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Building an Advanced Orchestration: Competitive Research
Click below for a step-by-step walkthrough of building an advanced orchestration for companies showing competitive research
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Advanced Orchestration: Competitive Research
Ryan Beyer
Updated: Oct 01, 2024
Description
Click through a step-by-step, interactive demo walkthrough of Getwarmly, powered by Supademo.
Steps
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Building an Advanced Orchestration: Competitive Research
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Let's take a look at how Warmly uses email and LinkedIn automation through Orchestrator to MAXIMIZE CONVERSION of ICP personas at ICP accounts visiting our high intent competitor research pages (comparing Warmly to our key competitors).
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Time to jump in!
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For this play, the signal is "Identified company visited website."
Additional plays will be released shortly through which our customers can automate outreach.
An important note for this play is that Warmly is prospecting ICP personas at companies visiting your website and enrolling them in your pre-existing sequences.
Only by coincidence will we be enrolling the actual person that visited your website to the sequence!
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We've applied two segments in the Audience section to ensure that we're only targeting the companies that we want to sequence.
The first segment ensures that we are not targeting closed / won deals.
The second segment ensures that we are only targeting companies that have spent time on our competitor research pages.
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Take a look at how we built the segment to filter out customers.
This is a CRM Company segment.
We're making sure that we are not orchestrating to any company associated with an opportunity that has a deal stage in Closed Won.
Building CRM-related segments differs customer to customer depending on how teams classify deals and customers in their CRM. Warmly's segmenting can handle every scenario!
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Take a look at how we built the segment for the high intent competitor research page views.
This is a Signal-based segment.
We're ensuring that the companies filtered in through this segment have all spent time on our associated competitor research pages using pathname.
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Also, using Warmly's block list feature, we're ensuring that we are not orchestrating to any of our competitors, partners, or our own employees.
As you build out your own block list, note that it is based on domains.
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By implementing personas, we're making sure that we're only targeting the people that we care about at the companies visiting our website.
In this case, we are targeting marketing and sales leaders.
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Here is an example of a successful persona build.
Include all titles that you are interested in targeting through the relevant orchestration.
Be sure to include the specific seniority within the title, for example "head of sales" and "director of sales."
If you just type in "sales" then Warmly would find any persona whose title contains "sales," for example "sales intern."
You probably don't want to be trying to sell to sales interns!
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We're enrolling the ICP personas that we find into a specific competitor research sequence...
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... and also enrolling them in a specific competitor research LinkedIn sequence!
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Take a look at some of our email messaging in the associated sequence.
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And LinkedIn, too!
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Enjoyed the guided demo?