Audiences

The power of account-based marketing comes in from audience creation. This is the hub of where the targeting happens and the specifier to ensure the right audience is getting the right message. 

There are many ways to build and configure audiences to target an industry, account, or individual. 

Audience Criteria

Salesforce Accounts

Note: This requires your Salesforce instance to be integrated with Triblio

The Salesforce criterion enables you to sync with any custom field in the account or opportunity records. The audience syncs with your Salesforce record every 24 hours so the accounts associated with the syncing field will remain up-to-date with your Salesforce data. Using Salesforce criteria is one of the easiest ways to pull in targeted account records and keep your Triblio campaigns in line with the status of the account.

To use this feature while building an audience:

  1. Make sure that your Salesforce instance is linked to Triblio in the Set Up area (available to Admins only)
  2. Select "Salesforce Accounts" from the list of criteria
  3. Click "Configure" on the new "Salesforce Accounts" box that appears in your audience criteria list
  4. In the  modal  that opens, select the criteria you want to match against

This feature works by matching the "Website" field in your Salesforce 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 Salesforce account records. 

Example: Use the Opportunity Stage record to pull in accounts that are in pipeline.  Create a personalization for each stage of the pipeline that aligns with the sales conversation at that point for consistency and relevancy cross-channel.

Account Domain

The Account Domain criterion allows you to add a list of companies to an audience using their website domains (e.g. triblio.com). 

To use this feature while building an audience:

  1. Select "Account Domains" from the list of criteria
  2. Click "Configure" on the new "Account Domains" box that appears in your audience criteria list
  3. In the  modal  that opens, either type in the list of domains to target or select a CSV file to upload
  4. If using the CSV upload, make sure that the column with domains in it has the heading (row 1) "domain" and that the list contains only domains, not full URLs. That is, the format should be "triblio.com"  not  "http://www.triblio.com" or "triblio.com/about". 

A sample CSV is attached to this post for reference.

Example: Upload a single domain to an audience to create personalizations for one-to-one target purposes.

Marketing Automation

Note: This requires your marketing automation to be integrated with Triblio

The Marketing Automation criterion allows you to target visitors who are members of your email segments. When adding these criteria you will be able to target Cookies (specific individuals), IP Addresses (list members and others at the same location), or both.

To add email segment members while building an audience:

  1. Make sure your Marketing Automation system is configured in the Setup area (available to admins only)
  2. Select "Marketing Automation" from the list of criteria
  3. Click "Configure" on the new "Marketing Automation" box that appears in your audience criteria list
  4. Select the list you wish to sync
  5. Select whether you want to target by Cookie, IP Addresses, or both
  6. Click Save

When searching for a list, please enter the exact name of the list. Eloqua allows for partial name searching in their API, but other systems require an exact name to search.

Example: Create cookie-only audiences that align with nurture streams within marketing automation so visitor gets the same offer on the web as through email for reinforced offers. 

Industry Name and Industry Code

Industry criteria segment your audience based on the industry code for a given account. Use NAIC or SIC codes to target entire industries with offers and personalizations. Sort by industry name or use specific codes you want to target.

Triblio finds this information by looking up what company is associated with the IP Address of a visitor and then appending 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 subcodes like 221113 (Nuclear Electric Power Generation).

Example: Optimize offers on your site using industry to create a relevant experience.

Visitor Behavior

Visitor Behavior criteria allow you to segment visitors based on the content they consume on your website or the traffic sources that sent them there.

Criteria Name What It Does
Visited Pages Matches pages or URL patterns that the visitor has touched, including the current page they are on
UTM Campaign Code Matches against common UTM codes: utm_content, utm_campaign, utm_source, and utm_medium
URL Parameter Matches against characters after the "?" in a URL, for example triblio.com
 IP Range Matches visitors using a specified IP or IP range

Example: Build an audience with UTM Code connected to a LinkedIn ad promoting a whitepaper. For all people who clicked on the ad, update the home page messaging based on expressed interest in the offer. Bonus: Additionally track if the visitor submitted the ad's form with a second offer using the UTM code and thank you page URL for the best follow-up offer to continue the journey.

Revenue

Further segment account targeting using revenue firmagraphic data. Target accounts under, equal to, or above certain revenue ranges to help pre-qualify the accounts.

Example: Use industry data to target an audience segment and add revenue data to fine-tune this higher-level targeting to match your ideal customer profile.

Employee Size

Further segment account targeting using employee size  firmagraphic  data. Target accounts under, equal to, or above certain employee sizes to help pre-qualify the accounts.

Example: Use industry data to target an audience segment and add employee size data to fine-tune this higher-level targeting to match your ideal customer profile.

Location

Use geographic information to target accounts based on their location. City, region, state, and country codes can all be used to segment. 

To use Location targeting while building an audience:

  1. Select "Location" from the list of criteria
  2. Click "Configure" on the new "Location" box that appears in your audience criteria list
  3. In the  modal  that opens, enter the list of locations you  want included  -- the criterion will match for the visitor if they match any of the locations you enter

Example: While attending an event, create an audience based on event location. Use a homepage personalization announcing your booth number or speaker at the event for anyone that visits your site from the event. 

Audience Membership Criteria

The Audience Membership criterion allows you to include members from another Triblio audience in a separate Triblio audience. This saves time and effort when complex criteria need to be re-used in multiple audiences.

To use the Audience Membership criterion when building an audience:

  1. Select "Audience Membership" from the list of criteria
  2. Click "Configure" on the new "Audience Membership" box that appears in your audience criteria list
  3. Select the audience you wish to import
  4. Click Save

Building Audiences

Building Audiences with Simple Logic

By default, audiences are set to use Simple Mode logic to combine criteria. These simple operators appear as blue buttons between criteria, with the option of selection "And" or "Or". 

You can also use the "Included" / "Excluded" toggle on each audience criteria to indicate whether that criteria should add or block visitors from joining an audience. 

Using 'and' makes the audiences more specific: a visitor will have the match multiple criteria in order to qualify for that audiences. Using 'or' creates a larger audience: a visitor only has to match one of  multiple  criteria for audience membership. 

By default, when more than one criteria  is  added to an audience, 'and' connects them, making the audience more specific.

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

Building Audiences 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. 

Advanced Audience Features

Temporarily join an Audience to Test Experience

If you want to see how a website personalization works for your visitors, you can temporarily join an audience with a Preview Cookie.

  1. Login to Triblio and open the audience you want to join
  2. Copy the "Preview URL" in the lower righthand corner into a private browser window (using a private browser window ensures you're not in multiple audiences at once based on prior activity)
You will now be treated as a member of that audience for 30 minutes in that private browser. Browse to your website 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

Audience Kickout

The Audience  Kickout  toggle allows you to remove visitors from one 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. 

When editing an audience in Triblio, you can activate the  kickout  feature by 

  1. Switching on the "Audience Kickout" toggle in the lower righthand corner
  2. Clicking the "Configure" button that appears
  3. In the modal that opens, select the audiences that you want members of the current audience to be kicked out of  
  4. Click Save

Sticky IP Settings

Turning on "Sticky IP" instructs an audience to target IP Addresses -- rather than just cookies -- for all members. It is enabled via the "Sticky IP" toggle in the settings area for any audience.

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.

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