All About Insight Audiences

Overview

Insights allows you to create dynamic audiences based on account activity and engagement data. This article explains how to create the two types of Insight audiences: Insight Retargeting for Contacts and Insight Retargeting for Accounts.

Prerequisites

• You must have the Insight package enabled for your account
• Access to the Insights tab

Accessing Insight

1. Navigate to the Insights tab at the top of your dashboard
2. Select the Journey tab to view segment options

Understanding Segments

Segments are criteria-based filters that allow you to target specific accounts based on their activity. You can create segments using various criteria including:

• Website engagement
• Account firmographic details (industry, revenue)
• CRM activity
• Salesforce campaigns
• Engagement scores
• Trend indicators (heating, surging)

Creating Insight Audiences

Insight Retargeting for Contacts

This audience type targets individuals within accounts that match your segment criteria across multiple channels.

To create a Insight Retargeting for Contacts audience:

1. Go to Audiences
2. Click Create New Audience
3. Select Insight Retargeting for Contacts
4. Choose your desired segment from the dropdown menu
5. Specify the engagement timeframe (last 30, 60, or 90 days)
6. Add additional persona criteria (optional):
   • Seniority (Manager, Director, VP, etc.)
   • Job function (Marketing, Sales, Customer Service, etc.)
   • Job title keywords
   • Location (North America, Asia, Africa, etc.)
7. Review the available channels for your audience (LinkedIn, Facebook, Instagram, X, etc.)
8. Save your audience

Note: This audience type refreshes daily, automatically updating based on the latest segment data.

Insight Retargeting for Accounts

This audience type is specifically designed for LinkedIn native targeting, uploading your segment as an account list directly to LinkedIn.

To create a Insight Retargeting for Accounts audience:

1. Go to Audiences
2. Click Create New Audience
3. Select Insight Retargeting for Accounts
4. Choose your desired segment from the dropdown menu
5. Specify the engagement timeframe (last 30, 60, or 90 days)
6. Add LinkedIn-specific contact criteria (optional):
   • Location
   • Job title
   • Job functions
   • Seniority
   • Member skills
   • Member groups
   • Member interests
   • Member traits
7. Save your audience

Note: This audience type is exclusively available for LinkedIn targeting.

Key Differences Between Audience Types

Feature	Insight Retargeting for Contacts	Insight Retargeting for Accounts
Channels	Multiple (LinkedIn, Facebook, Instagram, X, etc.)	LinkedIn only
Targeting Level	Individual contacts within accounts	Account-level targeting
Refresh Frequency	Daily	Daily
LinkedIn Integration	Standard targeting	Native account list upload

For additional assistance with creating Spotlight audiences, please contact our support team.