Multi-threading campaigns by persona

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When you open an opportunity with one persona, typically the conversations center around the value propositions that pertain to them. To maximize the deal potential, add personas and position the product accordingly to showcase relevant features and benefits.

This can increase the chances of a higher value deal and a closed-won opportunity. Automating an email to other personas allows you to remain efficient while ensuring that no stone is left unturned at the account.

But beware of lengthening the sales cycle. Bringing in too many cooks can cause delays. If you’re looking for velocity, this is not the right play to run. But if your goal is expansion and account growth, this is a clear way to expand the opportunity.


  • Open opportunity with one persona


  • Initiate a sequence to loop in adjacent personas to the ongoing discussions and invite their participation