Journeys triggered by account state
I build lifecycle cadences that carry users from signup to first payment and keep them active. Each send keys off product-usage signals, intent and account data.
One shared MailChimp account, three regions, no owner. I rebuilt it around account status
At PingPong (2021–2025), as Marketing Manager for Ads & Lifecycle (2021–2023), I took over a cross-border payments line taking 100–300 registrations a day through a broadcast tool with no CRM sync and no lifecycle automation. I rebuilt onboarding around account state: orientation, KYC progress, activation and first-payment journeys. At ThinkingAI I run lifecycle today: the newsletter ships weekly, opens at about 22%, and its 1,000+ list came from the site signup.
Read the full case ›Three cadences across three regions, 100–300 signups a day:
Journey design
Triggers & segmentation
CRM automation
Deliverability & governance
Four steps,
keyed to account state
01 · Map the journey
I chart the real path from signup to expansion before I touch a template. Where users stall decides what gets built, and the campaign calendar doesn't get a vote.
On the cross-border payments funnel, I mapped it and found users confused right after registration and KYC crawling. It also exposed the platform underneath: one shared MailChimp account serving three regions, no owner. The fix started there.
The map decides what gets built02 · Segment by state
I cut segments by where the account stands right now. A pre-KYC user and a verified one need different emails, whatever the calendar says.
I rebuilt onboarding as three cadences keyed to account status: orient users before KYC (know-your-customer identity verification), keep them moving through verification, activate them once compliance approves. Product-usage and intent signals move accounts between them, so nobody sits in a sequence they've outgrown.
Where the account stands beats how long it has been there03 · Trigger on behavior
I fire sends off what the account just did: a document submitted, a verification that stalled, a first payment still pending. At 100–300 new registrations a day, anything that waits on a human is already late.
I built the journeys in Zapier and Make.com and specified the Salesforce Flow logic, and they run in real time. Nobody pulls a weekly list, and no one is 'running' the sends. Going silent counts as behavior too; a user who stops after submitting documents triggers their own re-engagement path.
Registration, KYC and first payment set the schedule04 · Sync back & iterate
Email that doesn't report back is half a system, so every open, click and stall feeds CRM scoring. I want an account manager to spot a stalled account without asking marketing for a list.
Engagement syncs into HubSpot, Salesforce and Pipedrive, and the weakest cadences become the A/B queue, while AI helps me refine segments and score leads. On the payments funnel that loop moved KYC submissions from roughly 10% to 35–40% and completion time from 140 hours to 24–48.
What these journeys run on:
CRM, sending and state sync
campaigns
Mailchimp
GetResponse
HubSpot
Braze
Marketo
measurement
Salesforce
Pipedrive
GA4
▤Cohort analysis
& flows
Zapier
Make.com
Dify
Salesforce Flow
HubSpot Workflow
routing
Daniel is a professional, knowledgeable individual, that takes pride in the quality of his work. His reliability is second to none and he is always up to the challenge.
Kathy SongOperations Manager
Need journeys that run themselves?
The journeys move when the account moves.