Before we get started, if you are unfamiliar with how to create Automations, please take a look at our set up guide.
This guide is here to provide a few of the use cases our customers (and us) use automations for. My hope is it will serve as an idea springboard for you to create new automations that best suit your business.
Where are automations applicable?
Spotting new prospects
Reactivating old or lost deals
Monitoring high intent signals
Spotting at risk customers
Staying up to date on up sell or cross sell opportunities
🚨 To use Automations effectively, it's important they are triggered on relevant company identifications and visits. To do this, defined Segments should already be set up. If you need a little help deciding what type of Segments you should set up, check out our guide.
Let's dive in.
1. Spotting new prospects
First off, you will need a target company Segment to capture identifications (leads) that match your organisations criteria for being a potential lead.
If you choose to use Lead scoring to find new prospects, then please follow our guide.
Here's an example. If you need a recap on why we use the company filters in conjunction with tags, check out the guide to managing leads with a tagging process.
Next up, it's time to choose where you want the new leads sent. We like to use slack and set up a channel specifically for new potential leads. The sales teams are all members of the channel.
If it's more appropriate, you can create geography or industry specific segments and slack channels. You can of course also use emails or add tags.
It's time to get the automations set up. In this example, we want to let the sales team know there is a new potential lead matching the Segment filters above to be qualified and followed up on.
Here's what this will look like in your slack channel.
Along with getting the automation set up, we find it's important to agree on a process to use the leads with the team.
We have a simple process that's served us and many of our customers well that ensures nothing slips through the cracks.
Step 1 - check the lead in Snitcher
Step 2 - add the qualified or disqualified tag (or whatever you are using in Segments)
Step 3 - assign the lead with a tag (if you assign at this stage)
Step 4 - mark the lead with with a ✅ or ❌ in slack
Step 5 - follow up - if you'd like a refresher here's our guide for sales
2. Reactivating old or lost deals
It happens to the best of us, great deals go cold or get lost. While some prospects will reach out and let you know they are reconsidering, others won't. Sometimes your champion has left or skips straight to the point of reassessing a few vendors before getting in touch.
Wouldn't it be useful to know when old deals are looking at your content again?
Making it possible to pick up where you left off with your old contacts before the competition.
To make this possible, it helps to keep your leads organised with a tagging process.
Just as with the above steps, create the required Segment if you haven't already and set up the automations to get the notification where you want it when you need it.
3. Monitoring high intent signals
Want to know when your deal spends 5 minutes looking at the pricing page, or goes through a voyage of exploration through your case studies? What about when a prospect starts looking through technical implementation docs?
We've got you covered and unlike your CRM, we're not limited to the contact that converted. You'll get notified when anyone from your target companies takes a high intent action 💪
First off, decide what actions constitute high intent. Here's an example.
Next up, decide where you would like to receive the notification. Once again, we are big users of slack, so in our example you can create a high intent slack channel.
By now you're probably a wizz at setting up the Automations, so I'll leave you to it.
💡 Just remember to select sessions and not leads.
4. Spotting at risk customers
Depending on how your website is set up and product or service works, it's possible to track at risk customers.
For instance, do customer typically log in through the website? Do you know the average frequency of logins per month?
If customers typically login an average on 50 times through any given month, would 10 logins constitute a risk?
Here's how we set this up for ourselves.
From there we trigger an email to the relevant account manager.
On a side note, by tagging customers effectively it's interesting for account managers to login semi regularly to check what their customers have been up to, more on this later.
Turning our attention to the terms and conditions page. Typically a customer checking it out is not a great sign, so we want to know before they cancel.
Choose the type of notification you would like to receive and Bobs your uncle, less nasty cancellation surprises out of the blue.
5. Staying up to date on upsell opportunities
Just as we have used a combination of Segments to filter for the information we want and Automations to trigger the the action required in the above examples. This combination can be used to find customers exhibiting signals they may be considering purchasing more of your product or service range.
To make this work well, structured tags are critical. By structured tags, I'm referring to adding the type of service or product each customer has purchased.
This makes it possible to set up the following Segment and Automation combo to know when they are looking at new products.
Once the Automations are in place, it's a simple task of dropping your customer an email or giving them a ring to ask if they had considering giving the product in question a go.
On a last note, with the customer and account manager tags in place, your team can log in to the dashboard and check out what their customers have been up to.
As always, please feel free to drop us a message with ideas, inspirations, frustrations or a simple hello. Team Snitcher signing off 👋