We’ve been hard at work on the Hatch Audience Builder, making it more intuitive, flexible, and powerful. And today, we've released the new and improved Audience Builder!
Read on to learn what’s new with the Hatch Audience Builder and how to leverage it for higher conversion and customer satisfaction.
The key to turning conversations into revenue is sending the right message at the right time. And therein lies the power of Hatch, which allows you to segment your contacts into audiences.
Creating those audiences, however, has always been easier said than done. CRMs are massive and widely different, so it’s been hard to nail down one Hatch tool that’s complex enough to integrate with any CRM while also being user friendly.
And hence the journey. From HQL (user-unfriendly):
To Audience Builder V1 (user semi-friendly)...
To Audience Builder v2 (user-friendly)!
In the next section, we'll cover what's new and improved with this powerful tool.
The Hatch Audience Builder enables you to create specific segments of your leads, prospects, and customers. This way, you can tailor the messaging in your Campaigns to resonate more deeply with each segment, resulting in higher customer engagement and better business outcomes.
Here's what's new:
Let's dive into each one.
This new interface reduces confusion so you can outline your desired criteria more quickly and easily. For example, readable field names:
Now, all (and not just some) custom fields from your CRM will appear in the Audience Builder to provide you with even more targeting options.
The Audience Builder will now contain all data about a contact, not just the most current data. So instead of only being able to target a customer who meets Criteria A now, you can target customers who ever met Criteria A, even if they don’t currently.
This means you can build campaigns based on past opportunity data.
| Current opportunities | Past opportunities |
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With ABv1, you could only target all “AND”s or all “OR"s. So you only had two options: You could create an audience based on Criteria A AND Criteria B AND so forth; or based on Criteria A OR Criteria B OR so forth
With ABv2, you can now target a mix, like Criteria A AND Criteria B OR C.
For example, the audience below is using nested rows to target people whose appointment date was between 2-14 days ago AND whose appointment result was not qualified OR whose appointment notes contain “out of area”:
This is a big one! Just like we have Campaign templates, we now have an Audience template gallery covering popular use cases and CRMs The templates currently are for ServiceTitan, i360, and LeadPerfection, with more to come.
Once you pick the template you want to use, a dialogue box will show up telling you what to customize. Then you’ll be taken to that Audience Builder page with everything pre-filled, and the boxes that you can customize will be outlined in blue. To learn more, head to our Audience Templates Knowledge Base Page.
The Hatch Audience Builder has always enabled our customers to leverage custom segmentation to create powerful messaging Campaigns at scale. These improvements augment those capabilities and benefits, which include:
Today’s consumer is immersed in personalized content all day long, on social media, email, Netflix, online shopping, and beyond. Their experience with your business should be no different. And that’s what our Audience Builder helps you to achieve - at scale.
Hatch is committed to providing you with the tools you need to send the right message, at the right time, for all of your contacts at all stages of their customer journey—so that you can get the most value out of Hatch, your CRM data, and the investments you’ve made to obtain that data. And as the customer communication landscape continues to evolve, so too will the Hatch Audience Builder.
Hatch customers, if you have questions, reach out to your Account Manager here.
Non-Hatch customers, if you want to learn more, book a time with us here.
The key to sending effective messages to leads and customers is in making them personalized and accurate. But the broader your audience, the more generalized (and impersonal) they have to be in order to stay accurate. When you target specific audiences, you create smaller segments that share certain characteristics so you can achieve the personalized piece as well.
Your Audience is who you are targeting with your Campaigns. You cannot launch a Campaign unless it has people to receive those messages, of course.
For example, the Audience for a Speed to Lead campaign is new leads. For a Sales Follow-Up Campaign, it’s recently quoted leads. For a Nurture or Rehash campaign, it’s aged leads. And the Audience Builder helps you to refine those segments (for example, which lead source? Exactly how recent or how aged?).
But you don’t have to go into your CRM, create the list, then download it and upload it to Hatch. Because Hatch integrates with your CRM and lead sources, you define the Audience right within Hatch and it will automatically add and remove contacts from that Audience list as they meet the criteria.
To access the Audience Builder in Hatch, select the audience icon in the left-hand panel of your Hatch dashboard.
You can then build an audience from scratch, or choose from a template. For help with creating an Audience, you can refer to the Audience Builder section of our Knowledge Base.
The new Audience Builder is available now to all Hatch users now, right in the app.
All of your existing audiences have been migrated over to the new version—no work is needed on your part! This will have no impact on your active workflows.
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