Automatically Reengage Leads Using Conversica Fields

Overview

Reengaging leads that haven't converted is a powerful way to drive additional revenue without acquiring new prospects. By leveraging Conversica data fields available in your CRM or MAP (Marketing Automation Platform), you can automatically identify leads that are no longer actively engaged but still viable for future Conversica outreach. This guide walks you through setting up a workflow in your CRM’s automation or workflow builder to identify leads that were previously added to Conversica but didn't result in a Hot Lead or Lead to Review status, and automatically add them to a list or campaign mapped to the Re-engage conversation.

Why Use Conversica Fields for Reengagement?

Conversica sends conversational insights back to your integrated system such as whether a lead engaged or was otherwise actionable. Instead of manually sorting through outdated or unqualified contacts, use automation rules to detect inactive leads that are eligible targets and reintroduce them to Conversica. This allows you to:

• Reengage non-converted leads automatically

• Save sales and marketing time

• Increase conversion rates from previously dormant leads

• Maintain a healthier lead lifecycle pipeline

Step-by-Step Guide: Set Up a Reengagement Workflow in Your CRM

Follow these steps to build a workflow or automation rule in your CRM that sends leads to a Conversica reengagement campaign or list based on the following AND conditions:

Step 1: Access Your CRM Workflow Builder

Navigate to the workflow automation or process builder tool in your integrated system (e.g., HubSpot Workflows, Dynamics 365 Power Automate, Salesforce Flow Builder, etc.).

Step 2: Define Your Entry Criteria (All Conditions Must Be Met)

Use the following field conditions to define which leads should enter the reengagement workflow. All conditions must be evaluated using AND logic:

1. Conversica Hot Lead = False

• This filters out handraisers from previous Conversica outreach that likely already spoke with sales

2. Conversica Action Required = False

• This filters out leads who were actionable in the previous campaign

3. Conversica First Message Date > 60 days ago

• Checks if more than 60 days have passed since the first message was sent to the lead in the previous Conversica conversation they were added to, helping to filter out newer leads who are currently being messaged, provide a buffer in between campaigns, and prevent the lead from being excluded due to our duplication rule. 

4. Conversica Conversation Status does NOT equal:

• Email Bounced

• Invalid Email

• Marked Spam

• No Longer at Company

Use "does not equal" or “is none of” logic to exclude leads that are unreachable or no longer valid.

Step 3: Add Workflow Action

Once all conditions are satisfied, add an action to your workflow. This may vary slightly depending on your CRM:

• Action Type: Add to List, Add Tag, Update Field

• Action Purpose: Send lead to Conversica Reengage Campaign or assign a tag/field to signal reengagement status

Examples:

• In HubSpot: Add contact to a static list mapped to a Conversica reengage conversation

• In Salesforce: Update a field like Conversica Campaign Type = Reengage in which you would want to have logic in place to add leads with this campaign type to a specific Salesforce campaign mapped to a Conversica reengage conversation.

• In Marketo: Add lead to a Smart Campaign with trigger "Added to List."

Step 4: Activate the Workflow

Once configured, test your logic with sample leads to ensure only the intended records meet all criteria. Activate the workflow to begin automatically routing stale leads to your Conversica Reengage campaign.

Summary

Automating reengagement with Conversica fields allows your team to revive dormant opportunities and increase pipeline contribution with minimal manual effort. By combining intelligent AI signals with your CRM automation, your team can stay proactive, not reactive, in driving lead conversion.

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