Choose and filter your campaign's audience

The Audience screen of the campaign wizard decides who enters your campaign: a source, then optional filters. Every filter you turn on must match.

Steps

1. In the campaign wizard, open Audience.
2. List (optional): click Select a list..., search with Search lists... and pick one list. To go back to no list, choose No list — target all contacts.
3. ICP match: turn the switch on to filter on fit with your ideal customer.
   • Ideal customer profile: describe who the campaign is for. If you've filled in Your ideal customer in Settings → Personalization, that text is pre-filled.
   • Match strength: Low match or better, Medium match or better or High match or better.
4. Tags (all required): turn it on and click the tags a contact must carry.
5. Headline keyword: turn it on and type a word or phrase the headline must contain, for example Founder.
6. Check the count of matching contacts at the bottom, then click Next.

How each part works

The list

• A campaign draws from one list. Without a list, every contact in your workspace is a candidate.
• Enrollment is continuous: contacts added to the list later are enrolled as long as they match the filters.
• Only new arrivals, on the Campaign screen, limits enrollment to contacts added to the list after the campaign was created. It has no effect without a list.
• Archived contacts are never enrolled.

ICP match

• Each contact is rated against your description on five levels: Very low, Low, Medium, High and Excellent. Swimlane shows the level with a one-line reason, never a number.
• Low match or better keeps Low, Medium, High and Excellent. Medium match or better keeps Medium, High and Excellent. High match or better keeps High and Excellent.
• The rating reads what Swimlane knows about the contact, such as headline, job title, company and biography. A contact with a thin profile tends to rate low: use Enrich with LinkedIn on your list before launching.
• The rating is done for this campaign once it's launched, and for new contacts as they arrive. Until every contact of the source has a level, nobody is enrolled and the campaign shows Enrolling….
• On the campaign board (View pipeline), a contact's card shows its level for this campaign.

Tags and headline keyword

• Tags (all required): a contact needs every selected tag. Pick one tag to target everyone who has it.
• Headline keyword: the headline must contain the text you type.
• A filter that is switched on but left empty filters nothing.

The matching count

The count appears once a list or a filter is set. It's calculated from the contacts loaded in your browser, as a preview. Treat it as an estimate, especially with ICP match on, since the levels used for enrollment are calculated for the campaign after launch.

Writing a useful ICP description

• Name the roles you target and their seniority: Heads of sales, VP Sales, sales directors.
• Name the kind of company: industry, business model, size.
• Say who to leave out: not recruiters, not freelancers, not students. Exclusions weigh against a match.
• Stay concrete. The words that appear in LinkedIn headlines and job titles are the ones that match.

Example: Sales leaders (Head of Sales, VP Sales, Sales Director) at B2B software companies with a sales team to manage. Not recruiters, not consultants, not freelancers.

Good to know

• The audience is saved with the campaign and has no name to manage. Deleting the campaign deletes it, along with the ICP levels calculated for it.
• While a campaign is paused, the ICP levels calculated for it are hidden on your contacts.
• A contact can be enrolled in several campaigns at once. To avoid contacting someone twice, start a flow with Has a conversation (see Campaign conditions and branches).
• After launch, contacts already enrolled stay enrolled, even if they no longer match.