We are creating what we are calling situational nurtures. Every lead can be a part of one situation and if their situation changes I want their engagement program to change. We also have special engagement programs that are targeted to set a meeting and if they qualify for the special program then I only want them in that engagement program. I'm considering using segmentation to manage one lead in one nurture, but am not sure how to execute.
For example, I am going to have (in order of importance):
- Special Campaign 1
- Special Campaign 2
- Situation 1
- Situation 2
- Situation 3
- Opt-in/Opt-out nurture (if the lead is not taking action in the above nurture then they would be sent here)
- Default (if situation is unknown)
Is segmentation the best way to ensure one lead is only in one nurture? Or is there another approach that would be better?