Automatically Send Non-Actionable Leads Back to Nurture Using Conversica Fields

After your Conversica assistant has exhausted all attempts to engage a lead, it’s important to ensure that leads who are not conversation ready continue along their lead journey. One way to streamline your lead management process is to automatically send leads who aren't quite sales ready back to nurture, so you can continue to try to pique their interest and keep them warm. 

This articles outlines how to use Conversica specific fields and values to trigger automation rules in your CRM platform to identify leads that can be sent back to a marketing automation driven nurture campaign, so your sales teams stay focused on engaged prospects and your marketing team can continue to push leads down the funnel.

When Should a Lead Be Sent Back to Nurture?

A lead is considered ready to move to "Nurture" when all of the following conditions are true:

1. Conversica Hot Lead is set to False

2. Conversica Action Required is set to False

3. Conversica Last Message Date is more than 30 days ago

4. Conversica Conversation Stage is Conversica Stopped

5. Conversica Conversation Status is not:

   • Email Bounced

   • Invalid Email

   • Marked Spam

   • No Longer at Company

How to Set Up the Automation

Use your CRM’s workflow or automation builder (such as Salesforce Flow Builder) to create a rule that identifies leads matching the criteria above and automatically updates their lead status to "Nurture."

Below are the general steps to set this up:

Step 1: Define the Trigger Conditions

Create a rule that regularly reviews all leads (e.g., daily or weekly) and checks for the following conditions:

All conditions must be joined using AND logic.

Step 2: Set the Automation Action

Once the criteria are met, configure the workflow to automatically update the lead status field to "Nurture" (or your system's equivalent).

Optional additions:

• Assign the lead to a specific nurture campaign or marketing list

Step 3: Monitor

• Check your reporting dashboards to track how many leads are entering your nurture campaigns, or having their lead status updated accordingly.

• Coordinate with your marketing team to ensure these leads enter the right email journeys

Why This Matters

Automating the "Send to Nurture" process helps your team:

• Ensure Conversica fits seamlessly into your existing lead journey and lead management process

• Automate the process of identifying non-actionable leads to continue to nurture

• Recycle cold leads back into marketing programs for future engagement

• Free up sales capacity to focus on new, qualified opportunities

Related Resources

To confirm the exact field names and values to use in the automation logic depending on your integration, review the linked article below that corresponds with the CRM or MAP integration you have with Conversica:

• Salesforce Conversica Fields and Statuses
• MS Dynamics CRM Conversica Fields and Statuses
• Marketo Conversica Fields and Statuses
• Eloqua Conversica Fields and Statuses
• HubSpot Conversica Fields and Statuses