Audience Workflow Action Nodes

After you define a segment and add a decision node to your workflow, you add one or more action nodes to perform actions on the accounts filtered by the decision node.

Account-level action nodes

Account-level action nodes push contacts or leads from a segment to the following integrated systems for ad channel campaigns.

Account-level action node requirements

• Syncing to Google Ads, LinkedIn, and Meta (Facebook) consumes segment syncs and affects your segment sync limit. Refer to FAQ: Segment Sync Management.

• Account-level action nodes must be preceded by a decision node. An account-level action node does not require you to select accounts because it is assumed that the accounts have already been qualified by a previous decision node.

• You cannot use the same label text on more than one action node in a workflow.

Push to 6sense Display Ads node

The Push to 6sense Display Ads node exports accounts to a 6sense display advertising campaign.

Dependencies

• The Push to 6sense Display Ads node requires a dedicated 6sense display ad campaign. You click a button to create or clone a dedicated campaign from this node. Then you continue setting up the new campaign in Advertising.

  • You cannot directly use a previously created campaign; instead, you can clone it from this node’s interface and modify it in Advertising.

  • The Push to 6sense Display Ads node does not support contextual or visitor retargeting campaigns. These types of campaigns are not available when cloning, and you cannot configure these types of campaigns in Audience Workflows.  

• Tip: Ensure that the schedule for the ad campaign makes sense in relation to the schedule of your workflow.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Segment Alias: A unique identifier for the ad campaign segment that displays in the Advertising application.

• Create a Campaign or Clone a Campaign: Either go to Advertising and create a new campaign or clone an existing one.

  • When you create or clone an advertising campaign, 6sense creates it in the Advertising Drafts folder. The draft exists even if you cancel the node. If you want to delete the ad campaign, go to Advertising.

  • After you create the campaign, its name appears in the node with a toggle next to it. If you deactivate the toggle, the workflow no longer exports accounts to that ad campaign.

• If Accounts No Longer Meet the Entry Conditions: You can instruct the workflow to either:

  • Remove audience from Display Ad: Remove accounts that did not meet the entry conditions.

  • Leave audience in Display Ad: Retain accounts that met the entry conditions and push them along through this node.
    For example, if you configured the prior decision node to only qualify Awareness stage accounts to be pushed to the ad campaign, then you can select Remove audience from Display Ad to ensure that any account that is no longer in Awareness stage is taken out of the campaign.

  • Advanced Options

    • If Account exits node, do not process again for 30 days: When an account is pushed to a display ads campaign, then the workflow will not process the account again for this number of days. This allows you to control how often an account gets an ad, and not over-saturate with too many ads in quick succession. If you set this value to 0, the workflow will process the account and push it to a 6sense display ad every time it runs.

Push to LinkedIn node

The Push to LinkedIn action node exports accounts to your LinkedIn Ads account as an audience.

Dependencies

• A LinkedIn Business Manager account and LinkedIn integration. See LinkedIn Advertising and Segments for LinkedIn Ads.

• Accounts in the segment must be from only one country.

• After the accounts are in LinkedIn as an audience, you sign into your LinkedIn Ads account and connect this audience to a LinkedIn campaign. To learn more about what to do in your LinkedIn Ads account, see FAQs: Segments for LinkedIn Ads.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Segment and Campaign Alias – Add Aliases:

  • Segment Alias: A unique identifier for the ad campaign segment that displays in the LinkedIn Campaign Manager. Choose this as your LinkedIn Audience.

  • Campaign Alias: The name of your LinkedIn campaign, to be used in 6sense reports. Make sure that the name matches the one in LinkedIn. After you enter the name, a toggle appears so that you can turn off the push to the LinkedIn campaign at any time.

• LinkedIn Campaign Manager Account: Choose a campaign from the list of integrated LinkedIn campaigns.

  • If there are no campaigns, then no integrations are functional. See FAQs: Segments for LinkedIn Ads.

  • The campaign you choose is active at the workflow level. You cannot use multiple LinkedIn campaigns in a single Audience Workflow.

• If Accounts No Longer Meet the Entry Conditions: If this action node was preceded in the workflow by a decision node, the decision node created entry conditions (qualifications) for this node. You can instruct the workflow to either:

  • Remove audience from LinkedIn: Remove accounts that did not meet the entry conditions.

  • Leave audience in LinkedIn: Retain accounts that met the entry conditions and push them along through this node.
    For example, if you configured the prior decision node to only qualify Awareness stage accounts to be pushed to the ad campaign, then you can select Remove audience from Display Ad to ensure that any account that is no longer in Awareness stage is taken out of the campaign.

• Advanced Options

  • If Account exits node, do not process again for 30 days: When an account is pushed to LinkedIn, then the workflow will not process the account again for this number of days. This allows you to control how often an account gets an ad, and not over-saturate with too many ads in quick succession. If you set this value to 0, the workflow will process the account and push it to LinkedIn every time it runs.

Push to Meta Ads node

The Push to Meta Ads action node pushes accounts to your Facebook account as an audience.

Dependencies

• A Meta Business Manager account and Meta integration. See 6sense for Meta Ads.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Segment and Campaign Alias – Add Aliases:

  • Segment Alias: A unique identifier for the ad campaign segment that displays in Meta. Choose this as your Meta Audience.

  • Campaign Alias: The name of your Meta campaign, to be used in 6sense reports. Make sure that the name matches the one in Meta. After you enter the name, a toggle appears so that you can turn off the push to the Meta campaign at any time.

  • Meta Account:

    • You cannot use multiple Meta campaigns in a single Audience Workflow.

• If Accounts No Longer Meet the Entry Conditions: If this action node was preceded in the workflow by a decision node, the decision node created entry conditions (qualifications) for this node. You can instruct the workflow to either:

  • Remove audience from Facebook: Remove accounts that did not meet the entry conditions.

  • Leave audience in Facebook: Retain accounts that met the entry conditions and push them along through this node.
    For example, if you configured the prior decision node to only qualify Awareness stage accounts to be pushed to the ad campaign, then you can select Remove audience from Display Ad to ensure that any account that is no longer in Awareness stage is taken out of the campaign.

• Advanced Options

  • If Account exits node, do not process again for 30 days: When an account is pushed to LinkedIn, then the workflow will not process the account again for this number of days. This allows you to control how often an account gets an ad, and not over-saturate with too many ads in quick succession. If you set this value to 0, the workflow will process the account and push it to Meta every time it runs.

Push to Google Ads node

The Push to Google Ads action node pushes accounts to your Google Ads account as an audience.

Dependencies

• A Google Ads account and integration. See 6sense with Google Ads.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Segment and Campaign Alias – Add Aliases:

  • Segment Alias: A unique identifier for the ad campaign segment that displays in Google Ads Campaign Manager. Choose this as your Google Ads Audience.

  • Campaign Alias: The name of your Google Ads campaign, to be used in 6sense reports. Make sure that the name matches the one in Google Ads. After you enter the name, a toggle appears so that you can turn off the push to the Google Ads campaign at any time.

  • Google Ads Account:

    • You cannot use multiple Google Ads campaigns in a single Audience Workflow.

• If Accounts No Longer Meet the Entry Conditions: If this action node was preceded in the workflow by a decision node, the decision node created entry conditions (qualifications) for this node. You can instruct the workflow to either:

  • Remove audience from Google Ads: Remove accounts that did not meet the entry conditions.

  • Leave audience in Google Ads: Retain accounts that met the entry conditions and push them along through this node.
    For example, if you configured the prior decision node to only qualify Awareness stage accounts to be pushed to the ad campaign, then you can select Remove audience from Display Ad to ensure that any account that is no longer in Awareness stage is taken out of the campaign.

• Advanced Options

  • If Account exits node, do not process again for 30 days: When an account is pushed to LinkedIn, then the workflow will not process the account again for this number of days. This allows you to control how often an account gets an ad, and not over-saturate with too many ads in quick succession. If you set this value to 0, the workflow will process the account and push it to Google Ads every time it runs.

People-level action nodes

People-level action nodes specify the contacts and/or leads you want to work with in that action node.

People-level action nodes push contacts or leads from a segment to the following integrated systems for channel campaigns.

People-level action node dependencies

• Integration with the 3rd party systems involved in the workflow.

• 3rd party objects (campaign, Cadence, sequence, or static list) in the relevant system. You specify them in the node properties panel, as discussed below.

• The workflow qualifies accounts using decision nodes leading up to an action node. Since these nodes deal with contacts or leads, you must specify them so that they can be selected from your CRM, MAP, or SEP for every single qualifying account and pushed to the destination channel campaign.

  • For example, say a decision node only qualifies Purchase stage accounts to be pushed to a Salesforce campaign. In the following Push to Salesforce Campaign node, you must specify the contacts or leads you want to push. This is so that 6sense can select them from your CRM, MAP, or SEP for every single qualifying account and push them to the Salesforce campaign.

• When using the Push to Static List node with Eloqua, AWF pushes to an Eloqua campaign where a shared list is attached. If there are multiple shared list attachments, the node will push to the first one that was attached to the campaign.

• The Push to SEP Campaign node requires:

  • Multi-product integrations, either:

    • Both Salesforce CRM and Salesloft, or

    • Both HubSpot CRM and Outreach.

  • Your Revenue Marketing user account must also:

    • Have an SEP license, and

    • Be the owner of the cadence, or the cadence is a shared cadence.

  • If there is a “user not found” error, it may be caused by the lack of permissions on the user account as listed above.

• The Push to AI Email (formerly called Conversational Email) node requires multi-product integrations, either:

  • Both AI Email and HubSpot CRM, or

  • Both AI Email and Salesforce CRM.

People-level action node requirements

• You cannot use the same label text on more than one action node in a workflow.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Source: Depending on your CRM, select whether to push contacts or leads.

  • If your integrated CRM only supports one, then it will be the default, and you cannot change it.

• The following options differ depending on your CRM integration:

  • Static List (Marketo only): A static list defined in Marketo. The list appears in the properties panel after it has been made available by the 6sense pipeline. Allow 24-48 hours for a new list to appear in AWF.

  • Campaign (Salesforce only): A campaign defined in Salesforce. The workflow pushes people (contacts or leads) to this campaign. The list appears in the properties panel after it has been made available in the 6sense pipeline. Allow 24-48 hours for a new list to appear in AWF.

  • Designated Assignees (Salesloft Cadence only): In order of priority, which user’s inbox each contact or lead should be assigned to for sending emails. AWF syncs Cadences approximately every 5 minutes. A new Cadence created in Salesloft should appear in AWF within 5-10 minutes.

  • Conditions and Priorities: (6sense Email only):

    • Email syncs to AWF approximately every 10 minutes. Published Email campaigns should appear in AWF within 10-20 minutes. Draft campaigns do not sync.

    • Prioritize the following Preferences above Conditions: These options take precedence over the settings in the Conditions filter.

      • None (default)

      • Persona map

      • Persona map and proximity to locations with the most website visitors

• Conditions – Add People: Select filters and apply filter logic for the people to be pushed.

  • Filters are categorized by MAP or CRM field, 6sense AI grades or profile fits, (requires the Predictive add-on), Contact details, and Contact Engagement details.

  • You can configure 6sense to select contacts or leads based on your Persona Map configuration and/or hotspots – areas where the highest number of visitors have come from to your website.

  • Configure conditions to specify the types of contacts or leads to push. You can rearrange the blocks of specified people as per your priority and 6sense will select contacts or leads accordingly.

• If Accounts No Longer Meet the Entry Conditions: You can instruct the workflow to either:

  • Remove audience from [campaign, static list, Cadence]: Remove accounts that did not meet the entry conditions.

  • Leave audience in [campaign, static list, Cadence]: Retain accounts that met the entry conditions and push them along through this node.

  • For example, if you configured a prior decision node to only qualify Awareness stage accounts to be pushed to the campaign, then you can select Remove Audience from [campaign] to ensure that any account that is no longer in the Awareness stage is taken out of the campaign.

• Advanced Options:

  • Max people per account per run 5: The maximum number of contacts or leads from the same account that the workflow pushes to the campaign, per run.

  • Batch size 200: The Batch Size per API call. The smaller the batch size, the more time it takes to run the workflow.

  • Process each account once every 0 Days: Ensures that an account and its contacts or leads that were processed in this node in the last X days are not processed again within the specified number of days. The default, 0, means that the people are processed with each workflow run. Use this to avoid saturating people at an account with the same campaign in quick succession.

  • If Account exits node, do not process again for 0 days: When an account is pushed to a CRM, then the workflow will not process the account again for this number of days. If you set this value to 0, the workflow will process the account and push it to the CRM every time it runs.

Remove Audience node

The Remove Audience action node removes any accounts or people that were previously pushed to a designated channel in the same workflow.

For example, if you pushed accounts to a display campaign using a Push to 6sense Display Ads node, you can serve the ads for a set duration using a timer node, then remove them from the campaign using the Remove Audience node.

Dependencies

• A previous account or people action node in the same path of the workflow.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Remove Audience from: The previous account or people action node. A Remove Audience node is only active if accounts or people were previously pushed using an action node in the same workflow and in the same path.

Create Accounts in CRM node

The Create Accounts in CRM action node creates net-new accounts in your CRM.

Account identification and duplication rules

6sense identifies accounts by name, country and domain. This means that 6sense considers “XYZCorp, USA” and “XYZCorp, Canada” to be separate accounts. Therefore, if you have one name/country/domain in your CRM, and the new account from 6sense uses another, 6sense creates the other. However, you may want to treat both of these accounts as the same account in your CRM; in which case you can set custom duplicate prevention rules in 6sense so that 6sense does not create a new account if you want to use the existing account. To set up duplication prevention rules, see Custom Match Rules.

Create accounts action node requirements

• You cannot use the same label text on more than one action node in a workflow.

Dependencies

• Integration with the 3rd party systems involved in the workflow.

• Pre-configured custom match rules for account creation, to prevent duplicates.

• A pre-configured mapping profile that includes the name, display domain, and country fields.

• 6sense credits allocated to the Audience Workflows application. See Distribute Credits Between Applications.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Select the Mapping Profile.

  • You can override which fields to enrich when creating an account for this node only.

• For Advanced Options, you can set the batch size per API call. By default, it is 10000. Reducing the batch size may inversely affect the number of API calls. For example, decreasing the batch size from 200 to 50 results in 4x more API calls. The smaller the batch size, the longer the processing times. Changes to this setting take effect the next time the action node runs.

Purchase Contacts action nodes

Purchase Contacts node

Purchase Contacts action nodes purchase contacts from 6sense using 6sense credits.

Dependencies

• Following a Purchase Contacts action node, the workflow must connect to a Save Purchased Contacts to [system] node. This ensures that the purchased contacts are saved to your designated system. Supported follow-up nodes include:

  • Save Purchased Contacts to a CRM

  • Save Purchased Contacts to a MAP

  • Save Purchased Contacts to a CSV

• 6sense credits allocated to the Audience Workflows application. See Distribute Credits Between Applications.

• Integration with the relevant CRM or MAP.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• Conditions: Filters on the segment data. You must add at least one filter.

  • Filters are categorized as People details (name, job title, etc), and if the Predictive add-on is active then you can select 6sense AI grades or profile fits.

  • You can configure 6sense to purchase contacts based on your Persona Map configuration and/or hotspots – areas where the highest number of visitors have come from to your website.

  • Configure conditions to specify the types of contacts to purchase. You can rearrange the blocks of specified people as per your priority and 6sense will select contacts for purchase accordingly.

• Advanced Options

  • Max people per account per run 5: The maximum number of contacts or leads from the same account that the workflow can purchase, per run.

  • Contacts will not be purchased for a given account more than once every 0 days: By default there is no wait time. You can specify a wait period in days.

  • If Account exits node, do not process again for 0 days: When an account is pushed to a CRM, then the workflow will not process the account again for this number of days. If you set this value to 0, the workflow will process the account and push it to the CRM every time it runs.

  • Only Purchase Contacts With…: Multi-select what information is required about each purchased record.

    • Email – the default

    • Direct Dial – a personal phone number

    • Company Phone Number – a corporate phone number

Save Purchased Contacts to CRM, CSV, or MAP nodes

The Save Purchased Contacts to [system] action nodes save contacts purchased from 6sense to your system.

You can save your purchased contacts to all three systems, but at least one is required.

Dependencies

• Integration with the 3rd party systems involved in the workflow.

• For CRM or MAP integration, a pre-configured mapping profile.

Properties

• Node Label: A brief description that displays on the node’s icon.

• Description: A lengthier description of what the node does.

• For CSV Fields, click View or Edit Defaults to see or modify the fields to be saved.

• For MAP fields:

  • By default, 6sense saves purchased contacts to the type of object used by the integrated MAP system.

  • Select the mapping profile.

  • For Advanced Options, you can set the batch size per API call. By default, it is 200. Reducing the batch size may inversely affect the number of API calls. For example, decreasing the batch size from 200 to 50 results in 4x more API calls. The smaller the batch size, the longer the processing times. Changes to this setting take effect the next time the action node runs.

• For CRM fields:

  • Select whether to save the purchased contacts as leads or contacts.

  • Select the mapping profile.

    • You can pre-configure up to five mapping profiles per object per system.

  • After you select a mapping profile, you can override specific fields for this node only.

  • If needed, edit the Tie-Breaker rules for this node.

    • If 6sense finds multiple accounts in your CRM that a purchased contact could belong to, it will select one account based on the default tie-breaker rules applied at Settings > App Settings > Workflows > Custom Match Rules > Contact Purchasing Tie-breaker Rules.

    • However, if you want to specify tie-breaker rules that apply only to this workflow and this node, click Edit Tie-breakers (for this node only) and set the match logic rules.

  • For Advanced Options, you can set the batch size per API call. By default, it is 10000. Reducing the batch size may inversely affect the number of API calls. For example, decreasing the batch size from 200 to 50 results in 4x more API calls. The smaller the batch size, the longer the processing times. Changes to this setting take effect the next time the action node runs.

Document Changelog

• Mar 24 2025: Updated for General Availability

• 1st Published Jan 15 2025: Beta