Workflows 2.0 or How to Best Use Branching

transcript

#inbound12

MAGGIE GEORGIEVA @mgieva

Workflows Branching: The Simplicity & The Power

7 Examples of Branching Workflows

Evergreen Best Practices & Next Steps

Workflows 2.0 or How to Best Use Branching

WORKFLOWS BRANCHING

The Simplicity & Power

The reason behind branching

With this comes more power

Possible checks

But you don’t want to end up here

So, what are some good ideas?

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.

SEVEN WORKFLOWS EXAMPLES

When Branching Is A Good Idea

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

Ongoing engagement 1 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.

Ongoing engagement 1 INTRODUCTORY

Drive qualified leads 2 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.

Drive qualified leads 2 INTRODUCTORY

Increase sales efficiency 3 INTERMEDIATE

Increase sales efficiency 3

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.

INTERMEDIATE

Increase sales efficiency 3 INTERMEDIATE

Re-engage dormant leads 4 INTERMEDIATE

Re-engage dormant contacts 4

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.

INTERMEDIATE

Re-engage dormant contacts 4 INTERMEDIATE

Webinar follow-up 5 INTERMEDIATE

Webinar follow-up 5

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.

INTERMEDIATE

Webinar follow-up 5 INTERMEDIATE

Trial engagement 6 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.

Trial engagement 6 ADVANCED

Drive adoption 7 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.

Drive adoption 7 ADVANCED

EVERGREEN BEST PRACTICES & NEXT STEPS

Branching or no branching, keep this in mind

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

Don’t just create work. Build goal-based nurturing.

Use personalization tokens to be relevant

Keep it simple

PHOTO CREDIT: EMMAJANE

More resources

•  Academy: http://academy.hubspot.com/lead-nurturing/

•  Knowledge Center: http://knowledge.hubspot.com/

THANK YOU.

Workflows 2.0 or How to Best Use Branching

Marketing