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Account audiences

With account segmentation, �۶���Ƶ Experience Platform allows you to bring the full ease and sophistication of the marketing segmentation experience from people-based audiences to account-based audiences.

Account audiences can be used as an input for account-based destinations, allowing you to target the people within those accounts in downstream services. For example, you can use account-based audiences to retrieve records of all the accounts that do not have contact information for any people with the title Chief Operating Officer (COO) or Chief Marketing Officer (CMO).

Terminology terminology

Before getting started with account audiences, please review the differences between the different audience types:

Access access

To access account audiences, select Audiences in the Accounts section.

The Browse page is displayed, showing a list of all the account audiences for the organization.

This view lists information about the audience, including name, profile count, origin, lifecycle status, created date, and last updated date.

You can also use the search and filtering functionality to quickly search and sort for specific account audiences. More information about this feature can be found in the Audience Portal overview.

Create audience create

To create an account audience, select Create audience on the Browse page.

The Segment Builder appears. The account attributes and audiences are displayed on the left navigation bar. Under the Attributes tab, you can add both Platform-created and custom attributes.

When creating account audiences, please note that events are listed under People, rather than being their own tab, since these attributes are associated with people.

Under the Audiences tab, you can add previously created people-based audiences to build off of when creating your own account audience.

For more information on using the Segment Builder, please read the Segment Builder UI guide.

Establish relationships relationships

By default for account audiences, the Segment Builder UI displays the direct relationship between an account and a person. However, other relationship types are available for account audiences.

To use the alternate relationship types, select .

On the Settings tab, select Show relationship selectors in the Relationship of fields section.

Select again to return to the Fields tab. You can now see the Establish relationships section, which lets you establish how the account is connected to the person and how the person is connected to the opportunity.

When connecting the account to the person, you can choose from the following options:

When connecting the opportunity to the person, you can choose from the following options:

After establishing the desired relationship, you can add the requisite people-audiences to your segment definition.

Activate audience activate

After creating your account audience, you can activate the audience to other downstream services.

Select the audience you want to activate, followed by Activate to destination.

The Activate destination page appears. For more information on the activation process, including supported destinations and details on field mappings, please read the activate account audiences tutorial.

Next steps next-steps

After reading this guide, you now have a better understanding of how to create and use your account audiences in �۶���Ƶ Experience Platform. To learn how to use other types of audiences in Platform, please read the Segmentation Service UI guide.

Appendix appendix

The following section provides additional information about account audiences.

Account segmentation validation validation

When using account audiences, the audience must comply with the following constraints: