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Sales use cases of Automations
Sales use cases of Automations

Automations can be used throughout sales processes and customer success can use them to spot customers at risk or new opportunities.

Jerre avatar
Written by Jerre
Updated over a week ago

Before we get started, if you are unfamiliar with how to create Automations, please take a look at the guide.

This article will cover use cases our customers (and us) use automations for. We hope it will serve as an idea springboard to create new automations that suit your needs.

Where are automations applicable?

  1. Spotting new prospects

  2. Reactivating old or lost deals

  3. Monitoring high intent signals

  4. Spotting at risk customers

  5. Finding upsell or cross sell opportunities

🚨 To use Automations effectively, it's important they are triggered on relevant company identifications and visits. To do this, Segments need to be set up. If you need a little help deciding what type of Segments to use, check out the guide.

Spotting new prospects

First off, you will need an Ideal Lead Segment to capture leads that match your organisations target criteria.

Here's an example πŸ‘‡

Next up, it's time to choose where you want new leads sent. We use a Slack channel specifically for new potential leads. The sales team 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.

In this example, we want to let the sales team know there is a new lead matching the Segment filters above to be qualified and followed up on.

πŸ’‘ It's important to agree on a process to use the leads with the team.

We have a simple process that ensures nothing slips through the cracks:

Step 1 - check the lead in Snitcher

Step 2 - add a qualified or disqualified tag

Step 3 - assign the lead with a tag

Step 4 - mark the lead with with a βœ… or ❌ in slack

Step 5 - follow up - if you'd like a refresher here's our guide for sales

Reactivating old or lost deals

It happens to the best of us, great deals go cold or get lost. Some prospects will reach out and let you know they are reconsidering, others won't. Sometimes your champion leaves or skips straight to 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, you'll need Lead Stages.

Just as with the above steps, create the required Segment and set up the automations to get the notifications where you you need them.

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?

Unlike your CRM, Snitcher isn't limited to converted contacts. So you'll get notified when anyone from your target companies takes a high intent action πŸ’ͺ

First off, decide what actions constitute high intent. Here's an example.

Next up, decide where you would like to receive notifications. Once again, we use Slack, so in our example you can create a high intent slack channel.

By now you're probably a whizz at setting up the Automations, so I'll leave you to it.

πŸ’‘ Remember to select sessions and not leads for return visit notifications.

Spotting at risk customers

Depending on your website content, it's possible to track at risk customers. Fo example, if a customer set to renew next month is visiting the terms and conditions page, this is a signal they might be considering cancelling.

To get started, list the pages that customers would look at if they were considering cancelling (or potentially accessing another vendor).

πŸ‘‰ Terms & Conditions

πŸ‘‰ Comparisons

πŸ‘‰ Cancellation policy

Choose the type of notification you would like to receive and Bob's your uncle, less nasty cancellation surprises out of the blue.

Staying up to date on upsell opportunities

Opposite to the example above, this playbook can be used to find customers showing signs they may be considering purchasing additional products or services.

To make this work you will need to have your customers segmented into groups based on the product or service they've purchased.

Using us as an example πŸ‘‡

Group A = purchased visitor identification product

Group B = purchased API product

With the groups in place, you can set up notifications when a customers spends time 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.

πŸ’‘ On a last note, we suggest setting time aside to check customers behaviour on the website, especially prior to renewal or when you are planning to offer an upsell.

As always, please feel free to drop us a message with ideas, inspirations, frustrations or a simple hello. Team Snitcher signing off πŸ‘‹

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