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Overview

If a past champion doesn’t convert the first time around, set up some automation to re-engage them a little later down the line.

Why run it

In some instances past champions are ready to buy again right away. In other instances they may need time to get their feet underneath them in a new role.

Campaign Complexity

Basic --> This campaign should take ~30 minutes to set-up (if pre-requisites are already completed) and requires limited customization.

Signals Used

• People: Past Champions
• Account: None needed to start

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 (past champions 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 - Re-engage past champions [after 6 months]” 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 “Re-engage past champions [after 6 months]" campaign
• This default campaign workflow should include the following actions:
  
  • Audience = Default “Re-engage past champions [after 6 months]” 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

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• 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 past champions snippets (all snippets starting with "past")
• By default, there will be a past champion snippet for each of the default relationship in tracked contacts
• If you have custom relationship, types you'll want to create a new snippet. See the snippets help article for more information.

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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 “Re-engage past champions at new companies [after 6 months]” 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