Account Engagement Nurture Sequences Implementation

Overview

Approximately 30 email nurture sequences are in progress within Salesforce Account Engagement (Pardot). Email templates have been built and content drafted; the sequences themselves are pending build-out by Raphael. Once complete, the sequences will auto-enroll leads based on the landing page they submitted through and the service category they expressed interest in.

This work supports the broader goal of aligning marketing automation with the sales team's workflow — ensuring outreach is supportive rather than disruptive to active sales activity.

Current Status

Blocked — pending Raphael's build-out.

• ~30 email templates are complete with drafted content
• Raphael is assigned to create the sequences in Account Engagement (primarily copy/paste from existing templates)
• As of 2025-12-12, Raphael had not yet started; the task date needed to be updated
• Karly offered to jump on a call with Raphael to walk through Account Engagement setup if needed

Once Raphael completes the build, Lincoln must review and approve before sequences go live.

Auto-Enrollment Logic

Leads will be automatically added to the appropriate nurture flow based on:

1. Entry point: Submission of a specific ad landing page or contact form
2. Service interest segment:
   - Traditional Fabrication
   - Digital Fabrication

Segmentation setup may have been partially completed by Chris — status needs confirmation.

Launch Plan

1. Raphael completes sequence build in Account Engagement
2. Lincoln (and relevant stakeholders) review email content
3. Sequences are activated; auto-enrollment begins for new inbound leads
4. Monitor engagement and iterate on content as needed

Future: Account-Based Marketing (ABM)

Once the nurture sequences are live, an ABM strategy can be layered on top. The sales team has indicated they are identifying target accounts they want to pursue. When a target account list is provided, a dedicated ABM campaign can be developed to complement the inbound nurture flows.

"If you get a list of accounts that you guys are going after, let us know and we can come up with an ABM strategy for you guys to help you with that." — Karly Oykhman

Background: Content Approval Workaround

Lincoln's team was slow to provide approved copy. Rather than wait, Karly made the call to proceed with drafted content and build the emails, with the understanding that edits can be made before launch. This unblocked template creation but the sequence build itself remains pending.

Related

• ^[1] — client context and stakeholder approvals
• ^[2] — upstream sales process work that informs segmentation and enrollment triggers
• ^[3] — prior lead qualification flows; partially implemented but under revision as Lincoln's lead vs. project definitions have evolved
• ^[4] — future ABM work contingent on target account list from sales team

Action Items

• [ ] Karly to follow up with Raphael on Account Engagement sequence build-out
• [ ] Confirm segmentation setup status (Chris may have completed this)
• [ ] Once built, present to Lincoln for review and approval to launch
• [ ] Request target account list from sales team to begin ABM planning

Source

Discussed in pre-call sync on 2025-12-12 between Mark Hope and Karly Oykhman, ahead of a Salesforce call with Lincoln's sales team.