match criterion c. 

Temporarily Join an Audience

To see a website personalization from the perspective of your visitors, you can temporarily join an audience with a Preview Cookie. To access the preview cookie, follow the below steps:

  1. Login to Triblio and navigate to the audience section from the left hand menu.
  2. Click into the audience you'd like to temporarily join.
  3. Scroll to the bottom of the left hand menu until you see the "Settings Section"
  4. In the "Settings Section" there is a green "Preview URL" button. You can click this button to automatically be given a cookie but it's best to copy the URL below the button.
  5. Once you have copied the "Preview URL" past it into a private or 'incognito' browser window. 
    • Using a private browser window ensures you're not in multiple audiences at once due to prior activity
  6. The URL will load a page that says "You have been issued a 30 minute cookie." You will now be treated as a member of that audience for 30 minutes in that private browser. 
  7. Browse to your personalized pages and see if the personalizations work as you expect. 
Note on A/B tests
There is currently no way to set a cookie for a specific version of an A/B test, so if your campaign has a test running this preview cookie will randomly assign you to one of the audiences. To test both A/B variations, you will need to:
  • Chrome: keep  pasting  the preview URL into new incognito windows until you get both experiences
  • Safari: Paste the URL into one window and testing the web experience in new tabs until you get into both audiences

Kick-Out Accounts from Other Audiences

The Audience  Kickout  toggle allows you to remove visitors from the audience based on their membership in a separate audience. For instance, if you want users who qualify for the "Customers" audience to be purged from the "Prospects"  audience , Audience  Kickout  allows you to do that. 

To enable Audience Kick-Out: 

  1. Login to Triblio and navigate to the audience section from the left hand menu.
  2. Click into the audience you would like to update. 
  3. Scroll to the bottom of the left hand menu until you see the "Advanced" - click it to open the advanced menu.
  4. Click the toggle next to "Enable Kickout."
  5. Click the "Configure" button that appears.
  6. In the modal that opens, select the audiences that you want members of the current audience to be kicked out of  
  7. Click Save

Sticky IP Settings

Turning on "Sticky IP" instructs an audience to target IP Addresses -- rather than just cookies -- for all members. By default, when a visitor qualifies for a Triblio audience, Triblio  will not automatically target everyone else who shares an IP Address with that visitor. Turning on "Sticky IP" overrides that feature. 

For example, imagine that Jerome visits your website from IP Address 1.3.3.7 and is added to the audience "MQLs" with "Sticky IP" enabled. Now anyone else who visits your website from 1.3.3.7 in the future will also be treated as a member of the "MQLs" audience. This feature overrides other default Triblio behaviors, so its use should be limited to scenarios where you know for certain that you want to group all visitors at a specific IP together.

To enable "Sticky IP":

  1. Login to Triblio and navigate to the audience section from the left hand menu.
  2. Click into the audience you would like to update. 
  3. Scroll to the bottom of the left hand menu until you see "Advanced" - click it to open the advanced menu.
  4. Click the toggle next to "Sticky-IP"

Visitor Cookie Expiration

When a user joins an audience, their audience cookie is set to last for one year. This setting can be overwritten for audiences that need to be reevaluated more frequently by automatically setting cookies to expire after a given period of time.

Choose to have the visitor cookie expire every set number of minutes, days, or months. This feature is particularly useful when creating audiences that elicit a journey across the digital channels.

To override Vistor Cookie Expiration:

  1. Login to Triblio and navigate to the audience section from the left hand menu.
  2. Click into the audience you would like to update. 
  3. Scroll to the bottom of the left hand menu until you see "Settings."
  4. Under "Visitor cookie expires after:" click 'Select Criteria' to choose between minutes, hours, days or months.
  5. In the box to the right, enter the number of minutes, hours, days or months after which you would like the cookie to expire.
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