Buying-committee role based nurture branch

Outcome. Multiple contacts at the same target account each get content matched to their role in the buying decision (economic buyer, champion, influencer, end user), instead of every contact on the deal receiving the same generic message.

Workflow map Enrollment, branches and actions at a glance lead-nurturing-043

flowchart TD
    A[On open deal, role captured or unknown] --> B{buying_committee_role value}
    B -- Economic Buyer --> C1[Send: ROI and business case]
    B -- Champion --> C2[Send: internal selling toolkit]
    B -- Influencer --> C3[Send: feature comparison]
    B -- End User --> C4[Send: day-to-day usage]
    B -- Unknown --> C5[Send: general overview]
    C1 --> D[Delay 5 days]
    C2 --> D
    C3 --> D
    C4 --> D
    C5 --> D
    D --> E[Send: shared next-step email]
    E --> F[Set committee_nurture_completed = true]

When to use it, when not to

• UseUse in longer B2B sales cycles with multiple stakeholders per account, especially account-based or enterprise motions where role-specific messaging materially changes conversion.
• UseUse once a contact's role has been captured, typically through a form field on a demo or contact-sales form, or set manually by sales after a discovery call.
• SkipDo not use this for single-buyer, low-complexity purchases where one contact makes the whole decision; the added branching overhead is not worth it there.
• SkipDo not guess at a role from a job title alone without a human or form-based confirmation step; title-to-role mapping is unreliable (a "Director" can be the economic buyer at one company and an influencer at another).