allwebcafe Workflow Presentation

@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: pmanz@allwebcafe.com

@paulmanz
WHO IS ALLWEBCAFE
OFFERINGS
• Brand Strategy
• Digital Experiences
• Persona Development
• Content Marketing
!
ALL OF THIS COMES TOGETHER AS…
SALES FOCUSED MARKETING

@paulmanz
AGENDA
WHAT ARE WORKFLOWS?
SALES FOCUSED WORKFLOWS
CRM FOCUSED WORKFLOWS
HOW DO WE MAP ONE OUT?
12 WORKFLOWS YOU COULD BE USING NOW

@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

@paulmanz
WHAT IS A WORKFLOW?
Like most things in HubSpot,
you can track its performance

@paulmanz
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

@paulmanz
Qualifying Event

@paulmanz
Automated Delay of Action

@paulmanz
If/Then Branch

@paulmanz
If/Then Branch “Yes”

@paulmanz
If/Then Branch “No”

@paulmanz
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.

@paulmanz
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”.

@paulmanz
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.

@paulmanz
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.

@paulmanz
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

@paulmanz
Basic site mapping or
process mapping tools
Standard flow chart
iconography to map out
process flow

12 WORKFLOWS YOU SHOULD BE USING NOW

@paulmanz
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

@paulmanz
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.

@paulmanz
'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.

@paulmanz
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.

@paulmanz
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

@paulmanz
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.

@paulmanz
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.

@paulmanz
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.

@paulmanz
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

@paulmanz
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

@paulmanz
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.

@paulmanz
RECAP
WHAT ARE WORKFLOWS?
HubSpot’s answer to Marketing automation
Move prospects through the buying journey
Increase your CLTV by keeping them happy after the sale
A process mapping tool and attention to detail are critical
There are a lot of great ways to use workflows - try one of these now!

THANK YOU! 
@paulmanz 
pmanz@allwebcafe.com

allwebcafe Workflow Presentation

More Related Content

What's hot

Similar to allwebcafe Workflow Presentation

Recently uploaded

allwebcafe Workflow Presentation