We covered how we use LoopFuse for our own marketing efforts in Part 1 of this two part post which included using the beacon to track site visitors, how we use forms, and our Salesforce.com integration. Start with Part 1 here. In Part 2, we’re going to dig more into how we do lead flows and how that connects into our sales process.
Lead Flows
Lead nurturing is the heart of any good marketing automation system. Moving people along the path to purchase is the goal and automating the process through lead flows keeps prospects in the pipeline with the information they need delivered to them at the time they most likely need it. We have several flows that trigger when someone registers for a free account. The main flow is fairly simple: we send a welcome email, send an alert to support, and then wait a couple of weeks before sending a follow up email. The additional flows get more interesting.
Using a RESTful client condition (API call) we check if certain steps have happened in the account: have they installed the tracking beacon, has an email campaign been created, have they created a form, or have they uploaded a list? The flow will re-check that value for 90 days. These are usually big indicators of adoption so we want to track those. If those events happen then the lead flow will modify a field in Salesforce so that the sales team can get a visual clue as to the prospect progress.
Check-up flows are all kicked off to look at the values mentioned above. If the prospect has completed certain steps, but not others, we’ll send a follow up email to encourage them to continue product adoption. We also start flows to track whether a prospect has had a demo. They start in a default flow that is ‘Pre-Demo’ according to field value and we sort them according to whether they use Salesforce or not. This flow will check that field value status every few days and then send an appropriate email if they are still in that status. If not, they will fall out of the flow and not get the emails further down. As the sales team talks to the prospect and presents a demo, they can change the ‘Lead Stage’ field in Salesforce and then put them in to follow up the flows of ‘Post-Demo’ or ‘Proposal’ as needed.
Lead Flow Enroller
This is a plugin for Salesforce that can help your sales team recycle prospects back in to nurturing or move them in to different nurturing tracks. The ’Lead Stage’ field I mentioned above is useful for the sales team in determining where that Lead is in the Demo process. Once they have given a demo, the sales team can change the value of that field and then use the Enroller plugin to move them in to the new OneView flow from within Salesforce. That way they don’t have to leave the environment they are comfortable with and can get prospects the information they need. They can also see in which flows the prospect is currently enrolled.
Other Systems
So that’s some of how LoopFuse uses OneView. We also use the Email Campaign editor (of course) to communicate with our prospects. The reporting provides a picture of how things are performing. The dashboards give us a quick view of the current status of the various systems. I don’t think there is a piece in the system that isn’t accessed on an almost daily basis within our account.
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Tags: lead nurturing example, Loopfuse Success, Marketing Automation, Salesforce.com Integration, SMB Lead Nurturing Best Practices
