How to create an account-based Prospect Audience
Account-based Prospect Audiences help you reach new employees at companies that you already know. It’s the coworker-finder.
First you define the accounts you want to target. You can combine page view data, CRM records, and Clearbit’s firmographic and technographic attributes.
Then use Clearbit’s person attributes to specify the type of employee you’re going after, such as a specific team or seniority level.
For example, imagine we want to promote Clearbit’s Hubspot integration to qualified accounts that recently visited the website. Using an account-based prospect audience, we won’t just retarget visitors from companies using Hubspot. We’ll target all of the decision makers that work with that visitor too.
Let’s go through the steps to create an account-based prospect audience:
- Create a new audience
- Define your Company criteria
- Define your Person criteria
- Sync your audience to Facebook
- Use your audience in a Facebook campaign
1. Create a new audience
Head over to the “Audiences” tab in Clearbit X. Hit “Create a new audience” and choose the option “Advertise to new prospects.”
2. Define your Company Segment
Now you’re ready to build your audience. Select the option that says “Prospect from an existing Company Segment.”
(A) Create a new Company Segment
To create a brand-new segment, click “Create a Company Segment,” then name it and choose the collection (folder) and save it so you can use it again for other audiences.
What’s up with segments?
Company Segments are the building blocks of Clearbit audiences and marketing workflows. When you create a new account-based Prospect Audience, we save the Company Segment you created so that you can use it in other workflows.
Company Segments can be built using revealed pageviews, CRM data, MAP data, or custom fields. Check out Getting Started with Segments for help with creating more advanced segments.
Next, specify the criteria for the companies you would like to target.
In our example, we’re going for B2B SaaS companies headquartered in the United States that use HubSpot and have visited our website in the last month.
But remember, you can always find inspiration for more parameters at clearbit.com/attributes. Maybe you’d like to select companies in a specific Salesforce stage, or those that don’t yet use a certain product of yours, or that belong to a specific industry.
After you've published the audience, you’ll be able to see it in the “Companies” tab in Clearbit Advertising, with a list of all the companies that made the cut (the companies you’ll be targeting in your audience).
(B) Choose an existing Company Segment
Let’s imagine we’ve already created the perfect segment of HubSpot-using companies that recently visited our website. We can find it by clicking through collections (folders) and selecting the segment name.
To remind ourselves of what types of companies are in the segment, we can click “Show preview.”
In this example, our segment includes B2B companies headquartered in the US that use HubSpot and have 5,000–100,000 employees, which is a criterion we added to keep things in our ICP sweet spot.
3. Define your Person criteria
We’ve defined the companies. Now let’s define the people. Use person attributes to tell Clearbit which types of employees you would like to target. You can focus on individual contributors or managers, marketers or HR folks, people in Mexico or Canada, or any other criteria.
Common person attributes include job roles (functions like sales, engineering, etc.) and seniority (managers, directors, and executives—or you can leave it blank to target just ICs). Or, if you want to reach every employee, just leave the person box empty.
In our example, we’re targeting marketing executives at these companies, so we specify:
- Employment Seniority = Manager, Director, Executive
- Employment Role = Marketing
Type in a name for your prospect audience and hit “Next”.
4. Sync your audience to Facebook
Now it’s time to send your audience to Facebook. Hit the radio button next to Facebook Custom Audience and specify which Facebook account should receive it on the other side.
You can edit the audience name, or keep the same one. Hit sync, and Clearbit will create a Custom Audience in your Facebook Ads Manager account.
You can track the progress of your audience building in Clearbit, and see a preview of the companies that “made it in.”
When will my audience be ready to use?
Your audience is ready to use in a campaign within seconds after you sync it. Head to the “Audiences” tab in Facebook Ads Manager to check the status.
That said, you may need to wait a few hours before your audience reaches its full size. Facebook is busy processing tens of thousands of audience members, which can take some time.
6. Use your audience in a Facebook campaign
Your audience will be ready to use in Facebook campaigns immediately. And because it’s dynamic, it will update with new companies and people every day.
In our example, we’re targeting new prospects from companies visiting the website, so when Clearbit identifies new qualified accounts visiting, the audience will dynamically start targeting decision makers from that account.
How often does my audience update?
Account-based Prospect Audiences refresh in Clearbit every 24 hours to reflect daily changes to your segment, adding new audience members and removing old ones from your Facebook Custom Audience.
For example, if a new qualified account visits your site, Clearbit will identify the decision makers from the account and add them to your audience within 24 hours.
And that’s all there is to it. Just use the new custom audience when you create or edit an ad set in Facebook.