Workflows feature enables the use of various data sources as triggers to transfer accounts between segments. This document describes some basic use cases for workflows. Please note that it’s important to follow the exactly same order of workflows as defined in the guidelines.
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Use case
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Workflow setup
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Keep your segments synchronized with your HubSpot CRM lists
Play:
Manage your account lists in HubSpot as company lists and keep them synced with N.rich segments.
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Create a new Workflow using CRM as the data source.
Select HubSpot Company List as the data type/account source.
Select the source HubSpot Company List and a destination segment
Using this Workflow will keep your segment in sync with your CRM list. If you aren’t using lists yet, here’s the HubSpot documentation on how to create lists.
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Create the Intent Report to capture accounts with buying intent.
1. Create a master Intent Report using Net New Demand preset (80/20) called Master Intent Report.
Create the Segments to be used in Campaigns
1. Cold Accounts
2. In-Market Accounts
3. Engaged Accounts
4. Hot Accounts
Create Workflows using the Intent Report to populate the segments
Cold Account Segment Workflow
When account reaches an intent score of 60 or less in the Intent report: Master Intent Report then SYNC account to the segment: Cold AccountsHot Account Segment Workflow
When account reaches an intent score of 60 or more in the Intent report: Master Intent Report then SYNC account to the segment: Hot AccountsIn-Market Segment Workflow
When account reaches an intent score of 60 or less in the Intent report: Master Intent Report then MOVE account from the segment: In-Market Accounts and Cold Accounts to the segment: Engaged AccountsEngaged Segment Workflow
When account reaches an intent score of 50 or less in the Intent report: Master Intent Report then MOVE account from the segment: Engaged Accounts and Cold Accounts to the segment: In-Market AccountsCleaning Engaged and In-Market Segment Workflow
When account reaches an intent score of 30 or less in the Intent report: Master Intent Report then REMOVE account from the segment: Engaged Accounts and In-Market Accounts
These Workflows will result in:
Hot Accounts with Intent Score of more than 60
Engaged Accounts with Intent Score between 50 and 60
In-Market Accounts with Intent Score between 30 and 50
Create Workflows to manage CRM Pipeline Segments
When any account has open opportunity created at any time then ADD account to the segment: #Open Opportunities
When any account has lost opportunity created in the last 180 days then ADD account to the segment: #Lost Opportunities
When any account has won opportunity created in the last 180 days then ADD account to the segment: #Won Opportunities
Create Campaigns to target the segments
Create campaigns with personalised content to the buyer journey stage in question.
Awareness Campaign targeting the segment: In-Market Accounts
You can optionally target Cold Accounts to warm them up by adding the Cold Accounts segment to your Awareness Campaign targeting and excluding the Engaged and Hot Accounts Segment.Consideration Campaign targeting the segment: Engaged Accounts
Decision Campaign targeting the segment: Hot Accounts
For these 3 campaigns, exclude #Open Opportunities, #Won Opportunities and #Won Opportunities in campaign targeting.
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Exclude customers from your targeting
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Create a segment containing your accounts with wonn opportunnities and exclude the segment from campaign targeting.
1. Create 1 segment named Customers
2. Create 1 Workflow using CRM Data Source:
When account has won opportunity: Remove account from Customers
3. Update your campaign setup and add the Customers segment as an Excluded segment.
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When account has lost opportunity, remove account from Open Opportunities.
When account has won opportunity, remove account from Open Opportunities.
When account has open opportunity: Add account to Open Opportunities.
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Create intent report for hot demand for all accounts
Create Intent Reports + ICP workflow:
When account is added to hot demand intent report with > 40 intent score AND account has > 50 as ICP score, add account to the hot ICP segment
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Nurturing account through their buying journey (Advanced Version)
Involves using intent data to uncover in-market account and run ABM campaigns to nurture them through their journey.
Play:
Target in-market, Cold, Engaged, Hot and accounts with open opportunities with personalised content. Remove accounts with won or lost opportunities form targeting.
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Create the base target account segment or use High Velocity ICP segment
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Create intent reports for Net new (in-market), Engaged and Hot.
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Create 5 campaigns: “cold”, “in-market”, “engaged”, “hot”, “pipeline”. Each campaign should have personalised content for the stage in question.
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Create 3 intent reports: Net New (in-market), Engaged and Hot Demand intent report that will use the base target account segment using the base target account segment
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Add the base target account segment to the Cold campaign.
Create the following workflow rules by selecting Intent Reports and CRM
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Create 3 Intent Report workflows:
When account is added to In-market intent report with score > 40, add the account to In-market segment
When account is added to Engaged intent report with score > 40, add account to Engaged segment
When account is added to Hot intent report with score > 40, add account to Hot segment.
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Create Intent Report workflow: When account is added to Net New Demand (in-market) intent report with score > 40
remove the account from Cold segment
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Create 2 Intent Report workflows: When account is added to Engaged intent report with score > 40
remove the account from Cold segment
remove the account from In-market segment
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Create 3 Intent Report workflows: When account is added to Hot intent report with score > 40
remove the account from Cold segment
remove the account from In-market segment
remove the account from Engaged segment
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Create 5 CRM workflows: When account has lost opportunity
remove the account from Cold segment
remove the account from in-market segment
remove the account from Engaged segment
remove the account from Hot segment
remove the account from Pipeline segment
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Create 5 CRM workflows: When account has won opportunity
remove the account from Cold segment
remove the account from in-market segment
remove the account from Engaged segment
remove the account from Hot segment
remove the account from Pipeline segment
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The article is now available here: https://n.rich/en/knowledge-base/workflows-use-cases