The Downloadable Content Play

The Downloadable Content Play

The Downloadable Content Play is designed to ensure no inbound lead from gated assets like eBooks, whitepapers, or guides falls through the cracks. While many teams collect this data and leave it sitting in Salesforce, this Play transforms those form fills into high-intent outbound opportunities—fully automated through Unify.

Start by identifying your downloadable resources—typically housed in a Resource Center or Content Hub—and locate where form submission data is tracked in your CRM. Within Unify, navigate to the Audiences tab, click Create New Audience, and build a dynamic segment using a CRM filter like “Downloadable Content is not null” or “Downloadable Content = ‘Automated Outbound eBook’.” This audience now captures anyone who downloaded a specific asset and is ready to be engaged.

Next, layer in a persona filter. Let’s say you’re targeting Heads of Marketing. Use Unify’s persona builder to include relevant titles like “VP of Marketing” or “Director of Demand Gen,” while excluding non-decision makers or unrelated roles. This allows you to align your messaging with each prospect’s functional focus and seniority.

Now build a custom sequence tailored to the content they downloaded. In this example, the sequence references the “Automated Outbound eBook” and speaks directly to challenges Heads of Marketing face when operationalizing outbound. It positions your solution as the next logical step after reading the content, making the outreach feel helpful and relevant rather than cold or generic.

With audience and messaging ready, go to the Plays tab and create a new workflow. Set the trigger to fire when someone enters the audience for that specific content download. Add a Routing Node that sends contacts to their corresponding persona-based sequence—for example, routing “Heads of Marketing” to a marketing-specific sequence, “Heads of Sales” to their own, and so on. Once the Play is published, Unify will monitor your CRM and automatically follow up with each new download lead—while the signal is still fresh.

This Play works because downloadable content is one of the strongest buying signals in a modern GTM motion. It indicates interest, intent, and often urgency. With Unify automating the response, you’re able to move fast, stay relevant, and keep your funnel moving—without any manual work. Best of all, it’s completely repeatable. You can replicate this framework across multiple assets, personas, and tiers of engagement to scale follow-up across your entire content ecosystem.

By running the Downloadable Content Play, you ensure every eBook download turns into a conversation starter. No more wondering what happened to your leads—Unify takes care of the follow-up, so you can focus on closing. Let me know when you’re ready for the next Play breakdown!