Create audience for conversations

The audience section enables you to set up conversational experiences for your website visitors based on rule-based segmentation criteria.

The audience section in conversations enables you to curate conversational experiences for a specific set of visitors based on trigger conditions such as a specific page URL when a visitor submits a form or interacts with elements on your website (buttons).

You could also set up rules that invoke a conversation based on:

  1. MAP List membership (HubSpot, Marketo, Pardot) - Target visitors based on Static or Smart List (Automated List) membership across MAPs.
  2. Salesforce Fields - Target visitors based on Salesforce Lead, Salesforce Owner, Salesforce Contact, Opportunity status, and more.
  3. Past website behavior - Target visitors based on visitor activity data tracked by Insent.
  4. Visitor Firmographics - Target visitors based on firmographic information enriched by third-party vendors or through the first-party resolution based on Salesforce Account object.
  5. Insent Fields - Target visitors based on MAP and CRM data mapped to the Insent Lead object through Insent fields.
  6. Dynamic Fields - Target visitors based on dynamic parameters tracked by Insent such as time spent, number of pages viewed, UTM and Referrer information, etc.

You can choose to set up deep audience segmentation by combining multiple rules using AND, OR operators to create compound rules.

How does Audience in Insent empower your marketing and sales teams?

  • Present personalized conversational flows to high-value prospects active on your website based on MAP List membership or Salesforce Lead and Opportunity status.
  • Trigger different conversations across pages on your website to best cater to your customers and prospects.
  • Build compound rules using AND, OR conditions to show conversations to granular audiences.
  • Use existing data on your visitors and prospects from your MAPs and CRMs to target and personalize visitor conversations through Insent fields in Audience.
  • Use real-time website activity to power audience targeting in Insent through dynamic fields in Audience.

Configure audiences for your conversations

You will need to define audiences for your conversations. The audience configuration is a part of the conversation setup process. The audience configuration determines which segment of the site visitors should see the corresponding conversation. 

Here’s a quick video to help you get started with building audiences in Insent:

Locating the audience section of each conversation

Log in to your Insent Dashboard and navigate to the Conversations tab.

Create a new conversation from the ‘Create Conversation’ option or locate an existing conversation that you would like to set up audience rules for through the search bar.

Note: All of the audience rules for a conversation will be displayed in the audience section of the conversation. 

The Audience page consists of two sections which are connected by an ‘AND’ condition:

  • The top section describes trigger conditions for the conversation based on page URL, form submission, or Element clicks on your website. (Show this conversation to the visitors when)
  • The bottom section enables you to set up granular audience rules based on MAP Lists, Salesforce fields, Firmographics, Website behavior, Insent fields, and Dynamic fields. (Show this conversation to visitors matching the rules)

Note: You can have conversations without any audience rules configured; however, at least one trigger condition for the conversation is required for the audience configuration to be complete (visit URL/Form submission/Element click).  

Show this conversation to the visitors when (Triggers)

The first section will define when to start the conversation. This will act as a trigger condition for the conversation configured, and the conversation will start when a site visitor triggers this condition. 

Insent allows you to invoke the chat widget when a form is submitted. Learn more about form-based acceleration here.

Insent enables you to invoke the bot when a visitor interacts with specific elements of your webpage, such as a button or an element on your website. Learn more about how you can trigger conversations based on element clicks here.  

Setting up trigger conditions

A visitor can trigger the same conversation based on multiple triggers. To do this, combine multiple triggers using the OR operator.

To trigger conversations only when multiple trigger conditions are met, select the ‘Add rule group’ option and add additional trigger conditions. This will combine triggers across rule groups using the AND operator. 

You can match the Visit URL of a webpage using operators such as “is”, “contains”, “starts with”, “ends with”, “is not”, “does not start with”, “does not end with”, “does not contain” or “regex”.

Note: You can use regular expressions to match URLs or any string fields in Insent.  

Show this conversation to visitors matching the rules (Rules)

The second section will help define which segment of visitors the platform should view this conversation. If no rules are configured in this section, all the site visitors meeting the configured trigger conditions will be shown the conversation.

Important: If there are rules configured in this section, the platform will show the conversation  to the site visitors meeting the trigger conditions AND who satisfy the rules configured in the rules list. 

Setting up Audience rules 

A visitor can trigger a conversation when they meet a specific set of criteria, you can set up these criteria within a single rule group. Rules within the same rule group will be combined using the AND operator.

For visitors to be shown a conversation when any of the rule conditions are met, select the ‘Add rule group’ option and add additional rules. This will combine rules across rule groups using the OR operator. 

You can add multiple sets of rules separated by an AND condition by selecting the ‘Add rule’ option.

Click on the “Save audience” button to save the changes to the rule configurations. The configured audience rules will dictate when a conversation is triggered for a specific audience. 

Rules based on MAP list membership

Insent enables you to create rules based on static and smart lists in your marketing automation platforms.

Insent supports list-based targeting for Marketo, Pardot, and HubSpot.

Note: To target visitors based on MAP list membership, you will need to have the MAP integrated with Insent.Please refer to our documentation on setting up integrations to learn more.

Set up rules based on MAP List membership

After setting up your MAP with Insent, you can target visitors based on their list membership using “in” or “not in” operators. You can add multiple lists and rules to an audience.

Rules based on Salesforce Fields

You can trigger a conversation for your known Salesforce Accounts, Leads, or Opportunities by setting up rules to trigger a conversation based on Salesforce field values. 

Note: You will need an active Salesforce integration to use Salesforce Fields in Audience. Learn more about setting up your Salesforce Integration here.

You can target visitors based on the following Salesforce field values:

  • SF Owner: Check whether the visitor has a Salesforce Account owner.
  • SF Contact: Check whether a visitor is an existing Salesforce Contact.
  • SF Lead: Check whether the visitor is an existing Salesforce Lead.
  • SF Opportunity: Filter your visitors based on the Opportunity Size ($).
  • SF Opportunity Created: Check whether the Opportunity was created in the last ‘n’ number of days.
  • SF Opportunity Removed: Check whether the Opportunity was removed in the last ‘n’ number of days.

Targeting visitors based on Salesforce Fields

Based on Visitor Firmographic Information

Leverage the power of Insent’s Account data enrichment through Insent’s third-party IP enrichment providers or through the visitor’s account being resolved by Insent’s first-party resolution (visitor identified by Insent or through CRM integrations) through firmographics in Audience.

Insent allows you to do Account-based targeting based on:

  • Company Name: The name of the Account.
  • Web domain: The web domain information of the Account.
  • Country: The country where the Account is based.
  • US/Canada region: The US/Canada region where the Account is based.
  • Employee range: The number of employees associated with the Account.
  • Revenue range: The annual revenue range of the account. 

Targeting visitors based on Firmographic information

Based on Visitor behavior data tracked by Insent

The behavior-based rules enable you to create conditions based on the visited URL, the number of website visits, or the total time spent on the website (in seconds).

Targeting visitors based on Insent field values

Insent defines an object called the Insent lead object that contains a list of default and custom field attributes that can be mapped with marketing automation and CRM platforms.

Default field attributes or Insent fields: These are a list of Insent fields pre-defined for you to capture and push essential lead information to your MAP and CRM. A list of default fields can be found in the Appendix section of this article.

Custom field attributes or Custom fields: These refer to Insent fields that you can create to store specific lead information. Custom fields help you enrich your visitor profile in your MAP/CRM based on your organization’s requirements.

To create custom fields, please refer to the Insent field mapping article. Field mapping enables you to push data that you capture in Insent to your MAP and CRM platforms. It enables you to create leads in your MAP and CRM tools when new leads are captured in Insent. 

Target visitors based on visitor information stored in Insent fields

Using dynamic fields (real-time visitor activity data)

Dynamic fields enable you to trigger conversations based on your visitor activity data such as booking or canceling a meeting or use visitor-specific data like their visit location or device information to trigger a conversation.  

You can find a list of dynamic fields supported in Insent along with their data type and descriptions in the Appendix section of the Dynamic fields article. 

Insent enables you to use dynamic parameters such as UTM or Referrer Information to target visitors that arrive on your website. Please refer to the Dynamic Fields in Audience article to learn more about Dynamic fields in Insent. 

Target visitors based on Dynamic field values

Quick Recap

  1. Insent enables you to show conversations based on trigger conditions and personalize visitor experience based on audience rules.
  2. Setup conversations to fire based on the URL of a page (Visit URL), Form submission, or element click on your webpages.
  3. Set up granular targeting based on list membership, Salesforce fields, website behavior, firmographics, Insent, and dynamic fields.

You are always welcome to get in touch with our support team at for further clarification or chat with us from the Insent widget!


List of default fields in Insent 

All of the below Insent fields are of the   ‘STRING' data type. Please ensure you map them to corresponding 'STRING' type fields in your MAP/CRM.

  • First Name
  • Company
  • Last Name
  • Email
  • Phone
  • Address
  • City
  • Region
  • Country
  • Photo
  • Job Title
  • Insent_Updated(true)
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