Insights are pieces of relevant information on your prospects that:
Signify the prospect might be a good fit for your product (e.g. they submitted a lead request form)
Enable you to personalize your message (e.g. they just raised funding)
Introduction to Autobound's Insights
When viewing a suggested campaign, users will be able to see which insights are being referenced by which snippets!
Autobound enables users to track and personalize messaging based on internal (from your CRM) and external (Autobound generated) insights. We break those insights into two categories, 1st and 3rd party.
You’ll notice that you already have tons of insights in your account. Here are some examples you’ll already see (you can find a full list here):
- 1st party: Your colleague recently lost an opportunity with this contact, or the contact just submitted a lead request form
- 3rd party: This company just raised funding or made an acquisition
Creating an insight
Similar to building a report in your CRM, an insight is built by creating a set of rules, using default CRM fields (contact, account, opportunity, task, event, and job opening data.
Here are the steps:
Go to Insights
Select Create insight on the top-right corner of your screen
Choose whether you’d like to create a 1st party or Job opening insight
Name your insight. As a best practice, provide a simple, short, yet descriptive name. Making it too long will cut off the Insight’s text when it’s appearing in a suggested campaign
Create a description for your insight, focus on brevity here as well. Your description should guide users on why that insight is important, and potentially what they should do when it’s active/firing within a suggested campaign.
Score your insight on a scale from 1-100. All of the insights in your account should be scored in order of how likely you think they are to generate a response from your prospects when referenced in an email. All of your insights (not just 1st party vs. job openings, etc.) should be taken into consideration when ranking them against each other. More details on scoring can be found in the Scoring article.
“Funding” has a higher score than “using Salesforce”
“Recent closed-lost opportunity” has a higher score than “No previous activity”
“Hiring 3+ SDRs” has a higher score than “No activity in 30 days”
Create your insight rules. You should try to create an insight that applies to each mini-cohort of contacts in your CRM for which you’d want to target with a specific message for some reason. Here are best practices:
Ensure you’re bringing in relevant custom Salesforce fields
For tasks and events, using “is most recent” gives you a unique ability to create insights like “reschedule no show” (if most recent event was a no-show)
After creating or modifying an insight and clicking save, wait for the matching contacts to load. If none show up, you’ll probably want to change or delete that insight
Determine if you want your insight to be a “triggering insight”. Triggering insights bundles matching together onto the suggested campaign trigger list. Said differently, every contact you see inside of a triggering insight will “match” that insight (see top right picture). If you leave this slider “off”, contacts simply won’t be bundled together in the suggestion feed, however no other insight functionality is impacted.
How insights appear in a suggested campaign
Inside a suggested campaign, you’ll see a list of active, matching insights for that contact on the left-hand side of your screen. Next to each insight, you’ll see:
The insight’s name
The insight’s description
Whether the insight is currently being used by any of the 6 snippets in your email (this will often not be the case for new insights you create, until you've saved new snippets to them)
You’ll see a green check icon next to insights that are currently saved to snippets, as well as the number of snippets that insight is saved to.
You’ll see a gray exclamation point icon if the insight isn’t currently saved to any snippets.
By mousing over (1) any of your snippets OR (2) any of your active insights, you'll see which snippets are referencing which insights! (This picture might look familiar)
By associating snippets to insights, users can program highly specific messaging into Autobound, which will be suggested to contacts in the future who also match that insight.
Once you've developed an understanding of the material above, be sure to go master how to save snippets to insights.