Streamline your entertainment business with airSlate SignNow's prospect lead funnel for entertainment

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this is Alex Glen and we're back to highlight another actionable marketing automation system for you to implement in your funnel in this episode my guests and I are going to show you how to be very strategic with your top of funnel prospect segmentation and of course automated this allows you to not only increase conversion rates but manage post lead capture nurturing efforts to increase ROI from all traffic campaigns my guest today is axel Laverne had a growth for send in blue a marketing platform with email marketing SMS and marketing automation all rolled up into one a category of email marketing as you know it's a crowded space so there's a lot to consider now Cindy blue stands out by offering marketers and teams a suite of tools around messaging so you can not only have all of the systems working together but you can accomplish full funnel messaging so we're talking about content management we're talking about marketing automation we're talking about transactional so if you're considering MailChimp campaign monitor customer dot IO it's worth checking out send in blue axel why don't you go ahead and introduce yourself and give us the premise of today's automation 90% resolution I learned about that is three I think are looking for sure thank you very much for having me so the idea of this this automation is really to help you automate your data enrichment at top of funnel stage so you can use it as scale and possibly increase your conversion rates by achieving better segmentation so for example if you just released an e-book or any kind of gated content or you know if you get a newsletter opt-ins you're looking to capture those leads and you're looking to convert them but you're a bit too far from conversion so you're gonna have to nurture those leads and work on them before you can actually send them to your sales I love it so I mentioned a couple things there and really important is CRO it's not mentioned a lot on this podcast that's not the purpose of our podcast to teach you how to convert but we want to mention that and you mentioned asking the right questions making sure the user can understand right away that there's purpose for asking that question you do not want to ask your users hey are you a wordpress user they'll have to try to think about why you're asking that that could draw red flags in their mind it could just present some problems for you on the CRO side of things so you don't ask them about their tech stack you want to ask relevant questions like hey how can I connect with you what's your email what are your biggest problems with marketing right now any of those things that you can't programmatically decipher get those out of the way at the top of the funnel this keeps conversion rates high and then on the back end we leverage technology like clear bit to enrich the data that they provide meaning take the URL off of the end of their email and go and find out what their tech stack is find out their location of their company find out any other information you can but do it programmatically do it behind the scenes so that you can keep the top of the funnel very light and low fidelity so let's go into the tech stack so let's find out what it takes to run this automation axel why don't you go ahead explain the tools necessary to get this thing done sure as you mentioned we're going to be using three services essentially the first one is sonnenblume and specifically the marketing automation platform which will allow you to centralize all of your contact information actually you can even start from the opt-in by sending contacts directly to send a movie through the forms that we provide and stuff and then from within the marketing automation platform you can based on whatever the contacts do so they subscribe to a list or that kind of thing launched a web hook so launched a call to a web hook that is within article nut so I think one that is yeah I like to call it the there's a pure in steroids it's it's it's sort of like a pure except as you mentioned like you have some other options one of which is collecting information through web hooks so a web hook is just a sort of something listening for data to where you can send data and so from within the marketing automation platform at something though we're gonna send data to Antigone that and I don't think I was going to send that data to clear bit listen to the answer from clear bid and send it back to selling book so it's just you know the sort of the glue between sign and blue and clear bit and then clear bit as you mention is a really cool tool and actually they released I think quite recently combined endpoint that sort of combines the person and the company object so if you call clear but with just an email provided that it's a professional email so with a with a domain name that's actually the the company that you're targeting clear buddies gonna be able to answer with information about that person so anything from the LinkedIn account a Twitter account they're they're a bunch of things about about that person and also information about the company such as what tech they are using you know what size the company is all that kind of thing so now we have our stacks so just a recap here we're going to be using ascend and blue automation feature to set this system up we're gonna be using leer bit to go ahead and enrich the data that we get pulled into the backend and we're going to be using Integra matte to connect the dots and I'm showing a kind of rough version of this automation in the back end of the send a blue account why don't you just outline the steps to the automation the basic steps for this automation is first of all you acquire lead so you have to save it to context database we're gonna be doing this in sign in blue so you can build a form inside in blue you can acquire a lead add it to several lists if you want to with multiple check box items based on you know first information that you get from their lead on depending on the form that you have which could be just in more you can start segmenting immediately based on that information I mean if you're looking at very high volume of lead capture you might want to do this before you call Tibbett because if it it can become expensive so you might want to start segmenting right from from the top and only call Tibbett or leads that you know are actually interesting to a given degree after that we're going to look at enriching the prospects that we want to nurture you mentioned we're gonna be calling clear bid throughout the whole month which is actually them connecting the dots and you segment are nurturing sequence ingly with in sending lose automation platform and you can use transactional emails can use SMS you can use other things potentially why not - I'll take all that - you could you know follow them on LinkedIn whatever you feel might be relevant at whatever point of view of your nurturing sequence so I'm a user and I am a b2b marketer I have a need to capture leads of the campaign is specific to a certain audience as any marketing campaign goes I mean you want to be as targeted as possible but you're going to get riff-raff in that campaign you're gonna get people that don't belong in that campaign so if I wanted to start to capture leads segment them I can treat them with some respect meaning I don't know exactly what they're there for but I know that they're not a high priority prospect I'm in that situation so this would be a great automation for me now post capture post clear bit enrichment can you dive a little bit deeper into the Integra matte process and what happens with that webhook of course so basically what we're doing is through the marketing automation platform we're sending contact details to a web hook that web hook is listening to data so way gets data from CNBLUE it's gonna execute whatever automation flow you have set up in an article Matt in this case what it's going to execute as you get requests to clear bits API so you can authenticate and everything from with an optical nut and whenever you whenever I'll tell my gets data from CNBLUE it's gonna call on clear bit and request information and the thing it's actually a bit more complex inside the thing is clear it works in a very specific way it gets a request it's gonna tell you to wait for a minute and send you the data back to another weblog the reason they do this is because they don't have their data readily available and they don't want your systems to wait on an answer for like several seconds so you just pass the webhook URL as a parameter and then clear but it's going to essentially answer with like a couple of seconds actually late but it's it's just going to send the information to another one okay so you have to set up that other web hook in article nuts and then that workbook as soon as it receives data it's going to write directly into sign and though there might be a bit of processing to do I'm thinking for example you mentioned the tech stack it's actually returned as an array so base you might have to identify a specific tag for example you can do that either within three formats either within sign in blue really comes down to whichever you know told you prefer based on regular expressions or partial match or that kind of got it so in the automation that we have here we have an if-else is a wordpress user that would be a situation where technical examples I'm selling WordPress plugin for WordPress needs to be the integration for my product to work so that would be a perfect example any other examples that you've seen it's pretty typical for this web hook and tech stack lookup you can use that for any integration that you offer and have sort of a much better tailored message you can also use that that's a bit sneakier for any competitor because you probably know exactly where your value lies compared to your competition and that allows you to sort of tailor the message and have the right USP essentially you could also use like a number of different things because cribbage is gonna tell you you know anything from like size of company location which could also turn out to be useful I don't know if you want to mention some use cases or so some customers that you currently have it's good that if they're local you can check out the industry you can check out yeah you can really use it for their there are a number of use cases the one that I find most sort of relevant or whoever you're sending your email to is usually the tech stack but that's mostly because I'm working at senem glue and we integrate with a lot of things so it's sort of critical on our end depending on what you're selling it could be very different in the situation where you have a lot of organic traffic or you have a press release out or you have a lot of social media activity going this is a perfect funnel for you to use to go ahead and start segmenting that traffic in any way you have a lot of organic traffic but you're only active in Illinois or you're only active in France or you're only active in one country you can't offer your services outside of that area this is a perfect funnel for you to use so instead of saying okay well clear but tell me their tech stack and funnel people right and laughs depending on whether they're a wordpress user tell me if they're in the United States or in Illinois or in Chicago and if they are funnel them this way and if they're not fun of them that way and you can do reverse sort of IP lookup of course on your site and have different content displayed based on XYZ but this is a much easier way to say okay well play some general information at top of funnel but as soon as they come into your forum as soon as they come in as a prospect as a lead this system is going to automatically segment them so that they're routed ingly and this is an email automation it could be an SMS it could be whatever but what we can also add to this is a slack notification so if clear bit finds that yeah their WordPress user but maybe they have a location that you're very interested in or maybe they have another technology on their site not just WordPress but maybe they use some other technology maybe you can give them very high priority and actually notify one of your salespeople in slack to say hey someone's in the funnel right now go ahead and pick up the phone and call them if you ask for their phone number or at least in them some sort of a personal email offering a calendar schedule or one step above that is actually redirecting people that come through and if clear that finds the information that you want them to find you can redirect them to a calendar page whereas everybody else may go to a general success page something like that because they're at the top of the funnel you're addressing a wide audience and your message will typically be too generic to have good conversion rates so you're going to have to segment I can see three ways of doing this you can use triggers based on how people react so you'd send an email saying like here's some free stuff here's some content and then you can you know segment based on if their lead opened clicked etc the problem is you're committing to a message and you're not very targeted so you might lose a lot of prospects in the process the second option is to ask them additional questions during the initial signup this will definitely decrease your click to lead conversion rate but ultimately it should increase your overall conversion rate into you know paying customers that's generally what you're going for just make sure you ask only questions that look like they're useful to bring value just for example like asking how many employees are in your company that just thinks of lead enrichment but I mean if you can get that information easily there's no way in asking your user the last option is to use clear bid to automatically in which your signups and get the information that you get that allows you to segment properly yeah you kind of keep the funnel very light from the user standpoint and leverage this type of technology to make sure the user experience is still very one-to-one now I have a specific situation where we are leveraging a bot to kind of filter traffic and ask these questions and the user experience is good it's not great but it's good so if if they come in after hours they interact with the bot and the bot a stand pre-qualification questions and funnels them to the right designation based on how they answer those questions now this is a much more intuitive and high-quality user experience than having them go through more steps in the QA process so if you do have a clear but account you do use Integra math if you need help with this we can help you out but definitely leverage technology that you have to make top of the funnel experience on the user side very low fidelity they see exactly what they should see your sales team gets the proper notifications and the proper priorities all that happens programmatically so that your sales system and your marketing automation system can be as effective as possible lower your customer acquisition costs so axel why don't you give us a quick conclusion and then we'll let listeners know how to find you and what we have to offer them like you mentioned I mean this can be used for fading basic nurturing just sending the right email or or that kind of thing but also for some very advanced cases generally the thing is you see a lot of data enrichment either as we say like at the very very top before you launch a very specific campaign or you know in CRM processes when people when people are actually already users which is also very important the main idea here is that you can really improve and sort of customize your your message way earlier in your in your funnel and decrease your overall cat ideally you want to treat prospects as well as you're treating your users when used on nurturing sequences this will definitely increase your conversion rates which is in itself is pure marginal gain cuz paid for those signups ultimately so might as well make the most of it you could consider this using for any step of your funnel really you mentioned that enrichment is done a lot before drip campaigns or that kind of thing you can do that at any point if you're doing SAS you can use it for activation the main idea really is really to get the right message and the right channel based on your contacts information thing is you don't want to ask for much information ultimately this really allows you to find the right information to target the right people with the right message without them even knowing they're giving you this information I love it listeners can connect with axel on LinkedIn and shown his LinkedIn profile but we'll add it here on the article page and in notes now if you want to check out sind in blue it's just send in blue com definitely check that out axel has been kind enough to offer our users a gift or listening and checking out the tool so actually why don't you tell them how to take advantage of that yeah so you can just click the link in the description and we'll fact that and make sure that we we push the right offer you'll get a message when you get to the website yeah I believe you're going to deploy using one of my favorite intercom features that's awesome so we'll check that out I'm excited so send me that link I'll add it to the notes and thank you again axel for joining us this has been great thank you so much cool well thank you man walking automation discussion you