Activate prospects identifying purchasing signals

Overview#

Activating an account at the right moment is crucial for maximizing engagement and conversion. The best revenue teams have a template for activating prospects that can plugged onto a large variety of signal types, allowing them to experiment quickly with new signals ideas. This guide shows you the template Elba uses to activate accounts when enough signals have been received for a prospect.

Get started with signal-driven prospect activation in Cargo#

Step 1#

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#

Retrieve and enrich account information

Start by retrieving and enriching account information using an appropriate enrich node from the node catalog. This step ensures you have complete details about the account, which may be useful later on in the workflow logic.

Step 3#

Check for the account's existence in the CRM

Use the search node for your CRM to check if the account already exists. Whether or not an account exists in the CRM will determine the branch logic in the next step which determines what treatment the prospect must receive as a function of whether the opportunity may already have been worked upon.

Step 4#

Branch based on signal strength

Use a Branch node to define different treatment if the account already has an opportunity associated to it, has already been closed lost, or is completely new. This step ensures that the right kind of resources are spent on the identified account (a standard email versus a personalized touchpoint with a sales rep).

Step 5#

Perform account activation

If the signal threshold is met, use the CRM integrations to update the account status in your CRM and/or trig a notification to the sales team to engage with the account via Slack.

Should the branch route to the case of a completely new account, use the Sales Navigator search node to identify relevant stakeholders at the accounts and outreach them each by using a group node. At this point, it is advisable to create new leads/contacts in the CRM while labeling the source of the new lead as "Cargo" to track the effectiveness of the signal-driven prospect activation workflow.

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