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Workflows 2.0 or How to Best Use Branching

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Let’s explore five examples that illustrate the power of branching and breathe some new inspiration into your automation setup.

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Workflows 2.0 or How to Best Use Branching

  1. 1. Workflows 2.0 or How to Best Use Branching
  2. 2. #inbound12 MAGGIE GEORGIEVA @mgieva
  3. 3. Workflows Branching: The Simplicity & The Power 7 Examples of Branching Workflows Evergreen Best Practices & Next Steps 1 2 3 Workflows 2.0 or How to Best Use Branching
  4. 4. WORKFLOWS BRANCHING The Simplicity & Power
  5. 5. The reason behind branching + + +
  6. 6. With this comes more power
  7. 7. Possible checks
  8. 8. But you don’t want to end up here
  9. 9. So, what are some good ideas?
  10. 10. General guidelines • Am I still talking to the same segment? (e.g. it is not Mary and then Ollie in the same workflow) • Is the path I'm creating with branching helping my contacts move towards the overall goal? • One singular workflow isn't meant to move all contacts through your entire funnel.
  11. 11. SEVEN WORKFLOWS EXAMPLES When Branching Is A Good Idea NO YES
  12. 12. Structure of All 7 Examples • Level: Introductory, Intermediate or Advanced • Goal: Contact engagement, sales efficiency, etc. • Method: Actual workflow layout • Metrics: Numbers to keep track of
  13. 13. 1 Ongoing engagement INTRODUCTORY
  14. 14. 1 Ongoing engagement INTRODUCTORY You don’t have much content. You want to use it to stay top of mind. You want to increase contact engagement through conversions.
  15. 15. 1 Ongoing engagement INTRODUCTORY
  16. 16. 2 Drive qualified leads INTRODUCTORY
  17. 17. 2 Drive qualified leads INTRODUCTORY You want to educate contacts in the consideration stage. You need to optimize for the best timing to share product info. You want to increase the number of MQLs and conversion to qualified leads.
  18. 18. 2 Drive qualified leads INTRODUCTORY
  19. 19. Increase 3 sales efficiency INTERMEDIATE
  20. 20. Increase 3 sales efficiency INTERMEDIATE You want to make your sales reps more productive. You need to assign leads based on some validated criteria. You will measure performance by checking the contacts in the queue. $
  21. 21. Increase 3 sales efficiency INTERMEDIATE
  22. 22. Re-4 engage dormant leads INTERMEDIATE
  23. 23. Re-engage 4 dormant contacts INTERMEDIATE You want to bring back leads that are engaged and get rid of bad ones. You need to nurture a list of unengaged contacts. You will measure performance by the growth of your newly engaged list. Z Z Z
  24. 24. Re-engage 4 dormant contacts INTERMEDIATE
  25. 25. 5 Webinar follow-up INTERMEDIATE
  26. 26. 5 Webinar follow-up INTERMEDIATE You want to introduce the most relevant call-to-action after a webinar. You need to customize the language based on someone’s attendance. You will measure performance by watching the number of people who take the call-to-action.
  27. 27. 5 Webinar follow-up INTERMEDIATE
  28. 28. 6 Trial engagement ADVANCED
  29. 29. 6 Trial engagement ADVANCED You want to increase adoption of trial. You need to engage trial leads in relevant ways. Your goal is to increase trial to conversion rates.
  30. 30. 6 Trial engagement ADVANCED
  31. 31. 7 Drive adoption ADVANCED
  32. 32. 7 Drive adoption ADVANCED You want to drive more usage of your product among customers. You need to promote specific paths. Your goal is to increase adoption across the board and these specific paths.
  33. 33. 7 Drive adoption ADVANCED
  34. 34. EVERGREEN BEST PRACTICES & NEXT STEPS Branching or no branching, keep this in mind
  35. 35. Segmentation is still key. Focus on your Personas. ROLES Learner Game player Social butterfly GOALS Excel at school Have fun Make friends CHALLENGES Need 1:1 tutoring Access to facilities Isolated neighborhood
  36. 36. Don’t just create work. Build goal-based nurturing.
  37. 37. Use personalization tokens to be relevant
  38. 38. Keep it simple PHOTO CREDIT: EMMAJANE
  39. 39. More resources • Academy: http://academy.hubspot.com/lead-nurturing/ • Knowledge Center: http://knowledge.hubspot.com/
  40. 40. THANK YOU.

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