Recently a colleague requested help in making sure that they are not overwhelming their audience with emails. He is running a combination of one-off drip campaigns, full engagement engine programs, webinar promotions, in-person live event, promotions for new products,  newsletters, and major product updates.  He has applied communication limits but is there a way to automate this further?

Identify your leads and customers

It is very important to classify the different groups of individuals inside your marketing/CRM software.  Some lump the groups together at an account level and decision maker level. My suggestion is to actually focus on account engagement level. To do this we will map out the different potential groups based on account demographics, SFDC type (lead/contact), Engagement Level, Sales Stage, and Age of Lead.

Building the Groups


  • Not opened email in 90 days
  • SFDC type Lead
  • Account name is not = key account names
  • Opportunity no closed/won


Unengaged Past Clients

  • Not opened email in 90 days
  • SFDC type Contact
  • Account name is = Key account name
  • Opportunity is not open
  • Lead Stage is not greater than MQL


Lookalike Client Audience

  • Not opened email in 90 days
  • SFDC type is Lead
  • Lead Stage is not MQL or greater
  • # of employees – (similar to accounts)
  • Industry is (similar to accounts)
  • Region is (similar to accounts)


Engaged Prospects

  • Opened email in 90 days or Visit web page any in last 90 days
  • SFDC type Contact or lead
  • Account name is = Key account name
  • Opportunity is not open
  • Lead Stage is not greater than MQL


Prospects/Clients in Process

  • Lead Stage is great than SQL
  • Lead Stage is not “In Conversation”
  • Opportunity is not closed/won
  • Opportunity is opened in last 90 days


Recent Customer

  • Opportunity is closed/won
  • Opportunity is updated in last 7 days

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Managed the content strategy per group

Now that you know where the individuals are in their purchasing journey you can build a content plan to help move them further down the funnel. I recommend digging deeper into each group’s different personas. This will help to create the 1to1 conversation that will continue with your sales team. To get to this data look at the channel the individual came in through, what offer did he or she take action on, what have he or she has done since then?

*Always keep in mind the leads are individuals especially when you pursue Account-Based Marketing.  You will need to build secondary groups for net new names to key accounts and build unique content nurtures for these individuals. This is a high-value client, and each new person from the organization is important for the final approval of the product/service. As best you can try to get as specific to the individual’s focus, for example, Senior Finance executives will want to know more about the cost, the success of the organization, future funding, what type of risk will this purchase have beyond monetary. 

Each group is important including individuals who recently closed. To combat buyer’s remorse the nurture of new clients must be transparent of your products and services. Use this opportunity to put your product in its best light and provide the client with the confidence of the recent purchase. Provide them a channel for feedback or questions. 

Automate the distribution

Now that all the different groups have been identified you can start with very basic engagement engines which to promote all programs/content. Transition rules can be applied to these engines to move individual starts to engaged with the sales process you can move them into the appropriate stream.

By leveraging a nurture stream you can promote to these groups all relevant content (newsletters, ebooks, webinars, events), keep it automated and prevent over communicating to these individuals. Individuals can only be in one stream. If they do receive the email outside of the engine they will not be sent the same email again when inside the engine.

Assign individuals to different streams as they are entered into the system will allow you to better manage communications to individuals and not cause over-communication. All relevant product and offerings can be communicated to your audience at the correct point in their journey.
Please keep in mind this is a very simple version of identifying the different stages your clients might be, drilling in deeper to specific needs, and wants can add more personalized offers and communications. Always strive to get as niche as you can without losing repeatability of your process.

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