TUTORIAL: Marketing Automation Gold-Vision 7

Transcription

1 Marketing Automation What is a Marketing Automation? Campaign Automation Automated Connect Campaigns Automated Telephone Campaigns Automated Lead Call Back Campaigns Phone Campaigns with Activities Creating Lead Call Backs Follow Up Stage - Delay Sending Delay Adding Recipients to a Campaign Touch Point Automation Touch Point Alerts Alerting From Touch Points Administration Marketing Settings Example Scenarios I want to send a Welcome to Gold-Vision once a week to any new Customers When a Click thru generates an Activity for the Account Manager for a call back I want the Sales person to receive an Alert in Gold-Vision I want to be alerted when a Lead Touch Point Score exceeds 100 points Page 1 of 18

2 Marketing Automation Marketing Automation is an optional feature available on a subscription basis and includes the following features: Campaign Automation Campaign stages (Gold-Vision Connect s, Phone Activities and Call Backs) can be fully automated Delay Sending option in the Campaign Follow Up stage to delay adding the Recipients to the stage Touch Point Automation Utilise Touch Points to set Alerts and automate key sales team activity based on configured touch point scoring criteria being reached or actions being triggered. Campaign Automation Campaigns now support marketing automation as an additional subscription based feature. This can be switched on per customer in the Administration Console based on a request to purchase automation. Marketing automation is supported for both the Gold-Vision CRM database and the Lead Management system, allowing automated correspondence and responses to be managed for both existing contacts and leads. Campaigns can now be staged allowing the ability to automate one or more stages which have been configured. Users will be able to select when and how the data will be refreshed or sent to the end recipients. Campaigns can be run manually (Run Once) or set with automation. In order to create staged Campaign automation, complete the stage setup of your campaigns. When selecting to run your stage you will be given the options below. Page 2 of 18

3 Automated Connect Campaign Gold-Vision Campaign Automation Using Gold-Vision Connect New Campaign Create Campaign Stage Review Recipients Add Sources Inclusion Exclusion Click to Run the Stage and set automation Set Automation Schedule Access Automated Templates Area Create Follow up Stage or Additional stages Apply Automated Template Create new Template Set Follow up Rules Click Go to upload recipients to Gold-Vision Connect Set Template to Start on Sending Page Consider applying Delay Sending rule Campaigns /Stages Sources Activites/ Callbacks Automation Gold-Vision Connect You can then choose how regularly you would like to send the Connect mailshot. It is likely that you would want to choose New Recipients Only as this means the mailshot will only send to new recipients within the campaign source. New Recipients only These are added when they are added to a source, for instance a source is updated and refreshed. Example: if you have a source which is made up of Accounts of Type = Customer, any new customers to this source will be sent to. You can select a specific start and end date if required or this can be left blank. If not dates are provided the mailshot will continue to keep running. Page 3 of 18

4 If you plan to send the same mailshot on a monthly or weekly basis you may want to choose the All Recipients from the automation setup screen. You may select the All Recipients option if you send a general mailshot related to specific products or offers on a monthly basis. Please note that as the template cannot be changed the suggestion is that the template should be kept generic. Example: a customer may want to send a monthly to customers to direct them to their website page for monthly offers on stock. Campaign Automation Gold-Vision Connect Connect now has a new feature to allow setup and sending of Automated Connect Mailshots. This area is solely for managing automated mailshots and templates. Selecting Automated Mailshots will open an area where you can complete the following: Create a New Template View Mailshots that are setup for automation Please note that with Automated Mailshots the template must be created prior to the campaign being set for automation. Once the new template has been created it can be assigned against the Campaign Automation setup window in Gold-Vision Campaigns. To start a new Automated Mailshot in Gold-Vision Connect: Open Gold-Vision Connect Select Mailshots > Automated Mailshots Select New Automated Mailshot Enter the name of your Mailshot and Create Click Open to design your mailshot Design your mailshot as normal by either embedding your html or creating a new design. From with the design tool you can select another template to copy if required. A new tab is visible during mailshot creation to allow you to review when the mailshot was run. You can also monitor campaign uploads to that particular mailshot. Preview your mailshot as per normal and run the Spam Check Select the Send tab and ensure you have ticked to agree mailshot terms. An additional button is visible at the bottom of the page allowing you to start the automated mailshot. Page 4 of 18

5 This will set your mailshot automation to start. The Mailshot Automation overview list will allow you to view whether or not a mailshot is set for Automated Sending or has been Stopped. From the Campaign Stage in Gold-Vision select the required template from the drop down option available Once you click Go the recipients will be uploaded to the Connect Template to be send according to the Automated schedule. Please ensure that the Template is ready to be sent and that you have clicked Start in the Automated Template. To stop the Automated Campaign click Stop Page 5 of 18

6 Automated Phone Campaign Campaign Automation Using Activities and CallBacks for Follow Up Gold-Vision New Campaign Create Campaign Stage Review Recipients Add Sources Inclusion Exclusion Create Opportunity Set to create follow up activities or call backs when the campaign is run Click to Run the Stage and set automation Create Appointment Create Booking Campaigns/ Stages Sources Activites/ Callbacks Automation Creating Activities Managing Activity Creation using Campaigns During the Campaign Stage setup a user can choose to setup automatic activities when the campaign is run. This now replaces the option in legacy campaigns to Create Activities when the Campaign is Run. Selecting to create activities automatically will allow you to select additional options: Activity Owner Activity Stage Start and Due date of activities created Page 6 of 18

7 Running You will be given the following options when you click Run Select Process Repeatedly or on a Schedule From the options select the frequency From the Campaign Overview you can see how the Automation is set. Click the Stop icon to stop the Automation. Page 7 of 18

8 Lead Management Call Back Creation Page 8 of 18

9 Follow Up Stage Delay Sending Using the Delay Sending rule in a Follow Up Stage you can delay when the Recipients are added to the Stage. Example 1 Your first stage is a Connect and your second stage is a follow up based on the recipients clicking a link you may wish to introduce a delay of a week to allow recipients to read and click on the links in your Mailshot. Click Save and Run the Stage. Select the Send repeatedly or on a Schedule option. Select the timing (Daily, weekly etc) and the Connect Automated Template (as above) Click Go. Recipients will be added to the Stage and then be uploaded to Connect when they meet the requirements of the rule set. Page 9 of 18

10 Example 2 You are running an Automated Account Management Campaign to all your Customers which creates an Activity for the Account Manager to call. Because it is Automated, an Activity will be created for all new ; Customers (they will be automatically added to your Campaign Source) You then want to follow up a week later with a Connect , using the Delay Sending option you can delay the adding of the Recipients to the follow up stage so that they will receive the a week after being included in the first stage. Click Save Run the Stage, select the Send repeatedly or on a Schedule option. Select the timing (Daily, weekly etc) and the Connect Automated Template (as above) Click Go. Recipients will be added to the Stage and then to Connect when they meet the requirements of the rule set Page 10 of 18

11 Touch Point Automation Touch Point Alerts With the release of Gold-Vision 7.0 a new Alert type is available called Touch Point Alert. This is located in the following location: Select New Touch Point Alert This new alerting type allows users to create an alert based on a Touch Point score. There are three different types of Touch Point Alerts that can be setup: 1) Account Touch Point: allows you to create a Touch Point alert associated to an Account. 2) Contact Touch pint: allows you to create a Touch Point alert associated to a Contact. 3) Lead Touch Point: allows you to create a Touch Point alert associated to a lead within the Lead Management area of Gold-Vision The following example will illustrate how to create a Touch Point alert. The alert will create an Account Activity when a Touch Point score for an Account is greater than 100 and then assign this Activity to the Account Manager with the summary of Lead follow-up. Select Account Touch Point Page 11 of 18

12 In the Alert text field this can be named Create Account Activity when TP > 100 In the Raises over field enter 100 (this will cause the alert to fire when the Touch Point score is greater than 100. The Touch Point configurations list allows you to select a certain Touch Point(s) that have previously been configured in order to fire the alert. If no values are selected the overall Touch Point score is used for the alert to fire (the account Touch Point score in this example). For the purposes of this example do not select any Touch Point configuration items. Add a New Action allows you to specify what you would like to happen when the above conditions are met. Click Add Action, select Create a New Activity Click the Configure and manage data settings option that will now be displayed. This will then allow you to set the default values for the Activity that is created. Check the summary field and enter the following value Lead follow-up (this will default the name of the activity to Lead follow-up) Check the owner field and select Account Manager from the drop down list (this will set the associated Account Manager as the owner of the created Activity) Once done click Save. Click activate at the bottom of the screen to enable the Alert. The Alert will now create an Account Activity assigned to the Account Manager with the summary Lead follow-up when the Touch Point score for the Account is greater than 100. Page 12 of 18

13 Creating Touch Points from Alerts A new Alert action has been added to allow Touch Points to be added to an Item. For example you may want to give a Touch Point score of 100 if an Opportunity of over 10,000 is created. Setting up Touch Points from Alerts is a two step process: 1. Create a Touch Point with a type of Manual 2. Create an Alert adding this Touch Point as an Action Create the Manual Touch Point Data Touch Points Configure Touch Point Rules Select Gold-Vision Touch Points - New Rule Enter the Name, select Action Type Alerting and enter a score, Save Create an Alert Alerting Configure Alerting New Alert On Save Alert Select Opportunity Enter a name for the Alert Add a Condition eg When a numeric range has been reached Add a figure eg 10,000 in the Greater than field Page 13 of 18

14 Add an Action Select Add Touch Point Select the Touch Point Click Save and Activate Once an Opportunity of over 10,000 is added, the Alert will fire and the Touch Point will be added: Page 14 of 18

15 Administration Marketing Settings You can limit the number and type of Connect s a contact receives. In the Admin Console Settings Marketing Settings. Once set Click Save. Page 15 of 18

16 I want to send a Welcome to Gold-Vision once a week to any new Customers You need to create a source of Customers, create a Connect Campaign set to run on a weekly basis. Create your Source eg All Customers, create and run the Connect Campaign Set the Automation and select the Connect Automated Template This will now run on a weekly basis to all contact who are added to the source Page 16 of 18

17 When a Click thru generates an Activity for the Account Manager for a call back I want the Sales person to receive an Alert in Gold-Vision You need to set the Follow Up Stage as above and add an On-Save Alert based on creation on Campaign Activity Page 17 of 18

18 AUTOMATION ALERTING I want to be alerted when a Lead Touch Point Score exceeds 100 points You need to create a Touch Point Alert Select Touch Point Alert Select Lead Touch Point Enter a name for the Alert (eg Lead Touch Point Exceeded 100) Add a score in the Raises Over field Add an Action eg Raise a Gold-Vision Alert. Configure as required. Save and Activate the Alert Page 18 of 18