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Reactivation Configuration

Reactivation Configuration

How Reactivation Scenarios Work

In Active and Hybrid orgs this functionality allows you to specify conditions under which RM will reactivate recent campaign history and use an existing response or in some instances create a new campaign member.

Reactivation scenarios generate active responses in order to track the funnel and ensure that the correct campaigns receive credit for engagements with individuals and the resulting opportunities. The scenarios consist of a set of rules based on a defined event that may do the following:

  • search back for a previous response to make the active response
  • search back and turn a non-response into an active response
  • insert a default campaign response
Reasons for reactivation:

There are a variety of reasons to utilize the reactivation scenario functionality and you would decide what to enable based on your business process.

A couple of examples include:

  • A prospect was in nurture and within a selected time period a sales rep conducts some outreach and reactivates the prospect. You want the latest campaign to get the credit.
  • A scoring threshold is met, based on non campaign related activities and you want the new score to push the prospect into a qualified status.

When setting up reactivation you can prioritize reactivating responses that are new, have never been engaged, or were formerly engaged then set to a nurture or recycled type of status.

Response Prompt Reactivation

If a user adds a response prompt campaign to a lead/contact in order to convert a Lead, create an Opportunity, or progress from an inactive status to an active status, response prompt reactivation will search back (within a specified timeframe) for an alternate response that had previously MQL’d. Then, it will re-activate that campaign member to be the Active response instead of the campaign selected from the response prompt drop-down menu. Only some response prompt campaigns are eligible for reactivation.

To be eligible, the campaign must have 'Trigger Reactivation' checked on Response Management's Response Prompt configuration page.

Score Reactivation

Score reactivation is useful for companies that fall into either of these two categories: 1) They cannot guarantee that their marketing automation will update a Lead score prior to creation of the corresponding Campaign Member or 2) The company requires follow-up on Leads that meets threshold due to non-campaign activity (e.g. website/email clicks). When turned on, Response Management will reactivate a recent campaign or insert a default campaign (if no eligible response is found) when your Lead’s score goes from ‘below threshold’ to ‘above threshold’ and update the corresponding campaign member to an MQL (active response). Changes to Lead score are updated by your marketing automation application.

Process Builder Reactivation

Process Builder Reactivation can be triggered with the Process Builder configuration settings or Apex code. The functionality is flexible and allows you to re-activate responses based on complex criteria.

This reactivation scenario supports:

  • Leads, contacts and tasks
  • Reactivation of a recent response
  • Insertion of a single default campaign response
  • User role defined default campaign responses

Example: Your company uses call tracking software which creates activity records when sales reps make calls.  A process has been created in Salesforce to generate campaign member records when conditions are met.  When triggered, this functionality will search for a recent eligible response and make it the active response, or optionally insert a default response.

Active Status Reactivation

Active Status Reactivation allows users who are running in Passive or Hybrid Mode to capture engagements when sales reps manually move a lead or contact from inactive to active. This is important because passive users normally do not effectively track sales outbound activities in Passive Mode.

This reactivation scenario will work for organizations running in Passive Mode. This trigger detects when the lead or contact status is updated from an inactive to active value, and there is no active response.

This reactivation scenario supports:

  • Time delay for reactivation
  • Reactivation of a recent response
  • Insertion of a single default campaign response
  • User role defined default campaign responses

Example: Your Salesforce org is running in Passive Mode and a sales rep moves a lead from nurture to working. The Active Status Reactivation is triggered, which searches the campaign history.  Because you have been operating in Passive Mode, there are no associated campaign responses, therefore a suitable campaign is not found. Active Status Reactivation inserts a default campaign based on the running user’s (Owner's) role.


To see how your company has implemented any of the above reactivation scenarios, navigate to the admin console and click on Reactivation.  A common scenario that customers implement is the Response Prompt Reactivation.  The use case is that a lead/contact has been engaged by a sales person based on a campaign member response that Marketing supplied.  The sales person follows up and dispositions the lead/contact as not qualified or nurture.  A week later, the salesperson wants to re-enaged that individual based on new information and, because the org is running in active mode, the sales person uses the Response Prompt Selector to add a sales campaign.  Response Prompt Reactivation has been set up to re-activate a previous response that existed within the previous 30 days.  The prior campaign will receive "credit" for the active response.  This is the scenario set up on Spiral's org:


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