Marketing Engagements integrate your outbound marketing interactions, such as email opens, link clicks, replies, and even social engagement from platforms into the Profile 360 buyer journey. This means that 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 This / Prerequisites
When to Use This / Prerequisites
When to use:
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 (e.g., Smartlead)
Basic understanding of your marketing workflow
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Access Marketing Engagements Settings
Step 1: Access Marketing Engagements Settings
Navigate to Workspace Settings
From your main dashboard, click on "Workspace Settings" in the left sidebar
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
Step 2: Configure Event Platforms
Select Your Marketing Platform
In the "Event Platforms" section, click the "Select Platform" dropdown
Choose your integrated platform (e.g., "Smartlead")
Step 3: Configure Tracking Events
Step 3: Configure Tracking Events
Choose Engagement Events
In the "Events" section, click the "Select Event" dropdown
You'll see a list of available events specific to your selected platform
Finalize Your Configuration
Select all events that align with your tracking goals
You're almost there! This step brings everything together for comprehensive engagement monitoring
What Happens Next
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 / Best Practices
Key Concepts / Best Practices
Core Concepts:
Event Platforms: The marketing tools that generate engagement data (email platforms, CRM systems, etc.)
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; 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