Brief History of Startup Time Operational Changes Process change Launch + Scoring + No Emails + Reps March April May June •New Salesforce •More Metrics •Rethink email •Rethink •New Marketo •More Programs automation territories & •Sales Insight •Billing & lead mgmt •New Registration Accounting •New Processes
High Level Mapped out workflow Created new tag for trial program Unit test for full program using request campaigns Launched on 3/26
Sign Up ① Separated Signup from Program ② Remove flow won’t work with programs that are automatically synced to a campaign ③ Keep bad emails out of the program
Requests Campaigns ① Establish Lead Source. (Could use a lead is created rule, but I wanted more control). ② Establish lead owner for emails to come from the owner tokens.
Requests Campaigns ① Wait step before reminding. ② When the lead comes out of the wait step, we check to see that progression hasn’t changed before sending email. ③ Another check to make sure they didn’t already receive it as well.
Requests Campaigns ① Activation sets a 14 day reminder flow. ② Activation also sets in motion an activated nurture flow.
Lead Scoring – Crawl, Walk, Run Constraints ① Target does not have titles nor use them. ② We don’t ask for title and ① Bringing in usually can’t find them. usage metrics is a must. ③ We designing for signup not browsing through the website. ④ Once you signup, you only come to login. ⑤ Most real prospects opt out of emails.
Lead Scoring – Crawl, Walk, Run ① Result is to try a tiered scoring structure from 0-100 pts. (Crawl) ② Bring in more usage metrics to enhance scores and user urgency values to predict engaged leads. (Walk) ③ Urgency value changes tend to more predictive and easier for sales to grok.
Details, details, details… ① What is the difference?
Race Conditions ① 2 rules firing at the same time or close enough. ② Some processes finish at different rates and if you are depending on one process to finish before another begins, it might not happen. engaged leads. ③ Sample above the signup process was last to finish although this lead has already logged in.
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