7 - Reactivation Overview

Reactivation Overview

Simply put, reactivation scenarios help you track funnels accurately, even when unexpected events occur. They enable you to monitor events that happen after a campaign member is inserted, or that happen independently of a campaign member response insertion. Each reactivation scenario "listens" for a triggering condition. Based on that triggering condition, it does one of three things:

• It finds a response in the campaign history on a lead or contact to make into an active response, OR
• It finds a non-response in the campaign history and turns it into an active response, OR
• It inserts a default campaign member to fill that active response role.

When events fall outside the normal response processing data flow, reactivation scenarios work to keep your data in the funnel where it belongs. That way, valuable information doesn't slip through the cracks, and the correct campaigns continue to receive credit for lead/contact engagement and opportunities.

How it Works

Because Funnel Metrics evaluates qualification when the campaign member is associated, MQL/active response criteria must appear on the lead or contact before the campaign member is created or added. But what happens if the score hasn't been updated? What if the lead wasn't qualified when the campaign member was added?

This scenario isn't unusual. It typically crops up when a score program takes more time to score than the system takes to add a campaign member response. When this happens, Funnel Metrics determines that the response should not drive a new engagement/funnel, because the score still falls below the threshold for qualification. It sets the Response Status to Resolved - No Action Required, and processing ends there. 20 minutes later, when the scoring program submits the score, that score increment event does not automatically prompt Funnel Metrics to re-evaluate recent responses and track a new engagement and funnel. But what if you want it to? Well, in that case, you'd use the Score Reactivation Scenario.

Funnel Metrics offers four different Reactivation Scenarios that can be configured for your org:

• Response Prompt Reactivation: Select which response prompt campaigns trigger reactivation of a recent response instead of inserting the response prompt selected.
• Score Reactivation: Use workflow to monitor score increments and trigger a field update on leads or contacts. This field update will be the reactivation event for Score Reactivation.
• Invocable Reactivation: Use the Invocable Reactivation to monitor events on Tasks, Leads, or Contacts to trigger reactivation for a related record.
• Active Status Reactivation: Companies in passive mode can use this reactivation scenario to reactivate responses when a lead or contact status is updated from inactive to active.
  

A Reactivation Scenario is comprised of some or all of the following configuration elements:

1. Configurable rules to understand a reactivation 'event'
2. Wait period before triggering reactivation
3. Look-back time period to find a recent response to tie to an engagement and track a new funnel
4. Ability to insert default campaign responses if a recent response is not identified to track a new funnel
5. Ability to trigger sync on update fields
6. Ability to trigger assignment
7. Ability to trigger notifications

A response is considered eligible for reactivation if it meets at least one of the following criteria:

• It hasn't been reactivated before.
• It has a Response Status configured as Eligible in the reactivation scenario.
• It falls within the timeframe configured in the reactivation scenario.

General Reactivation Scenario Flowchart

Additional Applications

In addition to a scoring event, your company may have other business processes that should be monitored to determine if a new funnel engagement should begin. Reactivation Scenarios will cover most if not all of the use-cases and will remove the burden of custom code.