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[Music] hello everyone and welcome today's to today's customer focused webinar series i'm adrian michaud and i'll be today's presenter uh today we're talking about a little bit about how to get more out of the active demand platform one of the things that uh people commonly do is one of the first steps that uh that they want to do when they when they get the platform is build a drip campaign maybe maybe after they they send their first emails uh they start to want to string them together into these uh into these trip campaigns so that's the idea with today's presentation we're gonna review how that works uh we're gonna go live into a a live campaign take a look at it and then uh we'll uh we'll kind of go over some of the different details on analytics now uh today's presentation will be recorded so if you found this handy and there's someone else in your company that you think would gain a benefit from it you can send them the link to the recording and and they can watch the video as well uh if you have any questions feel free to throw them into the go to webinar interface there and we'll get to them as we go so without further ado i'm going to hop right into this presentation so i'll do a little bit of presentation and then i'll do a little bit of of live demo uh right inside the system so um when we talk about drip campaigns uh there's a couple of things we're gonna go through we're gonna go through some best practices i'm going to show some examples of what we use for drip campaigns and then we'll talk a little bit about what to do after it launches so let's start off with best practices now when you're building a drip campaign there's kind of some helpful do's and don'ts to to a drip campaign trip campaigns uh generally help prospects down a sales funnel although like we've got a lot of customers that do lots of uh weird and wonderful things with our drip campaigns and and uh basically any kind of sequence that you want automated uh could be a a good fit for it um really one of the things that i like drip campaigns for is improving consistency um there's there's lots of things that businesses do that's inconsistent and by automating and adding some of this uh this structure to these uh uh encounters or these emails that we need to send to clients or text messages or whatever we're using in these campaigns it really improves the consistency because the system will just always do it it's important to set clear goals uh the goal is never the goal should never be we want to do a drip campaign the goal should be you know we want to help our customers learn more by sending them some learning resources or we want our customers to uh get a positive after sale experience or something that's that's a measurable goal the strategy that you're employing is using a drip campaign to to go about that goal think about how you want customers to get out of the campaign so that might be by doing the goal maybe maybe the drip campaign the whole idea was to get the customer to download a pdf or book an appointment with you so it's important to think about how you want them to exit the campaign um as well as any other exit conditions like uh they unsubscribe or they email back or something like that and then do take care editing live workflows or campaigns because you have to think about uh where people are in each of those steps inside some of those campaigns uh some don'ts definitely don't start off too complex drip campaigns don't have to start out as these like amazing dual uh practically a person campaigns that that that have all this crazy stuff in them uh start with something simple um uh definitely don't use a workflow or a campaign is a better fit so within the active demand interface there's the lead processing area of automation and then there's the campaigns area campaigns are generally what you want to use unless you have some sort of centralized processing lead processing would be a good example of something that you want centralized uh whereas a drip campaign or sequence is definitely something that you want in a campaign um and uh yeah that kind of leads into the last point there don't process leads inside a campaign because what will happen is you'll build one campaign you'll say ah you know what i think i want to lead out of this campaign and then you'll build another campaign and another one and another one and then later you'll be wondering how did this person become a lead again what's going on here is this going to be harder to follow along with what's going on if you include lead processing in each campaign so that's why we recommend leaving those inside workflows when i said layer on the automation don't start with something like this this could be the end goal maybe maybe you want uh you know a campaign that has a lot of complexity in it at some point but this should never be where you start just because it's a it's a pretty daunting task to start with something uh fairly complex so we're going to give some simple examples here uh so the first example and an autoresponder for a for a web form can be kind of like a drip campaign it can have multiple steps in it and it can uh do some of the things and apologize if you're healing so hearing some grinding sounds because they're they're plowing snow outside my my window here uh but inside an autoresponder after the form submit you can choose to build a campaign and this is really handy if you need to do something like quick and dirty after they fill in a form so i'll show some examples here um let's say for in inside that form uh we had a question and the question was are you interested in delivery services or potentially something else so this is a decision i could put in that's going to kind of be like a choose your own adventure if you choose this path you're going to go this way and if you chose that path you're going to go another way and this is one of the ways that you can really customize out what happens inside your campaign which personally when i think about marketing uh and effective marketing effective marketing is personalized effective marketing does uh try to approach each person as an individual and not just blast everyone with the same stuff so that's why we're trying to drill down and focus on on what we're delivering to everyone so this is just again a decision that you could use to look at a form field and change what happens afterwards and then it could look like something like this so if they are interested in delivery services they follow the green path they get the delivery services email if they're not interested in delivery services and maybe the only other option was training services i can send them down to the training services email so again just a quick example of one little decision but when you start layering decisions on you can start to build your campaign out with a little bit more complexity so uh one example might be uh a feedback form let's say you have a web form one on your website or one that you send to customers via email every once in a while and it's asking for feedback hey how are we doing uh write us uh one to five stars give any comments on uh on your experience with us and most companies out there are looking for reviews on google or yelp or other places where uh where reviews happen you could build a campaign like this to help guide customers to the right spot so i'll i'll kind of walk you through it that first decision there did they rate us five stars so uh this this form this feedback form that i'm looking at in this autoresponder uh it has uh how do you rate our uh how do you rate us one to five kind of a thing if they rate it if they didn't rate us five stars um we're going to follow the red path down and that's going to go in this in this case it's going to go to the crm it's going to go to pipedrive and we're going to notify the customer service manager hey this customer isn't isn't happy maybe maybe follow up and see if there's something you can do to help here which is exactly what we'd want we'd want to to follow up with unhappy customers and try to find out what we can do to help them this could just as easily be an email or a text message or however which way i need to notify that internal person of that of that review now if they rated us five stars ah let's treat them differently this this person likes us they really like us because they gave us five stars uh let's email them and ask them to review us on google of yelp hey thanks for the review really appreciate it um one of the things that we that uh if you're willing to we'd love if you can review us on google or yelp or get app or g2 crowds or whatever the case might be um so we send that email to that to that prospect they get it it can be customized we can have that email come from the uh the sales person or from the account manager on the account or we could just send it from a more generic uh company email it's entirely up to you you can you can pick who these emails are coming from uh after that i have a wait one week and then i have another decision did they review us and i can't actually see like active demand isn't isn't like this omnipresent uh uh overlord of the internet i can't tell if they reviewed us on yelp but i can tell if they clicked on the link to review us on yelp so i can i can make a decision based on that if they didn't click on the review review us on yelp link i could ask for a review one more time if they did click on it i could choose to send them a thank you note hey thanks for you know helping to support us and helping us to helping other customers know what the software's like so again a real quick example of uh of what you can do and just again just to kind of follow up with uh with the framing of this we've got decisions in there we've got some actions where we're doing something and we've got some weight states as well so we can put a little bit of time in between just to give our customers the time they need to uh to follow up and do this so from here i just want to jump over to a real quick little example of a campaign and show you some of the things that you would need to do if you were building your own campaign so one of the first things you need to think about i'm just going to zoom in here so it's a little bit easier to see one of the first things you need to think about is whether it's going to be a user drip campaign or like a detected campaign where it's detected a change personally the i think that the user drip campaigns are an easier place to start because these ones are where you have either manually added a prospect one by one or you've uh bulk pardon me bulk selected a bunch of prospects let's say you've uploaded a list of 100 prospects now you want to add tag them all for the campaign it's very easy in the contact screen to select them all and say add to this user drip campaign you can also choose to add them or remove them from campaigns inside other workflows so that's all that's all handy and that's one of the reasons why i recommend these to start with um so we've got this uh this user drip uh where it starts off and then we've got a two day weight and this this weight is uh is right here you can get access to them uh inside the actions and all you do is drag it on and connect it up so we can choose to i can't connect this one because there's only one way out but that's how you would uh add these weight states in a couple different things to think about inside these weight states uh you can choose to wait a specific amount of time we could choose to wait until ah you know wait until the first monday let's send all these things out on monday that can be an option uh if you want to we could also say i want to wait until the third day of the month kind of a thing and then at uh i don't know let's go 80 a.m on the third of the month like these are all options that you can use for these weight states uh the most popular one is just to wait a specific amount of time that could be like two days or whatever um there's some other options down here you could choose to wait until the predicted best sends time for the prospect so this is just using what active demand knows about the prospect if active man knows that the prospect typically opens their emails at 10 am it would choose to oh ok we're gonna wait two days and then we're gonna send the email at 10 a.m so it's gonna send it to them when they're active kind of hit them right at uh and and try to get at the top of their email inbox another option you could choose is to use the predicted best send day for this contact uh so that's another option as well uh so that's all about white states and then we can look at some different emails that we send now when you when you create this email the first thing you're not going to get this interface you're going to get the choose email template so you're going to choose a template that you want and then you're going to start loading up that email with with information let me go ahead and edit this one just so that we can show you how easier than uh than you may think now when you're prepping content up for these you could choose to uh build one in google docs you could choose to especially if you're using working with multiple people that's that's something that you might want to do is uh uh just go build a a google doc and um collaborate on on writing there that's an option and then once you're ready come back here and put in the putting the email content into all of the emails the things you'll want to think about what's the subject line try to think about what the prospect is looking for what their desires are um how your software or or your product or service helps with those and then what you want out of them what you want them to do as a next step and our demo system is really taking its sweet time here so i might just have to refresh that so that's an example of uh getting the uh the emails in there uh let me there we go uh some other things to think about with these campaigns uh how to stop them or how to get them out of the campaign so you can see here we have stop processing prospects once they've completed a goal which means like for this for this particular campaign i don't i want to kick them out when they've done something interesting so what's interesting well if uh if we've won a deal with them with our crm that's interesting if they reply to an email in this campaign that's interesting let's let's stop the campaign and there can be a wide variety of other things that you put in here there's really quite a few different options uh that you can choose for how you get them out of the campaign maybe they called in uh maybe they clicked on a link that you that you wanted them to maybe they downloaded something maybe they uh booked an appointment like these are all options that you can choose to trigger off of and then get them out of that campaign so those are a couple different options uh that you might want to take a look into let's get back into here so there's my there's my little mini review uh next i'd like to talk about some of the our favorite campaigns that we have at active demand because i think that might help with uh if anyone's out there who just isn't sure where to start or isn't sure what's possible uh this could help kind of paint the picture of what you could do now one of the ones that i really like is uh is this facebook leads campaign uh nurture campaign so uh if you're not familiar facebook lead ads are are these really cool way of getting someone to fill in a form essentially uh the idea the general idea is uh you have some advertisement on facebook and you have a form that they can fill out and that form is easy to fill out because they can it pre-populates with a bunch of the facebook stuff that that facebook knows so you could pre-populate it with name you could pre-populate with company name you could pre-populate email all these things could be pre-populated which reduces the friction and makes it easier for people to fill in the forms uh that's good and bad i mean the the good thing is you get lots of form fills the bad thing is you get lots of form fills from people who are just kicking the tires and and they're not super interested in whatever the thing that you're doing so um one of the things i like is to uh is the ability to take these leads and then put them through a drip campaign or a nurture campaign to see if they're actually qualified leads to see if they're actually a marketing qualified lead so the whole idea here is uh these facebook lead ads if if you're if you have a low friction form you may be getting people who are not really qualified leads and what we need to do is we're going to use a drip campaign to push them down past that boundary get them to do something that's more interesting or more indicative that they're they are in fact a real customer a real prospect if i'm talking too fast because i've had like three cups of coffee just let me know in the in the questions area there uh so it's it's important to think about uh what our exit conditions are and then we can just build it now this looks kind of complicated but i'm just going to step you through it so the first step is they filled in that form so this is actually an autoresponder campaign that we're that we're building here they've filled in the facebook lead lead form fantastic first thing we do thank you for downloading the ebooks this is this campaign is specifically for access to an ebook uh we immediately send them the ebook because that's what they filled in the form for they they did their their part we're going to do our part the next thing i'm going to do is check if they clicked on the email link so you can see this uh this step here this is actually a decision step and this decision step is going to wait for a set amount of time it could save two three days it's gonna wait for two or three days and check if they clicked on the link did they download the ebook if they did download the ebook the thing i want to do is i want a person from marketing to check if it's if it's any good hey is this company like really super awesome and is it are they like a a targeted company so we're gonna send this through our we use slack here and we have an integration with slack so we're just gonna slack marketing uh channel and say hey uh this company downloaded the ebook and if it's a really cool company maybe we'll let sales know and we'll say hey this really cool company just downloaded this ebook you might want to reach out to bob from acme or whoever it is if the two or three days go by and they didn't click on the email we're just going to go to the next step and the next step is just going to be to wait a day and then we're going to email them the next email in the drip campaign and this this campaign has additional emails that are all kind of related to that original ebook that they downloaded so it's giving them the same kind of content that they signed up for in the first place so we send that email and we do the same thing we check if they click on the link if they did click on the link hey let's let uh let marketing know maybe marketing can take a look at it and if they're really really cool we'll send them over to sales and then we continue on so we've got some more weight states in here we've got some more emails now the result of this campaign is that uh we just sit back every once in a while slack lets us know hey um maybe this is a lead take a look at this and maybe send it on to sales which is a really nice place to be if you're in marketing because uh uh it's passive it's it's the system does a lot of work in helping to qualify these leads we sit back and and the amount of work we have to do versus the amount of work that the system is doing as uh is stark we just kind of sit back and and they're they're handed to us on a silver platter and we keep the good ones and and you know the rest we just kind of leave in in the system so it's a really useful way of taking again those high volume low friction leads and turning them into better quality leads another campaign that you might want to do is a periodic survey um my past was working at a marketing agency and every once in a while with a couple of our customers we would send like these yearly campaigns and it was kind of always kind of a pain in the butt it's like okay we have to gather this huge list we have to clean it check who's unsubscribed then we have to build the email then we have to uh send the email campaign out get all these reviews some of the people just like just became customers a week ago some of the people have been customers for 11 months and this is the first time we're surveying them not great whereas uh something where it's a periodic survey that you're putting into automation those people can go in at their own pace so the first the survey that we send out at month three is the same timing for all customers every customer at their third month they get the same survey so we get that nice bit of consistency and because we get that consistency we can actually trend our customer service and trend our sales service and trend these things that are kind of difficult to say like every customer every company out there says we want our sales service to be excellent we want customer satisfaction that's to to be high but you can't really understand whether that's working unless you trend it over time and you get some uh significant data that you can actually take a look at and that's one thing that this does that helps quite a bit so i'll show you what this looks like so they come in through an account purchase again this could be sales flagged them in the crm yep they are now a customer it could be lots of different ways of coming in and the first thing we do is wait three months with this survey this is a quarterly survey we're not going to bug people right off the hop with this campaign next we're going to take so this is this is our survey that we actually run at active demand you probably wouldn't have this step if you do a quarterly survey we check if people have logged in the last two months because generally um for for reasons who cares um we check to see if they haven't got an email in the last 24 hours and this is a wait state so it waits until they haven't received an email in the last 24 hours from us another one and that's just because i don't want to double up on emails to customers it's kind of annoying when uh when you get lots of emails from the same company in a short period of time and then we send a feedback request and this first one is the three month feedback request i could choose to make this email come from the sales person or account manager or i could choose to have this email come from just plain active demand from a from a company account right we wait three months check to see that we haven't sent them an email for a while send them another uh quarterly survey wait three months check send another quarterly survey wait three months check now here this is interesting because i've uh because everyone moves through this on their own pace customer one that that bought in january they're gonna get this uh this email in march uh customer two that got this in uh uh july they're gonna get this in uh september october whatever three months has passed there uh so they they go through at their own pace when they come down here it's been one year and that's a really key time for a lot of customers out there because like a lot of them do budgeting on a yearly basis maybe the purchase the decision to choose your product or service was on a budgetary decision so it's a good thing to uh make this a little bit of a larger review make sure that you're still hitting out of the park what you need to know of the park for the customer uh you may even want to let the sales person know hey this customer just hit one year maybe it's time to reach out to them uh give them that uh that account management love and make sure that they um uh have their yearly goals set up so easy to do once you have this thing set up it just works like so again here in marketing at active demand i don't really look at this thing it sends emails every once in a while we will get a response uh feedback response uh if it's and if it's a good response we automate the please go review us on google if it's a bad response we let customer support know so that customer support knows what's happening with the customer and they can work to help them right so again super easy thing to set up and and i'd highly recommend that uh this be one of the drip campaigns you set up because getting consistent feedback on customer satisfaction is hard this makes it a lot easier uh the next one that i'd recommend is if you oh there we go there it's popping up uh is if you if you get a new customer so the post one sale process is very inconsistent with a lot of businesses out there if you're a marketing agency this is one that you can set up for your customers that's gonna really increase the consistency and really the the consistency problems come in okay you won a deal the cut the customers signed the contract they filled in the po whatever whatever they did now what happens and if you actually look at how different sales people treat this you're gonna see differences and those differences may be for good reasons but probably not they're probably just style differences between the sales person maybe this one prefers to send this email one day afterwards whereas this other person likes to send it the same day you're going to see all sorts of weird inconsistency between sales people and how they handle a one deal automating it increases the consistency quite a bit and again we can send these we can have these emails appear to come from the sales person or the account manager on the account so there's no disadvantage really on that side of things this is just going to really increase the consistency uh this is also where we can handle common objections so if we if you process a lot of customers if you're processing maybe not one customer a month but maybe like 10 or 20 new customers a month you can handle these common objections and kind of analyze what what common problems customers have in their first month and try to help them with that this is also where you could survey to to trend how how satisfied they are with sales and if you need to train your customers as part of using your product or service this is also the time where you can start introducing that training so here's an example drip for a new customer and you can see it's just a straight line there's no decisions in there uh it just sends these things every once in a while so we've got some weight states in there we've got some decisions to wait until they haven't gotten an email recently which are optional uh and then we uh we just progress if they were to unsubscribe uh we would kick them out of this campaign automatically so another one to think about uh the last one is uh is an unresponsive prospect someone that you've been trying to get a hold of um maybe sales has been trying to contact them and it's just not working uh and you need to process them in a consistent manner most sales organizations if you talk to a a group that's got multiple sales people they should have a consistent process for handling this hey you know if a prospect is ghosting you uh like not responding or anything like that uh we want to do two calls and then three emails and then we're done and that process can be it can be automated and that's one of the things that you can again do for uh for some of your customers out there with this uh with this style of of of automation uh so for this one potentially we might wait two days send them an email check if they clicked um and then continue on do do some additional stuff so i'm just giving really some ideas here to you on what you could do with a drip campaign and again uh customer success would be the best place to look for if you're looking for actual details on on doing this we've got some more text in campaigns um again this is a text-based one where we could uh a text message in could be the uh the trigger to get going on this we have a blog post that outlines how one of our customers uh topdraw did this for one of their customers to uh to really connect the uh the mobile world to uh to marketing um and it's a really interesting one i'd highly recommend uh checking that one out uh and so on and so forth the the appointment processing campaign is uh is another campaign that's kind of like a drip campaign um and so on okay great we've got our drip campaign put it in in practice uh we've added people to it it's sending emails now what well there's a couple things that you might want to look into or consider when you're editing a live campaign don't delete the wait states because if we imagine this is a live campaign we've got a hundred people that are in this maybe 30 of them are in this first weight state maybe 40 of them are in the second weight state and maybe uh you know another 40 or in that last weight state if i delete this weight state where are those customers where are those prospects oh who knows right so uh really the the solution to this uh is if you're gonna edit live campaigns um just keep in mind what's happening with those weight states and where those customers are they're probably in some of those weight states and we need to be careful about editing those out so i've just kind of highlighted the the ones that you that we've got there um really if you're if you're going to drastically change a campaign just duplicate it make a new campaign edit that one up change all the stuff in it and then stop people from coming in to the old campaign and what that'll do is anyone who's still stuck in a campaign they'll slowly work their way out and this will slowly dr drizzle down to zero people in it and that and the new one will slowly pick up the new customers so that's one option of uh of going through there things to check in the dashboards definitely when you're first starting out take a look at participant growth you want to see people being added to the campaign uh take a look at open and click rates in the emails take a look at unsubscribes if you have any emails where the unsubscribe rate is very high there's something wrong maybe they weren't expecting the email maybe the subject line is bad maybe there's something messed up in the email so test those emails out and and see what's causing it and then look for responses as well what are the customers emailing back that can i can tell you a little bit about whether that drip campaign is good or not there's a couple of different dashboards that you can use uh participant growth or total participants is the one that we have in the bottom left here and that one's showing our our trend and then the drip campaign dashboard that you can see inside the campaign this is on the right hand side there and again that can be a good one to look at as well you can see email open rates and you can see that compared to averages as well just to see how it compares to other emails that you send out so there's some really good stats in uh inactive demand to show this kind of stuff the other possibility is if you have a drip campaign that's like super duper important and you're always looking at optimizing it you could uh create a scheduled report that uh that covers that drip campaign and if you're interested in that i'm going to be doing a webinar on that in about a month so uh that'll that'll be out in uh in march here so um the other ones you might want to take a look at the form report the form report will show how many people have filled in forms and if you have forms that are part of your drip campaign that'll be where you uh where you find those just some there's some last thoughts to kind of leave you with before we go for today trying to test everything uh you can use a b testing to uh to test out your subject lines uh you can try different subject lines to help improve the the open rates and i would really strongly recommend heavily testing the subject lines because that's one of the key areas that makes for a good campaign or a bad campaign try different content to improve improve click rate so that's inside once they've actually opened the email what do we got to do to get them to to take the next step do the next thing that we need to uh and then lastly make sure that landing pages match what what was promised in the email and if you can try to maintain this sounds weird but maintain the scent between the email and the landing page so if you're using green coloring in your emails try to use that green coloring in the landing page you want people once they've clicked on the the link in the email and and gotten to the landing page to feel like yeah this is this is what i expected this this this is still the same company if it's drastically different you may risk them just leaving they'll just bounce on the landing page or wherever you sent them um so again establish goals first for the emails if you're if you're reproducing something or automating something that that is a a process right now in your company talk to the subject matter experts or the smes to ask about timing number of times to reach out monitor those campaign exits to see how people are getting out and then again think about how they get out of those campaigns so if you want to learn more about about active man and using the platform we have a learning management system at learn.activedemand.com that's also where you can get certified by active demand and and get a cool certificate that you can print up it says that you're marketing automation certified with active demand we've also got activemount on youtube if you're more interested in the videos that generally the the videos will give you a little bit more context on why you need to do those things and and kind of show you how and as well there's engage.activedemand.com where you can engage our support so if you have any questions or if you have a drip campaign that you've that you'd like to start up and you're just interested in a little bit of training by all means reach out to uh reach out to customer success through that engage.activedemand.com uh so that ends my presentation