[Beta]{class="badge informative"}
Smart audience (Beta)
Smart audience (Beta) helps you find the accounts and people to work next in Adobe Marketo Qualifier. Describe your audience in plain language, refine the account list with CRM data and growth signals, find relevant leads, and add selected leads to an Outbound Workflow.
Work in the list view with its grid, filters, and buttons, or use chat to describe what you want. Both work on the same list: changes in one appear in the other. If a change does not appear right away, select Refresh.
The progress tracker at the top of each list shows three stages: Build smart audience list, Prioritize leads, and Add to outbound workflow.
Before you begin
Smart audience requires a connected Salesforce or Microsoft Dynamics 365 CRM. It reads CRM data live and does not write to the CRM. For connection instructions, see Get started.
You can create up to 100 lists. Each list holds up to 500 accounts and 2,000 leads. Accounts or leads over these limits are not added. Narrow your criteria or split the audience into several lists, for example by region or segment.
Describe and preview accounts
Start with a description of the accounts you want to reach. Previewing does not save a list.
- Open Smart audience and select New smart audience or Create list.
- In chat, describe the accounts you want. For example, enter
Find healthcare accounts with revenue over $50M. - Review the number of matching accounts and the sample in the preview.
Your request can include these criteria:
Other sample requests include:
Accounts in the US with more than 1000 employeesMy accounts in Germany or FranceAccounts with no open opportunity
If part of a request cannot be applied to your CRM data, chat identifies the skipped condition. The preview reflects only the conditions that were applied. Review these omissions before saving.
Save or refine the preview
Save the preview when it matches your intended audience.
- To change the preview, send a new request with the conditions you want. Nothing is saved until you confirm.
- When the preview is ready, ask chat to save it as a list and give the list a name.
- Review the saved accounts on the Accounts tab.
You can rename a list from its page. To delete a list, open it and select Delete smart audience list.
Enrich and shortlist accounts
Add information columns to help decide which accounts to work. Ask for one column or one signal per request.
To add CRM information, enter a request such as Add a column showing which accounts have an open opportunity. See Current scope and limits for Salesforce restrictions.
To add growth signals, select Enrich accounts in the list view or ask in chat. The available signals include:
For example, enter Which of these accounts have raised funding recently? or Which of these accounts have had layoffs?.
On large lists, adding a signal can take a few minutes. Follow the progress shown in the list, review each new column, and keep or discard it.
To narrow and prioritize the accounts:
- On the Accounts tab, open Filters.
- Filter by account, domain, industry, owner, minimum or maximum employees, minimum or maximum revenue, or custom columns. Custom columns are the CRM and signal columns you added. For example, filter for accounts where the hiring column is set to
Yes. - Optionally, select Prioritize accounts to rank the accounts by score.
- Remove any accounts that you do not want to work.
Filters are saved with the list. Leads are found only for the filtered accounts, so set account filters before you prioritize leads.
Find and prioritize leads
Find relevant people at the accounts you shortlisted. Under Prioritize leads, choose a preset or describe the people you want in chat.
For a chat request, enter Find VP and Director level people at these accounts, Find C-level executives (CEO, CTO, CFO) at these accounts, or Find managers at these accounts.
Review the results on the Leads tab. Each lead shows their name, title, account, email, owner, and score. Filter by seniority, whether an email address is available, minimum or maximum score, or whether the lead is in a workflow. The Reasoning column explains why each lead is ranked where it is.
How scores work
Scores range from 0 to 100. A higher score indicates a better fit and more readiness to engage. The same data produces the same score.
A score combines:
- Fit: How well the account matches your ideal customer profile, such as industry and size.
- Buying and growth signals: Signals such as hiring, funding, and leadership changes. Recent signals count more.
- Sales context: Context such as an existing customer with an expansion opportunity.
Review the reasoning and available data before deciding whom to contact.
Add leads to an Outbound Workflow
After you review the leads, add the ones you want to an existing Outbound Workflow.
- On the Leads tab, filter and select the leads you want. For example, select leads with an email address and a minimum score of 70.
- Select Add to outbound workflow.
- Choose the workflow and confirm.
- Review the confirmation. The Workflow column shows Assigned for the added leads.
You can also ask chat to add the leads to a workflow by name. If you do not know the name, ask chat to list your available workflows. Check the workflow name and the number of leads in the reply.
Adding leads does not replace email review and approval. Follow the steps to review generated emails and approve and enroll prospects before outreach is sent.
Current scope and limits
During the Beta, keep these limits in mind:
- Ask for one column or one signal per request.
- Smart audience uses standard CRM account fields. Custom CRM fields are not supported.
- Filtering by the products an account owns is not supported.
- For Salesforce, finding accounts that have an open opportunity is not available. Finding accounts with no open opportunity works with both CRMs.
- For Salesforce, requests about hiring for a specific role, such as sales representatives, are not available.