Technical Account Manager
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Every Marketer worth their salt knows segmentation is key when it comes to engaging leads. But once you get beyond the most basic level of campaign segmentation, it becomes really, really time-consuming. And in today’s attention economy, you need to be able to create a tailored conversational experience for your leads, which means hyper-segmentation.
Luckily, Conversica has the Conversation Rules feature to do the heavy lifting for you.
Conversation rules give you the ability to automatically segment your leads to different contact lists and conversations within Conversica based on information in the Customer Relationship Management (CRM) or Marketing Automation Platform (MAP) that you’ve integrated with Conversica.
Not only does this take some of the campaign prep work off your plate, but it also empowers you to further tailor your messaging to each segment to drive more effective engagement. So let’s get to splitting!
Let’s say your company recently hosted an event. You have a list of attendees, but want to segment those leads to different corresponding conversations based on the action they took at an event (e.g., stopped by booth at event, attended conference, registered but did not attend, etc). As long as you have this information available in a field in your integrated system, you can use Conversation Rules to route leads to different conversations based on the action they took at an event.
Here’s a flow chart to show how this example works in context.
While you can effectively use conversation rules to route leads to entirely different conversations and conversation pathways, you can also route leads to different contact list versions of the same conversation based on a Lead Industry field in your CRM. You can create different versions of the messaging containing industry-specific language tailored to each segment (e.g., telecommunications, manufacturing and education).
These two use cases are some of the most common ones we see, but the possibilities are truly endless!
Discover how to maximize your virtual event ROI through effective engagement before and after the event.
The Conversation Rules feature is designed to for ease of use. These are our recommended next steps for getting started.
Want a deeper dive into how Conversation Rules work? Take a tour of the feature in this quick video.
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