Turn campaign traffic into outbound
The people who clicked your campaign are on your site now. Find the accounts behind them before the session ends.
The conversation
Sample accounts and numbers, for illustrationYouShow me the companies that visited from our campaign traffic in the last 7 days, grouped by the campaign or post that brought them, with the pages they read and the best contact at each. Exclude customers and open opportunities.
Unify3 checks · Unify Intent and CRM
- Resolved this week’s identified visitors to companies and kept the sessions that carried a campaign source or referrer.
- Grouped them by the campaign or post that brought them and read the pages each account visited afterwards.
- Removed customers and open opportunities found in Salesforce.
Three campaigns brought identifiable accounts this week. The social post did the most, and its visitors went furthest into the site.
- 27
- accounts identified from campaign traffic
- 3
- campaigns with identifiable visitors
- 17
- in the ICP after the CRM check
| Campaign | Accounts | Read afterwards | In ICP |
|---|---|---|---|
| Social post · Tuesday | 14 | Pricing, integrations | 9 |
| Webinar follow-up email | 8 | Docs, security | 6 |
| Newsletter · September | 5 | Blog only | 2 |
Campaign sources come from the UTM parameters and referrer on the session, whether the events arrive through the Unify client, Segment or PostHog. A visit with neither is not counted here.
YouFocus on the social post. Who at those nine accounts should hear from us, and how far did each one go?
UnifyNine accounts, nine contacts. Each is ranked by how far the account went after the click, with the person whose role matches the post’s topic.
- 1Northwind Labs · Dana Holt, VP OperationsPricing, then integrations
- 2Brightpath · Tara Quinn, RevOps leadSecurity page, twice
- 3Merridian Systems · Nils Berg, Head of SupportIntegrations · Zendesk
- 4Lumen Freight · Elena Marsh, COOThe post’s landing page only
- Why these people
- The post was about routing rules, so the contact is the person who owns routing at each account, found through the contact waterfall and verified before it is written down.
- Unowned accounts
- Merridian has no owner in Salesforce. It is flagged rather than assigned, so routing stays a decision someone makes.
YouDraft the first email for the owned accounts and open on the post, not on the visit.
UnifyDrafts for the seven owned accounts are in review with their owners. Each opens on the post’s argument, and none of them mention the visit.
ToDana Holt
SubjectRouting rules, and the question after it
Dana, the post on routing ownership seems to have landed with your team. The question people usually ask next is what changes at your scale, and the public material answers it only partly. Happy to walk through the rest in ten minutes if useful.
Set up
- Drafts routed to owners Seven emails, one per owned account, waiting for approval in each owner’s queue.
- Merridian flagged for assignment The unowned account sits in the routing list with the campaign and the pages attached.
The campaign gives the reason to write. The page views stay as context for the rep and never appear in the email.
Campaign follow-up, with and without Unify
The click is the signal. The account behind it is the work.
| Without Unify | With Unify |
|---|---|
| Campaign traffic is a number in a dashboard: sessions up, nobody knows who came | Unify Intent resolves the visitors to companies and shows which campaign or post brought each one |
| The people who clicked are anonymous until they fill in a form, and most never do | The contact waterfall finds the right person at each account, verified before it is written down |
| Follow-up goes to whoever downloaded something, days later, with a generic thank-you | The first message opens on the campaign's argument the same week, not on the download |
| Marketing reports the campaign; sales never sees the accounts it brought | Owned accounts go to their reps for approval; unowned ones sit in a routing list with the pages attached |
Start from this prompt
Make it your own in Unify, then review the results.
Show me the companies that visited from our campaign traffic in the last 7 days, grouped by the campaign or post that brought them, with the pages they read and the best contact at each. Exclude customers and open opportunities.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- One social postWho visited our site from yesterday's social post, and which of them fit our ICP?Try in Unify
- Webinar follow-upWhich accounts came from the webinar campaign this week and read pricing or docs afterwards?Try in Unify
- Compare campaignsWhich campaign brought the most ICP accounts to the site this month, and how many of them are already in our CRM?Try in Unify
How it changes by who you sell to
- Software
- Campaign traffic reads pricing, docs and integration pages next, and those pages say where the evaluation is. Ask for the page each account read after the click, and rank pricing and integrations above the blog.
- Financial services
- Visitors from a campaign are often compliance or risk readers checking the security pages. Ask for accounts that went from the campaign to security or data-handling pages, and route them to the owner of that entity.
- Retail and e-commerce
- Campaign clicks cluster before peak season and go quiet after. Ask for traffic from the last 7 days only, and for the head of e-commerce rather than whoever clicked.
- Media
- Agency and brand traffic arrive from the same post but need different follow-ups. Ask Unify to separate agencies from brands, and to open on the campaign's subject rather than the visit.
- Professional services
- Firms click from a partner's post and read the case studies. Ask for accounts that read a case study after the click, and for the practice lead as the contact.
Next in signals and intent
+4Research intentAct on category and comparison researchSomeone reading comparison pages has moved past whether to buy and on to which one.
Hiring audiencesBuild an audience from hiring signalsFind accounts investing in the team you sell to and keep the job evidence with the audience.
+5Daily prioritizationBuild today's prospecting listOpen the day with ten accounts ranked on fit, this week's intent and your own history with them, each with a verified contact, instead of a judgment call about where to start.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Connect SegmentSend supported Segment events into Unify through Webhook (actions).
Connect PostHogConnect PostHog to Unify as a destination, choosing the product events and the person and company context to send.- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
Questions about this workflow
How does Unify know which campaign brought a visitor?
Unify keeps the UTM source, medium, campaign, term and content and the referrer on each session when the browser or event source provides them, so a social post, a newsletter and a webinar email each get their own list. Put UTM parameters on campaign links; referrers can be missing under browser privacy settings.
Do I need the Unify tag if we already run Segment or PostHog?
No. Forward events from either into Unify and it reads the same page views and campaign parameters. Do not also install the Unify website client on the same site, or sessions are counted twice.
Does this need a form fill?
No. Visitors are resolved to companies without a form, which is the point: most people who click a campaign never fill anything in.
Can I run it for one social post?
Yes. Ask for the accounts that came from a specific post or link, and Unify returns only those, with the pages they read afterwards.
What does the first message say?
It opens on the campaign's subject, the argument the person already engaged with. It does not mention the visit or the pages they read; those stay as context for the rep.