allwebcafe Workflow Presentation
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Transcript of allwebcafe Workflow Presentation
WORKFLOWS
@paulmanz
WHO AM I?
Oversee Strategy & Analytics Department
Lucky Husband To An Amazing Woman
Father of Two Crazy Young Boys
Lover of CrossFit (and beer)
!
Connect with me on LinkedIn: linkedin.com/in/pmanz
Follow me on Twitter: @paulmanz
Email me: [email protected]
@paulmanz
WHO IS ALLWEBCAFE
OFFERINGS • Brand Strategy
• Digital Experiences
• Persona Development
• Content Marketing
!
ALL OF THIS COMES TOGETHER AS…
SALES FOCUSED MARKETING
@paulmanz
AGENDA
WHAT ARE WORKFLOWS?
SALES FOCUSED WORKFLOWS
CRM FOCUSED WORKFLOWS
HOW DO WE MAP ONE OUT?
12 WORKFLOWS YOU COULD BE USING NOW
WHAT IS A WORKFLOW?
@paulmanz
WHAT IS A WORKFLOW?
They give organizations the ability to automate inbound or content marketing efforts
Also significantly improves their CRM marketing tactics as well
Found in the Contacts menu
@paulmanz
WHAT IS A WORKFLOW?
Like most things in HubSpot, you can track its performance
@paulmanz
WHAT IS A WORKFLOW?
History is valuable because it shows you how people are moving through
This is where we watch test contacts move through to vet and QA the workflow
Periodically check back to ensure it’s still working correctly
SALES FOCUSED WORKFLOWS
@paulmanz
SALES FOCUSED WORKFLOWS
Qualifying Event
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SALES FOCUSED WORKFLOWS
Automated Delay of Action
@paulmanz
SALES FOCUSED WORKFLOWS
If/Then Branch
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SALES FOCUSED WORKFLOWS
If/Then Branch “Yes”
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SALES FOCUSED WORKFLOWS
If/Then Branch “No”
CRM FOCUSED WORKFLOWS
@paulmanz
CRM FOCUSED WORKFLOWS
Background Our client, a medical device manufacturer for an in-office procedure, needed a way to ensure post sale engagement with physicians who adopted the platform that they offered.
The device is pioneering a completely new, non-invasive approach to treatment of a condition that requires not only adoption, but a radically different mindset to treatment.
@paulmanz
CRM FOCUSED WORKFLOWS
Challenge The client identified that the first 90 days after signing were most critical in the physician's success with the device.
By integrating their CRM, we were able to begin an on-boarding process as soon as the contact property in salesforce was switched from “lead” to “customer”.
@paulmanz
CRM FOCUSED WORKFLOWS
The Solution Once they’re enrolled, customers begin to receive emails ensuring that they complete the necessary steps. It’s also possible to track engagement and spot customers who may be falling off in adoption.
Lead to Customer Conversion
Sends welcome email thanking them for their purchase and welcoming them to the user community. Links to HCP clinical library resources.
Live Case Broadcast
The client broadcasts live procedures in a webinar format on a quarterly basis as a resource to help physicians improve in their technique. This workflow ensures, through a series of targeted emails, that as many people as possible engage in the broadcast.
@paulmanz
CRM FOCUSED WORKFLOWS
Live Case Broadcast Follow Up
Follow up workflow with links to the recorded broadcast, announcement of next Live Case Broadcast and additional resources.
Trade Show Follow Up
Used to follow up with contacts who the client engaged with at trade shows. If they are existing customers, SMART content creates a more personalized experience based on previous behaviors. If they are a new lead, content is targeted to move them through the funnel and close a sale.
Engagement Drop Off Workflow
This targets HCP’s who exhibit significant decrease in engagement as defined by specific parameters. This workflow is designed to get HCP’s to reengage with the outcome either being a re-engaged customer or a referral to sales for person-to-person outreach.
HOW DO WE MAP ONE OUT?
@paulmanz
HOW DO WE MAP ONE OUT?
Develop the ability to recognized when a workflow could be replaced by SMART content fields
Strongly recommend mapping out the workflow ahead of time
Identify parallel workflows or SMART lists as exit points
People must be extremely detail-oriented to build them and QA them
@paulmanz
HOW DO WE MAP ONE OUT?
Basic site mapping or process mapping tools
Standard flow chart iconography to map out process flow
12 WORKFLOWS YOU SHOULD BE USING NOW
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Topic Workflow(s) Main Trigger: Content Offer Downloads
Create a workflow for each of the industry-related topics you typically create content about.
Set up emails as a way to stay engaged and nurture with more content
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Engaged Contacts Workflow Main Triggers: Visits, Clicks, Form Submissions
Set up a Smart List to pull in contacts who are really engaged with you.
Then create an email workflow to leverage this list as a way to encourage evangelism of your top content in social media. Because these contacts are highly engaged with you already, they're more apt to share your top content.
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
'Upgrade to an Opportunity' Workflow Main Trigger: Multiple Top-of-the-Funnel Offer Submissions
Set up a workflow that gets delivered to and helps to advance these leads through the sales funnel.
If they were a lead, perhaps you'd send them emails to trigger behavior that might indicate they should be upgraded to an "opportunity" in your sales process.
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Sales-Ready Leads Workflow Main Trigger: MQL Conversion Events
Workflow could include content and web pages you've identified from your conversion assists report as influential in converting leads into customers — perhaps content like customer success stories/case studies, free trial offers, or product demos.
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Re-Engagement Workflow Main Trigger: Inactive Leads
Enter contacts into this workflow once they've met certain Smart List criteria such as length of time since last form submission, length of time since last website visit, etc.
Try sending leads an exclusive offer or coupon that you reserve only for this segment to get them excited about your company again.
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Event Workflow Main Trigger: Registration or Attendance
Create a workflow to automate communication with your registrants leading up to the event
Use during the event to remind them to engage with specific areas of a venue
Create a workflow for post-event follow up
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Abandoned Shopping Cart Workflow Main Trigger: Shopping Cart Abandonment
Create a workflow for when a customer adds an item to your online store's shopping cart but leaves the site without completing the purchase to remind them of their forgotten purchase.
Sweeten the deal with a special discount coupon reserved only for your most loyal customers who return and complete the purchase.
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
New Customer Welcome/Training Workflow Main Trigger: Lifecycle Stage
Set up a series of welcome emails when a lead converts into a paying customer, which you can trigger when a lead's lifecycle stage gets updated to "customer."
If your product or service requires a little training on your customers' part, use this workflow as an opportunity to introduce helpful training materials.
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Upsell Workflow Triggered by Past Purchases
Identify a upwell product opportunities
Create workflows as an opportunity to upsell your customers via email depending on what they've already purchased.
Create a Smart List of contacts who purchase a certain product – or combination of products – and create workflows aimed at recommending other products/services.
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Customer Happiness Workflow Main Trigger: High or Low NPS Scores
Trigger a workflow to customers with “happy +" scores and reward those customers with exclusive content or offers
Trigger a different workflow to your “unhappy -“ customers with content to help raise their scores
Segment unhappy customers by the reasons they're unhappy and send them more targeted workflows aimed at addressing those issues
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Customer Success/Engagement Workflow Main Trigger: Success Metrics or Feature Usage
Track customer feature engagement or success metrics
When a customer passes threshold of success, see if they are interested in being the subject of a case study
If customer fails threshold for success over an extended period of time or is using limited features, trigger a workflow to inform them of features they could be using
@paulmanz
12 WORKFLOWS YOU COULD BE USING NOW
Upcoming Purchase Reminder Workflow Main Trigger: People Who Purchase on a Cycle
Start the workflow when the order ships
Use CRM or ERP for predictive modeling of a reorder
Example: You ship an order that your records show will take your customer 90 days to consume. By reminding your customer 20 days out that they will need to reorder, you can save them the stress and financial cost of running out of their supply.
@paulmanz
RECAP
WHAT ARE WORKFLOWS? HubSpot’s answer to Marketing automation
SALES FOCUSED WORKFLOWS Move prospects through the buying journey
CRM FOCUSED WORKFLOWS Increase your CLTV by keeping them happy after the sale
HOW DO WE MAP ONE OUT? A process mapping tool and attention to detail are critical
12 WORKFLOWS YOU COULD BE USING NOW There are a lot of great ways to use workflows - try one of these now!