Overview

Business Units allow you to easily segment and manage different types of contacts based on their stage in the funnel. Whether you're targeting top-of-funnel leads, current opportunities, or existing customers, Business Units make it seamless to apply consistent filters across multiple segments — and yes, they're mix-and-match. You can apply a Business Unit to one or many segments, giving you flexibility without losing consistency.

What Are Business Units?

Business Units are reusable filter templates that help you:

✅ Centralize intent topics
✅ Standardize buyer personas and filters (e.g. job title, industry, email known)
✅ Leverage CRM or static account lists

Instead of recreating the same filters for each segment, define them once in a Business Unit and apply them in one click to any new or existing segment.

💡 Business Units are modular. You can:

• Combine different Business Units within the same segment

• Reuse one Business Unit across multiple teams or campaigns

• Easily update a BU and apply the change everywhere it’s used

How Business Units Work

1⃣ Intent Topics

Group and manage intent topics for your ideal buyers. Intent topics come in three types:

• In-Market: Topics that show someone is actively researching a solution like yours (e.g. “Revenue Intelligence” or “Demand Gen Software”)

• Competitor: Topics indicating research into a competitor (e.g. “6sense” or “ZoomInfo”)

• Branded: Topics about your brand or product specifically (e.g. “Vector” or “Vector intent data”)

Add these once to your Business Unit and apply across any segment. You’ll get a more consistent view of buying behavior across campaigns.

2⃣ Persona Filters

Build buyer personas using filters like:

• Job title / department

• Industry

• Company size

• Location

• Email known / unknown

• Seniority

Define your ideal buyer persona once in your Business Unit, then reuse it across all segments. No need to manually rebuild each time.

3⃣ TAM / Account Lists


Target Account Management (TAM) filters pull directly from:

• CRM lists from Salesforce or HubSpot (like Target Accounts, Prospects, or Customers)

• Static CSVs you upload (e.g. event attendee lists or legacy account targets)

Use these lists to track how key accounts are engaging — whether they’re clicking ads, showing intent, or visiting your site.

Why Use Business Units?

✅ Save Time – Apply filters instantly across any new segment
✅ Stay Consistent – Align teams around the same persona and intent strategy
✅ Track What Matters – Filter by real CRM data and measure engagement across the funnel
✅ Mix and Match – Combine Business Units for flexible, strategic segmentation

Set up your Business Units today to streamline segmentation, reduce manual work, and zero in on the contacts that matter most. 🚀