Using Contact Cohort Segments for Negative Queries

Need to find people who haven't taken a specific action? Whether it's leads who never attended your webinar or customers who haven't purchased a particular product, Negative Queries make it easy.

In the video below, you'll learn how to create Contact Cohorts that identify contacts based on actions they haven't completed. These segments can then be used for re-engagement campaigns, targeted follow-ups, and many other marketing workflows.

Full Transcription:

Want to find people who haven't done something? Like leads who never attended your webinar, or customers who haven't bought a specific product? That's exactly what Negative Queries are for.

Here's the key insight: instead of trying to find people who haven't done something, we first build a group of people who have - then we flip it. Let's walk through it. Head over to the Segments tab.

Click New Segment and give it a memorable name - something like 'Webinar Attendees Who Bought.' Important: make sure you choose the Cohort Segment option, not Filter Collection. Now click Add Filter. We'll add anyone who has a 'Webinar Attended' tag from your email tool.

Then add a second filter for the specific product purchase you care about.

Once both filters are set, click Create Segment. That's your 'has done it' group saved and ready to use.

Now let's use that segment in a report - we'll use the Orders dashboard here, but this works anywhere. Click the filter icon, then click the four squares icon to browse your segments.

Select your new segment. Now here's the magic moment - instead of leaving it as 'In,' switch it to Not In.

Hit Apply. Every person and metric in this report now excludes anyone who attended that webinar AND bought that product. What's left is exactly who you're looking for.

Export that list and upload it straight into a Facebook Custom Audience or an email re-engagement sequence. You've just built a laser-targeted campaign list in under two minutes.

Stop manually hunting for gaps in your funnel. Negative Queries let you instantly surface the people who need your attention most - so no lead or customer ever falls through the cracks."