Overview
Sona's Marketing Engagements integrate your outbound marketing interactions, such as email opens, link clicks, replies, and social engagement from platforms, into the Profile 360 buyer journey. Every engagement is automatically logged as a touchpoint on the contact's timeline, giving your sales and marketing teams a real-time, complete picture of how each person is interacting with your outreach. By having all engagement data in one place, you can more easily prioritize follow-up, spot high-intent leads, and connect marketing efforts directly to sales outcomes. Once configured, outbound email engagement events such as opens, clicks, and replies will automatically populate in the Profile 360 buyer's journey.
When to use Marketing Engagements
Tracking outbound email marketing interactions in Profile 360 buyer journeys.
Monitoring engagement across multiple marketing channels.
Creating more comprehensive contact journey analytics.
Prerequisites:
Admin or workspace settings access in Sona.
Marketing engagement platform integrations already connected, such as Smartlead.
A basic understanding of your marketing workflow.
Step 1: access Marketing Engagements settings
Navigate to Workspace Settings: from your main dashboard, click Workspace Settings in the left sidebar, then select Contact Journey from the settings menu.
Open Contact Journey configuration: select the Marketing Engagements tab from the horizontal menu.
Step 2: configure event platforms
In the Event Platforms section, click the Select Platform dropdown and choose your integrated platform, for example Smartlead.
Step 3: configure tracking events
Choose engagement events: in the Events section, click the Select Event dropdown. You will see a list of available events specific to your selected platform.
Finalize your configuration: select all events that align with your tracking goals. This step brings everything together for comprehensive engagement monitoring.
What happens next
Once your marketing engagement events are configured, outbound email engagement events such as opens, clicks, and replies will automatically populate in the buyer's journey. These events appear on the timeline in Profile 360 buyer journeys, enriching the customer's history with real-time behavioral signals.
This enables your sales and marketing teams to:
Identify contacts showing high intent based on email activity.
Prioritize outreach with the most engaged leads.
Understand how marketing engagement contributes to conversion across the funnel.
Key concepts and best practices
Core concepts:
Event Platforms: the marketing tools that generate engagement data, such as email platforms or CRM systems.
Engagement Events: specific actions taken by contacts that indicate interaction with your marketing efforts.
Contact Journey: the complete path a contact takes through your marketing and sales process.
Best practices:
Start Comprehensive: select all relevant events initially; you can always filter data later in reports.
Platform-Specific Events: different platforms offer different event types, so ensure you understand what each event represents.
Regular Review: periodically review your event selection as your marketing strategy evolves.
Data Quality: ensure your marketing platforms are properly integrated before configuring events to avoid data gaps.
FAQs
What are Marketing Engagements in Sona?
What are Marketing Engagements in Sona?
Marketing Engagements integrate outbound marketing interactions, such as email opens, link clicks, and replies, into the Profile 360 buyer journey. Each engagement is logged as a touchpoint on the contact's timeline, giving your team a real-time picture of how prospects are responding to outreach.
What do I need before configuring Marketing Engagements?
What do I need before configuring Marketing Engagements?
You need admin or workspace settings access in Sona and a marketing engagement platform already connected, such as Smartlead. Once connected, you select the platform in Event Platforms and choose which events, like opens, clicks, or replies, you want tracked.
Should I select every available event when configuring tracking?
Should I select every available event when configuring tracking?
Start comprehensive and select all relevant events initially, since you can always filter data later in reports. Different platforms expose different event types, so review what each event represents before finalizing your selection, and revisit it periodically as your marketing strategy evolves.