Automating personalized emails to re-engage old opportunities using Salesforce, Hightouch, and Outreach.io
Learn how to customize messages to missed sales opportunities with simple SQL logic.
No matter how good your sales organization is, inevitably, there will be opportunities that you ultimately fail to convert. However, for many of these, you still have a chance to re-engage the prospect and drive a sale in the future.
At Hightouch, we wanted to build an automated outreach campaign to our “Closed Lost” opportunities to re-engage them. We wanted to personalize the messages based on the reason the customer didn’t purchase Hightouch and send the messages dynamically from the appropriate account executive.
While we use Salesforce as our CRM to track sales, building these campaigns directly in Salesforce would have been difficult. These campaigns rely not just on the “opportunity” records in Salesforce but also on associated contacts and account owners for those records. To support this complexity, we built a more manageable and scalable email strategy using Hightouch to define the logic for each campaign and Outreach.io to facilitate each send.
We’ll explain our specific strategy for Closed Lost emails by utilizing Salesforce, Hightouch, and Outreach.io. This general approach could support any type of email campaign. The real heart of this strategy is managing complex email-sending logic directly in Hightouch using your source-of-truth data in your data warehouse and triggering the emails in Outreach.io.