Setting up targeted email campaigns based on industry and role parameters

You can create targeted email campaigns that deliver personalized messaging based on your prospects' industry and role using two main approaches: sequence routing with industry filters or dynamic messaging within sequences.

Method 1: Industry-Based Sequence Routing

This approach routes different industries to separate, specialized sequences for maximum customization.

Setting Up Industry Filters in Plays

1. When building a play, select your trigger type (e.g., 'Record matches criteria' or 'Website visitors')

2. In the trigger configuration panel, add multiple filters to refine which companies the play will apply to

3. Add 'industry' as one of your filter criteria to target specific industries or exclude certain ones

4. Preview the records that match your filters before saving the trigger

Best Practices for Industry Routing

• Combine industry filters with other criteria like employee count or company size for more precise targeting

• Create separate sequences for each major industry vertical you serve

• Use this method when you need completely different messaging flows for different industries

Method 2: Dynamic Industry-Based Messaging Within Sequences

This approach uses a single sequence with dynamic content that adapts based on the prospect's industry, eliminating the need for multiple sequences.

Implementing Agent-Based Dynamic Messaging

1. Create a company agent specifically designed to research industry background information and relevant criteria

2. Create a smart snippet that references this company agent

3. Structure the snippet prompt with conditional logic, such as:

   • "If this industry/persona, use X messaging; if not, use Y messaging"

   • "If this industry/persona use x, y or z value prop. If not, use this messaging"

4. Add this agent-powered smart snippet to the appropriate sequence step where you need dynamic content

Choosing the Right Approach

Use sequence routing when:

• You need completely different sequence flows for different industries

• Your messaging strategy varies significantly between verticals

• You want maximum control over the customer journey for each industry

Use dynamic messaging when:

• You want industry-specific content within the same sequence structure

• Your overall messaging flow is similar across industries but needs personalized touches

• You prefer to manage fewer sequences while maintaining personalization

Both approaches can be enhanced by incorporating additional parameters like company size, website traffic data, and role-specific messaging to create highly targeted campaigns that resonate with your specific audience segments.