Workflow Document 1 1

Transcription

1 Workflow Document 11

2 CONTENTS Introduction to LeadForce1 Workflow Scenario 3 Why workflow, as opposed to a traditional campaign? 3 Workflow Creation 3 Creating a Subtask 7 Editing existing workflow 8 Workflow Reports 9 Workflow Setting 10 FAQs: 10 22

3 INTRODUCTION TO LEADFORCE1 WORKFLOW SCENARIO Workflow is a process of automatically sending s to a target set of people based on particular criteria. The workflow campaigns define pushing a certain set of s based on response to an initial mail(criteria based) or automatically sending a set of campaigns to a given set of people in a certain time-frame (time based). Use LeadForce1 to create and measure multiple campaign workflows and transform the way you plan and manage campaigns WHY WORKFLOW, AS OPPOSED TO A TRADITIONAL CAMPAIGN? Traditional marketing campaigns are out. Your visitors want content that addresses their interests and marketing campaigns that are useful and provide appropriate offers. Stop sending bulk messages to your entire list of clients. LeadForce1 Workflow works best as it is a targeted campaign mails based on the intent of the visitor. Workflow sending is not restricted to mailing lists only, you can send to contacts of companies who perform certain key activities on the site (visitors visiting the pricing page, visitors downloading the free whitepaper etc). Workflow also ensures that all new users start at the beginning of a multi step campaign and there is no duplication of mails and unsubscribe automatically. You ve got the power. WORKFLOW CREATION A workflow can be created by clicking on the second last icon on the main page. To start creating a workflow, 33

4 a) Click on Add Workflow Title -> enter workflow name -> Select campaign (Saved Search or Mailing List -> Select a Day or Date for the campaign to be activated. Mails are automatically sent to a given set of people in a certain time-frame (time based). When to use Saved Search / Mailing List Figure 1 : Creating a workflow Saved Search is generally used when doing a pull campaign (based on a certain set of activities done on the website), e.g. create a workflow for all people who filled up the contact us form, or visitors visiting the pricing page or downloading the whitepaper etc. 44

5 Fig 1.1 Defining Mail Campaign Saved Search Mailing list Mailing list is a saved list of ids that have been added in Force1based on extensive research and analysis of clients business, their selling style, the competitive landscape and the important trends that can influence their business. When the audience is defined and the campaign needs to go out to specific list. Schedule campaigns based on the intent of the user to better target the . Fig 1.2 Defining Mail Campaign Mailing Lists 55

6 In either case if a new member is added to the list or matches the saved search criteria, Workflow also ensures that all new users start at the beginning of a multi step campaign. Suppression list Suppression list consist of id s of people to whom you do not to send the follow-up mails. Select the mailing list to suppress and click on it. That particular mailing list will not receive the mails. Subtasks LeadForce1 initiates campaigns based on a trigger. Use any one of several triggers; For example, a campaign could be initiated when a visitor fills out a form on the website, when the prospect reaches a particular lead score, or when the visitor opts to obtain specified information. When the visitor receives the and clicks on the link provided in the and comes back to your website, we can get information on the visitor and his contact information. We can then track the visitor and observe his behavior thereafter. This enables deeper level qualification of each prospect. E.g. Follow-up mails can be sent to these users who have opened their mails and shown interest in the product. Campaigns can be: Time Based For time based mails can be sent based on the previous sent mail. One can send follow-up mails at particular intervals. E.g. you can send mails one week apart to those who have registered recently Response to first campaign We can send mails (Campaigns) to user who have received/not received or met/not-met the criteria. Below are the options Saved Search: saved search is a tool for filtering leads based on certain criteria. When a workflow is triggered, if the user wants to send out another campaign for Saved Search, he can choose this option in task creation. Eg: Assume that you create a workflow for Saved search (no of hits, geography & pages of interest criteria). Once this workflow is triggered & campaign s are sent out to the visitors, user wants to send a campaign to a specific region, let s say USA California State. In this case he can create another Saved search with all the parameters specified earlier with California State as an additional parameter. Once the 1st criteria (country) 66

7 are met the 2 nd set will get triggered for state users. This helps in narrowing down the visitor search. Mail Opened: Once the mail is opened by the visitor a mail opened trigger is highlighted. Such visitors will have to be further nurtured and sent more information about the product like, case studies, success stories, articles, events, white papers and webcasts Mail not Opened: If a visitor gets the mail & does respond or show any interest in the mail, enable personalized and intent driven lead nurturing program that is aimed at building relationships and bringing prospects close to sale-readiness in a particular time frame. If not, they are revisited after a particular time period pre-defined at the start. Sent Anyone who has received the previous can receive this . Used mostly for time based workflows Fig 1.3 Creating a Subtask CREATING A SUBTASK Subtasks are used to add follow-ups to the parent campaigns. The next s to be sent to the users of the parent campaign are defined in terms of rules which act on triggers as defined earlier Adding new task after creating workflow. Go to manage workflow page, Select a workflow. After saving a campaign, select 'Create sub-task' from the 'Action on Campaign results' drop-down menu. Select the Option - Saved search or Mail opened & Mail not-opened or Mail sent 77

8 Select the Campaign list Select the time period to send the campaign The sub-task will be created and you will see the 'View' screen, showing the sub-task's details that you have provided. The parent workflow summary is displayed above the sub-task's summary. You can add as many subtasks as you want. EDITING EXISTING WORKFLOW Enabling a workflow: When a workflow is created, by default it set as disabled. To enable sending , please click on Manage Workflow and change the Status to Enabled. Deleting workflow: Go to manage workflow page, Select the workflow by clicking on the checkbox. Click Delete button, corresponding workflow is deleted. Fig 2 Editing a workflow (Enable/ Disable/Delete) 88

9 WORKFLOW REPORTS Fig. 3 Workflow reports How to access workflow reports To view the workflow reports of any mailing list, click on workflow reports Select the workflow name or the date on which it was created. If you specify the date range all the campaigns created in that period will be displayed The workflow campaign report displays the initial campaign name, date created, type, initial; list and current status. Select the workflow for which you want the report and press View details You get a detailed report for that particular workflow with action taken ( opened, not opened), title, subject of the campaign, date created, last sent on, sent from, no. sent, delivered, opened, forwarded, no. of pages visited, total visits and so on. All these individual reports can be downloaded in a.csv format, if so desired. The reports page displays the reports of only the latest campaigns. In case you are looking for a specific report, search the reports by selecting a campaign or by searching from a specific date range. 99

10 WORKFLOW SETTING With LeadForce1 you can set and forget how many mails should be sent. This setting is used to determine how many workflow s can be sent in a particular period. This excludes sending s that are part of the same branch of the workflow. By doing this, you can ensure that every customer or prospect is sent the mail and communication never falls through while maximizing the ROI of every program. FAQS: Fig. 4. Workflow Setting 1) How to create Mailing list for Workflow? Go to force1 application. Click on create mailing list link & create mailing list using any option - adding contact one by one or Importing a CSV file or adding contact from existing lists. 2) How to a create Saved search for workflow? Go to Saved search page, Select any or multiple criteria s & save the saved search. 3) Can we use existing Saved search or mailing list for workflow? Yes, if you are sure about the mailing list or saved search contents you can use the exiting mailing list or saved search. 4) How is Date picker (Calendar) different from wait for days? Date Picker: When user opts for a specific date, Workflow will be triggered on that specified date. Wait for days: when user opts for wait for day, the workflow will be triggered after that many specified days until the user disables the option. 1010

11 Immediately: In this case workflow will be triggered immediately & will continue to send campaigns for new leads/mailing ids until user disables. 5) What happens when a workflow is disabled? If a workflow is disabled, then no mails are sent out and no conditions are matched for that workflow. Even if a workflow has been triggered and then disabled, no mails are sent during disabled state and no follow-up s are sent too. In a condition where a parent was opened, and if that condition was met when the workflow was disabled, then that condition is ignored and no follow-up mails are sent. 6) Can we edit a workflow after it has been saved? No, we cannot edit a sub-task. We can only delete and create the sub-task again. Main campaign can t be deleted or edited. The entire workflow has to be deleted and recreated. 7) Will unsubscribed and suppressed s be excluded while sending a mail through the workflow? Yes, they will be excluded. The mails sent through workflow, follow all the rules that apply for any s sent through the system. 1111