If you're trying to move B2B leads through a long, slow sales process, you can't just spray emails and hope for the best. People ignore inboxes, bounce between devices, and need more than a one-size-fits-all drip. This guide is for folks who want to use Vero to run multi-channel campaigns that actually nudge leads along, without getting lost in the weeds or stuck in endless setup hell.
Here’s how to set things up in Vero, what to watch for, and how to avoid wasting your time on stuff that doesn’t move the needle.
Why Multi-Channel Matters for B2B Lead Nurturing
Before we jump into settings and triggers, a reality check: B2B leads don’t convert because you sent one clever email. People need reminders, context, and sometimes a nudge on more than one platform. Multi-channel just means you’re not putting all your eggs in one basket—think email + SMS, or email + in-app, or even web push. It’s not magic, but it’s the difference between being remembered and being ignored.
Vero lets you orchestrate messaging across several channels. It’s built for email first, but you can plug in SMS, push, and even webhooks for custom stuff (like Slack or CRM notifications). Don’t go overboard. Pick two or three channels, tops. More than that, and you’ll annoy people—or drive yourself nuts.
Step 1: Get Your Data and Segments in Order
Multi-channel only works if you’re sending the right message to the right people. That means clean data and segments.
- Import your leads: Bring your contacts into Vero. Scrub duplicates and junk first.
- Map your fields: Make sure you’ve got the essentials—email, name, company, maybe job title. Bonus points if you track lead source and lifecycle stage.
- Tag or segment: Set up basic segments like “New Leads,” “Engaged,” and “Demo Requested.” You’ll use these to trigger campaigns.
Pro tip: Don’t overthink segmentation. Start simple. You can always get fancier later.
Step 2: Decide Which Channels to Use
Vero does email natively. For SMS, push, or custom actions, you’ll need integrations (like Twilio for SMS or OneSignal for push).
- Email: Best for nurturing, longer messages, resources.
- SMS: Good for reminders, confirmations, or time-sensitive nudges. Don’t spam—people hate it.
- Push notifications: Useful if your leads are logged in to your app or platform.
- Custom (webhooks): For Slack, CRMs, or anything else you want to trigger.
What to skip: Social retargeting isn’t native in Vero. You can hack it with webhooks if you must, but it’s easier to run ads from your CRM or ad tool.
Step 3: Map Out Your Lead Nurture Journey
Don’t just start building in Vero—grab a whiteboard or napkin and sketch your flow.
- Entry point: What triggers the nurture? (e.g., lead fills out a form)
- Key touchpoints: What messages do they get, in what order, and on which channel?
- Branching: Will you treat people differently based on what they do (open, click, ignore)?
- Exit: When does the nurture stop? After a demo? After X days?
You don’t need a fancy flow chart. Just know what’s supposed to happen, so you don’t end up with leads getting 37 emails and no follow-up.
Step 4: Build Your Campaign in Vero
Now, into Vero. You’ll use “Workflows” (sometimes called “Journeys”) to automate the sequence.
1. Create a New Workflow
- Go to Workflows and hit “New Workflow.”
- Name it something obvious, like “B2B Lead Nurture Q2.”
2. Set Your Entry Trigger
- Typical triggers: Added to segment, tag assigned, or custom event (like “Requested Demo”).
- Choose your trigger. If in doubt, “Added to segment” is a safe bet.
3. Add Your First Email
- Draft your first message. Make it relevant—don’t just “Welcome!” them.
- Personalize with merge tags (first name, company, etc.).
- Set timing: Immediate, or wait a few hours after entry.
4. Add a Delay
- Space out your messages. 1-3 days between touches is standard.
- Too frequent, and you’ll get unsubscribes. Too slow, and leads go cold.
5. Add Another Channel
- Click “Add Step,” then “Send SMS” or “Webhook” (for push or custom).
- For SMS: Keep it short and useful—think reminders or “Did you see our demo slots?”
- For push/webhook: Make sure your integration is set up. Test before launching.
6. Branch Logic (Optional)
- Use “If/Else” steps to split the journey. For example:
- If they opened Email 1, send Email 2A.
- If they didn’t, send a shorter follow-up or switch to SMS.
- Don’t overcomplicate. Two or three branches max.
7. Exit Criteria
- End the workflow after X touches, or if they take a goal action (like booking a call).
- Always set a safety net—nobody should get messages forever.
Pro tip: Build the whole journey before turning it on. Test each step with dummy leads.
Step 5: Write Messages That Don’t Suck
The channel doesn’t matter if your content is bland or pushy.
- Email: Focus on one clear idea per email. Use plain language. Add a single call to action.
- SMS: Only send if it’s timely and valuable. No one wants a “Happy Friday!” text from a SaaS tool.
- Push: Use sparingly. “We noticed you…” messages get ignored if overused.
What to skip: Don’t regurgitate the same message across all channels. Mix it up, or people will tune out.
Step 6: Test and QA Everything
Broken workflows are worse than no workflow. Always:
- Use test leads to run through the journey before going live.
- Check for typos, broken links, and wrong names.
- Make sure unsubscribes work everywhere.
If you’re using integrations (like Twilio or OneSignal), double-check your API keys and message delivery.
Step 7: Launch, Watch, and Tweak
Go live, but don’t expect instant magic. Watch your stats:
- Open and click rates: If they’re low, your subject lines or timing might stink.
- Reply rates: Are people engaging, or just deleting?
- Unsubscribes/spam complaints: High numbers mean you’re hitting too hard or too often.
Change one thing at a time—timing, subject line, channel order—then rerun. Rinse and repeat.
What not to obsess over: Industry “benchmarks.” Your audience is unique; use your own data as the baseline.
What Works, What Doesn’t, and What to Ignore
- Works: Multi-channel keeps you top of mind, especially when channels are coordinated and don’t overlap too much.
- Doesn’t work: Bombarding leads with every channel at once—or using SMS for anything but urgent nudges.
- Ignore: Fancy personalization hacks unless you actually have the data. Stick to name, company, or last action.
Keep It Simple, Ship, and Iterate
You don’t win B2B leads by building the fanciest nurture flow or using every channel under the sun. Start with a simple, two-channel journey. Watch what actually works, and add complexity only if you need to. Vero gives you the tools, but the results come from clear messages, good timing, and not overdoing it.
Set it up, hit go, and see what happens. You can always tweak. Just don’t let “perfect” slow you down.