Workflow Automation and Segment Management
Automating manual workflows and managing segments (account lists) is at the core of all account-based marketing strategies. While the N.Rich platform core capabilities allow marketers to create target account segments based on firmographics and intent data, there is an increasing need to tap into more sources (and more data) to populate and update your most valuable segments.
Workflows in N.Rich allows you to leverage a selection of first-party and third-party data sources as triggers and apply your own rules to manage segment population. Whether you want to populate segments based on intent data, website visits, CRM activity, or even advertising activity, Workflows is the way to do that in an automated way.
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What can I do with Workflows?
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Use Case
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Data Source
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Account Activity
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Match Rule
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Populate a segment with accounts getting ready to buy
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Intent Data
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First-party and third-party intent signals are generated by the accounts.
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Accounts that have very high intent scores
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Populate a retargeting segment with accounts highly engaged with your website
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Website
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Accounts that have visited your website recently and are highly engaged
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Accounts with several visits over a short period.
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Populate a segment with accounts with Open Opportunities
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CRM
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Accounts with open opportunities in your CRM.
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Accounts with one or more open opportunities.
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Keep your HubSpot company lists in sync with your N.Rich segments
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CRM
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Account updates to a HubSpot company-list
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Accounts in a HubSpot company list
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Populate a segment with accounts that are engaging with my advertising campaigns.
Advertisement
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Accounts that are engaging with a specific N.Rich advertising campaign
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Accounts matching a threshold in terms of engagement within a defined campaign and over a period of time.
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Create account lists based on predicted sales velocity
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ICP Analytics
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Accounts that are highly likely to generate revenue at a rapid pace, determined by their Sales Velocity
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Accounts matching a chosen threshold for their sales velocity score
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Remove customers from your prospect segment
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CRM
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Accounts that have been successfully won and whose opportunity status has been updated in your CRM
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Remove accounts when their opportunity status changes to closed won in your CRM.
Prerequisites
Subscription
The Workflows feature is available to N.Rich customers using the 360 GTM Platform with a Scale subscription.Data Sources
Leveraging the different data sources in the Workflows feature require that they have been set up properly. You can find a breakdown of the setup requirements for each data source in the technical requirements section.
How can I create Workflows?
Follow these steps to create a single source workflow:
Select the data source you want to use for the workflow.
Select the account activity parameter(s) you want to use as a trigger for the workflow.
Select the workflow action - to add or remove the account from the segment.
Select the destination segment in which you want the accounts that match the parameters to get saved.
Save and activate the workflow
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Supercharge your Workflows by combining data sources
You can use more than one data source for your workflows, allowing you to combine data sources and account activity parameters to create even more powerful workflows based on your custom needs.
Follow these steps to create a workflow combining two data sources:
Select two data sources you want to use for the workflow.
Select the account activity parameter(s) you want to use as a trigger for the workflow. Note that the account activity parameters available will depend on the data source selected and all selections are used to further narrow down the list of accounts.
Select the workflow action - to add or remove the account from the segment.
Select the destination segment in which you want the accounts that match the parameters to get saved.
Save and activate the workflow.
Managing your workflows
Managing workflows is easy on the workflows list page:
Enable or disable workflows by toggling the active button
Edit workflows by clicking on their description
Delete workflows by clicking on the hamburger menu.
Workflow Use Cases
Looking for inspiration?
We have compiled a list of use cases and instructions on how to create workflows for your business needs.
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When setting up workflows, it’s important to understand that some workflow actions can also be set up to remove accounts from a given segment. It’s best practice to monitor the segments affected to make sure that segment size is adequate for advertising purposes. We advise reviewing your workflows at least once per month to make sure that they are up-to-date with your business needs. |
Technical Specifications
Data Sources
Workflows require data sources to be set up so that you can use the data sources and account activities as a trigger for your workflows. Find below the support data sources and their setup requirements:
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Data Source
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Setup Requirements
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Documentation
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ICP
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To use ICP as a data source, you need to have the ICP Analytics feature enabled and Sales Velocity ICP configured.
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Intent
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To use Intent as a data source, you need to have at least 1 Intent Report setup.
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CRM
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To use CRM as a data source, you need to have CRM integration enabled.
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Website
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To use your website as a data source, you need to have the N.Rich website tag installed and the standard mode tracking enabled.
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Advertisement
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To use Advertisement as a data source, you need to have at least 1 active advertising campaign.
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Workflow Execution
Active Workflows are executed at least once per day. They can be executed multiple times per day, depending on the data source.
Additional Capabilities
LinkedIn Matched Audiences
Segments in N.Rich can be automatically synced as a matched audience in LinkedIn so that you can target them using your LinkedIn Ads. Using Workflows, you can make sure that those segments are dynamically updated based on your own rules so that you are advertising only to the accounts that truly matter. Read our documentation to learn how to use N.Rich audiences on LinkedIn.
Support
Contact support@n.rich for any additional information you need or questions you may have about the Workflows feature.The article is now available here: https://n.rich/en/knowledge-base/getting-started-with-workflows