Coordinate Full Funnel Engagement

The challenge

Most campaigns operate in static silos across disconnected channels, unable to adapt as buyers progress through their journey. This creates choppy experiences, wastes ad spend on wrong-fit accounts, and leaves sales and marketing accidentally competing instead of coordinating—turning what should be a seamless buyer journey into an obstacle course. 

The goal 

Transform disconnected, static campaigns into an intelligent, adaptive system that guides prospects smoothly from awareness to closed deals—while making complex orchestration simple enough for any marketer to build and manage. 

The play essentially turns marketing chaos into marketing orchestration, creating buyer journeys that feel natural and helpful rather than random and pushy.

Tools you’ll be using:

• 6sense Intelligent Workflows
• CRM 
• Marketing Automation Platform 
• Sales Engagement Platform 
• 6sense Display Advertising 
• Google Ads 
• LinkedIn Ads 
• Meta Ads 
• 6sense AI Email Agents

How it works 

This workflow routes ICP prospects based on buying journey — from awareness to consideration to decision. It then routes accounts to different campaigns based on their level of engagement. 

The workflow orchestrates email, CRM, and advertising platforms to create coordinated campaigns that trigger the right message through the right channel at the right time.  

The visual canvas makes it easy automate your entire GTM strategy via a simple drag-and-drop canvas. 

Click-through interactive demo

Step-by-Step

1. Define your audience segment

Start by choosing the audience segment you want to reach with your campaign. In this case, 6sense is starting with its ICP.  

Consider starting with a fairly broad segment definition. You can add decision nodes later in the workflow to filter companies. We’ll share more in Step 5. 

Note the icons on the right pane of the click-through demo.

As you build your workflow, you’ll drag and drop different options onto your canvas to define how your automated GTM motions will work. 

2. Sort the audience by buying stage

Time for the first Decision node. We’re using this one to separate our audience into early-stage (low intent and engagement) vs late-stage (high intent and engagement) researchers. Buying stage predictions are made by 6AI™, which combines over a decade of AI-powered analysis of B2B buying patterns with the behavior of past deals within your CRM.  

3. If they are an early-stage account 

We add early-stage accounts to a Display ad campaign and to Marketo email nurture campaigns. 

If they respond within 20 days…we then enroll them in 6sense AI Email to start delivering hyper-personalized nurture emails and warm those leads through GenAI powered conversations. Once those accounts are ready to talk, we hand those accounts to sales reps.  

If they don’t respond… We get it — we get too many emails, too. We’ll shift the account to a LinkedIn Ads campaign. If they engage, we’ll resume reaching out via AI Email. If not, we remove them from outreach. 

4. If they are a late-stage account 

This is when we start to shove our poker chips to the center of the table. We enroll these accounts in Display campaigns with higher CPMs and stronger CTAs focused on earning consideration. Think webinars, demos, and events.  

We also:  

• Launch a Salesloft cadence to trigger BDR outreach 
• Purchase contact info for key personas within the buying committee unless we already have at least 10 contacts in the CRM for the account. This enables us to reach the full buying committee. 

5. Let’s take a closer look at Decision node filters 

You have a lot of ways to filter your audience to determine how accounts are handled. Use checkboxes to narrow your audience based on: 

• CRM details 
• 6sense intent and predictive signals 
• Firmographics 
• Technographics 
• Industry 
• Website engagement 
• Recent funding news 
• Campaign engagement 
• Contact engagement 

6. Edit a Decision node 

Edit a Decision node by hovering over it and selecting the pencil icon. Add a description to make it easy to remember exactly how each node works — and so teammates can easily understand how each part of the workflow functions. 

7. Set timers

Timers allow you to set how long as account should remain within a specific campaign. Conditional timers can be used to initiate campaigns based on account behavior, such as visiting a specific page on your website. 

In this example, we set up a 45-day timer that triggers after an account is added to a Display campaign. Once it expires, the account is removed from the campaign. 

8. Publish your workflow!

Once you have everything initially configured, Publish!  

Intelligent Workflows is now ready to execute your omnichannel full-funnel GTM strategy. Everything is mapped, automated, and audience segments are kept up-to-date. You can focus on the strategy and creative that energizes your mind instead of the tedious wrench work that numbs it. And your soon-to-be customers can enjoy an incredible, unified buying experience.