Barbara

Key takeaways

• 1:01A Forrester survey found GTM teams waste up to 30% of their budget on misaligned outreach — the core problem Cohort Designer targets by keeping audiences dynamic and sales-aligned.
• 12:13Paddle grades contacts within buying groups (by persona significance or type like finance vs. technical) so long-pursued accounts with 200 accumulated contacts only target the 10 that actually matter.
• 14:16Paddle layers criteria like account priority level, geography, headcount limits, active opportunity status and last outreach date (fed from Gong Engage) to avoid targeting disqualified or recently untouched contacts.
• 16:18Use global exclusions for always-on suppressions like decade-old disqualified accounts and competitor domains — cohort-level exclusion lists can hit API call limits and become unreliable at CRM scale.
• 25:33Cohort Designer is best for long-lived audiences you pursue over quarters or years; temporary event or holiday audiences are easier to run as one-off campaigns passed from your CRM.