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How to Build an Audience in GTM One

Learn how to build an audience from ZoomInfo data or your own connected data.

Jagannath RameshJagannath RameshPrincipal Product Manager

Learn how to build an audience from ZoomInfo data or your own connected data.

Overview

An audience is a list of companies, contacts, or signals that works like a spreadsheet. You build it with filters, then add columns and enrichments to answer business questions about the records in it.

You start every audience from the Audiences page by choosing where its records come from. The Create Audience dialog offers two build paths:

  • ZoomInfo data: Start from ZoomInfo company, contact, or signal data.
  • Connect your data: Start from your CRM, an uploaded CSV file, or a Snowflake data warehouse table.

A new audience is private to you when you create it. Other users can see it only after you share it.

Open the Create Audience Dialog

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.

The Create Audience dialog opens. If you open it from inside a folder, the dialog shows "Adding to" with the folder name, and the new audience is saved to that folder.

To browse ready-made starting points before you open the dialog, click View Templates next to New Audience.

Build an Audience from ZoomInfo Data

Use this path to start from ZoomInfo company or contact data.

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.
  3. Under ZoomInfo data, click Company or Contact.

The audience opens in the builder, ready for filters.

Build an Audience from Signals

Use this path to build an audience from intent and engagement activity.

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.
  3. Under ZoomInfo data, click Signals.
  4. Select the signal type you want (e.g., Account Level Intent, Funding, or Technologies).

Some signal types, such as Contact changes and WebSights Buyer ID, open an additional setup window before the audience is created.

Build an Audience from Your CRM

Use this path to start from records in your connected CRM.

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.
  3. Under Connect your data, click CRM.
  4. Under Choose your audience type, click Accounts, Contacts, Opportunities, Products, or Users.

Accounts, Contacts, and Opportunities open in the builder straight away. Products and Users appear only when they are available in your data library.

If no CRM is connected, the dialog shows the message "No CRM is connected. Connect Salesforce, Dynamics, or HubSpot to build a CRM audience." If you can manage integrations, click Go to integrations to connect CRM to connect one. Otherwise, contact your ZoomInfo admin.

Salesforce campaigns and campaign members cannot be added when you choose the audience's records. To work with them, build the audience first, then add campaign members using a Salesforce connector.

Build an Audience from an Uploaded File

Use this path to import your own list of companies or contacts from a CSV file. Files must be .csv and up to 50MB.

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.
  3. Under Connect your data, click Upload file.
  4. Drag your CSV file onto the upload area, or click browse for file and select it.
  5. Under What type of list is this?, select Company list or Contact list.
  6. Click Continue.

The builder opens at the mapping step, where you match your file's columns. If some rows in the file cannot be read, the dialog tells you how many will not be imported.

Build an Audience from a Data Warehouse

Use this path to query a table from Snowflake.

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.
  3. Under Connect your data, click Data warehouse.

The builder opens so you can set up the Snowflake import.

Start from a Template or Dataset

You can search for an audience type, template, or dataset instead of picking a card.

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.
  3. In the search field at the top of the dialog, enter a keyword (e.g., intent).
  4. Click the Audience types tab or the Templates tab to narrow the results.
  5. Click the audience type, template, or dataset you want.

When your organization has the ZoomInfo Context Graph card turned on, browse and preview datasets, then start an audience from one, as described in How to Browse the ZoomInfo Context Graph When Creating an Audience.

To browse the full data library across every entity type, follow these steps instead.

  1. In the left navigation panel, click Audiences.
  2. Click New Audience in the top-right corner of the page.
  3. Click See all datasets.
  4. Select a dataset.
  5. Click Next.

Name Your Audience

After the audience opens in the builder, give it a name by clicking the heading at the top of the builder. For details, see How to Rename an Audience in GTM One.

Review and Edit the Audience Query

The Audience context section in the left pane of the builder shows how the audience was built. It lists the source, audience type, and criteria. The full view also shows the record count and the credit cost.

  1. Open the audience.
  2. In the left pane, click See all at the bottom of the Audience context card, below the criteria.

To edit the query and rerun it, follow these steps.

  1. Open the audience.
  2. In the Audience context section, under Criteria, click a filter, or click Add filters if no criteria are applied.
  3. Change the filters in the Update Audience dialog.
  4. Click Update.

Audiences built from an uploaded file show "Not available for this source" under Criteria because they have no query to edit. If you have view-only access to an audience, you cannot edit its filters.

Next Steps

After you build an audience, you can:

You can also create an audience directly from Advanced Search results. See How to Create an Audience from Advanced Search Results in GTM One.

If you see an error

  • "Audience limit reached". Your organization can create only a limited number of audiences, and it has reached that limit. The message appears instead of the Create Audience dialog. Delete audiences you no longer need, or contact ZoomInfo support to request more.
  • "Could not create the audience. Please try again." The audience was not created. Try again, and contact ZoomInfo support if the problem continues.
  • "No CRM is connected. Connect Salesforce, Dynamics, or HubSpot to build a CRM audience." No CRM is connected for your organization. Connect one, or ask your ZoomInfo admin to.

Resources

How to Build an Audience in GTM One.