Sacha Gauthier
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.
Questions Sacha Gauthier answered
Contact-based data is the real strength of Influ2 targeting: intent signals fed back from the CRM, whether someone left the company, last touch date, and engagement with recent campaigns or events — all of which help personalize and prioritize where Paddle is already resonating.
Building Smarter Audiences with Cohort Designer | Sacha Gauthier from Paddle23:30
If you can build filters in your CRM, just build a cohort without connecting it to a campaign — try replicating an existing CRM targeting report and see how many contacts come in. It should be as simple as having a go and playing around with what he calls a really accessible tool.
Building Smarter Audiences with Cohort Designer | Sacha Gauthier from Paddle24:32
In Sacha Gauthier's words
“Some of our best target accounts had like 200 contacts, because it had been an account that we'd been going after for 5 years. Making sure that out of those 200 we were targeting the 10 that we actually wanted to target was a big deal.”
Building Smarter Audiences with Cohort Designer | Sacha Gauthier from Paddle13:15
“It should just be as simple as having a go and playing around. I think the Influ2 team have actually built a really accessible tool.”
Building Smarter Audiences with Cohort Designer | Sacha Gauthier from Paddle25:33