10 Marketing Automation Campaigns you 'Absolutely Need to Have'

You've wanted to leverage the power of marketing automation campaigns but it's been months (maybe too many months) and you're making little progress in expanding your potential.

You’ve invested in Infusionsoft (a CRM and Marketing Automation platform) however, at this stage, there is still a fair amount of “double-handling” and you’re yet to take advantage of the platform’s automation capabilities including lead nurturing, upselling of maintenance and support services and overall sales process management.

Marketing Automation Starter Processes

In our role as Keap/Infusionsoft Consultants, we regularly review Clients' current sales processes and their customer lifecycles and, if there's one thing that stands out consistently, it's that to get the best value out of the platform, you need to be able to detach yourself from the day-to-day running of the business and begin systemising key processes.

Here, we present ten key automated processes and can easily be rolled out, in stages if you like and give you the best possible method of really understanding the value created with Keap/Infusionsoft.

Each process mirrors key stages of a sales workflow – commencing with enquiries via the website, progressing through the sales pipeline towards installation or deliver and ultimately, incorporating maintenance reminders and obtaining Customer feedback.

Without further ado, let us introduce our 10 key marketing automation campaigns and processes you need to start on today.

1. Lead Activation

It's not enough to get people to download a lead magnet or even sign up, if they're not going to do anything with the information. That’s why it’s crucial to get your user to an “Aha" moment and see the real value in your product or service,

To do this and turn your “cold leads” into ones that actively engage with your business it’s a good idea to segment and start targeting these users with specific on-boarding emails.

The process starts with your website.

If you're using WordPress, install something like Gravity Forms and the Gravity Forms Infusionsoft plugin and get efficient integration between the website’s forms and Infusionsoft.

Use this combination to create contact forms as well as squeeze pages for downloading Lead Magnets.

The Infusionsoft plugin will automatically add the contact to your Infusionsoft app and you can also apply a tag (or multiple tags). These can be use for segmentation purposes and you can specifically trigger a campaign to run or a task to be created.

Be sure to include a customised opt-in email for all contact requests made via the website in accordance with Australian Privacy Legislation, CAN-SPAM Act and GDPR.

2. Lead Nurture Campaign

Lead nurturing is really the first next step to automating communication with your newfound leads.

For many, this may seem overwhelming however it needn't be.

Create a campaign comprising five emails that provide educational content on the benefits of using your products or services and conveying your unique selling proposition (USP).

Not sure what to put in the emails?

Try this as a guide:

• List the Top 5 questions your prospects generally ask you about your business, products and services;
• List the Top 5 questions you wish your prospects would ask about your business, products and services; and
• List the Top 5 objections your prospects have about buying from you.

Write these up as 5 separate emails and schedule them to to be sent after 1, 2, 5, 12 and 29 days.

Thanks to Marc P. Summers (Infusionsoft Certified Partner extraordinaire) for insight into Fibonacci Marketing.

This way, you have a fully automated marketing capability for an entire month after they first make contact.

3. Contact Requested

You will no doubt be getting leads coming in from channels other than your website such as in-store or telephone, where the Lead Nurturing Campaign may not be suitable.

For this, you will want to create custom email template and 3 automated response templates that can be sent automatically.

These email templates can contain PDF attachments such as quotes, proposals and case studies.

4. Appointment Warm-up

You've got to the next stage with your new lead and have arranged an appointment to meet with them to further discuss how you can help.

Instead of just arriving "cold", how about sending out some emails and notifications to pre-frame your prospect and give them the information to become much more informed ahead of time.

You could specify an appointment date and time and have the system automatically create and schedule follow up reminder tasks and email communication with the lead specific to the appointment.

If you're comfortable with having the lead set their own appointments, you could also integrate with external services such as Calendly trigger the campaigns automatically.

5. Providing Quotes

Schedule delivery of quotes with Infusionsoft with a sequence of carefully worded, follow up emails that provide reasons why it makes sense to accept the proposal.

We have found these types of email campaigns to be particularly effective when coordinated with phone calls immediately after an email has been received and read by the lead.

Each of the emails should contain a simple button that the lead can use to notify of acceptance of the quote. Clicking on this button will automatically launch a campaign thanking the customer and assigning a task to a Sales Consultant for immediate follow up.

6. Quote Accepted Campaign

This campaign can be triggered
either by the lead clicking on the “Accept Quote” button or manually by the
Consultant.

In either case, it will automatically
create the tasks necessary for the Consultant to generate invoices and
necessary paperwork.

7. Preparing for Service/Product Delivery

Once a proposal has been accepted you'll want to move into deliver with an appropriate onboarding campaign.

You can automate communication with Customer relating to any preparation the needed do as well as reminders on the appointment.

If there are specific reminders or processes needed to be carried out by internal staff, include them within the campaign for a smooth transition to delivery.

8. Customer Survey Campaign

Following delivery of the product or service, this campaign can automatically send an email to the Customer requesting feedback on their experience.

It is also worthwhile to automatically initiate tasks for your Consultant to follow up with the Customer directly, depending on the outcome of the survey.

9. Upsell Maintenance Campaign

Maintenance services are a growth opportunity for any business and the Upsell Maintenance Campaign is designed to automate the process of converting a Customer into a maintenance program.

This campaign can be automatically initiated following delivery of a product or service and within a week, send an initial email that promoting quarterly and 12 month programs; describing the benefits of regular maintenance and support.

If the Customer does not elect to take one of your service packages immediately, recycle the messaging so that they receive a quarterly reminders that maintenance is available and that they should call.

10. Execute Maintenance Campaign

When a Customer elects to take up a programmed maintenance offer, you can automatically schedule of email reminders to the Customer and task creation for the Consultant to make contact and arrange for the maintenance to be performed.

In this way, your support and maintenance services become fully automated. How good is that?

Automating your sales and marketing should be viewed as tremendous business asset for providing scalable and proactive “set and forget” process execution.

Furthermore, when coupled with reporting and dynamic segmentation, you can quickly gain real-time visibility into precisely what is happening within the system and how it relates your specific goals and objectives.

Find out more about how easy it will be to have the team at Conversion Leadership help you leverage Infusionsoft and make marketing automation work in your business.