Sequence contacts to appropriate outbound workflows depending on intent score
Tailor automated outreach to your hot, warm, and cold accounts.
HockeyStack’s account intent score helps you prioritize and properly evaluate prospective business. This workflow will automate sequencing contacts to appropriate outbound workflows based on the level of engagement companies have shown over time based on your historical data.
Step 1: Filter accounts by ICP segment
Under Account Intelligence, select Workflows.
First, you’ll want to narrow down a list of accounts which meet your ideal customer profile. For example, you might exclude companies that have under 500 employees, aren’t headquartered in the U.S. or Canada, or aren’t B2B companies in the software industry.
Step 2: Identify contacts at account
HockeyStack will automate filtering for contacts meeting your buyer persona within each account. Select the appropriate person filters, such as director or above seniority and sales or business development function. This will provide you with an audience meeting the buyer persona parameters you select for which you wish to automate subsequent follow-up.
Step 3: Segment accounts by level of intent based on HockeyStack’s account intent score
Using HockeyStack’s account intent score, segment your accounts into “hot” , “warm”, and “cold”.
You can define what these buckets will mean in terms of account scoring or you can get help from our data/customer success teams.
For example, you can define cold as 0-50, warm as 50-75, and hot as 75-100.
Step 4: Build workflow
Once you have the contact information and level of intent for each account, you can automate how you follow up. When an account meets a high intent threshold or is considered “hot,” you can have an automated Slack message sent to the account owner, to notify them of the intent detected and help them tailor their outreach by providing them with context behind the high intent detected.
For warm accounts that meet a medium-intent threshold, you could define the number of contacts within an account to reach out to and automatically sequence an automated email via a platform like Outreach to these contacts. If an account shows low intent, you might choose to send leads through a nurture campaign via a marketing automation platform like Hubspot.
