Getting Started with Workflows

Workflow Automation and Segment Management

Automating manual workflows and managing segments (account lists) is at the core of all account-based marketing strategies. While the N.Rich platform core capabilities allow marketers to create target account segments based on firmographics and intent data, there is an increasing need to tap into more sources (and more data) to populate and update your most valuable segments.

Workflows in N.Rich allows you to leverage a selection of first-party and third-party data sources as triggers and apply your own rules to manage segment population. Whether you want to populate segments based on intent data, website visits, CRM activity, or even advertising activity, Workflows is the way to do that in an automated way.

Workflow Triggers and Data Sources

Workflow triggers are powered by data sources. N.Rich supports both first-party and third-party data sources, allowing you to build workflows based on a wide range of account signals.

First-Party Data Sources

First-party data originates from your owned systems and channels, including:

Website engagement
CRM activity (HubSpot, Salesforce)
Advertising engagement
Internal ICP and Sales Velocity analytics

Third-Party Data Sources

Third-party data enriches your workflows with external intent and behavioral insights, such as:

Intent signals indicating research or purchase readiness
External engagement data used to identify in-market accounts

Each data source provides account activities you can use to trigger a workflow.

Workflow Data Sources (Triggers)

Prerequisites

Subscription
The Workflows feature is available to N.Rich customers using the 360 GTM Platform with a Scale subscription.
Data Sources
Leveraging the different data sources in the Workflows feature require that they have been set up properly.

Creating workflows

We have detailed and dedicated articles that explain how to create workflows for each data source.

It is also possible to create workflows using a combination of two data sources. To learn how to leverage this feature, please see Creating a Workflow Using Multiple Data Sources.

1. Active Workflows are executed at least once per day. They can be executed multiple times per day, depending on the data source.

2. When setting up workflows, it’s important to understand that some workflow actions can also be set up to remove accounts from a given segment. It’s best practice to monitor the segments affected to make sure that segment size is adequate for advertising purposes. We advise reviewing your workflows at least once per month to make sure that they are up-to- date with your business needs.

What can I do with Workflows?

The Workflows feature allows you to create rules which automatically populate a chosen segment with matching accounts based on data sources and account activity. Accounts can be added or removed from a segment based on the setup. You can then analyze, synchronize, and target the segment(s) through advertising campaigns or sales outreach. Here are some things you can do with Workflows:

Use Case	Data Source	Account Activity	Match Rule
Populate a segment with accounts getting ready to buy	Intent Data	First-party and third-party intent signals are generated by the accounts.	Accounts that have very high intent scores
Populate a retargeting segment with accounts highly engaged with your website	Website	Accounts that have visited your website recently and are highly engaged	Accounts with several visits over a short period.
Populate a segment with accounts with Open Opportunities	CRM	Accounts with open opportunities in your CRM.	Accounts with one or more open opportunities.
Keep your HubSpot company lists in sync with your N.Rich segments	CRM	Account updates to a HubSpot company-list	Accounts in a HubSpot company list
Populate a segment with accounts that are engaging with my advertising campaigns.	Advertisement	Accounts that are engaging with a specific N.Rich advertising campaign	Accounts matching a threshold in terms of engagement within a defined campaign and over a period of time.
Create account lists based on predicted sales velocity	ICP Analytics	Accounts that are highly likely to generate revenue at a rapid pace, determined by their Sales Velocity	Accounts matching a chosen threshold for their sales velocity score
Remove customers from your prospect segment	CRM	Accounts that have been successfully won and whose opportunity status has been updated in your CRM	Remove accounts when an opportunity is marked as Closed-Won in the CRM

Managing your workflows

Managing workflows is easy on the workflows list page:

Enable or disable workflows by toggling the active button
Edit workflows by clicking on their description
Delete workflows by clicking on the hamburger menu.

Our The Workflow Dashboard article provides a detailed overview of this dedicated dashboard and how to manage your workflows.

Additional Capabilities

LinkedIn Matched Audiences

Segments in N.Rich can be automatically synced as a matched audience in LinkedIn so that you can target them using your LinkedIn Ads. Using Workflows, you can make sure that those segments are dynamically updated based on your own rules so that you are advertising only to the accounts that truly matter. Read our documentation to learn how to use N.Rich audiences on LinkedIn.