Audience Builder

Build HubSpot audiences by describing them in plain language, instead of filing a MOPS ticket and waiting.

What it is

A tool you talk to. You describe the audience you want — "everyone who got the Serverless launch email and is active in Pods," "trial users who haven't spent in 30 days" — and it builds that list in HubSpot for you. You already know the audience you want; this just gets it built without the back-and-forth.

Why it's useful

• No ticket, no queue. You go from idea to a ready-to-use HubSpot list in one conversation.
• You see the size before it's built. It tells you how many people match so you're not guessing.
• It won't let you build something unsendable. Opted-out and non-marketable contacts are filtered out automatically, every time.
• Lists are named and tracked so they don't pile up as mystery lists no one remembers creating.

How it works — a real example

You: Build an audience of trial users who opened the Serverless launch email and haven't spent in the last 30 days.

Audience Builder: That's ~4,200 marketable contacts — trial users who opened Serverless Launch — May and have $0 spend in the last 30 days (opted-out and non-marketable contacts excluded). Create this as a list named pmm_serverless-launch_dormant-30d? [Yes / No]

You: Yes.

Audience Builder: Done — here's the list. [link]

Four steps, every time: you describe it → it maps and sizes it → you confirm → it creates the list. Nothing is created until you say yes.

What you can segment on

• Email behavior — who received / opened / clicked a specific email or campaign, and how recently
• Product usage — spend (7/30/90 days, by product line), product health, Pods/Serverless engagement, use case
• Lifecycle & intent — lifecycle stage, PQL score and tier, lead status
• Firmographic — country/region, industry, tier

If you ask for something it can't target yet, it tells you and suggests the closest option — so let us know what's missing.

What it does not do

• It doesn't send email or build the campaign — it produces the audience only.
• It doesn't change any contact data.

How you'll use it

You'll invoke it wherever we land on (likely Slack). We'll confirm the exact "how to start it" once we pick the surface with you.

We want your input

This is a first version. The two things that would help most:

1. Your 5–10 most-requested audiences — those shape what it can target out of the box.
2. Any audience you build today that's genuinely complex (multi-step, time-based cohorts) — those may need a heavier path and we'd rather know now.

Full spec (for the curious): Self-Serve Audience Builder for PMM — Spec.