Automate your Funnel: Workflows that Work from Top to Bottom (INBOUND16)

PowerPoint Presentation

AUTOMATE YOUR FUNNEL: WORKFLOWS THAT WORK FROM TOP TO BOTTOMBella Wu & Stephanie DeCoste

#INBOUND16

STEPHANIE DECOSTEPRO SERVICES

@salussier

#INBOUND16

BELLA WUPRODUCT @bellacwu

#INBOUND16

Automation Cool Kids ClubYou?

#INBOUND16

of CMOs have either an informal or no process to manage their marketing automation.The Annuitas Group64%

#INBOUND16

#INBOUND16

#INBOUND16

#INBOUND16

Bella Wu () - update URL to where people can access the beta when [email protected] tells me what it is

www.bit.ly/beta-workflows

#INBOUND16

AGENDATop of the funnel: subscriber + lead re-engagementMiddle of the funnel: event nurturingBottom of the funnel: sales enablement workflowsTakeaways & Questions

#INBOUND16

AGENDATop of the funnel: subscriber + lead re-engagementMiddle of the funnel: event nurturingBottom of the funnel: sales enablement workflowsTakeaways & Questions SKILL LEVEL

SKILL LEVEL

#INBOUND16

SUBSCRIBERLEAD

SQL

TOP OF FUNNELMIDDLE OF FUNNELBOTTOMOF FUNNELMARKETINGSALES

#INBOUND16

PURPOSEA FRAMEWORK FOR AUTOMATION

#INBOUND16

SEGMENTPURPOSEA FRAMEWORK FOR AUTOMATION

#INBOUND16

SEGMENTPURPOSEA FRAMEWORK FOR AUTOMATIONACTIONS

#INBOUND16

1SUBSCRIBER + LEAD RE-ENGAGEMENT

#INBOUND16

Marketers spend a lot of time crafting the perfect email

#INBOUND16

#INBOUND16But a lot of the time, it can feel like this Many of the customers I work with will eventually hit a breaking point where they want to spend time exhaustively digging through email performance data to see what has worked and what has not. Sometimes that work, but what about when the data isnt telling enough and you are already following all the best practices?

Theres good news and bad news: Good new is, its probably not you, bad news is, its probably your database

SUBSCRIBERLEAD

SQL


#INBOUND16

SUBSCRIBERLEAD

SQL

TOP OF FUNNELMIDDLE OF FUNNELBOTTOMOF FUNNEL

SUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATE

#INBOUND16

SUBSCRIBERLEAD

SQL



INTERMEDIATE

#INBOUND16

SUBSCRIBERLEAD

SQL



INTERMEDIATE

#INBOUND16

Dont be like this.Instead, be like this.SUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATE

#INBOUND16


INTERMEDIATE

#INBOUND16http://www.hubspot.com/database-decay

Make love not spam

HOW DO WE PROACTIVELY SEGMENT PEOPLE IN OUR DATABASE BY ENGAGEMENT?

SO . . .SUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATE

#INBOUND16

RE-ENGAGEMENT WORKFLOWPURPOSE: Identify and segment out contacts who are not engaged with our emailsSUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATE

#INBOUND16Following our framework, the goal of this workflow is to promote attendance for this and the next event. The segment were targeting is people who have registered for INBOUND And what we want to do with them is send them information via email before and after the event

SEGMENT: People who have received 7+ emails since they last engaged (opened / clicked)PURPOSE: Identify and segment out contacts who are not engaged with our emailsRE-ENGAGEMENT WORKFLOWSUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATE


SEGMENT: People who have received 7+ emails since they last engaged (opened / clicked)PURPOSE: Identify and segment out contacts who are not engaged with our emailsRE-ENGAGEMENT WORKFLOWACTIONS: Send emails encouraging contacts to update their email preferences or re-engage SUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATE


Lay out the contents with visuals - 3 emails, 3 subject lines for email 1

Show an example of the email - yes and noCreate the Re-Engagement Emails

WELL, HELLO!

TIME FOR A REFRESH?Id like to stay in touch > Update my preferences >LOGOIts been a while since youve engaged with us via email. Is it us? Is it you? How can we change how we communicate?

LOGO

HELLO STRANGERTIME FOR A REFRESH?update your email preferences >No thanks, I want to update my preferences >

LOGOWE MISS YOUWhether youve just been busy, or you are no longer interested in getting emails from us, we want to make sure were on the same page with you. Please update your preferences or opt-out.Yes, Id like to stay in touch >Photo Credit: saratogajean on Flickr

INTERMEDIATE

DONT BE A STRANGERPlease continue to communicate with me >No thanks, Id like to update my preferences >LOGOIt seems like now may not be a good time or like you may need some space. We understand your inbox has valuable real estate, and we want to respect that. Well check-in from time to time to see if youve changed your mind but, our ears are always open to hearing from you.

Stay well!SUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATE

#INBOUND16I Miss You Too vs I need spaceLets stay together vs its complicated

Create the List of Unengaged Contacts


INTERMEDIATECOMING SOON

#INBOUND16


INTERMEDIATE

#INBOUND16SUBSCRIBER + LEAD RE-ENGAGEMENT INTERMEDIATE

INTERMEDIATENext Steps

Suppress contacts who complete the workflow and do not meet the goal.

Monitor the conversion % to gauge effectiveness.

Consider increasing or decreasing the Sends Since Last Engagement threshold for varying results.

BONUS: Use branching logic to optimize when the 2nd and 3rd emails are sent.

ADVANCED

#INBOUND16- Create a smart list of people who complete the workflow and do not meet the goal. These contacts should be suppressed from future emails. Monitor the % of people who meet the goal, this is the conversion %. if you are not seeing the performance you anticipated, aim to adjust the delay times, the number of emails and the content of the emails (inlc. subject line).In this example we referenced using 7 or more as the threshold for sends since last engagement, based on your audience and cadence for sending emails, try adjusting this to get the right group of contacts. BONUS: Because this group has historically been unengaged, aim to maximize the mileage for your emails by cloning the first email and trying different subject lines. Once the first email is opened, then send the 2nd and 3rd.


ADVANCED

#INBOUND16https://app.hubspot.com/contacts/416779/automation/flow/1519482/edit-beta/

Let start by looking at the enrollment criteria and the first few steps

2EVENT NURTURING

#INBOUND16

SUBSCRIBERLEAD

SQL


#INBOUND16In the middle of the funnel, youve got your leads, people who are looking for a solution and have expressed interest in what you offer. (vs. people who are not engaged in the previous example)One of the ways that we at HubSpot and many of our customers nurture leads, is by running events, both in-person events like tradeshows and online via webinars.

EVENT NURTURING

ALL LEVELS

#INBOUND16Emails, content offers and social media are great but they can only get you so far sometimes you just need that human touch

EVENT NURTURING

ALL LEVELSSource: Constant ContactSurvey: How do you promote your events?

#INBOUND16Chances are if youre running an event,

EVENT NURTURING

ALL LEVELSSource: Constant ContactSurvey: How do you promote your events?

#INBOUND16youre probably sending emails about it. In a survey done by Constant Contact, 75% of respondents said they used email to promote their events.

If you know youre going to send them, why not automate them? Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/fascinating-event-marketing-stats-final.pdf

EVENT NURTURING

ALL LEVELSEVENT

#INBOUND16Reminder emails before the eventThank you emails after the eventNPS surveys Promotions for future events

EVENT NURTURING

ALL LEVELSReminder emailsPre-registrationLogistics & detailsEVENT


EVENT NURTURING

ALL LEVELSEVENTReminder emailsPre-registrationLogistics & detailsNPS surveysThank you emailsPromotions


#INBOUND16Each of those communications

EVENT NURTURING WORKFLOWPURPOSE: Promote attendance for current and future eventsEVENT NURTURING

ALL LEVELS


SEGMENT: People who registered for eventPURPOSE: Promote attendance for current and future eventsEVENT NURTURING WORKFLOWEVENT NURTURING

ALL LEVELS


SEGMENT: People who registered for eventPURPOSE: Promote attendance for current and future eventsEVENT NURTURING WORKFLOWACTIONS: Send emails before and after the event EVENT NURTURING

ALL LEVELS


EVENT NURTURING

ALL LEVELS

#INBOUND16Today were at an event INBOUNDYou yourself unwittingly or not have been the recipient of these types of automated emails

EVENT NURTURING

ALL LEVELS


EVENT NURTURING

ALL LEVELS


EVENT NURTURING

ALL LEVELS

#INBOUND16Using Workflows, its really easy to automate communications before and after the event When you create a workflow, you can choose one of three workflow types that is specifically for events - a fixed-date workflow. You can specify the date of your event and then center your whole automation around it. (replace image?)

EVENT NURTURING

ALL LEVELS

#INBOUND16Those were sent through a workflow similar to this The people we are enrolling are contacts who have registered for INBOUNDThe date were centering the workflow around is Nov 8, the first day of inboundThe first email we want to send before INBOUND is going to be 14 days before, reminding people to pre-register

EVENT NURTURING

ALL LEVELS

#INBOUND16After the first email well add another one 7 days before and a third email 5 days before

EVENT NURTURING

ALL LEVELS

#INBOUND16After the event, wait seven days and check if they attended, then send different content based on if they came or not

WebinarsGroup demosNetworking eventsOpen housesLunch-and-learnsLimited-time sales/promotionsEVENT NURTURING

ALL LEVELSOther events you can use this for

#INBOUND16This framework can apply to many types of events or date-based campaigns - here are some examples

3SALES ENABLEMENT

#INBOUND16

SUBSCRIBERLEAD

SQL


#INBOUND16Arguably the most critical part of the funnel is the handoff to sales, and timing is especially crucial

WHO FEELS THEIR SALES AND MARKETING TEAMS are strongly aligned?

#INBOUND16

#INBOUND16

#INBOUND16The goal of sales and marketing alignment is to prevent any potential friction through the sales funnel.

INGREDIENTS FOR A HEALTHY SALES AND MARKETING RELATIONSHIP Speak the same language Set-up closed-loop reporting Implement a Service Level Agreement (SLA) Maintain open communication Rely on data

#INBOUND16

#INBOUND16Arguably, one of the most important places to focus your energy is on the handoff between sales and marketing. In many cases, this is the first time leads are experiencing a handoff with your business and they are at a time where they are vulnerable they are nearing a point where they are ready to make a buying decision and we dont want to miss an opportunity to have a quality conversation with them. Timing here is of the essence.

the odds of having a meaningful conversation when you follow-up within one hour vs. 24+ hoursHarvard Business Review60xSALES ENABLEMENT #1

ALL LEVELS

#INBOUND16A study done by HBR (source: https://hbr.org/2011/03/the-short-life-of-online-sales-leads) showed that companies who followed up with their online leads within 1 hour were 60 times more likely to have a meaningful conversation with a decision maker/qualify a lead than those who followed up waited 24 hours or longer

SALES ENABLEMENT #1

ALL LEVELS

#INBOUND16

PURPOSE: Let sales quickly know a lead is warm so they can reach outSALES ENABLEMENT WORKFLOW #1SALES ENABLEMENT #1

ALL LEVELS

#INBOUND16The goal of this workflow is to let sales know that one of their leads is demonstrating purchasing intent by viewing the pricing page multiple times, so they can follow up quickly while the lead is warmThe segment were targeting is leads who have viewed the pricing page more than 5 times And what we want to do is send a notification about it to their sales owner

SEGMENT: Leads who view the pricing page 5+ timesPURPOSE: Let sales quickly know a lead is warm so they can reach outSALES ENABLEMENT WORKFLOW #1SALES ENABLEMENT #1

ALL LEVELS


SEGMENT: Leads who view the pricing page 5+ timesPURPOSE: Let sales quickly know a lead is warm so they can reach outSALES ENABLEMENT WORKFLOW #1ACTIONS: Send a notification to their sales ownerSALES ENABLEMENT #1

ALL LEVELS


You Have a New Warm Lead!SALES ENABLEMENT #1

ALL LEVELSCreate a notification email

#INBOUND16

You Have a New Warm Lead!Create a notification email

SALES ENABLEMENT #1

ALL LEVELS

#INBOUND16

SALES ENABLEMENT #1

ALL LEVELS

#INBOUND16

SALES ENABLEMENT #2

ALL LEVELS

#INBOUND16

Demo request

#INBOUND16When a lead requests a demo, theres a lot going on under the surface

Demo requestAssign the lead to a sales repSend a notificationCreate a taskCreate a dealGive sales details about lead

#INBOUND16When a lead requests a demo, theres a lot going on under the surface

SALES ENABLEMENT WORKFLOW #2SALES ENABLEMENT #2

ALL LEVELSPURPOSE: Assign a marketing-qualified lead to sales for follow-up

#INBOUND16The goal of this workflow is to pass a lead to sales after they complete an MQL action In this case, the MQL action is submitting a demo request, which is the segment And what we want to do rotate the lead, send a notification, and if youre CRM integrated, create a deal and task

SALES ENABLEMENT WORKFLOW #2SEGMENT: People who request a demoSALES ENABLEMENT #2

ALL LEVELSPURPOSE: Assign a marketing-qualified lead to sales for follow-up


ACTIONS: Rotate the lead, send a notification, (HubSpot CRM) create a deal and a taskPURPOSE: Assign a marketing-qualified lead to sales for follow-upSALES ENABLEMENT WORKFLOW #2SEGMENT: People who request a demoSALES ENABLEMENT #2

ALL LEVELS


SALES ENABLEMENT #2

ALL LEVELS

#INBOUND16Youve decided that requesting a demo is an MQL action, and want that to trigger the handoff from marketing to sales.

You can use a workflow to automate that handoff - when a contact fills out the demo request form, rotate them to your sales team, then send them a lead assignment notification email. Simple to set up and that will already provide lots of value to your reps.

SALES ENABLEMENT #2

INTERMEDIATEBONUS:Use MeetingsHubSpot Sales Pro

#INBOUND16For bonus points, if youre using HubSpot Sales, this is where the magic of HubSpot comes in

The HubSpot Meetings tool integrates with your sales repss calendars and allows them to set availability so people can book a meeting directly.You can embed your reps meeting request form onto any page, and here we have it on the thank you page after requesting a demo.

SALES ENABLEMENT #2

INTERMEDIATEBONUS:Use MeetingsHubSpot Sales Pro

#INBOUND16For bonus points, if youre using HubSpot Sales, this is where the magic of HubSpot comes in

The HubSpot Meetings tool integrates with your sales repss calendars and allows them to set availability so people can book a meeting directly.You can embed your reps meeting request form onto any page, and here we have it on the thank you page after requesting a demo.

SALES ENABLEMENT #2

ALL LEVELS

#INBOUND16You can use the workflow to assign follow-ups based on whether or not the prospect has booked a meeting directly from the page. Well wait 15 minutes, then use an if/then branch to check the Last Meeting Booked propertyif yes, simply create a deal in the stage Appointment BookedIf NO, create a deal at the stage demo requested AND assign a task to the rep to follow up and make sure they get that demo scheduled

SALES ENABLEMENT #2

ALL LEVELS

#INBOUND16Weve talked about notifications based on two sales actions, but there are many other things you might want to let your sales rep know about. Think about these two questions to help apply this to your sales team and process.

What are the most important activities you want to notify your sales reps about? e.g. viewed pricing page, submitted demo request2. What information do your sales reps need for follow up?e.g. company name, product interest, last conversion

SEGMENT

ACTIONSWhat to think aboutSALES ENABLEMENT #2

INTERMEDIATE

#INBOUND16Weve talked about notifications based on two sales actions, but there are many other things you might want to let your sales rep know about. Think about these two questions to help apply this to your sales team and process.

4Takeaways

#INBOUND16

SUBSCRIBER

TOP OF FUNNELMIDDLE OF FUNNELBOTTOMOF FUNNELSubscriber and Lead Re-engagementMARKETINGSALES

#INBOUND16

SUBSCRIBERLEAD

SQL

TOP OF FUNNELMIDDLE OF FUNNELBOTTOMOF FUNNELSubscriber and Lead Re-engagementEvent NurturingMARKETINGSALES

#INBOUND16

SUBSCRIBERLEAD

SQL

TOP OF FUNNELMIDDLE OF FUNNELBOTTOMOF FUNNELSubscriber and Lead Re-engagementEvent NurturingSales EnablementMARKETINGSALES

#INBOUND16

SEGMENTPURPOSEA FRAMEWORK FOR AUTOMATIONACTIONS

#INBOUND16

PURPOSEA FRAMEWORK FOR AUTOMATIONWhere are there bottlenecks in our process that could be streamlined through automation?

#INBOUND16

PURPOSEA FRAMEWORK FOR AUTOMATIONWhere are there bottlenecks in our process that could be streamlined through automation?

Is there a quantifiable metric or tracked behavior that I can use to measure the effectiveness of this workflow?

#INBOUND16

SEGMENTA FRAMEWORK FOR AUTOMATIONWhat audience do I want to target?

#INBOUND16

SEGMENTA FRAMEWORK FOR AUTOMATIONWhat audience do I want to target?What characteristics/behavior are shared by contacts in this group?

#INBOUND16

SEGMENTA FRAMEWORK FOR AUTOMATIONWhat audience do I want to target?What characteristics/behavior are shared by contacts in this group?Are there people I dont want to include?

#INBOUND16

ACTIONSA FRAMEWORK FOR AUTOMATIONBased on what I know about this segment of contacts, what information do I need to send to help them reach the goal?

#INBOUND16


Is there are timeline for this workflow?

#INBOUND16


Is there are timeline for this workflow?

After each action, how much time do your contacts need to digest the information and react?

#INBOUND16

Automation Cool Kids Club

#INBOUND16Kids that are all friends

Next stepsGET A DEMO.

Head down to HubSpot HQ to talk with HubSpotters about the Workflows tool

TALK STRATEGY.

Head down to HubSpot HQ to talk with Pro Services about automation and the Workflows toolBUILD.

Take a stab at building one or more of the examples we walked through today

#INBOUND16hand

THANK YOU.

#INBOUND16