Introduction to Targeting and Segmentation

Opensense offers powerful segmentation and targeting capabilities to ensure your ad banners reach the right audience at the right time. Here's a breakdown of targeting options to help you tailor your campaigns effectively.

Segmentation Approaches

When thinking about how to target your ad banners, think of segmentation of your targeting in the following two ways:

1. Internal Targeting

Decide how to split up your business units to send banners promoting specific content. For example:

Customer Success: Share onboarding or support resources

Sales: Highlight offers or product demos

Marketing: Promote webinars, ebooks, or events

2. Recipient Targeting

Split your audience into groups based on recipient attributes. For example:

Event Attendees: Promote follow-up content

Account-Based Marketing (ABM): Tailor messaging to high-value accounts

Targeting Methods

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1. By Employee (Internal)

If you want to target employees, target by specific email addresses in your org or your domain. Learn how here.

2. By Domain

This is perfect for all ABM use cases, like targeting a top account or a podcast guest with their episode's banner. Learn how here.

3. By Recipient

This is also great for all ABM use cases, like targeting a specific members of the buying committee. Learn how here.

4. By Department

If you prefer to share content based on the send, not the recipient, target by departments in your org (i.e., "Sales", "CS", "Marketing"). Learn how here.

5. By Persona

Target a specific job title, department, language, and more. This is useful when you sell into multiple personas and need specific messaging that resonates. Learn how here.

6. By Lifecycle Stage

Target any custom stage or criteria (i.e., "Nurture", "Working", "Customer", "NPS Score is 0-30", etc.). Learn how here.

7. By List

Integrate a list from your CRM to target a specific list of event leads, sponsors, or ABM Campaigns. Learn how here.

8. By Industry

Targeting by industry is especially useful if you sell into multiple industries so you can speak to each target audience with language that resonates. Learn how here.

Internal Targeting

When you want to target employees, you'll need to set up internal targeting. You might want to do this for:

• New Updates (product launches, campaigns, new blog post)

• Upcoming Events (webinars, conferences, holiday parties)

• Satisfaction Surveys

• Company Culture (promotions, new baby, birthday)

• HR Announcements

Once logged into Opensense, navigate to Marketing, then Campaigns. Set up a new campaign or edit an existing one. When setting up a banner, targeting will be the last step (as seen in the example below). If editing an existing banner, the targeting section will be at the very bottom.

Domain Targeting

There are two ways to set up domain targeting.

Domain Targeting - Option 1

When you want to target a domain for account based marketing campaigns, you can simply navigate to Campaigns (under the Marketing section of the navigation menu).

Once in Campaigns, you can set up a new campaign (targeting will be set up during the third step), or edit an existing campaign (you'll find the Targeting section at the bottom of the page).

Domain Targeting - Option 2

Navigate to Targeting (under the Marketing section of the navigation menu).

Click on the Domains tab.

Click Add Domain.

Adding Domains

After clicking Add Domain:

1. Enter a valid domain to target.
   The shorthand or full domain (e.g., opensense.com, www.opensense.com) are both accepted values.
   
   

2. Choose any campaign(s) to include in targeting for this entry.
   This is optional, however, at least one campaign or one tag must be added.
   
   

3. Choose any tag(s) to include in targeting for this entry.
   This is optional, as you can also manually add the tag to a specific ad banner campaign instead. However, at least one campaign or one tag must be added.
   
   

4. Save by clicking Update.

You can also edit or delete a domain by clicking on the ellipsis, or export all domains by clicking on the download symbol.

To preview your domain targeting, you can click on the Preview tab.

Type in the Sender and Recipient, then click Preview. 

You'll be able to see a preview of the banner the recipient will receive.

Recipient Targeting

There are two ways to set up recipient targeting.

Recipient Targeting - Option 1

When you want to target a recipient for account based marketing campaigns, you can navigate to Campaigns (under the Marketing section of the navigation menu).

Once in Campaigns, set up a new campaign (targeting will be set up during the third step), or edit an existing Campaign (you'll find the Targeting section at the bottom of the page). 

Recipient Targeting - Option 2

Navigate to Targeting (under the Marketing section of the navigation menu). 

Click on the Recipients tab. 

Click Add Recipient and fill in the module with the following:

1. Enter a valid email address to target.
   
   

2. Choose any campaign(s) to include in targeting for this entry.
   This is optional, however, at least one campaign or one tag must be added.
   
   

3. Choose any tag(s) to include in targeting for this entry.
   This is optional, as you can also manually add the tag to a specific ad banner campaign. However, at least one campaign or one tag must be added.
   
   

4.  Save by clicking Update.

You can also edit or delete a domain by clicking on the ellipsis, or export all recipients by clicking on the download symbol.