Route contacts across campaigns

Use AI campaign routing to pick the best Live Campaign for each contact, with fallback and review controls.

Campaign routing helps you enroll a list of contacts into the best-fit Live Campaign instead of forcing every contact into the same sequence.

Use it when you have multiple campaigns for different personas, seniority levels, segments, lifecycle stages, or buying signals.

How routing works

Choose a set of Live Campaigns to route across.
Choose a fallback campaign for uncertain matches.
GTM Engine removes campaigns the contact is already enrolled in.
If only one eligible campaign remains, GTM Engine picks it automatically.
If multiple campaigns remain, AI compares the contact and account context against the candidate campaigns.
If the AI is not confident enough, or returns an invalid campaign, GTM Engine uses the fallback.

What the AI considers

The routing step uses compact campaign and contact context:

Campaign name.
Campaign description.
Campaign sending provider.
Contact name and title.
Contact company.
Account name and domain.
Contact location when available.

Campaign names and descriptions are the most important inputs. For best results, describe the target persona, seniority, business problem, disqualifiers, and account signals that make a contact a good fit.

Confidence, rationale, and fallback

For every routed contact, GTM Engine creates a decision with:

Selected campaign.
Confidence score.
Rationale.
Whether fallback was used.
Reason, such as matched, fallback, single candidate, already enrolled everywhere, or no candidates.

If confidence is below the routing threshold, GTM Engine does not gamble. It uses the fallback campaign and marks the decision as fallback.

Review mode

When review mode is enabled, GTM Engine routes contacts and returns a route preview instead of enrolling immediately. The preview includes the selected campaign, confidence, rationale, and fallback status for each contact.

When review mode is disabled, GTM Engine routes and enrolls contacts as soon as the background job runs.

Enrollment behavior

After routing chooses a campaign:

Native GTM Sending campaigns enqueue native campaign enrollment.
Mirrored native campaigns also enqueue native campaign enrollment.
Non-native sequence workflows run the workflow directly.

Scheduled starts require an active native or mirrored native campaign. Non-native workflow sequences cannot use scheduled start routing.