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]

mailto:[email protected]

@paulmanz

WHO IS ALLWEBCAFE

OFFERINGS • Brand Strategy

• Digital Experiences

• Persona Development

• Content Marketing

!

ALL OF THIS COMES TOGETHER AS…

SALES FOCUSED MARKETING

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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

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WHAT IS A WORKFLOW?

Like most things in HubSpot, you can track its performance

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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


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Qualifying Event

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Automated Delay of Action

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If/Then Branch

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If/Then Branch “Yes”

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If/Then Branch “No”


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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.

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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”.

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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.

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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.


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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

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Basic site mapping or process mapping tools

Standard flow chart iconography to map out process flow

12 WORKFLOWS YOU SHOULD BE USING NOW

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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

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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.

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'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


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.

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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.

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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

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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.

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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.

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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.

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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

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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

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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.

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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!

THANK YOU!

@paulmanz

[email protected]

mailto:[email protected]

allwebcafe Workflow Presentation

Marketing

paulmanz email

sales focused marketing

paulmanz agenda

crm marketing tactics

recorded broadcast

live procedures

content marketing eorts

physicians success