Getting yourself known is hard, selling online your product is even harder, we know about that. That's exactly why marketing automation is becoming more and more important. Thanks to LeadBI you can always: know about who's the hottest lead, nurture your customers and even convert those who are still not entirely convinced.We will cover one of the possible ways to engage with prospects and getting notified on only those who are strongly intrested in your service but still didn't subscribed. In the example we'll see how selling an online service can be made simple.
First things first, we create a form to capture the leads email and use it as a starting point for the automation. We decided to use a popup which appears after 20 second the visitor stays on a page.
After a visitor signs up in the popup, we immediatly send a welcome email to get some attention and then give some time to actually open and read it. It may seem a bit extreme, but in this example we give the tag low quality to whoever doesn't open the email within 12 hours. This doesn't mean it's a lost lead, it just means that it needs different attentions. This tag can be the starting point to another automation, a lead is lost only when you stop trying to acquire it.
In this example we try to stay simple and to focus only on those who show immediate interest.
When the visitor opens the email we wait 4 days to send the second email, it's useless to send two emails in a row. So, after some days are passed we send an email to give the prospect some detailed information about the best things of the service or something so new that is not on the website yet. Of course also a link to the service website should be added in the email. We now expect that an interested prospect goes in the pricing page to get the last informations about the service before buying. We then give some time to the recipient to go on the pricing page, if after 7 days the target doesn't go on the pricing page, we tag him as medium quality. It's a possible customer but still not entirely convinced, as for leads with small interest, also this tag can be the starting point for a focused automation.
We now arrived to the most important branch of the automation, when only the hottest leads arrive, they have opened every email and went to the pricing page, we now have to handle just the final steps and manage those who are still a bit unconvinced.
So, we assign the tag high quality to every lead that visits the pricing page within 7 days. That means that a visitor is really interested in the product. The last step that a prospect must do now is to subscribe, we can check it by monitoring if the Thank You Page after the subscription form has been visited. As always we give some time to complete subscription, if after 5 days the lead did not subscribe, we send a reminder or a coupon code. Inside the email we also add a link to the subscription page.
Now we are trying to take to the registration page someone who already knows almost everything about the product, even prices, but still doesn't want to subscribe. We sent an email and we now wait to give time to actually read the email, in this case, we wait 5 days.
After 5 days has passed, if the prospect did not click con the email link we assign the tag medium quality because the interest level for the product has become lower than before, so we need to begin a automation to regain attention. In this example we have not done, but you can also remove the high interest tag.
If the recipient clicks on the link in the email within 5 days, we give some time to actually subscribe. If a prospect arrived in this branch, it is almost a customer, so if within some day we don't see it subscribing we need to contact the lead personally to avoid losing it. If the lead subscribes we add the tag customer, you can this tag has a starting point for nurturing.
In case a visitor has always opened every email, got the high quality tag and also subscribed the first time he had the chance, we just give the tag customer to begin nurturing it and also send a welcome email to congratulate on the great choice.
You can also use LeadBI inside your service: to track customers inside your products and give better support. This example ends here, you can use as it is or customize it to fit your needs. In this automation we also gave some starting point for further automations, to use them or not it's only your choice. There’s no perfect automation, only optimized workflows.
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One of the best ways to acquire contacts is to give something in exchange, like an e-book. Usually, when giving away an e-book you just take the email and hope the subscriber is not only a freebie chaser, we all hate when someone just takes the gift and then runs away. LeadBI can help you get more attention from all those visitors who have little to no interaction with your company after they download the e-book. We will now see how you can give a free e-book to your subscribers and one of the infinite ways of handling them. This is only one of the possible ways to manage a free give, feel free to adapt this example to your needs.
First things first, we need a form to capture the email, just click on Opt-in Forms on the left sidebar and then create your form (We’ll create an in-depth tutorial on how to create and customise forms and popups in the near future).
Now you can create a new Automation:
(We’ll do an in-depth guide on creating automation in the near future too)
Now that we have a blank automation linked to our form, we can begin adding blocks and conditions.
LeadBI uses tags to categorise the leads instead of making you create tonnes of lists, so you probably want to remember from where the lead came from, so we assign the tag ebook to every contact that requests an e-book. After that we can actually send the e-book via email, just use the send email block and write an email or use a template with the e-book link.
Now we have a basic and perfectly working automation that sends to every subscriber an email with your e-book, but it still does nothing to really engage your future customers or to get the attention of those which are still not really interested in your products.
What if they didn’t even open the email to get the e-book?
There’s always the possibility that the subscriber didn’t really want to read the e-book, or maybe he just forgot to open the email. In this case, you can send an alternative, like a webinar.
Of course, before saying a lead is not interested in the e-book, you want to at least give some time to check the email, something like a day or two. In this example we give 1 day to open the email, then we segment the lead with the tag no, so now we know that everyone that has both the no and the ebook tags is not interested in the ebook. We then send immediately an email about the webinar but you can also postpone the sending with a wait block.
Now, if the lead doesn’t open even this email you probably want to cut it out from other automations or maybe you want to create automations especially for those who are less interested in your company. In the contrary, if the subscriber clicked on the link for the webinar, there’s at least some interest in your products or services and you probably want to engage more with this prospect.
So, after you send the webinar email, it’s probably for the best to wait for some days to make the lead check and click on the webinar link inside the email. In this example, we set 5 days but it can be everything you want. If after 5 days, the reader did not click on the webinar link, then we assign it the tag not interested meaning that this particular lead is not interested in your company right now. On the other hand, if the link on the email is clicked, we assign the tag webinar to this contact and then send him a special offer. To simplify this example, we did not add a wait block but is usually good practice to delay the email and give time to actually see the webinar before sending an offer.
Now that we took take of who didn’t open the email, we can think about who opened the email but then did not download the e-book. You sure took great care to write an excellent white paper with also some reference to your products, so you probably want it to be read.
We give the reader a week to download the e-book, someone could not have time when the mail was opened, so we give some more time, in this example we give 7 days, just to be absolutely sure. If after this time the e-book doesn’t get downloaded, we add the tag no to remember the reader didn’t click and then send an email reminder about the e-book.
Because there’s always the possibility that some subscriber just doesn’t want the e-book anymore, we do a last check to see if the recipient downloaded the e-book, if the link has not been clicked we tag it as uninterested, if the link has been clicked we then try to engage with the prospect.
We chose again to wait 7 days to give time to download the e-book, then if the e-book has not been downloaded we add the tag not interested to the contact. We stopped here this example branch, otherwise, it would be too much complex, but you can always try and propose something like a webinar similar to what has been done with who didn’t even open the email. If the contact downloads the e-book then we add the yes tag and then remove the no one, so we remember that this particular lead did download the e-book. We give 3 days of time to read the e-book and then send a specific offer based on the content of the e-book.
Now it’s time to think about those who downloaded the book immediately, in this example we just send them a special offer, but you can extend the automation as far as you want.
We add the yes tag to be sure to remember that the lead has downloaded the e-book and after 3 days we send a special offer email, just like who downloaded the e-book using the reminder email.
Our example ends here, you can enhance it by adding further actions and conditions and by adjusting the wait times to your needs. There’s no perfect automation, only optimised workflows.
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The lead generation software that
uncovers your website visitors and turns them into leads.
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LeadBI | Marketing Automation Made Simple
Dublin - Maple Avenue, Stillorgan Industrial Park