Smart Artifacts: Organize Sales Context for Multi-Vertical Outreach

Consider a BDR supporting outreach across ten different verticals. Healthcare providers. Financial services. Public sector agencies. Manufacturing. Each requires distinct messaging, different pain points, unique compliance considerations, and specific use cases.

The traditional approach forces a choice: either spend hours researching and context-switching between verticals, or default to generic messaging that resonates with no one. Neither option serves quota attainment or prospect experience.

This challenge intensifies when the same product serves vastly different audiences. A rep selling Service Cloud to public sector state agencies operates in an entirely different world than one targeting healthcare payers versus clinical facilities. Same product, different conversations. Yet most sales tools treat all outreach as identical, leaving reps to manually sort through battle cards, personas, and use cases for each interaction.

Smart Artifacts introduces a systematic approach to this problem: organized context that reaches the right campaign at the right time, without requiring reps to become experts in every vertical they touch.

The Multi-Vertical Messaging Challenge

When One Size Fits All Fits No One

Teams supporting multiple verticals cannot maintain deep expertise in each. The research required before every outreach—understanding industry-specific pain points, relevant case studies, competitive positioning—multiplies across segments. A BDR covering public sector, healthcare, and commercial accounts cannot efficiently context-switch between each conversation.

The alternative is generic messaging. But generic messaging signals to prospects that you don't understand their world. Response rates suffer. Credibility erodes before the conversation begins.

The Enablement Tax

Beyond research time, there's a cognitive load problem. Remembering which battle cards apply to which segment. Recalling which use cases resonate with payers versus providers. Keeping compliance considerations straight across regulated industries.

This enablement burden compounds as territories expand. Every new vertical means more material to internalize, more context to manage, more opportunities to send the wrong information to the wrong prospect. A public sector pitch landing in a healthcare executive's inbox doesn't just miss the mark—it damages the sender's credibility.

Why Context Separation Matters

The Salesforce Example

Consider the complexity within a single product. Selling Service Cloud to public sector state agencies is vastly different from selling to HLS payers versus providers versus actual clinical facilities. These are disparate groups with different procurement processes, budget cycles, decision-makers, and success metrics.

A state agency IT director cares about constituent service and compliance. A healthcare payer executive focuses on claims processing efficiency and regulatory requirements. A clinical facility administrator prioritizes patient experience and staff adoption. Same product, three completely different value propositions.

Without context separation, reps either over-research each interaction or under-personalize. Neither approach scales.

Smart Artifacts: The Solution

Smart Artifacts addresses this challenge through organized context management. Rather than treating all sales materials as a single repository, the feature allows you to separate context for the appropriate role or outreach.

Folder-Based Organization

The Artifacts page in Settings provides a central location for organizing your sales context. Folders act as organizing bodies for related materials. A "Public Sector" folder contains everything needed for government outreach. An "HLS Payers" folder holds healthcare insurance-specific content. Each folder represents a distinct selling motion.

Definition-Driven Selection

Each folder includes a definition specifying when to use it. For example: "Use when reaching out to public sector state agencies in procurement or IT roles." These definitions enable Strama to automatically select the appropriate context based on campaign targeting—removing the manual burden of matching materials to outreach.

What Goes in an Artifact

Artifacts can include battle cards with segment-specific competitive positioning, personas relevant to that vertical, use cases that resonate with that audience, and industry-specific proof points. The goal is comprehensive context for each selling motion, organized for automatic application.

Setting Up Smart Artifacts

Implementation follows a straightforward process:

Step 1: Access the Artifacts Page

Navigate to Settings and select the Artifacts page. This is your central hub for context organization.

Step 2: Create Organizing Folders

Create folders representing each vertical or segment you sell into. Use clear naming conventions: "Healthcare Payers," "Healthcare Providers," "Public Sector State," "Public Sector Federal."

Step 3: Add Folder Definitions

Each folder requires a definition specifying the conditions for using that context. Be specific: "Use when reaching out to state government agencies" differentiates from federal or local government targeting.

Step 4: Populate with Specific Artifacts

Add battle cards, personas, use cases, and case studies relevant to each segment. Keep artifacts focused and current—outdated materials create the same credibility problems as generic messaging.

Step 5: Connect to Campaigns

When building campaigns, either manually select artifact folders or enable auto-selection. Auto-selection uses folder definitions to match appropriate context to your targeting. Manual selection provides control for edge cases or accounts spanning multiple verticals.

Scaling Personalization Without Scaling Research

The challenge of multi-vertical outreach is not a research problem—it's an organization problem. Teams that treat every campaign as a blank slate waste hours duplicating work and risk sending misaligned context to prospects.

Smart Artifacts provides a systematic solution: organize context once, apply it consistently, and let definitions ensure the right information reaches the right campaign. For sellers managing diverse territories, this means maintaining the quality of segment-specific personalization without the cognitive overhead of becoming an expert in every vertical.

The difference between generic outreach and credible personalization often comes down to whether the right context is accessible at the right moment. Smart Artifacts makes that accessibility automatic.