What are Audiences?
Audiences are groups of contacts that share common attributes, behaviors, or history. They are the core building block for segmentation inside Conversion. You can use audiences to:
Send targeted campaigns
Enroll contacts in workflows
Sync lists to paid ad platforms
Analyze subsets of your database
A single contact can belong to many audiences at the same time. Membership is always recalculated based on the rules you define.
Audience Types
Dynamic Audiences
Dynamic audiences update automatically whenever a contact matches or stops matching your rules.
Example: An audience where
Industry = SaaS AND Job title contains Marketing.New contacts who fit those conditions are added instantly. If a contact’s job title changes so they no longer match, they are automatically removed.
When to use:
You want the audience to always reflect the most up-to-date database state.
You plan to use the audience for ongoing campaigns or workflows.
You need automation (e.g., “all customers with open opportunities”).
Static Audiences
Static audiences are fixed snapshots of contacts at the time the audience is created or imported.
Example: Importing a CSV of webinar attendees and saving them as an audience.
If a new person attends a webinar later, they will not automatically be added unless you manually update the audience.
When to use:
You want to capture a one-time list (e.g., “Q3 webinar attendees”).
You’re running a one-off campaign or export.
You need a controlled group that won’t change.
Creating an Audience
Go to Marketing automation → Audiences.
Click + New audience.
Enter an audience name.
Choose between Dynamic or Static.
Dynamic = rules-driven, auto-updating.
Static = snapshot, manual management.
Add conditions to define who belongs to the audience:
Variables: CRM fields like industry, lifecycle stage, or persona.
Activities: Email opens, ad clicks, or form submissions.
Other audiences: Reference existing saved audiences.
Combine rules with AND / OR logic or use groups for advanced filters.
Preview the estimated contact count.
Save and create the audience.
Building Conditions
Conditions can be created using:
Variable filters: e.g.,
Industry = Information Technology,Revenue > 1M,Job Title contains Director.Audience filters: e.g.,
Audience = CustomersANDAudience ≠ Inactive.Activity filters: e.g.,
Form submission from Demo Request form,Clicked ad campaign = Summer Promo.Known/Unknown values: Include or exclude contacts missing data (e.g.,
Email is known).
Filters can be nested with groups, allowing you to build complex logic like:
(Industry = SaaS OR Industry = Fintech) AND (Persona = Buyer)
Using Audiences
Audiences are referenced throughout Conversion. Some common uses include:
Email campaigns: Target the right recipients for newsletters, lifecycle drips, or blasts.
Workflows: Trigger automations when someone enters or exits an audience.
Ads: Sync audiences with Google, LinkedIn, or Meta for retargeting.
Reports: Break down performance metrics by audience segments.
Because audiences are reusable, building them once allows you to apply the same logic across multiple campaigns and workflows.
Managing Audiences
View membership: Click into an audience to see the full contact list and whether they are subscribed or unsubscribed.
Edit rules: Dynamic audiences can be updated anytime. Membership is recalculated automatically.
Clone: Copy an existing audience to use as a template.
Archive: Hide unused audiences without deleting them permanently. Archived audiences cannot be used in workflows or campaigns.
Export: Download a CSV snapshot of all current members.
Search & filter: Use the search bar or filter by type (dynamic vs static) to find specific audiences.
Best Practices
Use dynamic audiences wherever possible — they save time and ensure membership is always current.
Reserve static audiences for event-based or one-off use cases like webinars or trade show lists.
Keep audience names descriptive so your team can easily reuse them.
Combine activity filters (form submissions, clicks) with variable filters (industry, persona) for precise targeting.
Avoid creating duplicate audiences with overlapping rules — instead, nest existing audiences into new conditions.
✅ Tip: Dynamic audiences are powerful because they let Conversion act on real-time data. The moment a contact qualifies, they can receive a campaign, enter a workflow, or be added to an ad audience without any manual updates.