A super common ask I get is how to move a person from marketing automation (Hubspot, Marketo, Apollo) over to a SalesLoft Cadence or Outreach Sequence. Typically the goal is: the person takes some action based on marketing automation emails so this action should result in the person moving to a Cadence or Sequence – basically, a higher level of engagement. If the marketing automation is connected to Salesforce, and if the SalesLoft or Outreach is connected to Salesforce this is easy. As long as the data is running through Salesforce the necessary fields get set on the record in Salesforce these fields sync to the engagement platform, then a trigger rule is used to add the person to a Cadence/Sequence on field update. Here’s the Cadence in SalesLoft:

You can add exclusions so they’re not in any other Cadences and the same logic works with both SalesLoft and Outreach. It’s a good concept: you use marketing automation as your ‘air cover’ – marketing automation is what’s daily or weekly emailing tens of thousands of records. If, during the course of these tens of thousands of emails there’s some interaction – a link click, a website visit – then change their status in marketing automation, this syncs to Salesforce which syncs over to your sales engagement tool and moves the record to a sales rep’s Cadence or Sequence. This is how records can move further down the funnel from marketing to sales. With this in place, focus on keeping the top of the funnel marketing going and as records take action they’ll automatically move to sales engagement.