All About: Audience types and uses

With Metadata, you have access to dynamic audiences to refine your ideal client profile (ICP) reach new audiences, and exclude others. 

Audiences can be built from:

• Metadata, our proprietary database of 1.5 billion contacts.
• Native channels, using API connections.
• Your CRM tool, via CSV import or with Salesforce integration.
• And intent data partners (ours and yours)

Reach prospects across all stages in the buyer's journey.

Learn more about each Audience Type and where they're best used in our chart below:

Audience Type	Description	Buyer’s Journey	Best Offer
Metadata Firmographic	Gives you the ability to reach broad audiences on Meta and LinkedIn or other channels	Top of the funnel, so there is low intent	Content  Free Trial
LinkedIn / Facebook Native	Gives you the ability to use the native channel’s database and parameters	Top of the funnel, so there is low intent	Content  Free Trial
Technographic  (Aberdeen)	Reach a person on their tech stack.	Middle of the funnel as you are looking at use cases.	Content  Free Trial
Intent  (Contentgine/ G2 / Bombora)	Target what a person is actively looking for.	Middle to bottom of the funnel	Content Free Trial  Demo Request
Google Keywords (Brand, solution, and competitive)	Target a person based on what they are looking for.	Bottom of the funnel and high intent	Free Trial Demo Request
Retargeting  (Visits, video views, and engagement)	Target people based on the action they have taken.	Middle to bottom of the funnel, depending on how you build the audience.	Content  Free Trial  Demo Request
Lookalike	Target people that share characteristics with existing audiences.	Top to bottom of the funnel (depending on the original audience offer).	Content Free Trial Demo Request
Accounts / Contact  (Salesforce or CSV)	Run ABM campaigns based on reaching specific companies or people.	Top to bottom of the funnel (depending on how list is pulled).	Content  Free Trial  Demo Request

When creating an audience, each audience type will show which channels are supported. For example, when creating this Firmographic Metadata audience, you can see that it is available for LinkedIn, Facebook, Instagram, X, Reddit.

Creating a Hubspot Contact audience LinkedIn, Facebook, Instagram, Google, X, Reddit are available:

After creating the audience, the matching process will begin, and depending on the Audience Type the output of the Audience that is uploaded to the channel will be different:

For all Metadata audiences these are Contact based audiences that generates a Contact List which contains personal/business emails that are hashed and uploaded to the respective channel.

Note: For LinkedIn we also upload additional firmographic information: First Name, Last Name, Company, Job Title, Country

For all LinkedIn Native audiences these are Account List based audiences that generates an Account List (company name, company domain) that is uploaded to the respective channel.

For all other types, these are native to the channel (Retargeting, Native criteria, etc).