Overview
After upgrading to Marketing Pro v2, we recommend using the new audience segments feature for your marketing campaigns. While you learn how to build these segments, you can still use and create legacy audiences. Legacy audiences work the same way as audiences did in legacy Marketing Pro.
Who uses this feature
Marketing managers, business owners, and other marketers on your team
Primarily benefits Commercial Service and Replacement business types and Residential Service and Replacement business types
Applies to all trades
Feature configuration
To get started with Marketing Pro, request a demo on our Pro Products page, or reach out to your Customer Success Manager (CSM) or Pro Account Manager (PAM).
The Can access ServiceTitan Marketing Pro module permission is required to use this feature. Please contact the account administrator on your team.
Things to know
Legacy audiences will eventually be read-only. At that point, you won't be able to edit them or create new ones.
Before legacy audiences become read-only audiences, ServiceTitan will convert all your audiences into segments for you.
Legacy audiences have the Legacy Audiences tag when selecting an audience in the campaign builder.
Work with filters and groups
To get the most out of Marketing Pro, it's important to understand how groups and filters affect the inclusion and exclusion criteria of your campaigns. You can use small numbers of groups with many applied filters to target very specific customers, or use multiple groups with few applied filters to include large numbers of customers in a single campaign.
Groups
In Marketing Pro, you can add as many Include and Exclude groups as you want, but it's important to understand how using single or multiple groups, as well as single or multiple filters, will affect your audience.
One Include group—If you use a single Include group, then customers must meet all inclusion criteria to be included in the audience. This means that if you make a group that includes customers with an open estimate, in a particular ZIP code, and with an active membership, only customers that meet all of those criteria will be included in the audience.
Multiple Include groups—So long as customers meet all of the inclusion criteria for any of your Include groups, they will be included in the audience. Note that customers only need to meet the criteria for a single group to be included, regardless of how many groups your audience has.
Include and Exclude groups—Any customers that meet the exclusion criteria will not be included in the audience, regardless of any inclusion criteria they meet.
Single filter within a group—If you use a filter that can accept multiple values, any customer that meets any of the values you select is included in the inclusion criteria for that group. For example, if you use the Membership Status filter and select both Suspended and Expired, customers with either Suspended or Expired membership statuses are included in the inclusion criteria for the group.
Multiple filters within a group—If you use multiple filters within a single group, customers must meet at least one selection per filter to meet the inclusion criteria for that group.
Filters
The variety of options for date-based inclusion and exclusion criteria let you choose between static or dynamic filters for things like membership end dates, scheduled job date, and more.
Generally, you should use static filters when building one-time campaigns, and dynamic filters for automated campaigns.
Static filters—a fixed date (or range of dates) in time to filter against.
When using static filters in your audiences for events that happened on specific days, like last email date and last completed job date, Marketing Pro only includes those events that happened before the chosen date. For example, if your audience Last Call Date and the date is set to January 10, 2020, only those customers who called in on January 9th or before will be included in the audience.
Dynamic filters—a changing date or range of dates to filter against. You can use dynamic filters to look for things like customers who have equipment that's more than ten years old or have an estimate more than a month old. Dynamic filters let you control the window of time very granularly. You can set whether the filter
Works on days, weeks, months, or years
Looks for events in the past or the future
Is greater than, less than, between, or equal to a unit of time
If the above screenshot were used as part of an Include group, then only customers with a recurring event date more than five days in the past would be included.
Tip: You can update the audience filters to get a better targeted audience, but if the changes you made do not accord with the campaign expectations you can redo and undo the recent changes you made step by step.
How inclusion and exclusion criteria affect audiences
Audiences can be dynamic and can include or exclude certain customers over time. For example, you can create an audience that sends marketing content to all of your customers in a particular ZIP code except those who recently booked a job with you. As more customers from that ZIP code book a job with you, the number of customers in the audience will decrease. When a customer leaves an audience due to a filter you set in a group, they are said to exit the audience.
Inclusion criteria and best practices
Which customers are added to your marketing campaigns depends on the inclusion criteria you select when building your audience. Inclusion criteria are different data categories in your business, like estimates, memberships, and invoices. Broadly speaking, the more inclusion criteria you add, the fewer customers will be included in your audience.
For example, you can set the inclusion criteria for one audience to include customers with open estimates over a certain dollar value, customers with a specific type of aging equipment, or customers that live in a particular ZIP code.
Exclusion criteria and best practices
Alternatively, exclusion criteria are how you remove certain customers from an audience. For example, you can set exclusion criteria for an audience to exclude any customers that you have emailed marketing content in the last week.
Tip: Create Exclude groups that use the Last Email Date, Scheduled Job Date, and Last Call Date options to make sure that you aren't sending your customers too many marketing messages.
Audience targeting and scoring
When building an audience, your main goal is to get as many customers to open your marketing emails as possible. The more narrowly targeted your audiences are, the more likely that your customers will open your emails, see your content, and book jobs with you. As you build audiences, ServiceTitan automatically evaluates their targeting and shows you a targeting score.
There are three levels of audience targeting:
Strong targeting: Campaign will be sent to a very specific set of customers with a high likelihood that they will see and open it.
Moderate targeting: Campaign will be sent to a large set of customers, which means a lot of messages won't be opened.
Broad targeting: Campaign will be sent to a very large set of your customers, and there's a good chance most of your messages won't be read.
If the targeting score of your audience is moderate or broad, you can remove some of your inclusion group criteria, or add more exclusion criteria to lower the total number of customers.
Create an audience to retain customers
In Marketing Pro, audiences are central to your marketing efforts. They determine which customers receive what marketing content and when. Create as many or as few audiences as you need.
To market to customers in your audiences list:
Go to Marketing > Audiences.
Click Create new. The Create Audience screen opens.
Select Retain Customers using Email or Direct Mail campaigns to target customers existing in your database.
Enter a unique and meaningful name for your audience to help your team identify it from the others. Then, click Begin. A new screen opens with options to add groups.
To create a set of criteria for both Include and Exclude to define which customers will receive emails for the campaign, go to Include and click Add Group.
Click a category and use the filters to build your audience.
Note: The list of required information changes for the Recurring Service Events audiences.
(Optional) If you want to add additional inclusion criteria groups, click the
icon beneath your first group. Add as many as you need.(Optional) If you want to add an exclusion group, go to Exclude and click Add group.
When you're finished adding Include and Exclude groups, click Continue.
Note: For Marketing Legacy, you can only create email campaigns. That is why you can create audiences to retain customers only.
Example retention audiences
When creating audiences, keep your marketing goals in mind. For example, do you want to follow up with customers with open estimates or reach out to customers with expiring memberships? Your goal helps determine which inclusion and exclusion criteria to include for your audience.
See example audiences for retaining existing customers below:
Audience | Purpose | Inclusion Criteria | Exclusion Criteria |
|---|---|---|---|
Unsold Repairs | Follow up with customers with open estimates created in the past 14 days. | Estimate Status: Open. Created On Date: Between 0 and 14 Days In the Past. Business Unit: As needed. | None |
New System Install | Follow up with customers who had a new system installation in the past 15 days. | Customer Type: Residential Invoice. Job Type: System Installation. Job Completion Date: Less Than 15 Days In the Past. | None |
12 Months Idle | Reach out to customers who haven't had any work done in over a year to remind them about the services you offer. | Customer Type: Residential Job. Last Completed Job Date: Between 12 and 14 Months In the Past. | Group 1 Group 2 Group 3 |
You can also target customers based on non-job-related data using the Invoice Date filter. This filter includes all invoices, whether or not they are linked to a job. For example, you can use it to target non-job invoices such as membership renewals or sales in addition to job-related transactions.
See example audiences below that use the Invoice Date filter:
Audience | Purpose | Inclusion Criteria | Exclusion Criteria |
|---|---|---|---|
Past due invoice balance reminder | Remind customers with balances older than 30 days that payment is required. | Invoice Date: Greater Than 30 Days In the Past. Balance: Greater than $1 or the amount you consider warranting a reminder. | None |
Recent invoices with a balance | Remind customers with balances less than 30 days old that payment is required to encourage prompt payment. | Invoice Date: Less Than 30 Days In the Past. Balance: Greater than $1 or the amount you consider warranting a reminder. | None |
Create an audience to acquire new customers
To acquire new audiences using the Direct Mail channel in Marketing Pro:
Go to Marketing > Audiences.
Click Create new. The Create Audience screen opens.
Select Acquire New Customers.
Note: You can only use Acquisition Audiences to acquire new customers through the Direct Mail feature in Marketing Pro.
Enter a unique and meaningful name for your audience to help your team identify it from others then click Begin. The Acquisition Audience Builder opens with an interactive map interface of your local service area. This data comes from public and local home assessment records. The Acquisition Audience Builder can help you market more effectively and acquire new customers within your local area.
Note: Data may not always be available or updated based on state, city, or county practices.
Select up to five ZIP codes you want to target in your service area by searching for them specifically, or by searching for the city you want to target through your direct mail marketing campaign.
Add the inclusion and exclusion criteria you want to filter properties by.
Note: You can view the percentage of properties that meet your criteria and are registered to different owner addresses than the property's location. This information can help you decide where to send direct mail for acquisition campaigns—either to the property owners' addresses or directly to the property addresses.
When finished, click Continue.
Example acquisition audiences
When creating audiences to acquire new customers, keep your marketing goals in mind. For example, do you want to reach out to potential customers in a certain ZIP Code or recently purchased homes? Your goal helps determine which inclusion and exclusion criteria to include for your audience.
See example audiences for acquiring new customers below:
Audience | Purpose | Inclusion Criteria | Exclusion Criteria |
|---|---|---|---|
Recently Sold Properties | Reach out to properties sold within the last month to let the new owners know about your services. | Service Area: Select up to 5 service areas. Property Last Sold: Less than 1 month. | None |
Current Market Value of $150,000 or more | Reach out to properties with a certain current market value to let them know about your services. | Service Area: Select up to 5 service areas. Current Market Value: Greater than $150,000.00 or the current marketing value you consider warranting reaching out. | None |
Older Properties | Reach out to older properties that may require your services. | Service Area: Select up to 5 service areas. Age of Structure: Greater than 20 years or the age you consider warranting reaching out. | None |
Inclusion and exclusion criteria category descriptions
Estimates
Filter name | Filter type | Details |
|---|---|---|
Estimate Status | Select one | Open, Sold, or Dismissed |
Created On Date | Dynamic or static date filter | The day, or range of days when an estimate was first created |
Dollar Value | Greater or lesser filter | The total amount of the estimate |
Business Unit | Select one | Which business unit the estimate is attached to |
Opportunity Status | Select one | The current status of the estimate. Options include Not Attempted, Unreachable, Contacted, Won, or Dismissed |
Recommended | Select one | Whether or not the estimate was marked as recommended |
Technician | Select one or more | The name of the technician who built the estimate |
Tasks | Select one or more | Any tasks that were attached to the estimate |
Materials | Select one or more | Any materials that were attached to the estimate |
Equipment | Select one or more | Any equipment that was attached to the estimate |
Job Type | Select one or more | Job type of the job the estimate is attached to |
Job Tag | Select one or more | Any tags that were attached to the estimate |
Location ZIP Code | Select one or more | The ZIP code of the location that the estimate was attached to |
Memberships
Filter name | Filter type | Details |
|---|---|---|
Membership Name | Select one or more | Search for or select a membership |
ZIP Code | Select one or more | ZIP code of the location the membership is attached to |
Membership Tag | Select one or more | Search for or select tags attached to memberships |
Recurring Service | Select one or more | Search for or select recurring services |
Recurring Service Event Date | Dynamic or static date filter | To/From date for a recurring service |
Recurring Service Event Status | Select one or more | Status of the recurring event. Choose from Active or Expired |
Membership Status | Select one | Status of the membership. Choose from Active, Suspended, Expired, Canceled, or Deleted |
Membership Start Date | Dynamic or static date filter | To/From date of the start of a membership |
Membership End Date | Dynamic or static date filter | To/From date of the final day of a membership |
Remaining Follow-Ups Events Left | Number entry | How many follow up events are left |
Next Follow Up | Dynamic or static date filter | To/From date of the next follow up |
Business Unit | Select one or more | The business unit that handles the membership |
Credit Card Expiration Date | Dynamic or static date filter | To/From date of the credit card validity |
Equipment
Filter name | Filter type | Details |
|---|---|---|
Name | Select one or more | Name of equipment at a location. Search for or select an equipment name |
Location ZIP Code | Select one or more | ZIP code of the location of the equipment |
Type | Select one or more | Type of equipment at a location. Search for or select an equipment type |
Tags | Select one or more | Tags attached to equipment. Search for or select a tag |
Manufacturer | Select one or more | Manufacturer of equipment at a location. Search for or select a manufacturer |
Model | Select one or more | Model of equipment at a location. Search for or select a model |
Installed Date | Dynamic or static date filter | To/From date of the equipment installation |
Manufacturer Warranty Start | Dynamic or static date filter | To/From date of the start date of the manufacturer's equipment warranty |
Manufacturer Warranty End | Dynamic or static date filter | To/From date of the end date of the manufacturer's equipment warranty |
Service Provider Warranty Start | Dynamic or static date filter | To/From date of the start of service provider's equipment warranty |
Service Provider Warranty End | Dynamic or static date filter | To/From date of the end of service provider's equipment warranty |
Customer
Filter name | Filter type | Details |
|---|---|---|
Customer Type | Select one | Select from Residential or Commercial |
Customer ZIP Code | Select one or more | ZIP code of the customer |
Customer Tag | Select one or more | Search for or select customers with a customer tag on their customer record |
Last Email Date | Dynamic or static date filter | To/From date of last time customer was emailed marketing content (does not include non-marketing content like dispatch notifications) |
Created on | Dynamic or static date filter | To/From date of when the customer record was added |
Balance | Greater or less than filter | The total customer balance held by a customer |
Latest Credit Card Expiration Date | Dynamic or static date filter | The expiration date of a credit card used by a customer |
Custom Fields | Select one or more | Add a custom field and select a Value generated from the Customer profile record. |
Location
Filter | Filter type | Details |
|---|---|---|
Location ZIP Code | Select one or more | Select one or more ZIP codes attached to the location |
Zone | Select one or more | The zone where the customer resides |
Location Tag | Select one or more | Search for or select customers with a location tag on their customer record |
Custom Fields | Select one or more | Add a custom field and select a Value generated from the customer Location page. |
Job
Filter | Filter type | Details |
|---|---|---|
Last Completed Job Date | Dynamic or static date filter | To/From date of time when the customer had no jobs completed |
Scheduled Job Date | Dynamic or static date filter | To/From date of the last time the customer scheduled a job |
Job Status | Select one or more | Search for or select customers with a job status on their customer record |
Custom Fields | Select one or more | Add a custom field and select a Value generated from the Job. |
Call
Filter | Filter type | Details |
|---|---|---|
Last Inbound Call Date | Dynamic or static date filter | To/From date of the last time the customer called one of your tracking numbers |
Last Outbound Call Date | Dynamic or static date filter | To/From date of the last time the company called the customer for marketing purposes |
Invoice
Filter name | Filter type | Details |
|---|---|---|
Invoice Date | Dynamic or static date filter | To/From date of the invoice date |
Payment Due Date | Dynamic or static date filter | To/From date of the payment due date |
Total | Greater or less than filter | The total cost of the invoice |
Subtotal | Greater or less than filter | The subtotal of the invoice |
Technician | Select one or more | The name of the technician who sent the invoice to the customer |
Tasks | Select one or more | Search for or select one or more tasks attached to an invoice |
Materials | Select one or more | Search for or select one or more materials attached to an invoice |
Equipment | Select one or more | Search for or select one or more equipment attached to an invoice |
Business Unit | Select one or more | Search for or select one or more business units attached to an invoice |
Job Type | Select one or more | Search for or select one or more job types attached to an invoice |
Scheduled Job Date | Dynamic or static date | To/From date of the scheduled job |
Job Completion Date | Dynamic or static date filter | To/From date of the completion of a job |
Job Tag | Select one or more | Search for or select one or more job tags attached to an invoice |
Location ZIP Code | Select one or more | Select one or more ZIP codes attached to the invoice |
Balance | Greater or less than filter | The total invoice balance held by a customer |
Recurring Services
Filter name | Filter type | Details |
|---|---|---|
Recurring Service | Select one or more | Search for or select one or more recurring services |
Recurring Service Event Date | Dynamic or static date filter | To/From date of a recurring service |
Recurring Service Event Status | Select one or more | Search for or select one or more recurring event statuses |
Acquisition Audience Builder
Filter | Filter type | Details |
|---|---|---|
Pricing Information | For Total Assessed Value, select either a greater than, less than, or range filter For Last Sale Amount, select either a greater than, less than, or range filter For Current Market Value, select either a greater than, less than, or range filter | Search for properties by the total assessed value, last sale amount, and current market value.
|
Property Use | Select one or more | Search for properties by how they are used |
Age of Structure | Select either a greater than, less than, or range filter | Search for properties with a certain age range |
HVAC Cooling System | Select one or more | The type of the HVAC cooling systems |
HVAC Heating System | Select one or more | The type of the HVAC heating systems |
Total Interior Area | Select either a greater than, less than, or range filter | Search for properties by the total interior area |
Water Source | Select one or more | Search for properties by the type of water sources |
Sewer Type | Select one or more | Search for properties by type of sewers
|
Property Last Sold | Select either a greater than, less than, or range filter | Search for properties sold before, during, or after a defined period |
Flooring Material | Select one or more | Search for properties by the flooring material type |
Fireplace | Select Yes or No | First search for properties that have a fireplace, then search for properties by the number of fireplaces available |
Pool | Select Yes or No | Search for whether properties have a pool.
|
Garage | For Has garage, select Yes or No For Garage area, select either a greater than, less than, or range filter | First search for whether properties have a garage. Then, search for properties by size range |
Bedrooms | Select either a greater than, less than, or range filter | Search for properties by the number of bedrooms |
Bathrooms | Select either a greater than, less than, or range filter | Search for properties by the number of bathrooms |
Marketing Behavior
Filter name | Filter type | Details |
|---|---|---|
Campaign | Select one filter | Search for or select one interaction with the campaign status |
Select one | Search for or select one campaign status |