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Overview

‍Reach out to past champions when they join a prospective target or ICP account.

Why run it

‍Past champions are 3x more likely to buy again and are your warmest way into a new account. 

Campaign Complexity

Basic: This campaign should take 30 minute to 1 hour to set-up (if pre-requisites are already completed).

Signals Used

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

1. Prerequisites

• AI Implementation 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 Sequence / Cadence

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

3. Customize your campaign

• If this is your first workflow, make sure you’ve reviewed the campaign workflows help article
• Navigate to the campaigns page in UserGems
• Select “create new campaign” 
• Select the default “Connect with past champions at new companies” campaign

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 Create or Update Prospect rules

• Default creation rules will 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 Ringlead 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. 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. Customize your Gem-E messaging & snippets

• Navigate to Gem-E snippets in UserGems
• Locate your "Past Champions" campaign snippets (all snippets starting with "Campaign - Past Champions")

• Each campaign snippet is comprised of 3 subjects & 3 emails specific to this campaign that keep the first several emails cohesive and following the campaign theme. Emails thereafter will be based on most relevant signals.

• The content of the emails themselves are combination of hard coded text (ex: "Congrats on the new role"), variables (ex: [Past Company]), and AI Snippets that pull from your Seller Content value prop & pain points (ex: AI Snippet: Value Statement). Despite a few different elements working together, minimal customization should be required as these snippets are already customized for best practices!

• For Past Champions, each campaign snippet will have 2 variations by default, one for recent job changes (Role Started = last 3 mos) that says "congrats on the new role" and one for older job changes (Role Started after 3 mos ago) which omits the "congrats" language. You'll find the division between variations where you see "Then try this"

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• Important: For each variation (wherever filter criteria are listed) you'll need to ensure the correct "Past Contact Relationships" are selected to ensure the right campaign generates messaging for the right people based on their past relationship with your company. As a reminder, past relationship type is determined based on how you upload your tracked contacts.
  
  • Campaigns - Past Champions - Champion: Select all relationships that suggest the person was a past buyer (ex closed won) or heavy user (ex admin)
  • Campaigns - Past Champions - User: Select all relationships that suggest the person was a standard user (ex User if you uploaded them)
  • Campaigns - Past Champions - Evaluator: Select all relationships that suggest the person was a past evaluator (ex Open Opp or Closed Lost Opp)

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

• If using Outreach / Salesloft:
  • Select "Add action" at the bottom of the campaign 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

• 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

11. Validate your Gem-E messaging

• Navigate back to the campaign workflow
  • Click 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. Test send 10 records

• Head to the campaign page in UserGems
• Find your “Connect with past champions in new roles” 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

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