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Overview

Reach out to other stakeholders when a past champion joins their company, using their entry and name as a catalyst to start a conversation.

Why run it

Win rates increase by 5x when you involve more stakeholders in an evaluation driven by a past champion.

Campaign Complexity

Intermediate --> This campaign should take <1 hour to set-up (if pre-requisites are already completed) and requires limited customization.

Signals Used

• People: Multi-thread
• Account: Companies with past champions

1. Complete the pre-requisites

• Easy start completed (Salesforce / Hubspot):
  • Tracked contacts are uploaded
  • Personas created
  • Tracked accounts are uploaded 
  • Ideal Customer Profile created 
  • Signals activated & customized: Past Champions, Multi-thread, Customer Competitors required
  • CRM export settings configured  ‍
  • Gem-E seller content updated  
• SEP configured (Outreach, Salesloft, or CRM (non Outreach / Salesloft SEPs)

2. Create a Gem-E sequence / cadence in your Sales Engagement tool

• Create a new sequence or duplicate a default Gem-e sequence / cadence if you already created one
• Call the sequence / cadence “UG - Multi-thread companies w/ past champions” or similar.
• Suggested structure for this campaign sequence/cadence:

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3. Customize your campaign workflow

• If this is your first workflow, make sure you’ve reviewed the campaign workflows help article
• Navigate to the campaign workflows page in UserGems
• Select “create new campaign” 
• Select the default “Multi-thread companies w/ past champions” campaign
• This default campaign workflow should include the following actions:
  
  • Audience = Default “Multi-thread companies w/ past champions” audience
  • Schedule = Default
  • Create prospects = Default
  • Delay = Default
  • Activate Gem-E = Default

4. Validate your audience

• Click the "Audience" action
• Select "Edit audience" to review the default audience
• Click the wrench icon in the top right to download as a CSV
• Take a random sample of 20 prospects:
  
  • If >90% are a good fit, no edits are needed
  • If <90% are a good fit, you may want to consider updating your Ideal Customer Profile and/or personas and/or adding additional filters

5. Customize your schedule & limits

• Default schedule will limit to 100 prospects sent at 8am EST.
• The schedule wont begin running until the entire workflow is activated
• Click the "Schedule & limits" action
• Customize the schedule to your preferences

6. Confirm your create or update prospect rules

• Default creation rules be set to your own default CRM export settings
• In most cases this step shouldn't need customization since the record creation rules should generally always follow the same criteria

7. Keep, extend, or delete default delay

• The default delay between activating Gem-E is 30 minutes
• This delay is intended to leave time for 3rd party routing tools like LeanData or Chilipiper to run assignments before Gem-E creates messaging.
• If you're using a routing tool, you'll likely want to keep or extend this step.
• If you're not using a routing tool, it's optional to keep this step since it won't have any direct impact.

8. Review Activate Gem-E action

• In most cases, you shouldn't need to adjust anything in this step other than the number of emails generated.
• There is an option to override default prompts here which should only be used for one-off micro campaigns.
• Default Gem-E activation is to create 3 subjects and 7 emails for this campaign.
• If you're not using the recommended sequence structure and have less or more AI emails, adjust the toggles accordingly.

9. Add an action to enroll in sequence / cadence or update CRM fields

• If using Outreach / Salesloft:
  • Select "Add action" at the bottom of the workflow
  • Select "Add to sequence" for Outreach or "Add to Cadence" for Salesloft
  • Select the sequence / cadence you created for this campaign
  • Select who to enroll as
    • Most common option is to enroll as the record owner assuming we've set up assignment rules that way

• If using any other SEP or sequencing tool:
  • Select "add action" at the bottom of the workflow
  • Select "Update CRM fields"
  • If you're only creating contacts or leads select the appropriate option then map each Gem-E field created in your CRM with the dynamic value in UseGems
  • If you're creating contacts & leads with UserGems, you'll need to add this action twice, once for the lead object, and once for the contact object

10. Customize your Gem-E messaging & snippets

• Navigate to Gem-E snippets in UserGems
• Review your customer competitor snippet. No customization is required for multi-threading to start.

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11. Validate your Gem-E messaging

• Navigate back to the campaign workflow
  • Open the activate Gem-E step
  • Click the "preview messages" button in the top right
  • Review the emails
  • If these look good to send hit save
  • If not you may want to further revise your Gem-E messaging 

12. Manually send 10 records in the audience

• Head to the workflows page in UserGems
• Find your “Multi-thread companies w/ past champions” workflow
• Select the 3 dots all the way on the right of the row
• Select “run workflow”
• Check the “Limit to”checkbox
• Limit to 10
• Click "Run"

13. Check for errors

• After about 1 hour, review if there were any errors:
  • There were no workflow errors
  • The records were assigned to the correct person
  • Gem-E messaging was generated properly
  • Prospects were added to sequence if applicable 

14. Train the team and launch!

• Share this video training with your team
• Activate your workflow by selecting the toggle on the workflows page