MAP Email Nurture + Conversational Email

charlotte.spangler

Hi revheads,

We have been working on stage-based 4-email nurtures that would be used for new contacts, and for existing contacts as they move through the stages.

So if a contact is new and in Awareness, they get the awareness nurture. Then, if that account later moves to Consideration, all the contacts at that account get the Consideration nurture.

First - is anyone doing something similar? How have you configured those workflows?

Second - we are going to start using conversational email and I'm curious how that strategy would be impacted by additional "awaken the dead" campaigns or other efforts in that tool

Courtney Smith

Hey @charlotte.spangler! For the last couple of years, we ran stage-based peer-to-peer nurtures in our MAP (we used Marketo) to new and existing contacts. @julzjames can share how we configured the set-up/workflow on that program.

I think the best way to avoid overlap is through your 6sense segmentation (so for the nurture you might include a CRM filter that excludes accounts with open opportunities in the last 30, 60, 90, 120, etc days).

You could also consider (could start with a test) moving nurtures into CE as well.

julzjames

Hey @charlotte.spangler

Sorry for only just replying to this!! We have a number of fields set up across our systems to avoid cross emailing. As soon as a net new record comes into our MAP (and fits the criteria) they get put into a Peer-to-peer nurture and we stamp a checkbox field to identify that they are in a Nurture and we also populate a field with the name of the nurture. I wrote a short post on how these fields are used across all of our email tools here:

https://revcity.6sense.com/home/discussion/489/how-to-avoid-overlapping-messaging-from-multiple-email-tools

However, when it comes to transitioning between nurtures as accounts move between stages, simple smart campaigns moving them between nurtures will work and you can use all of the fields above as filters to make sure you're not cross communicating between tools. For example, you might have Contact A in the Awareness Stream as they are net new, but the account moves stages, but Contact B is in a Salesloft Cadence already, you can move Contact A and any other Contacts on the account, but not Contact B using the filtering. This is a custom set up in our MAP but it is helping limit any cross communication.

With regard to the question about CE - we use the same filters in our reports for any CE campaigns - so we exclude anyone who is in a Marketo Nurture or a Salesloft Cadence from a CE campaign. It reduces the counts a little, but the most important feature is that is doesn't send multiple messages to the same person.

I hope this helps?

Thanks

Julz

Annabel Custer

Hi @julzjames ,

If they get added to a SaleLoft Cadence after they are added to CE, is there a way to cancel the CE communications so they don't get double emails? We try to enable our sales to look out for contacts going through the CE campaign, and we check for this when enrolling contacts, but would love to have some guard rails in place after they are enrolled as well.

Thanks,
Annabel

Jordan Backues

@Annabel Custer Jumping in here—currently, the only option is to manually remove accounts from a CE campaign. Our new product in beta, Workflows, should offer a solution for this. Please reach out to your CSM to find out when this feature will be available for your team.