The UTM Parameter Play

The UTM Parameter Play

The UTM Parameter Play helps growth and revenue teams convert anonymous website traffic from paid campaigns into high-quality outbound sequences—automatically. By capturing UTM-tagged visitors and routing them into persona-specific messaging flows, you can create personalized, relevant outreach at scale. This is ideal for marketers running Google Ads, LinkedIn Ads, podcast sponsorships, or newsletter promos where traffic can be tracked via UTM parameters.

To start, you’ll create an audience in Unify based on UTM filters—for example, visitors with UTM Source = Google and UTM Campaign = growth-leaders. This generates a live feed of traffic from your campaign. From there, you layer in persona filters—like “Head of Growth” or “Marketing Leader”—to isolate only your ideal buyers using Unify’s title match and exclusion tools. Once your audience is defined, you’ll build a Play that triggers whenever someone enters that audience, prospects for relevant contacts at their company, loops through each person, and sends them into a tailored sequence.

These sequences can include campaign-aware copy, persona-specific AI snippets, and personalized PS sections—ensuring each email matches what the lead saw in the ad. The result is outbound messaging that feels 1:1, even though it’s fully automated.

The play bridges marketing intent with sales execution—transforming ad clicks into pipeline without relying on form fills. Once live, it runs continuously in the background, helping you increase conversion rates from paid media and drive ROI on every click.

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