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Audiences are dynamic groups of companies and individuals that update automatically based on criteria you define. Think of them as smart account and contact reports that span across all your connected systems—not just your CRM.

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The Problem Audiences Solve

Fragmented Data

Customer data scattered across 20+ tools. Audiences consolidate into one unified view.

Pre-Form Engagement

Most buyers decide before filling out forms. Audiences identify in-market accounts early.

Inefficient Targeting

Wasted effort on wrong prospects. Audiences enable precise targeting by fit and intent.

Manual Prospecting

Finding the right contacts takes hours. Audiences automate contact discovery.

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How Audiences Work

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Building an Audience

Create segments by filtering across multiple dimensions:
  • Fit Score (A, B, C, D)
  • Intent Score (Low, Medium, High)
  • Signal Score (New hires, funding, etc.)
  • Reach Score (Coverage level)
  • Buying stage (Awareness, Consideration, Purchase)

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Cross-System Filtering

Unlike traditional tools, Audiences filter across all connected systems simultaneously: Example:
“Companies in Salesforce that engaged with LinkedIn ads AND visited pricing page AND have A/B fit AND are not in an open opportunity AND are not competitors”
This type of complex, cross-system filtering would require custom reporting or data engineering in other platforms.

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Dynamic Updates

Audiences are not static lists—they update automatically as accounts meet or leave your criteria:
  • Account enters audience → Triggers associated plays
  • Account exits audience → Stops automation, moves to new audience
  • Real-time updates → Reflects changes across all systems
Audiences are “living” segments that continuously update based on account behavior and attributes, ensuring your targeting stays current.

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Common Audience Examples

Criteria:
  • Visited website in last 30 days
  • Viewed pricing or product pages
  • Fit Score: A or B
  • Not in open opportunity
  • Not a competitor
Use: Immediate prospecting and outreach
Criteria:
  • Fit Score: A
  • Intent Score: Medium or High
  • Signals: Recent hiring or funding
  • Reach Score: Low (fewer than 3 contacts)
  • Last touch: Over 30 days ago
Use: Alert sales team, expand coverage
Criteria:
  • Fit Score: B or C
  • Intent Score: Low to Medium
  • Not assigned to sales rep
  • Not in active opportunity
Use: Automated nurture campaigns
Criteria:
  • Mentioned competitor on social media
  • Fit Score: A or B
  • Currently using competitor (from enrichment data)
Use: Targeted competitive positioning campaigns
Criteria:
  • New VP, SVP, or C-level hire detected
  • Hire is in target persona (e.g., VP Sales, CMO)
  • Fit Score: A or B
  • Hired within last 60 days
Use: New executive welcome sequence
Criteria:
  • Attended webinar or conference (uploaded list)
  • Engaged during event (Q&A, booth visit)
  • Fit Score: B or higher
Use: Post-event nurture and sales routing
Criteria:
  • Clicked on LinkedIn or Google ad
  • Fit Score: A or B
  • Did not fill out form
  • Not currently in sales sequence
Use: Add to retargeting campaign, find contacts to engage

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Integration with Plays

Audiences power automated plays by serving as triggers and filters: Example Workflow: 
Audience: "High-Intent Accounts Not Being Worked"
  ↓
Enters Play: "Auto-Prospecting & Deployment"
  ↓
Actions:
  1. Research buying committee (find 3-5 personas)
  2. Enrich contact data from 20+ providers
  3. Add to sales sequences (SalesLoft/Outreach)
  4. Push to LinkedIn matched audience
  5. Create tasks in Salesforce for assigned rep
  6. Send Slack notification to account owner

Build Plays

Learn how to attach audiences to automated plays

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Always-On vs. One-Off Plays

  • Always-On Plays: Continuously monitor audience, trigger actions as accounts enter
  • One-Off Plays: Run once on current audience members (e.g., event follow-up)

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Tiered Account Strategies

Use audiences to implement tiered ABM strategies:
Audience Criteria:
  • Fit Score: A
  • Revenue potential: High
  • Strategic importance: Named accounts
Engagement:
  • Direct sales ownership
  • Personalized campaigns
  • Multi-threaded outreach
  • Custom content and events
Different tiers receive different levels of human touch and personalization based on their potential value.

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Multi-Channel Deployment

Push audiences to your execution systems:

CRM Systems

Salesforce, HubSpot - Create records, update fields, assign owners

Sales Engagement

SalesLoft, Outreach - Add to sequences, create tasks

Ad Platforms

LinkedIn Ads, Google Ads - Build matched audiences

Marketing Automation

Marketo, HubSpot - Trigger campaigns, update lists
This enables coordinated multi-channel engagement from a single audience definition.

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Data Sources

Audiences aggregate data from all connected systems:
CategorySources
CRMSalesforce, HubSpot
Marketing AutomationMarketo, HubSpot, Pardot
Sales EngagementSalesLoft, Outreach, Apollo
Ad PlatformsLinkedIn Ads, Google Ads
Web TrackingSeam web pixel (IP de-anonymization)
Intent DataBombora (offsite keyword intent)
Contact DataZoomInfo, Apollo, Lucia, 20+ providers
Social ListeningLinkedIn activity monitoring
EnrichmentFirmographic and technographic data

Connect Data Sources

View all available integrations

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Use Cases

Goal: Engage accounts showing buying signals before competitorsAudience: High fit + high intent + not in opportunityActions: Find contacts, enrich data, route to sales, deploy to sequencesResult: Speed to signal - act on interest within hours, not days
Goal: Efficiently process and route conference/webinar attendeesAudience: Upload CSV list, enrich with fit and intent dataActions: Score for fit, route high-fit to sales, others to nurtureResult: Automated follow-up for hundreds of leads without manual work
Goal: Cover markets without local sales resourcesAudience: Accounts in LATAM, APAC, or EMEA with medium/high intentActions: Automated localized campaigns, escalate to regional partner when hotResult: Global coverage without hiring in every region
Goal: Follow customers when they move to new companiesAudience: Previous customers who changed jobs + new company is A/B fitActions: Alert sales, trigger congratulatory outreach, fast-track evaluationResult: Convert one customer into multiple by following champions
Goal: Target accounts using competitorsAudience: Social mentions of competitors + fit score A/B + not customersActions: Deploy comparison content, trigger SDR outreach with competitive talking pointsResult: Insert yourself into active evaluations
Goal: Identify upsell/cross-sell opportunitiesAudience: Existing customers + product usage signals + account health score highActions: Route to account manager, trigger expansion conversationsResult: Systematic expansion motion across customer base

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ABM Capabilities

Audiences enable comprehensive account-based marketing:

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Account Prioritization

Score and rank accounts based on multiple dimensions, giving sales clear target lists.

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Buying Committee Identification

Define target personas (VP Marketing, Director of Ops), automatically prospect for these roles within target accounts.

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Multi-Threaded Outreach

Engage multiple contacts within an account simultaneously with coordinated messaging.

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Account Lifecycle Management

Deploy different plays based on account stage (awareness → consideration → decision).

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Integrated Campaign Orchestration

Coordinate ads, email, and sales outreach for target accounts across all channels.
Seam competes with legacy ABM platforms like 6sense and Demandbase, but offers faster setup, easier orchestration, and unified data without complex configurations.

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Best Practices

Don’t try to build every possible audience at once. Start with 3-5 high-value use cases and prove ROI before expanding.
Always include Fit Score as a base filter. Only engage accounts that match your ICP, regardless of intent or signals.
Exclude competitors, existing customers (unless targeting expansion), and accounts in late-stage opportunities to avoid noise.
Start with smaller audiences (50-100 accounts) to validate messaging and conversion before scaling to thousands.
Audiences that are too small (under 20 accounts) may not justify automation. Too large (over 10,000) may lack specificity.
Check which audiences generate the most pipeline. Refine criteria based on conversion data.
Use descriptive names: “High-Intent_A-Fit_WebVisitors_30d” is better than “Website Audience 1”

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Building Your First Audience

1

Define Your Goal

What do you want to accomplish? (e.g., “Engage high-intent accounts not being worked”)
2

Select Base Criteria

Start with Fit Score to ensure you’re targeting the right accounts
3

Add Intent/Signal Filters

Layer on engagement or signal criteria (website visits, new hires, etc.)
4

Add Exclusions

Remove competitors, customers, or accounts already in opportunities
5

Preview Results

Check audience size and review sample accounts to validate criteria
6

Save and Name

Give it a clear, descriptive name for future reference
7

Attach to Play

Connect the audience to an automated play for execution

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Common Questions

Audiences pull data from all connected systems (20+ tools), not just CRM. They also automatically prospect contacts and trigger actions, which reports cannot do.
Yes. Export to CSV or sync to your CRM, data warehouse, or other systems via native integrations.
Real-time for most data sources. Website visits, email engagement, and CRM changes update immediately. Some third-party data (like Bombora) updates weekly.
Yes. You can filter by person-level attributes (title, seniority, engagement) to create contact-level audiences.
Depends on your play configuration. You can stop automation, move them to a different play, or take no action. It’s customizable.
No hard limit. Most customers maintain 10-30 active audiences covering different segments and use cases.