Nurture Agent

Madelyn came into this one as a marketer who has been burned before, and her first reaction was a red-pen essay flashback: a tool rewriting the subject line, preview text, body and call to action for every single recipient is a lot of rewriting to trust. The mechanism underneath it is the part that calmed her down. Look at the left-hand side of the setup and it is running off personalization tokens, which is exactly how you would build one-to-one nurture by hand today, with properties, smart rules and cloned emails per segment. The agent is doing that logic for you once you pick the tokens, and you choose which activity it draws from. That means the fields you already trust are the ones to feed it. A clean job title property, a manual industry field for a company that only sells into three segments, a company name that someone actually filled in. Casey's note is the one that always applies: it is as good as your data, and a lot of nurture data sets are not great. Ten credits per personalized send, Marketing Hub Professional and Enterprise, public beta.