What is an Audience?

Delivr Audiences allow you to define a set of people that are of interest to your go to market. It’s the combination of two key things:

1) Intent - Who is out there looking for a subject I’m also interested in

2) ICP Targets - Who is a contact I’m interested in marketing too

Using Delivr, you can combine these two things to generate a list of people who are interested in the subject RIGHT NOW who are also in your ICP for targeting purposes.

If you think about this “in the day in the life” it makes sense.

Ex. You sell marketing analytics software to CMO’s and directors of demand generation. These people do research projects on different problems and value props, or even products periodically. They aren’t looking all the time, but they do look from time to time for solutions to their pain points.

Delivr is tracking intent in subjects like “lead generation services” or “6sense” or “intent platforms” across hundreds of millions of contacts every day.. but YOU only care about CMO’s who work for tech companies. That’s your ICP.

You can build an audience by piecing together a few things:

• Persona (a type of person to target.. Ex. CMO or Director of Demand Generation)

• Buying group (a set of personas - who are the people who evaluate a deal for you)

• Accounts (What account types do you want to target)

• Intent (What topics are these people interested in that drive demand for your product/service/offering)

By creating an audience, you have a pre-qualified list of people you can use to create awareness or educate about your brand and value prop, that are actively interested in a given subject right now…. the best time to create awareness.

Here’s how you should think about it:

A person in an ICP account starts a project to research a solution for “intent platforms”. This person might not be who you sell to, it could be a low level marketing analyst or media buyer. Based on their research, they might share results higher up their org, and new people start researching as well. This research is “intent”.

Just because they are researching, doesn’t mean they are ready to buy. So YOU must create awareness. 84% of deals are closed by the largest vendor in any evaluation, and most customers look at a maximum of 5 vendors.

Creating awareness during the early portion of the sales cycle is critical to being included in the final evaluation. By the time customers have created their shortlist.. you can’t be on it if they don’t know about you! It’s also key to remember that this intent is being generated months in advance of an actual purchase, when there’s still time to influence the buyer.

Delivr allows you to export audiences to multiple types of systems:

• DSPs for advertising

• S3/GCP/Snowflake for internal development projects

• CRM’s for outreach campaigns

Build your audiences, and get a daily feed of interested ICP contacts to market too.