Workflows 2.0 or How to Best Use Branching
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Transcript of Workflows 2.0 or How to Best Use Branching
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Workflows 2.0 or How to Best Use Branching
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#inbound12
MAGGIE GEORGIEVA @mgieva
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Workflows Branching: The Simplicity & The Power
7 Examples of Branching Workflows
Evergreen Best Practices & Next Steps
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Workflows 2.0 or How to Best Use Branching
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WORKFLOWS BRANCHING
The Simplicity & Power
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The reason behind branching
+ + +
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With this comes more power
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Possible checks
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But you don’t want to end up here
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So, what are some good ideas?
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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.
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SEVEN WORKFLOWS EXAMPLES
When Branching Is A Good Idea
NO
YES
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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
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Ongoing engagement 1 INTRODUCTORY
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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.
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Ongoing engagement 1 INTRODUCTORY
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Drive qualified leads 2 INTRODUCTORY
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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.
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Drive qualified leads 2 INTRODUCTORY
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Increase sales efficiency 3 INTERMEDIATE
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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
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Increase sales efficiency 3 INTERMEDIATE
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Re-engage dormant leads 4 INTERMEDIATE
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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
Z Z Z
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Re-engage dormant contacts 4 INTERMEDIATE
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Webinar follow-up 5 INTERMEDIATE
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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
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Webinar follow-up 5 INTERMEDIATE
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Trial engagement 6 ADVANCED
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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.
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Trial engagement 6 ADVANCED
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Drive adoption 7 ADVANCED
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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.
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Drive adoption 7 ADVANCED
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EVERGREEN BEST PRACTICES & NEXT STEPS
Branching or no branching, keep this in mind
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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
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Don’t just create work. Build goal-based nurturing.
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Use personalization tokens to be relevant
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Keep it simple
PHOTO CREDIT: EMMAJANE
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More resources
• Academy: http://academy.hubspot.com/lead-nurturing/
• Knowledge Center: http://knowledge.hubspot.com/
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THANK YOU.