How RevOps and Admins Can Use GTM One to Build and Activate Target Account Audiences

Learn how to build, enrich, automate, and activate a target account audience.

Overview

RevOps teams and admins often own the list of accounts that sales and marketing should focus on. In GTM One, you can manage that list as an audience. An audience works like a spreadsheet, where each row is an account and each column answers a business question about it.

A typical target account workflow in GTM One looks like this:

• Build: Create a company audience from ZoomInfo data, or start from your own data with Connect your data (your CRM, an uploaded CSV file, or a data warehouse table).
• Enrich: Add AI columns and other enrichments that score or describe each account.
• Automate: Refresh the audience on a schedule and export the results to a destination after each run.
• Activate: Send the audience to your CRM, a sales engagement tool, or an ad platform.
• Route to sellers: Give each seller their own copy of the accounts they own.
• Share or build an app: Give teammates access to the audience, or build an app on top of it.

The sections below walk through this workflow from start to finish. Each stage links to a detailed article if you need more options.

Before You Begin

• A new audience is private to you until you share it or route it to sellers.
• To build from your CRM, your organization must have a CRM connected. If it does not, contact your ZoomInfo admin.
• Exports to a CRM, sales engagement tool, data warehouse, or ad platform require that destination to be connected by your organization, and your role must allow the export. Destinations that are not connected appear dimmed in the list.
• If an audience was shared with you as a Viewer, you cannot set up an automation or route it to sellers.
• Your organization can create a limited number of audiences. If you see an "Audience limit reached" message, contact ZoomInfo support.

Step 1: Build the Target Account Audience

This example builds the audience from ZoomInfo company 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.
4. In the builder, set the filters that define your target accounts (e.g., industry, location, and employee count).

To start from your own records instead, click CRM, Upload file, or Data warehouse under Connect your data in step 3. For every build option, see How to Build an Audience in GTM One.

You can review how the audience was built at any time in the Audience context section in the left pane of the builder. It shows the source, the criteria, the record count, and the credit cost. You can edit the criteria and rerun the audience from there.

Step 2: Enrich the Audience with an AI Column

AI columns answer a question about each account (e.g., whether the company sells to a specific industry). You can also add company data, CRM fields, and signals as columns.

1. Open the audience.
2. Click Enrich at the top of the audience builder.
3. Click Enrich with AI in the category list on the left, or, if your panel shows an Agents section, click View all at the bottom of the Agents section and find the tool under Legacy tools.
4. Click the AI option you want (e.g., Web Research).
5. Enter your prompt or settings in the panel.
6. Click Add as column.
7. In the Save column dialog, click Save.

AI enrichments show an estimate of the AI credits they will use before you save. For more enrichment options, including custom columns, see How to add columns to an audience and run enrichment in GTM One.

Step 3: Automate the Refresh and Scheduled Export

An automation reruns the audience on a schedule, picks up new accounts that match its criteria, refreshes the columns you choose, and can export the results after every run. The audience must have records before you can set up an automation.

1. Open the audience.
2. Click Automation beside the audience name at the top of the page.
3. On the Set cadence step, select Daily, Weekly, or Monthly under Frequency.
4. Click Next.
5. Review the Import criteria step, which shows the audience definition the automation uses.
6. Click Next.
7. On the Enrich columns step, select the checkboxes for the columns to refresh on each run (e.g., your AI column).
8. Click Next.
9. On the Schedule export step, turn on Enable automated export.
10. Select a destination from the Destination dropdown.
11. Select an object from the Object dropdown, or enter a destination table name if the destination asks for one.
12. Click Next if the destination is a CRM or sales engagement tool (e.g., Salesforce or Outreach).
13. On the Mapping step, match each column you want to export to its field in the destination.
14. Click Save automation.

When your organization has conditional enrichment turned on, the Enrich columns step also asks which rows to enrich (New rows or All rows), and only the columns you tick run on each refresh. File and data share destinations skip the Mapping step, so for those you click Save automation right after step 11. You cannot save the automation until every required field is mapped. If you choose Weekly, you also pick a day of the week. If no destinations appear, the step shows "No connected destinations are available. Connect an integration to export automatically." For details, see How to Automate an Audience Refresh in GTM One.

Step 4: Activate the Audience to a Destination

Use a one-time export when you want to push the audience right away.

1. Open the audience.
2. Click Activate in the top-right corner of the page.
3. In the Activate panel, click Export view to....
4. Click the destination you want (e.g., Salesforce, HubSpot, Outreach, or LinkedIn Ads).
5. Follow the prompts in the dialog that opens to choose the rows and settings, then start the export.

Depending on your organization's setup, destinations can include CSV and XLS files, CRM and sales engagement tools (Salesforce, HubSpot, Dynamics, Outreach, and Salesloft), data warehouses, and ad platforms (Meta and LinkedIn Ads). Meta supports contact audiences only, so a company audience cannot be exported to Meta.

You can track every export on the Exports tab of the Audiences page. For details, see How to Export an Audience in GTM One and How to Export Records to Your CRM in GTM One.

Step 5: Route the Audience to Sellers

Route to sellers splits the audience by ownership and creates a copy of the audience for each assigned seller. Each seller sees their copy as an audience shared with them.

1. Open the audience.
2. Click Activate in the top-right corner of the page.
3. In the Activate panel, click Route to sellers.
4. On the Assignment type step, click how records should be assigned (e.g., Match by CRM account owner, Round robin, or Using Assigned Territories).
5. Click Next.
6. On the Seller selection step, click the Select seller(s) field.
7. Select the checkbox next to each seller you want to route to.
8. Click Next at the bottom of the seller list.
9. Click Next at the bottom of the panel.
10. On the Column selection step, select the checkboxes for the columns sellers will see.
11. Click Next.
12. On the Additional details step, enter the audience name sellers will see in the Audience name field.
13. Enter a description for sellers in the Description for sellers field (optional).
14. Click Route to sellers.

A message confirms "Audience routed to sellers. Their copies are being built."

A few details to keep in mind:

• The assignment types you see depend on the audience type. Match by CRM account owner appears for company audiences. Use existing ownership column is available only when the audience already has an owner column.
• Some assignment types skip the Seller selection step. When it appears, any record without an owner is shared equally between the sellers you choose.
• After you select sellers, the final button shows the seller count (e.g., Route to 3 sellers).
• ID columns are always included in the seller copies and cannot be removed.
• Sellers can add their own columns and hide rows they do not want to see. They cannot add or delete rows, edit the columns you send, or change the import criteria.

Step 6: Share the Audience or Build an App on It

To give teammates direct access to the same audience, share it.

1. Open the audience.
2. Click Share at the top right of the page.
3. Type a name or email into the Add people by name or email field and select the person.
4. Click the person's access level and select Viewer or Editor.
5. Click Share.

You can also give access to everyone in your organization under General access. For details, see How to Share an Audience in GTM One.

To build a custom tool on top of the audience, such as a prioritization view for sellers, build an app.

1. Open the audience.
2. Click Activate in the top-right corner of the page.
3. In the Activate panel, click Build an App.
4. Describe what the app should do in the chat box and send it.
5. Click Publish in the top-right corner of the builder.
6. Click Yes, Publish.

For details on sharing and managing apps, see How to Create and Manage an App (MicroApp) in GTM One.

Follow Versus Add to Audience

GTM One offers two ways to mark an account from a company profile or Advanced Search results. They work differently, so choose the one that matches your goal.

Add to Audience adds the record to an audience right away. Use it when you want to build or extend a list of target accounts that you will enrich, export, or route. You can add records to an existing audience or click Create New Audience in the Add to Audience dialog. For details, see How to Create an Audience from Advanced Search Results in GTM One.

Follow adds the company to your followed companies, which drives the Following tab of the Feed. Following writes to the target accounts pipeline, where your administrator defines the target account and signal criteria. The pipeline scores the account, calculates Account Fit Score, and evaluates signal relevance. This processing runs nightly, so a newly followed account is not scored right away. In a tenant with a connected CRM, target accounts are also driven by the CRM definition and uploaded CSV files, and the CRM resync runs daily. For details, see How to Follow a Company in GTM One.

Resources

• How to Build an Audience in GTM One
• How to add columns to an audience and run enrichment in GTM One
• How to Automate an Audience Refresh in GTM One
• How to Export an Audience in GTM One
• How to Export Records to Your CRM in GTM One
• How to Share an Audience in GTM One
• How to Create and Manage an App (MicroApp) in GTM One
• How to Create an Audience from Advanced Search Results in GTM One
• How to Follow a Company in GTM One

How RevOps and Admins Can Use GTM One to Build and Activate Target Account Audiences.