Engagement Blueprint

Use this example as inspiration for your own Engagement Blueprint. Don’t forget to speak to all relevant teams within your organization to create your blueprint and validate that it depicts the entire process and has the right level of granularity.

Sales identified Demand Gen prospect Identifies MQL Sales Meetings Opportunity Won Customer CRM InboundMove to Nurture when: Yes Bad timing for prospect Customer Prospect needs more education or materialOpportunity Someone identified by Hot MQL demand gen team Book a meeting? Re-engaged Non-responsive Choose Segmentation as interested or engaged Closed Won prospect and needs to Someone who has be warmed up and responded but needsFollow Up Still educated No ActiveOpp Gone Darkmore time or education Warm Up Choose Segmentation Nurture Non-responsive OutboundClosed Lost prospect and needs to Someone who has Lost Follow Upbe warmed up and Active Prospectresponded but needs educated Choose Segmentation more time or education fastest most aggressive Heavy Calltouch starting with 3 Choose Segmentation calls Non-responsive Passive Prospectprospect and needs to Remove when: Choose Segmentation be warmed up and Meeting is booked Meeting is booked Salesloft Cadences educated Mark success Mark success Slower more email Advisor Intro based introduction to Email bounce Email bounce Choose Segmentation Advisor and program Sentiment > Company - Bad Fit Sentiment > Company - Bad Fit Person Stage > Do No Contact Person Stage > Do No Contact Manually removed Manually removed Re-engaged Account Review Review customer’s Choose Segmentation existing account

• ​Highly engaged prospects added Hot Leads here when they click, open, visit web pages in a short period of time.

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Buyer Engagement Blueprint

Example: Sales-Sourced Outbound Prospecting

Use this example as inspiration for your own Buyer Engagement Blueprint. Don’t forget to involve all relevant teams within your organization to be sure you have a process that works.

MARKETING SOURCED OUTBOUND SALES QUALIFY ENTRANCE CRITERIA Targeted Demand Generation Campaign ENTRANCE CRITERIA EXIT CRITERIAWarm Lead Cadence(s) Executed in Salesloft ~ 9 - 16 touchpoints, using calls, emails, Books Meeting LinkedIn, and video EXIT CRITERIA MARKETING SOURCED INBOUND Engagement MQL Threshold Attained ENTRANCE CRITERIA SEOMonitored Low Trial UsageTrial Follow Up Cadence(s) for MQLExecuted in Salesloft Signs Up ENTRANCE CRITERIA Active Trial ~ 9 - 16 touchpoints, using calls, emails, SEMfor Trial Trial Experience LinkedIn, and video EXIT CRITERIA Books Meeting EXIT CRITERIA No Active Hand Raisers Meeting Social ENTRANCE CRITERIA SDR Inbound Cadence(s) Executed in Salesloft ENTRANCE CRITERIA ~ 5 touchpoints over 5 days,AE Outbound Nurture Cadence(s) OtherNo Rapid Books Response using calls and emails Executed in SalesloftMeeting SDR EXIT CRITERIA Books Meeting ~ 6 - 12 touchpoints over 6 months, using value, Attempts Firstadd content, emails, and calls No Reach Meeting EXIT CRITERIA ENTRANCE CRITERIAAE conducts Webinar & Follow Up Webinar/EventSDR Inbound Nurture Cadence(s) Meeting and Executed with LMMS Executed in Salesloft Assess ~ 6-12 touchpoints, using calls and emails EXIT CRITERIA EXIT CRITERIA Books MeetingOpportunity MAJOR EVENT Recruitment Campaign(s) Attendees Campaign(s) Follow Up Campaign ENTRANCE ENTRANCE CRITERIA CRITERIA Collaboration between sales ENTRANCE CRITERIA ENTRANCE CRITERIA High-Value Stakeholder Recruitment Cadence AE Event Engagement Cadence Collaboration between sales and and marketing to identify Executed in Salesloft high-value targets sales AE Event Follow Up Cadence marketing to identify high-value ~ 6 touchpoints over 3 months, email, video, and callsExecuted in Salesloft targets sales should engage with should engage with followingExecuted in Salesloft the event~ 3 - 6 touches over 1 month, email, and calls following the event EXIT CRITERIA EXIT CRITERIA ~ 3 - 6 touches over 1 month, email, and calls EXIT CRITERIA ENTRANCE CRITERIA ENTRANCE CRITERIA AE Event Follow Up Custom Cadence Executed in Salesloft ~ 3 - 6 touches over 1 month, email, and callsEXIT CRITERIA

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