How to: Build Salesforce Audiences

Use Salesforce audiences to:

• Generate new business using target account lists
• Accelerate pipeline using accounts with open opportunities
• Expand existing accounts using customer account lists
• Exclude audiences such as existing customers, competitors or employees

Get started on the Campaigns > MetaMatch Audiences page.

Building Salesforce audiences is best organized in five parts:

1. Choose audience type
   1. Salesforce Accounts (MetaMatch)
   2. Salesforce Contacts (MetaMatch)
   3. Salesforce Accounts (LinkedIn Native Targeting)
2. Choose Salesforce accounts
   1. Salesforce List View
   2. New Salesforce Criteria
   3. Saved Salesforce Criteria
3. Contact and company firmographic criteria
4. Daily refresh (Dynamic)
5. Create audience

Choose audience type

Salesforce Accounts (MetaMatch)

Note: Metadata requires an additional 1-2 hours to process Salesforce Accounts (MetaMatch) audiences.

Use Salesforce Accounts (MetaMatch) to build account lists based on account, opportunity or contact Salesforce filter criteria.

Account lists from Salesforce are used to query MetaMatch for related contacts.

Salesforce Contacts (MetaMatch)

Note: Metadata requires an additional 1-2 hours to process Salesforce Contacts (MetaMatch) audiences.

Use Salesforce Contacts (MetaMatch) to build contact lists based on account, opportunity, contact or lead Salesforce filter criteria. 

Contact lists from Salesforce are supplemented with additional email addresses found in MetaMatch to increase the audience match rate.

Salesforce Accounts (LinkedIn Native Targeting)

Use Salesforce Accounts (LinkedIn Native Targeting) to build account lists based on account or opportunity Salesforce filter criteria, or Salesforce list views.

Account lists from Salesforce are uploaded directly to LinkedIn.

Choose Salesforce accounts

Salesforce List View

Note: This feature is available for Salesforce Accounts (LinkedIn Native Targeting). For information on creating list views, click here. 

Use Salesforce list views as account lists for audience building:

Prerequisites: Account name and website must be the first two columns. The list view must be shared with the Salesforce integration user.

1. Click Salesforce List View
   
   
   
   
2. Click the Select Account View List dropdown
3. Click to add the list view
   
   
   
   
4. Select the list view
5. Click Add Selected
   
   
   

New Salesforce Criteria

Use Salesforce criteria to generate account / contact lists based on filter criteria:

1. Click New Salesforce Criteria
   
   
   
   
2. Click + Add Field
3. Select the field to filter by
4. Choose an operator
5. Enter the value for comparison
6. Repeat steps 2 - 5 for remaining fields
   
   
   
   
7. Use Filter Logic to configure the order of operations
   

   Note: Filter logic accepts boolean operators (AND, OR) and parenthesis.

   
8. Click Run
9. (Optional) Click the Save Criteria field to name and save Salesforce criteria for future audiences
10. Click Save
    

    Note: Estimated list size must be greater than 0 in order to save Salesforce criteria.

    

Saved Salesforce Criteria

Use saved Salesforce criteria to generate account / contact lists based on saved filter criteria:

1. Click Saved Salesforce Criteria
   
   
   
   
2. Select saved Salesforce criteria
3. Click Add Selected
   
   
   
   
4. (Optional) Update Salesforce Fields and Filter Logic
5. Click Run
6. Click Save
   

   Note: Estimated list size must be greater than 0 in order to save Salesforce criteria.

   

Contact and company firmographic criteria

Note: Contact criteria is available for Salesforce Accounts (MetaMatch) and Salesforce Accounts (LinkedIn Native Targeting) audience types. Company firmographic criteria is available for the Salesforce Accounts (LinkedIn Native Targeting) audience type.

Use contact and company firmographic fields to further refine and improve the quality of your audience.

Salesforce Accounts (MetaMatch)

The contact criteria is based on MetaMatch fields. Metadata applies the contact criteria when querying MetaMatch for contacts related to the Salesforce account list.

Salesforce Accounts (LinkedIn Native Targeting)

The contact and company firmographic criteria is based on LinkedIn fields. Metadata applies contact and company firmographic criteria at the time of campaign launch.

Daily refresh (Dynamic)

Enable Daily refresh (Dynamic) to update the audience using the most recent SFDC data on a daily basis.

Note: Facebook and LinkedIn audience updates take up to 48 hours. Campaigns using the audience are not negatively affected during the audience update.

Create audience

Tip: Be clear in how you name audiences. Consider the following template: AudienceType_AudienceCriteria. Example of this template in practice: SFDC_ENT_Tech_NA_CloudEngineer.

1. Enter the audience name
   
2. Click Create Audience

   

Conclusion

Following the sections above provides the steps to configure and create Salesforce audiences.