Activate prospects demonstrating purchasing signals

Overview#

A new account signal was just found that detects a breach in the information security setup of a company in an ideal market segment. For such new signals, the growth team at Elba developed a handy workflow that can quickly be used to enrich, assign and activate such accounts without wasting time setting up new processes, enabling quick experimentation with new signal ideas.

Get started with signal-driven prospect activation in Cargo#

Step 1 - Set variables#

Set up your input variables to the workflow

Inputs used in the workflow are set up in the variables node at the beginning of the workflow. This node is used to define the parameters that will be passed through the rest of workflow as inputs to the rest of the nodes.

To power this workflow, the following variables are needed:

• linkedinCompanyID: The LinkedIn ID of the company
• companySalesNavigatorID: The Sales Navigator ID of the company
• titlesToContact: An array of job titles to contact at the company. Sales Navigator requires these to follow an array's format {{ [ "title1", "title2" ] }}.
• companyName: The name of the company
• lemlistCampaign: The name of the campaign in Lemlist to add leads to

Step 2 - Enrich companies#

Enrich company details

Since the workflow uses the company domain for deduplication checks in the CRM and for stakeholder enrichment, use a LinkedIn enrich action to find the company’s domain. Skip this step if the domain is already provided in the input data. Additionally, other details from the enrichment output, such as location, may be useful later in the execution flow.

Step 3 - Deduplication#

Check for duplicate accounts in your CRM using the company domain

Depending on how extensively your Total Addressable Market (TAM) is mapped in your CRM, the signal feeding this workflow might output companies that already exist in your CRM.

To avoid duplicated outreach or wasted resources, add a search node for your CRM (e.g., Salesforce) followed by a filter node. If the search node finds one or more duplicate company domains, the filter will automatically stop the workflow from proceeding.

In the template above, we take it a step further by handling duplicate accounts based on their pipeline status (e.g., new, closed lost, open, connected). Adjust this logic to fit your organization’s needs.

This step ensures that appropriate resources are allocated to the account (e.g., a standard email versus a personalized sales rep touchpoint).

Step 4 - Account activation#

Perform account activation on non-new accounts

If the branch logic indicates non-new accounts, use the CRM write actions in the node catalog to update the account information in your CRM.

Additionally, trigger a Slack notification to the sales team to engage with the account.

Step 5 - Stakeholders search#

Find stakeholders at new accounts

If the branch logic identifies a completely new account, use the Sales Navigator search node to find relevant stakeholders at these accounts who occupy job roles that could become users or buyers of your product. Use your preferred enrichment node (e.g., PeopleDataLabs, Waterfall.io) to identify stakeholders with relevant job titles.

Note that each enrichment provider has its own job title formats and phrasing, so refer to their documentation to align with the correct formatting when adding job titles, seniorities, etc. Additionally, enrichment providers allow you to specify extra filters (e.g., location, seniority) to further refine the search and ensure you find the right contact persona.

As the search will produce an array of people that meet the criteria set above, henceforth, the rest of the execution flow will proceed inside a group node. Pass the entire seach node's output as an input to the group node to proceed. At this point, it's also best practice to upsert a new account to the CRM.

Step 6 - Outreach#

Enrich and outreach stakeholders inside a group node

Enrich stakeholder contacts passed to the group for further details, including emails, using your preferred enrichment providers, either individually or in combination with waterfall logic.

At this stage, create new leads or contacts in the CRM and label the lead source as "Cargo" to track the effectiveness of the signal-driven prospect activation workflow.

Before adding new contacts to a sales sequence, use a filter node to ensure no contact without an email is included. Many users also employ Cargo’s email validation tools (e.g., Zerobounce, Neverbounce, Theneo) and a catch-all validation tool (e.g., Enrichley, Scrubby) to protect their domains from low-quality emails.

To end this, you can immediately enrol these contacts/leads to an email sequence with a preferred email marketing tool integrated with Cargo (e.g., Instantly, Outreach, Salesloft, Apollo, Smartlead, etc).

By following these steps, you can effectively activate accounts based on the strength of a new signals, ensuring your team focuses on the most promising opportunities at the right time.