How to Build a Campaign Audience Using Aptivio Filters

Learn more about the Aptivio filters and how filtering can help you build highly specific audiences for your campaigns.

Understanding the Filters

Filters are used by Marketers to group Opportunities based on common criteria in order to create and export a list of contacts for their next campaign.

The Filter Bar is located at the top of the Advanced Marketing View.

📃 Note: Sales users can access the Filter Bar in the Main App by clicking the funnel icon

There are 8 filters available in Aptivio: 

1. FADSER

FADSER stands for Fit, Access, Demand, Stage, Engagement and Risk. It is used to tune your selection by signal categories and drill down into specific opportunity behavior details.

  • fit: Generally, a company is a fit because it matches your target company size and industries. Other signals such as a company using a specific technology are also put in this category. Additionally you can provide a list of prospects or customers to track their activity. If a company is on that list, a prospect/customer signal will be generated and included in the fit category.
  • access: Identifying buyers matching job titles that you are going after generates an Access signal. Other signals such as visiting a partner website are also included in Access as partners might be a point of contact with potential clients.
  • demand: In this category we show all the signals that indicate buying intent. Buying intent can be shown by online searches related to your product/service, online searches on your competitors and your partners, but also visits to your website.
  • stage: The aggregate matrix of the signals calculates an overall stage for each Opportunity. Early matches a good potential prospect, and a start of interest. Active matches a level of general searches around your product or service, a low level of buying intent. Finally Sales Ready matches a highly qualified target showing strong intent around what you have to offer.
  • engagement: When you start running campaigns against Aptivio Opps, engagement signals may appear in the market monitor. By connecting your marketing or sales engagement platforms to Aptivio we are able to detect if a buyer has reacted to your outreach. 
  • risk: Certain signals can indicate a risk. If you have started engaging with an Opp, we will alert you of any risk regarding the prospect, usually related to a competitor search or job posting for expertise in your competitor's product.

2. Tags

Tags are Industry-based, Account-based or Custom-based groups of opportunities. Under the tag filter, you can find 2 categories : 

  • tags: Custom groups of Opportunities based on filters that you applied and saved. Each time you create a target audience for your campaign, you'll need to create a custom tag in order to export a list of contacts matching that filtering criteria.
  • target accounts: Industry-based or Account-based lists that you set up when inputting your Sales Playbook details.

3. Industries

Simply industries that are part of the target account lists (i.e. industry coverage) that you set up in your Sales Playbook. 

4. Product

Allow you to group accounts by the product/service they are showing intent for. If your product is segmented into offers, you can also filter by "Trending Offer", meaning that you'll get a list of accounts showing a stronger intent in a sub-product category.

5. Signals

Signals represents all the events categorizing an account that qualifies it as an Opportunity. Some are created by default, like product, competitor or partner searches, website visits, coverage and fit. Some are custom to your specificities like technology, job postings, appearance in the news or anything that helps you figure out who is the right target for you. 

You can use this filter to group Opps by a specific signal type like Technology, Client Searches, Competitor, etc. You can also filter by a specific signal that belongs to a signal type. 

6. Topics

Topics are keywords that we extracted from online searches made by your target accounts. You can chose to group opportunities by specific keywords that a prospect searched for. It can also be a topic that appeared in a news article or a job posting that is meaningful to you.

7. Buyers

The Buyers tab gives you filtering options at the contact level. You are able to group Opportunities based on:

  • buyer role (direct sponsors, economic influencers, technical users)
  • buyer persona (people grouped based on their job title)
  • buyer location (countries where the people are located)

8. Countries

Finally, you can group opps by location. You have 2 options here: 

  • HQ location - group company by which country they are have their headquarters in
  • signal location - group company by which country they send signals from (i.e. subsidiaries)

Start Using the Filters


Now that you know everything about the filter options that we offer, it's time to use them to create your first target audience.

STEP 1 - select the check box next to the filter you want and click the Apply button.

You can pick as many filters as you want, but make sure to click Apply every time you pick a checkbox for the system to update the number of Opportunities matching your filters.

Once you have selected all your filters, you can see how many Opportunities match your selection in your inbox next to the search bar.

STEP 2 - to save your selection, create a tag by clicking on Bulk Tag > Add New. Enter the name of your campaign and click on Add Tag

As a best practice, we recommend you enter a date, the audience and the channel your campaign will run on in your tag name.

ex : 11/18/21_Manufacturing_EmailCampaign

STEP 3 - Exit the Team Tags windows, pick your new tag from the drop down list, and pick the number of top items from your selection you wish to tag.

The tagging process triggers contact resolution, meaning that we are going to look for email, phone and digital ids on each contact for your outreach. This process takes up to 24h.

You have the possibility to disable any contact resolution options based on your data privacy policy.

STEP 4 - 24h after tagging, click on Export Contact and select your export format to download your contact list to an Excel file. 

You can request from our team to create an export format that matches your favorite marketing tool.


To conclude, here is a quick summary of what you've learned in this article: 

  • The meaning of each filter available in Aptivio
  • How to select different filters to create a target audience
  • How to export your target audience to an excel file