Reactivation Configuration

Active Responses = Accurate Funnels

If your org is running in Active or Hybrid mode, you have access to Funnel Metrics' Reactivation functionality. Reactivation scenarios generate active responses by reactivating recent campaign history and using an existing response, or sometimes by creating a new campaign member. These active responses enable you to track your funnel as accurately as possible, while also ensuring that the right campaigns receive credit for the engagements and opportunities the affected.

Reactivation 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

Reactivation can come in handy under a wide variety of circumstances. A couple of common examples:

• A prospect was in nurture. Within a selected time period, a sales rep conducts some outreach and reactivates the prospect. You want the latest campaign (i.e. the one that's responsible for re-igniting the prospect's interest) 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 you set up reactivation, you can prioritize reactivating responses that are new, that have never been engaged, or that were formerly engaged, then set to a nurture or recycled status type.

Response Prompt Reactivation

Let's say 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. In this case, Response Prompt Reactivation will search back within a specified timeframe for an alternate response that's already MQL’d. It will then re-activate that campaign member to be the Active response, in lieu of the campaign selected from the response prompt drop-down menu.

Note: Only certain response prompt campaigns are eligible for reactivation. To be eligible, the campaign must have 'Trigger Reactivation' checked on Funnel Metrics' Response Prompt configuration page.

Score Reactivation

Two types of company will benefit from score reactivation:

• Companies that can't guarantee that their marketing automation software will update a lead score prior to the creation of that score's corresponding campaign member.
• Companies that require follow-ups on leads that meet threshold as the result of non-campaign activity (e.g. website/email clicks).

When score reactivation is on, Funnel Metrics 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. It will also update the corresponding campaign member to an MQL (active response). Changes to lead score are updated by your marketing automation application.

Invocable Reactivation

You can trigger Invocable Reactivation with the Process Builder configuration settings, Flow configurations settings, or with Apex code. The functionality is flexible, and it 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
• Default campaign responses based on user role, profile, or other user field

For example, let's consider a company that uses call tracking software that creates activity records when sales reps make calls. The company has created a Salesforce process to generate campaign member records when conditions are met. When triggered, Invocable Reactivation will search for a recent eligible response and make it the active response, or optionally insert a default response.

Active Status Reactivation

If your org is running in Passive or Hybrid mode, Active Status Reactivation allows you to capture engagements when sales reps manually move a lead or contact from inactive to active status. 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. The trigger detects when the lead or contact status is updated from an inactive to active value, and there is no active response. The scenario supports:

• Time delay for reactivation
• Reactivation of a recent response
• Insertion of a single default campaign response
• Default campaign responses based on user role, profile, or other user field

Consider a Salesforce org running in Passive Mode. A sales rep moves a lead from nurture to working. This triggers the Active Status Reactivation, which searches the campaign history. Because the org has been operating in Passive Mode, there are no associated campaign responses, so a suitable campaign is not found. Active Status Reactivation inserts a default campaign based on the running user’s (Owner's) role, which enables visibility into this otherwise opaque situation.

Configuration

To see how your company has implemented any of the above reactivation scenarios, navigate to the admin console and click Reactivation.

Let's take Response Prompt Reactivation as a common example for FCI customers. Typically, the situation looks something like this: A lead/contact has been engaged by a sales rep based on a campaign member response that Marketing supplied. The sales rep follows up and dispositions the lead/contact as "not qualified" or "nurture." A week later, the salesperson gets some new information and wants to re-enage that individual. Because the org is running in Active mode, the sales rep 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. Here's what this situation looks like in an example org: