Campaign design
Campaigns designed around people, not buckets
Build campaigns from what individuals actually did. Engage with the message that fits the person, backed by their history rather than their segment.
The problem
The segment is an average of people who aren't alike
Two contacts land in the same segment: mid-market, six months in, active. One has read every integration doc and asked twice about SSO. The other logs in weekly and has never opened a marketing email.
They get the same campaign, because the segment can't tell them apart. One finds it irrelevant, the other finds it slow — and the campaign's measured performance is the average of two mismatches.
What it does
Campaign logic from individual memory
Segments are an approximation of people. Working from each contact's own history removes the approximation — the campaign sets the intent, the individual decides the rest.
Behaviour-driven audiences
Build audiences from what people did rather than what attributes they carry. Read the migration guide twice is a better signal than industry equals SaaS.
Message selection per person
The campaign defines intent; the message is chosen against each recipient's history. Same campaign, different emphasis per person.
Timing from evidence
Engagement patterns per contact, so send timing is based on when that person actually responds.
Learns across campaigns
What resonated with a contact persists. The next campaign starts from what the last one taught, rather than from zero.
FAQ
Where does behavioural data come from?
Connectors read from your existing systems — product analytics, CRM, support, and email.
How is contact data isolated?
Each contact has their own memory scope, applied from the account token on every read.
Can we still run segment campaigns?
Yes. Segments remain useful for broad announcements — this is for the campaigns where relevance decides the outcome.