Create and use audiences (BETA)

Create and use audiences to segment contacts and website visitors based on property values, list membership, and other characteristics. Then, target your audiences with tailored content. To create and use audiences, you will need Super Admin or View or Edit permissions for Audiences (located under Marketing Tools in user permissions).

Create a new audience

You can create an audience from scratch or a template: 

• In your HubSpot account, navigate to Marketing > Audiences.
• In the top right, click Create audience. You can choose to start with a blank audience or from a template. 
   

• To begin with a blank audience:
  • In the right panel, click Start from scratch.
  • In the Audience name field, enter a unique name for your audience. 
  • Click + Add filter.
  • Scroll or type to search, then select a filter category. Then, set up your filter and click Add filter. 
  • Most filters will target contacts and website visitors based on known characteristics.
    • Anonymous website visitors are visitors who have visited a page with your tracking code, but haven't converted through a form and aren't in contact with your CRM yet. 
    • To target anonymous website visitors based on their company information, you can use the Company size, Industry, or Technologies filter categories. 
       

• • To add another filter, click + Add filter.
    • When adding another filter within a filter group, AND logic is automatically used.
    • A visitor must meet all criteria within the group to be included in the audience. Learn more about logic in filters and filter groups. 
      
      

• • To delete a filter, hover over the filter and click the delete delete icon. 
  • To add another group, click + Add group.
    
    • When adding a separate filter group, OR logic is automatically used.
    • A visitor must meet the criteria of at least one of the filter groups to be included in the audience.
  • To clone an existing filter group, click Clone. 
  • To delete a filter group, click Delete.

• • After setting up your filters and filter groups, at the bottom, click Create audience. 
     

• To begin with a template: 
  • In the right panel, click Start from template. 
  • Select from the following templates: 
    • New visitors: target first-time visitors who have never visited your website. 
    • All unknown visitors: target visitors that are not associated with any existing contacts. This includes both new visitors and visitors who have previously visited your website. 
    • Returning unknown visitors: target visitors who are not associated with any existing contacts and have previously visited your website.
    • Visitors browsing on a mobile device: target visitors who are visiting your website on a mobile device. 

• After creating your audience from scratch or template, you can further customize your audience's details: 
  • In the Audience name field, enter a unique name for your audience. 

• • • To add another filter, click + Add filter. Scroll or type to search, then select a filter category. Then, set up your filter and click Add filter. 
      • When adding another filter within a filter group, AND logic is automatically used.
      • A visitor must meet the all criteria within the group to be included in the audience.
    • To delete a filter, hover over the filter and click the delete delete icon. 
    • To add another group, click + Add group.
      • When adding separate filter groups, OR logic is automatically used.
      • A visitor must meet the criteria of at least one of the filter groups to be included in the audience.
    • To clone an existing filter group, click Clone. 
    • To delete a filter group, click Delete.
  • After setting up your audience, at the bottom, click Create audience. 
     

Review and manage your audience

After creating your audience, you can edit, delete, and review your audience's performance: 

• In your HubSpot account, navigate to Marketing > Audiences.
• To edit an audience:
  • Hover over the audience and click Edit. 
  • In the right panel, make your changes. You can update the Audience name, or edit the filters and filter groups. 
  • At the bottom, click Save audience. 
• To clone a duplicate audience:
  • Hover over the audience and click Clone.
  • In the dialog box, enter a new name for your audience.
  • At the bottom, click Clone. 
• To edit an audience, hover over the audience and click Actions, then click View performance. On the audience performance page, you can review conversion information for the audience. 
• To edit an audience, hover over the audience and click Actions, then click View details. In the right panel, you can review your audience details such as the audience create date, last modified date, any filters, and filter groups used. 
• To edit an audience, hover over the audience and click Actions, then click Delete. Then, click Delete. 
   

Use your audience with CTAs

After creating an audience, you can use the audience for CTA targeting:

• In your HubSpot account, navigate to Marketing > CTAs.
• In the table, hover over a CTA and click Edit. Or, create a new CTA. 
• At the top, click the Targeting tab. 
• In the Who will it be shown to? section, select Saved audience. 
• Click the Choose an existing audience dropdown menu and select an audience. 
• In the top right, click Review and publish.
   
   
  

Use your audience with smart content on pages

When adding smart content to your pages, you can use existing audiences to target your content:

• Navigate to your content:

  • Website Pages: In your HubSpot account, navigate to Content > Website Pages.
  • Landing Pages: In your HubSpot account, navigate to Content > Landing Pages.
• Hover over a page and click Edit.
• In the content editor, click the module you want to make smart. Learn more about the supported modules for smart content. 
• In the left sidebar editor, click + Add in the Smart rules section.
• In the left panel, click the Show different content based on dropdown menu and select Audience. You can only select one rule type per module. 
• In the Rules section, click + Add. Then, click the dropdown menu and select an existing audience. 
• To add another smart rule, click + Add and configure another rule. 
• To delete an existing rule, click the delete icon. 
• After setting up your smart rules, at the bottom, click Save. 

• In the left sidebar editor, click the Editing for dropdown menu to switch between the default content and smart content for each audience.
• Click Manage to add new rules or edit existing ones.