Genius User s Guide for Marketing Automation

Genius User s Guide for Marketing Automation for Salesforce.com Genius.com, Inc. 2400 Broadway St #130 Redwood City, CA 94063 1-888-6-GENIUS (1-888-643-6487), Option 2 +1-650-212-2050, Option 2 info@genius.com support@genius.com

Genius Marketing Automation 2 Contents 1 What is Genius Marketing Automation? 3 2 Glossary of Terms 8 3 Accessing Genius from Salesforce.com 10 4 The Automation Workflow Designer 12 5 Workflow Triggers 13 Salesforce Campaign Membership.......... 13 Enabling Salesforce campaigns in Genius...... 15 Adding the trigger to workflows.......... 16 Using the Salesforce trigger URL......... 19 Specific Page Visit............... 24 Wait and Watch................ 26 Wait Until Date................. 26 Multi-page Visit................ 27 Visit Start.................. 27 Visit End................... 28 E-mail Open.................. 28 Chat Start.................. 29 Chat End................... 29 Left a Message................. 30 Web to Lead Form............... 30 gurl Campaign Membership............ 31 6 Workflow Actions 32 Change Genius Score.............. 33 Send E-mail.................. 34 Set Field Value................. 34 Add to Salesforce Campaign............ 35 7 Designing Workflows 36 8 Creating Workflow E-mails 37 9 Creating, Activating and Managing Workflows 52 10 Genius gurl Campaigns 73 11 Genius Web to Lead Forms 81 12 Genius Marketing Automation Reporting 89 Additional Genius Resources 92 Contact and Support Information 93

Users Guide Users Guide Genius User s Guide for Marketing Automation 3 1 What is Genius Marketing Automation? Genius Marketing Automation is the #1 rated lead management solution that adds automated nurturing, real-time conversions, and scoring to Genius award winning e-mail marketing and demand generation capabilities. The simple drag-and-drop interface makes it easy for marketers to set up powerful workflows to ensure a steady flow of communications to potential customers over time, until those individuals demonstrate readiness to engage with Sales. Genius Marketing Automation is unique in enabling users to identify qualifying "conversion events", such as trial signups or visits to a specific web page, that signal strong lead/ contact interest. With Genius, no matter what the state of any automated workflow, when a "conversion event" occurs, Sales is immediately alerted and given access to that lead/contact s website visit history so they can follow up with the right person at the right time and with the right information. Many organizations use social media to attract and engage with customers, and Genius URL shortener ( gurl for short) is specifically designed to track social media marketing and incorporate it into automation workflows. gurls can be included in posts to Twitter, blogs and LinkedIn pages, and they can also be embedded behind Google Adwords. Chapter 1 What is Genius Marketing Automation

4 Using Genius Marketing Automation The intuitive Genius Automation Workflow Designer makes it easy to build out multi-step drip campaigns. Simple drip campaigns can be built in less than a minute. More complex logic, including Conversion Events, can be layered in simply so that any marketing user can deliver marketing automation campaigns that meet business needs. Genius enables the updating of any fields in Genius and Salesforce.com, including Status fields. So, for example, when a lead/contact completes a qualifying action, such as visiting multiple pages in the Financial Solutions section of your website, the product interest field can be set to get updated in real-time to Financial Solutions. NOTE: To help you understand Genius Marketing Automation, refer to the glossary section for terms used to describe the different User Interface elements of Genius Automation Workflows as well as some terms generally used in marketing automation. Chapter 1 What is Genius Marketing Automation

Users Guide 5 How Genius Marketing Automation Works After you launch your marketing automation workflow, it s easy to see in real-time which leads/contacts (contacts and/or leads, if you use Salesforce.com) are engaged with your e-mails, alerts, and other actions. As someone becomes a member of the workflow, as shown below, Genius routes that person down the Main Workflow tab through a series of Triggers, Conditions and Actions and determines how to communicate with that individual and/or your team members. Find out which leads/contacts entered each step of your program, which ones are Waiting in a particular step, and/or how many times someone has met a particular trigger but not the conditions to move forward. Chapter 1 What is Genius Marketing Automation

6 To avoid mistakes and over-contacting a lead/contact, a lead/contact may only enter the same workflow one time. Also, after a campaign member completes a block within the workflow, they can not go back to a previous Trigger/block in the workflow. Think of the workflow as a one-way street, where the only direction someone can travel is down. There is one exception to this: The lead/contact can make a "U-Turn" via what we call the "Progression Action." There is a default action in the "Action Pack" portion of a workflow block. Usually, it's simply "Continue to the Next Trigger." The other choices, however, include a way to "Go back" and "Watch for the Same Trigger again." There are some specific cases where this is useful. There are three elements to every workflow block: Triggers Conditions Actions (or Action Packs) Triggers actively "listen" for the lead/contact s behavior in response to your marketing campaigns. When the lead/contact engages in the behavior, the trigger fires, and that individual becomes part of your workflow. See the section on specific Triggers for more info. Chapter 1 What is Genius Marketing Automation

Users Guide 7 Conditions are used to route the lead/contact to the appropriate set of actions. You can set up conditions based on any field available to you in the database as well as activity response data. You can use one or many rules within each of your conditions, and you can have multiple sets of conditions to allow branching within a single trigger that capably handles numerous "If, Else(n), ElseIf" possibilities. Actions are what occur as a result of the trigger and conditional elements being met. Actions can be outbound (send e-mail), or they can update data and alert user's within your Genius account. You can take one or many actions within each branch of your conditionals. See the section on specific Actions for more info. Chapter 1 What is Genius Marketing Automation

8 2 Glossary of Terms We have compiled a number of common terms and definitions related to marketing automation in general, and Genius Marketing Automation in particular. We will continue to add terms to this page as needed. Actions or Action Packs Actions are either outbound communications to the lead/contact (e.g., send e-mail), alerts to the Genius user, or updates to the database. There can be more than one action for each conditional ruleset. More than one action in a conditional ruleset is called an Action Pack. Active Workflows A completed workflow that is activated and operational is called an Active Workflow. Automation Workflow Designer This is the area in the application where you can drag and drop triggers, add conditions, and drag and drop actions to build out your Marketing Automation program. Conditions Conditions are a set of rules that filter the leads/contacts going through your automation workflow and determine which action(s) to take for those individuals. Conditional rules are evaluated according to whether you specify that Any or All of the rules should match in order to take the action(s) defined for the conditional ruleset. Because each trigger can have multiple conditional rulesets, conditionals take the form of an If, ElseIf, Else statement where there can be as many ElseIfs as you like. Conversion Events Conversion Events are a special part of your workflow that let users specify lead/contact qualifying behavior which merits converting someone out of the workflow. Conversion Events have their own triggers, conditions, and actions (e.g., a specific web page visit alerts the Genius Tracker). When a lead/contact hits a trigger and conditions defined in a conversion event, they can be removed from the workflow in real-time so that Sales can interact with the qualified lead/contact in a timely manner. Chapter 2 Glossary of Terms

Users Guide 9 Deactivated Workflows A workflow that was once active but has been deactivated by a marketing automation user is called a Deactivated Workflow. Draft Workflows A workflow that is in the process of being created and not yet active is called a Draft Workflow. Invalid Workflows A workflow can become invalidated if a field that the workflow relies on is deleted or (in Salesforce.com) renamed. These Invalid Workflows can be reactivated by changing the portion of the Workflow Block that refers to the problem field. Main Workflow This is the portion of the Automation Workflow Designer where the flow of your campaign is built, consisting of one or more Workflow Blocks. Members Contacts or leads are defined as members once they enter a workflow. Triggers Triggers are real-time operations in the system that fire on a contact-by-contact basis as leads/contacts respond to your marketing campaigns (e.g., site visit, trial sign up, opened e-mail). Triggers operate on the lead/contact at the moment they are interacting with your e-mails or website, enabling users of Genius Marketing Automation to conditionally take the right action at the exact moment when it will matter most. Workflow Blocks A Workflow Block consists of a Trigger, N Conditions, and N Actions. A Workflow Block is built by dragging a trigger onto the main workflow. The trigger may or may not have any conditions, and it will have at least one action. Chapter 2 Glossary of Terms

10 3 Accessing Genius from Salesforce.com Below is a view of the Salesforce application with Genius.com as the active tab. If your Genius.com tab is not there, you can add it by clicking on All Tabs at the end of the tab bar, then clicking the Customize My Tabs button. Next, add the Genius.com tab or any of the other Genius tabs. Chapter 3 Accessing Genius from Salesforce.com

Users Guide 11 Genius employs single sign-on. Notice that on the Genius.com tab, you quickly launch into many of the functions that you would perform within Genius, such as launching the Genius Tracker, creating Genius e-mail, managing leads/contacts and SmartGroups, and viewing e-mail results. The Genius Tools shown below can be found by scrolling to the bottom of the page under the Genius.com tab. As a best practice, encourage your Sales users to always click the Launch Genius Tracker button first thing in the morning, everyday. This way, they won t miss any important activity. If you need help while logged in, click the Automation Help link in the upper-right corner of any page of the Automation Workflows interface. This will link you to online help documents. You can also link to other help documents by clicking on the Help link or the question mark icon on any page. Chapter 3 Accessing Genius from Salesforce.com

12 4 The Automation Workflow Designer Genius makes it easy to create Marketing Automation Campaigns by providing a dragand-drop interface that allows end-users to quickly create a wide range of workflows. The interface is capable of supporting very complex workflows, but it also allows any user to get started quickly and build towards building more complex workflows over time. User can do the following with the Genius Automation Workflow Designer: Drag and drop specific triggers onto the main workflow and conversion event panels Point and click to add one or more rules to each condition Use any or all to determine how to evaluate the rules Drag and drop one or more actions into each conditional block Click to continue a lead/contact down through the workflow, remove the lead/contact from the workflow, or Go Back to watch again for the same trigger Chapter 4 The Automation Workflow Designer

Users Guide 13 5 Workflow Triggers Triggers are real-time operations in the system that fire on a contact-by-contact basis as leads/contacts respond to your marketing campaigns. Triggers operate on the lead/ contact at the moment they interact with your e-mails or website, enabling users of Genius Marketing Automation to conditionally take the right action at the exact moment when it will matter most. Salesforce Campaign Membership This trigger allows you to add leads/contacts who are already part of a Salesforce campaign to a Genius Marketing Automation workflow. You can select from any Salesforce campaign that has been enabled in Genius. See the section on enabling Salesforce campaigns for more information. Chapter 5 Workflow Triggers

14 The Salesforce Campaign Membership trigger is used in dynamic, nurturing workflows where you want to add leads/contacts to the workflow when they re added to a Salesforce campaign over time. In order to use this trigger, you must first create a campaign in Salesforce, as shown below. Do not add members to your campaign, yet. Wait until after you ve set up your Genius Marketing Automation workflow, instead. Remember, you want leads/contacts to flow into a Genius Marketing Automation workflow as they are added to your Salesforce campaign. After creating your campaign, you must enable it in Genius. See the next section to learn how. Chapter 4 The Automation Workflow Designer

Users Guide 15 Enabling Salesforce campaigns in Genius Salesforce and Genius sync every five minutes during business hours, and any new Salesforce campaigns should appear in Genius in a relatively short time. However, you can also manually refresh your account by selecting the Salesforce.com tab in your Preferences. Just click the Refresh My Account button. You can view your Salesforce campaigns in Genius by selecting Marketing > Salesforce Campaigns from the main menu. This will launch the Salesforce Campaigns page, as shown below. Simply click the Enable button associated with any campaign. This process may take a few moments to complete. Once a campaign is enabled, it will be available to use in Genius Marketing Automation workflows. See the next section for info on how to add the trigger to workflows. Chapter 4 The Automation Workflow Designer

16 Adding the trigger to workflows The first step is to create a new, dynamic workflow in Genius. Select Marketing > Atuomation Workflows from the main menu, then click the Create New Workflow button. Give your workflow a name, then click the Dynamic lead/contact Workflow button. Next, drag over the Campaign Membership trigger to add it to the workflow. Make it the first trigger in the workflow to ensure that new members progress through the workflow blocks from beginning to end. Next, select the Salesforce campaign you want to act as a trigger from the drop-down list. All of your enabled campaigns should appear in this list. Chapter 4 The Automation Workflow Designer

Users Guide 17 Once you ve selected a Salesforce campaign, build your workflow to include any actions, rules, triggers and workflow blocks that you need. In the example below on the right, a Wait and Watch trigger was added to monitor responses to the Intro to Panda Partners e-mail that is sent to new Salesforce campaign members. A Bounced response will result in removal from the workflow. A Mult-page Visit will result in several actions, including an increase in that member s Genius score and a change in status in the Salesforce campaign to Responded. Also, the contact s owner will be alerted via the Genius Tracker, and the member will move to the next trigger in the workflow for further nurturing. Chapter 4 The Automation Workflow Designer

18 NOTE: There can only be one Salesforce Trigger in a Genius Workflow. Also, a Salesforce trigger must be the first trigger in the workflow, and it cannot be used in conversion events. A best practice is to set up as many Genius Automation Workflows as needed to correspond with specific data updates and/or changes. For example, you can set up one workflow for your webinar sign-up form, one for each Web2Lead form, and others for data updates in Salesforce.com, such as marking a lead "open" or "remarket." Salesforce workflow "outbound messages" can act as a trigger in a workflow. On the Salesforce side, use the Genius Workflow URL as the "Endpoint URL" and include at least all standard fields (a best practice is to include all fields). See the next section for instructions on how to set this up. NOTE: Salesforce Triggers only work in Dynamic Workflows, not in Genius List Workflows. If this trigger erroneously appears when creating a Genius List Workflow, it will not work. Chapter 4 The Automation Workflow Designer

Users Guide 19 Using the Salesforce trigger URL When you use a Salesforce trigger within Genius Marketing Automation, the workflow will be assigned a unique URL when it s activated. This URL must be copied and pasted into Salesforce before the trigger will initiate a Genius workflow. For example, if a New Financial Services web lead comes into Salesforce, an outbound e-mail will be sent from Salesforce to Genius to initiate a Welcome workflow. The instructions below show you how to enable this outbound message. 1. Create and activate a Genius Workflow with a Salesforce trigger. After activating, you will be assigned a URL specific to this workflow. This URL is what will be set in the Outbound Message in Salesforce. 2. In Salesforce, go to Setup > Create > Workflow & Approvals > Workflow Rules. Click the New Rule button, as shown below. If you don t see this button, you should contact your Salesforce Administrator to set up the necessary permissions to create new workflow rules. Chapter 4 The Automation Workflow Designer

20 3. Select the object. Remember, Genius integrates only with Lead and Contact objects. In the example below, Lead is the chosen object. Click Next when finished. 4. Select the criteria that will trigger the Genius workflow. In the example below, it s a web lead from the finance industry whose Lead Status is Open - Not Contacted. Click Save & Next when finished. Chapter 4 The Automation Workflow Designer

Users Guide 21 5. Select Add Workflow Action > New Outbound Message. 6. Fill out the form shown below. Chapter 4 The Automation Workflow Designer

22 6 (cont d). The Endpoint URL is the URL for the Marketing Genius automation e-mail from Step 1. Select all the Available Fields and click Add. Technically, not all the fields need to be sent, but this way you ll have all fields available for use in the workflow. At a minimum, you need to send Id, Email, First Name, Last Name, OwnerId, and genius_com Genius_Score_c. Click Save when finished. Chapter 4 The Automation Workflow Designer

Users Guide 23 7. Click Done in the Specify Workflow Actions section. 8. Finally, click Activate in the Workflow Rule Detail section. Chapter 4 The Automation Workflow Designer

24 Specific Page Visit Genius lets you use a visit to any specific page on your website as a trigger. Simply copy and paste a URL from your website into the Page URL box on the trigger. NOTE: Only leads/contacts that you ve targeted in Genius will enter the workflow, not random visitors. Because there are numerous permutations to the way URLs are handled on the web, Genius provides some built-in logical rules around how the URL is handled in the Specific Page Trigger, as shown below: Given a directory as the end of a URL, match common indexes, too domain.com/foo/ will match domain.com/foo/index.php domain.com/foo/index.html domain.com/foo/ will not match domain.com/foo/index.1 domain.com/foo/indexgiven an index page, match the directory, too domain.com/foo/index.php will match domain.com/foo/index.php domain.com/foo/ domain.com/foo/index.php will not match domain.com/foo/index.html domain.com/foo/index.1 Chapter 4 The Automation Workflow Designer

Users Guide 25 Specific Page Visit (cont d) Given a top-level domain, match all sub-domains domain.com/foo/index.php will match domain.com/foo/index.php domain.com/foo/ www.domain.com/foo/index.php www.domain.com/foo/ mail.domain.com/foo/ Given a subdomain (such as www), only match within that subdomain www.domain.com/foo/index.php will match www.domain.com/foo/index.php www.domain.com/foo/ Given a subdomain (such as www), only match within that subdomain www.domain.com/foo/index.php will not match domain.com/foo/index.php domain.com/foo/ mail.domain.com/foo/ foo.www.domain.com/foo/ Given a domain with parameters, only match those parameters www.domain.com?foo=bar will match www.domain.com?foo=bar www.domain.com?foo=bar&dum=abc www.domain.com?dum=abc&foo=bar www.domain.com?foo=bar will not match www.domain.com?foo=baz Chapter 4 The Automation Workflow Designer

26 Wait and Watch Wait & Watch is a special trigger in more ways than one. When the time that is input in the Wait & Watch expires, it s at that moment that the trigger fires and the lead/contact continues to move through the workflow. During the wait period, the system continues to watch for Conversion Events. NOTE: The Wait & Watch trigger cannot be placed as the first item in a workflow. Also, it cannot be used under the Conversion Events tab. Wait Until Date This trigger is similar to Wait and Watch except that it lets you select an exact date and time for the trigger to expire. It also lets you choose a specific time zone, which can be useful if you want certain actions (such as sending an e-mail, for example) to occur during business hours. Chapter 4 The Automation Workflow Designer

Users Guide 27 Multi-page Visit This trigger initiates a workflow once a recipient clicks an e-mail link to your website or returns to browse during subsequent visits. Essentially, Multi-page Visit will cause a workflow to execute when Genius recognizes lead/contact activity on your website. Visit Start This trigger initiates a workflow once a lead/contact begins a visit to your website. Chapter 4 The Automation Workflow Designer

28 Visit End This trigger is the opposite of Visit Start, and a workflow initiates once a lead/contact ends a visit to your website. Since Genius can t determine when someone has actually stopped viewing your site, it waits one hour after detectable activity has ended before executing. If there is no detectable click-through activity during this time-out period, Genius assumes the visit has ended. E-mail Open This trigger initiates a workflow when a recipient opens a workflow e-mail. NOTE: This trigger will only execute if Genius records an open event. However, there are certain types of e-mail opens that Genius can t detect. Genius e-mails are embedded with a tiny graphic; when the graphic is fetched, Genius assumes that the e-mail has been opened. If that graphic is not downloaded (for example, if a recipient chooses not to load graphic content), Genius won t record the e-mail as opened. Another scenario where this might occur is when a recipient uses the preview pane in Microsoft Outlook instead of actually opening the e-mail. Chapter 4 The Automation Workflow Designer

Users Guide 29 Chat Start As the name suggests, this trigger fires when you begin Genius Chat sessions with leads/ contacts. Whether or not they engage in chat can be a useful measure of their level of interest in your products or services, and you may want to use this trigger in conjunction with actions that raise or lower a campaign member s Genius Score. Chat End This trigger is the opposite of Chat Start, and it causes a workflow to execute when a Genius Chat session ends or there is a time-out. Chapter 4 The Automation Workflow Designer

30 Left a Message This trigger applies to situations where an end user tried to engage in a Genius Chat session, but the salesperson or lead/contact owner wasn t available. A workflow with this trigger executes when the end user leaves a message from the Genius Chat interface. Web to Lead Form This trigger executes when a visitor fills out a form on a website, such as a request for a white paper or a webinar registration. Filling out a web to lead form results in lead/contact capture, so that person may then be added to an automated marketing campaign. Also, if that lead/contact is already part of a campaign, follow up action can be taken after that person completes a form. Chapter 4 The Automation Workflow Designer

Users Guide 31 gurl Campaign Membership This trigger applies to leads/contacts who are already part of a gurl campaign. For example, if someone is part of a social marketing campaign, the trigger fires if that person engages in certain behavior that signals interest, like clicking on a link in a Tweet or posting to a company blog. See the section on gurl Campaigns for more information. Chapter 4 The Automation Workflow Designer

32 6 Workflow Actions Actions are either outbound communications to the lead/contact (e.g., send e-mail), alerts to the Genius user or updates to the database. There can be more than one action for each conditional ruleset. More than one action in a conditional ruleset is called an Action Pack. Below is an overview of the Genius Automation Actions available to you when you create a workflow. Alert Genius Tracker This action sends an alert via the Genius Tracker when a campaign member activates a specific workflow trigger. You can designate either the lead/contact owner or someone else to receive Tracker activity. A situation where you may want to designate someone other than the lead/contact owner for this action is if you want Marketing to nurture the lead/contact before alerting Sales. Or, you may designate an assistant to receive Tracker activity so that person can gather more information from the lead/contact before they re ready to engage with Sales. Chapter 6 Workflow Actions

Users Guide 33 Change Genius Score Genius includes lead scoring capability through the GeniusScore. The Genius Score field lets Genius users automatically increase or decrease the score according to demographics, BANT or their buying behavior by interpreting the lead/contact s online body language. It s up to you how you want to score lead/contact behavior. You can also work with the Genius consulting team to develop a strategy for lead scoring. Behaviors you may wish to score include the following key Triggers and Conditions within Genius Marketing Automation Workflows: Specific page(s) visited Visit information, including multi-page visits Overall response information (i.e., how many visits total?) Recency of response Number of pages visited Response from a specific campaign Chapter 6 Workflow Actions

34 Send E-mail As the name suggests, this action lets you send a specific e-mail to a recipient who activates a trigger within a workflow. Remember, an e-mail must be activated before it can be used in a Genius Automation Workflow. Set Field Value This action allows you to change the value of certain fields. For example, you can increase the Genius Score of a member who shows strong interest. The options include Contact and Lead, Contact only, Lead only, and Account. The Contact and Lead option contains those fields that are common to both the Contact and Lead objects within Salesforce. You can change the value of both custom and standard fields. Chapter 6 Workflow Actions

Users Guide 35 Add to Salesforce Campaign This action lets you include Genius Marketing Automation campaign members in Salesforce campaigns. Select a campaign and a status from the drop-down list. Remember, only Salesforce campaigns that have been enabled in Genius will appear in the in the drop-down list. See the section on enabling Salesforce campaigns for more information. Chapter 6 Workflow Actions

36 7 Designing Workflows There are some preparatory steps that we recommend you take before you create a Marketing Automation workflow in Genius. Follow the steps below to get started. 1. Determine your objective. 2. Create your workflow process in another application or on a whiteboard. 3. Create content and activate workflow e-mails, such as auto-response e-mails and follow-up e-mails, via Genius. See the next sections to learn how to create workflow e-mails. 4. Create your Genius workflow. Here are some of the kinds of workflows that current Genius customers are creating: Web2Lead forms Static Lists (Salesforce Campaign/Genius List) Data changes in Salesforce NOTE: A Genius professional will be available to help you set up your first Marketing Automation workflow. You can still add Marketing Automation e-mails after you ve created your workflow. However, as a best practice, we recommend creating all of your e-mails beforehand. Chapter 7 Designing Workflows

Users Guide 37 8 Creating Workflow E-mails Workflow e-mails are created in a process similar to Marketing e-mails. One main difference is that the workflow e-mail creation process includes a key extra step, as shown below, which requires you to Activate the e-mail to make it available in a workflow. The other major difference is e-mail recipients aren t defined in this process; instead, recipients are defined when you create a workflow. You can create workflow e-mails from scratch or from templates. The next sections will show you how. Creating New Workflow E-mails 1. Select Create E-mail from the main menu. This will launch the E-mail Content Selection page, as shown below on the right. 2. Click the New Blank E-mail button. Chapter 8 Creating Workflow E-mails

38 3. Click the Workflow E-mail button when presented with the Select E-mail type dialog box. This will launch the Create E-mail Content page, where you can create your e-mail using the Genius Design Lab. 4. Create and save your workflow e-mail in the Genius Design Lab. NOTE: Workflow e-mails are displayed with a gear icon to distinguish them from other types of e-mails. Chapter 8 Creating Workflow E-mails

Users Guide 39 NOTE: If you need help with the Design Lab editor, click the question mark icon to access the user guide. Also, more information on working in the Genius Design Lab can be found in the Genius User s Guide for E-mail Marketing, which can be found in the Genius Help Center. Creating Workflow E-mails from Templates 1. Select the Template tab view on your E-mail Content Selection page. 2. Select which templates you want to display by choosing an option in the Show templates drop-down list. You can select templates created by you, your team members, or Genius. 3. Under the Select heading, click the icon associated with the template you want. 4. Click the Workflow E-mail button when presented with the Select E-mail type dialog box. This launches the Create E-mail Content page, which will be populated with the template content that you selected, as shown on the next page. Chapter 8 Creating Workflow E-mails

40 Make any necessary edits to your workflow e-mail, then click Save & Preview to continue. Preview, Deliverability Check 1. Look over your e-mail carefully to make sure it s correct. Click Edit e-mail at the top to make revisions. 2. Read the Deliverability Check section to see if your e-mail needs revisions. This feature grades your e-mail on how well it will avoid spam filters and offers tips to improve your score. NOTE: The green light means your e-mail should not be flagged by spam filters. If you get a red light and you re not sure why, please contact Genius support. Chapter 8 Creating Workflow E-mails

Users Guide 41 3. To see how your e-mail looks in an e-mail program, click the Send yourself a test e-mail button in the upperright of the page. 4. Check your inbox if you sent yourself a test e-mail. The sender will be MGTestMessage-noreply@ genius.com. 5. Click Continue to move to the next step. Or, you can move to any step you choose by clicking it. Edit E-mail Options Page The Edit E-mail Options page gives you several options for tracking, resolving duplicates and enabling interactive features, as shown below. Chapter 8 Creating Workflow E-mails

42 Enabling open tracking Tracking and notification of opened e-mails involves including a small transparent image in the outgoing e-mail. The image is retrieved by the server, resulting in notification of e-mail opens. A small number of mail systems may filter e-mails with open tracking images. If you choose not to include the open tracking image, Genius will still notify you of clicks on links in your e-mails and the pages viewed. Selecting duplicate resolution options If for whatever reason you have duplicate lead/contact information for the same person, the options here can ensure that your e-mail isn t sent twice to the same lead/contact. You can choose to send to only one of the duplicate leads/contacts, or not at all. Selecting interactive options: SMS/e-mail notification Accounts enabled with Genius Interactive include an active checkbox for SMS/e-mail notification. Clicking the checkbox will enable this feature for your e-mail. Follow the steps below to select your settings for this option. Chapter 8 Creating Workflow E-mails

Users Guide 43 1. Click Preferences in the upper right-hand corner of your home page. 2. Select the Interactive tab on the Preferences page. 3. Click the box that enables e-mail notification when visitors send a note. 4. Enter the e-mail address of your mobile device. Chapter 8 Creating Workflow E-mails

44 5. Type the message you want your leads/contacts to see if someone sends you a chat message when you re not available. Use Mail Merge to personalize the message. 6. Click Save Changes at the bottom of the screen. Selecting interactive options: Genius Chat Genius Chat is an extension of the Genius Tracker that lets your sales team have real-time online chat with leads/contacts who are currently visiting your website. Click the checkbox to enable this feature. More information on working with Genius Chat is available in the Genius User s Guide for E-mail Marketing, which can be found in the Genius Help Center. Chapter 8 Creating Workflow E-mails

Users Guide 45 Selecting interactive options: Instant Promos Check Show Instant Promo to all recipients of this e-mail to customize and personalize Instant Promos for site visitors. Type in the Instant Promo Preview field to greet the website visitor by name, include a message from the appropriate person on the team, describe special offers, offer assistance or invite visitors to chat. Edit the promo after launch so that as time passes, the offer can be removed or updated. Instant Promos can be activated for any e-mail sent with Genius. Promos are superimposed on any website page, providing the opportunity to greet visitors with special offers and other calls to action. Genius s Live chat option expands Instant Promo effectiveness by allowing real-time interaction with your customers. Chapter 8 Creating Workflow E-mails

46 Saving and continuing When you re finished editing the e-mail options for your workflow e-mail, click Save & Continue. Define Sender; Assign Tracker Study after study shows that personalized e-mails, especially those coming from a real person, are most likely to be opened and read. The Genius interface makes it simple to implement the highest level of personalization. Select a sender Select Lead/Contact Owner if you want Genius to personalize each e-mail so that it s sent by the Sales rep who owns that lead/contact. Select From a General Company E-mail if you re sending something not associated with a specific sales rep, like a company newsletter or a product update announcement. If you select the second option, be sure to include a relevant Sender Name and a complete e-mail address. Chapter 8 Creating Workflow E-mails

Users Guide 47 Direct Tracker activity Define the sales team member who will receive Genius Tracker activity for a particular marketing automation campaign. Ideally, you want to designate the Lead/Contact Owner to receive instant notifications of website clicks and e-mail opens. However, if you need someone to qualify leads first, you can direct activity to a Specific User within a Genius team. Save and continue Once you ve designated senders and assigned Tracker activity, click Save & Continue to proceed to the final step. Chapter 8 Creating Workflow E-mails

48 Create and Activate Automation E-mail The final step in creating a workflow e-mail is to activate it. Simply click on the orange button, as shown below, to make your e-mail available during the workflow creation process. NOTE: E-mail content cannot be edited after activation. However, you can clone an e-mail and edit it. Cloned e-mails must be activated before they can be used in a workflow. See the section on cloning for more info. Once your e-mail is activated, you ll be able to select it from the appropriate drop-down list when creating workflows. After you click the Activate Automation E-mail button, your workflow e-mail will be available for review, as shown in the next section. Chapter 8 Creating Workflow E-mails

Users Guide 49 Review Automation E-mail The Review E-Mail page allows you to save your e-mail as a template, view results associated with the e-mail if it s based on one previously sent, or launch directly into the Genius Automation Workflows interface to create or edit workflows. Although you can t edit the content of an e-mail after it s activated, there are other editing options under the Edit Options tab. The items under this tab let you change the Activity Name, redirect Tracker activity or specify different Interactive options. Chapter 8 Creating Workflow E-mails

50 Using Activated Workflow E-mails Once your e-mail is activated, you ll be able to select it from the appropriate drop-down list for a Send E-mail action, as shown on the right. Also, activated e-mails are assigned a unique URL that you can copy and paste into a Salesforce workflow, as shown below. A data change in Salesforce, such as adding a new lead, will cause this Genius-trackable e-mail to be sent. See the section on adding this URL to a Salesforce workflow for more info. Chapter 8 Creating Workflow E-mails

Users Guide 51 General instructions on how to use the Salesforce.com workflow URL can also be found at the bottom of the Create Automation E-mail page. Chapter 8 Creating Workflow E-mails

52 9 Creating, Activating and Managing Workflows Accessing Workflows Select Automation Workflows from the Marketing menu. This will launch the Automation Workflows page, where you can either create a new workflow from scratch or view Activated and Draft Workflows. The View drop-down menu under the Activated tab lets you filter for All, Active, Deactivated, and Invalid workflows. See the glossary for a definition of these options. If you don t see the Automation Workflows option under Marketing, contact your Genius administrator to assign you to a Marketing Sender role. All users with a Marketing Sender role have Automation Workflow access. Creating New Workflows 1. Click the Create New Workflow button on the Automation Workflows page. This option lets you create a workflow from the beginning. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 53 2. Type in a relevant name for your new workflow in the in the dialog window. You can change the name later, if you like. 3. Select either the Genius List Workflow or Dynamic lead/contact Workflow button. The next sections will go into more detail about these options. Genius List Workflows A Genius List workflow operates on a static list of leads/contacts (for example, a set list of leads/contacts from a tradeshow that you want to target in a campaign). Since it s very easy to create small workflows that accomplish specific tasks, you can create Genius List Workflows whenever you have a specific segment of leads/contacts that you want to send through an automated marketing program. After selecting the Genius List Workflow option from the dialog window, Genius will launch the Automation Workflow Designer, as shown on the right. Chapter 9 Creating, Activating and Managing Workflows

54 Next, select a Genius List from the drop-down list. NOTE: Genius List Workflows only contain members from a particular list at the time the workflow was created. The section on Building Workflows on the next page will show you in more detail how to complete your workflow. Dynamic Lead/Contact Workflows Genius Automation Dynamic Workflows add workflow members dynamically when they match the first workflow trigger. Which leads/contacts become members of the workflow is entirely dependent on what sorts of interactions they are having with your marketing campaigns or what data is input or changed about them in the system. One example of how members may enter a dynamic workflow is through visiting a specific page on your website; the specific page visit can act as a workflow trigger that results in both an e-mail being sent to that visitor and a sales team member being alerted by the Genius Tracker. Just as with Genius List Workflows, there are numerous triggers you can start with, including a Multi-page Visit, a Specific Page Visit, an E-mail Open, and more. When the trigger occurs, you can target which actions you want for what leads/contacts by adding conditions. The main difference between the way you create Dynamic and Genius List Workflows is that in the former, the first workflow block is not automatically filled in. Otherwise, you can add as many workflow blocks, rules, actions and conditions as you need. NOTE: A Wait and Watch trigger currently cannot be the initial trigger in a workflow. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 55 Building Workflows Whether you re building a Genius List Workflow or a Dynamic Lead/Contact Workflow, the creation process is similar. 1. Click the Add Condition button to add conditional rules if you re building a Genius List Workflow. Remember, conditions are a set of rules that filter the leads/contacts going through your automation workflow and determine which action(s) to take for each individual. 2. Define your conditional rules. These are evaluated according to whether you specify that any or all of the rules should match in order to take the action(s) defined for the conditional ruleset. The ruleset shown below filters members who responded to the Intro... e-mail with a multi-page website visit. 3. Add as many conditions as you need. You can delete conditions by clicking the X at the far right of that particular block. Chapter 9 Creating, Activating and Managing Workflows

56 4. Add as many rules as you need for each condition. You can add and delete rules by clicking the + or - button associated with a particular ruleset, as shown in the example below. NOTE: Certain fields within conditional rules display multi-select menus, which allow you to select more than one option. For example, you can select both Multi-page Visit and Singlepage Visit in a single status drop down. Also, filtering for Industry allows you to choose multiple options, such as Construction and Engineering, that are defined as Picklists in Salesforce. 5. Drag over the actions you want to specify. See the section on Actions if you need more information. The example below shows that Genius Tracker activity will be sent to someone such as sales rep or lead qualifier to let that person know that the member visited multiple pages of your website. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 57 There may be instances where the person you send Tracker activity to is not a member of your sales team. For example, if it s early in the campaign, Marketing may want continue nurturing a lead/contact or gather more information before alerting Sales. In another example, if you re conducting a sign-up campaign for a company event like a seminar, you may want to direct Tracker activity to the person in charge of organizing the event instead of the lead/contact owner. 6. Choose a Then option from the drop-down list after dragging over an action. Specify whether you want the action to result in moving on to the next trigger, removing a member from the workflow or going back and watching for the same trigger again. An example of how the last option might be useful is if you want to know if the member came back to your website again, resulting in another multi-page visit. In the example below, Steven Jones will be alerted by the Genius Tracker, and the member will be removed from the workflow. Removing a member from a workflow after they meet a desired condition prevents that person from being over-contacted. Alternatively, you can specify that a particular member be removed from a workflow when they fail to show interest after receiving multiple campaign e-mails. 7. Drag over as many actions as you need to complete your workflow block. In the example below, the Send E-mail action was added, and a specific e-mail was selected for delivery to members who visit multiple pages of the Panda Partners website. Chapter 9 Creating, Activating and Managing Workflows

58 8. Define the actions to be taken if a member fails to meet the conditions of a particular workflow block. In the example below, if a member doesn t visit multiple pages of the Panda Partners website, the lead/contact s owner will not be alerted, and a response e-mail will not be sent. Instead, the member s Genius Score, or level of interest, will be set to 0, and Genius will watch again to see if the member activates the same trigger at a later date. 9. Drag over triggers to create as many workflow blocks as you need to complete your workflow. Triggers can be dragged into any position in the workflow. See the section on Triggers if you need more information. In the example below, the Wait Until Date trigger was added to allow members a specific amount of time to open the WF Nurture Offer 1 e-mail from the previous workflow block. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 59 10. Reorder your Triggers, if necessary. Simply click the Re-order button associated with the trigger you want to move, then drag it into a different position within the workflow. 11. Save your workflow. Your workflow is auto-saved every 60 seconds, but if you want to exit the Automation Workflow Designer, click the Save Workflow button. NOTE: You also have the option to activate your workflow by clicking the button at the top of the page. The green light will inform you if your workflow is ready to be activated. Make sure your workflow blocks are in the correct order, since you can t rearrange or remove them once you activate the workflow. See the section titled Activating Workflows for more info. After saving your workflow, you can launch it again to complete it, edit it or activate it. See the section Editing Workflows for more info. Chapter 9 Creating, Activating and Managing Workflows

60 Activity Response Rules The first rule in a set offers you eight choices from the dropdown list. The first four options filter for standard and custom fields related to Contact and Lead, Contact only, Lead only, and Account data. Activity Response rules filter for different types of lead/ contact or campaign member e-mail activity. Segment allows you to filter based on membership in a Genius List. The last option lets you filter for membership in a Salesforce campaign. The next section has more information on the Segment Rule. Use the Activity Response: Specific rule if you re waiting for click-throughs or opens related to a specific e-mail. The second rule allows you to choose a specific workflow e-mail. Use the Activity Response: Recent rule to filter for e-mail activity within a specific period of time. Subsequent rules let you specify a time period. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 61 Use the Activity Response: Overall rule to filter for aggregate e-mail activity. This can useful for removing someone from the workflow who hasn t shown any interest after receiving numerous campaign e-mails. The Segment Rule Segment allows you to use a Genius List as a filter condition within a workflow. A situation where this option may be useful is if you have a workflow that both sends an e-mail to register for a webinar and sends a reminder e-mail 2 weeks later. In this situation, you want to exclude anyone who has registered from the second e-mail. If you build a Genius List that contains people who have registered, you can use the Segment filter to remove members of that list from the workflow prior to sending the reminder e-mail. The Campaign Member Status Rule Campaign Member Status allows you to use Salesforce campaign membership as a filter condition within a workflow. The status options are Any, Responded and Sent. These let you narrow down which Salesforce campaign members become part of the Genius workflow. Chapter 9 Creating, Activating and Managing Workflows

62 Conversion Events Genius is constantly watching for lead/contact response and the accompanying "online body language" exhibited therein. Besides the standard workflow setup that lets Genius watch for behavior to trigger actions, Marketing and Sales can work together to define a trigger as a special "Conversion Event," or a signal of a member s willingness to engage with Sales. Conversion Events can be added to a workflow by selecting the tab next to the Main Workflow tab. Simply drag and drop triggers and actions, and define your conditions. When a lead/ contact triggers the event and meets the specified conditions, Genius intervenes in real-time to take the action(s) indicated. The triggered actions can include Genius Tracker alerts, incrementing the Genius lead score, updating field values in the system or sending an automated e-mail. Create as many Conversion Events as you need. All the triggers you include are evaluated on the fly throughout the workflow. If a lead/contact completes a qualifying event, or the lead score reaches a certain threshold, Genius lets the right person on the team take action at the right time. There s no need to wait when a campaign member becomes qualified -- Genius will convert the lead/contact to Sales in real-time. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 63 The example below shows a Conversion Event that removes a member from the workflow after that person triggers a lead qualifying event during an extended campaign. When a campaign member visits the pricing page, several things will happen. First, the lead/ contact owner will be alerted via the Genius Tracker. Second, that member s Genius Score will increase by 10. Third, the Lead only Rating field will change to Hot. Finally, this member will be converted and removed from the workflow so Sales can take appropriate follow-up actions. The example above shows the Convert and remove from workflow option. However, there may be situations where you may want to choose the Do Not Convert - Wait again for Conversion Events alternative, instead. For example, you might want the campaign member to continue to receive workflow e-mails after lead qualifying events. Chapter 9 Creating, Activating and Managing Workflows

64 NOTE: When you create a Conversion Event, the first block is not automatically filled in as it is under the Main Workflow tab. Special conditions in a Conversion Event Whenever you drag in a new trigger, Genius automatically adds the If condition. However, there may be situations when you want to evaluate for everyone; for example, you may want to send an e-mail to everyone who had a Multi-page Visit. Under the Main Workflow tab, simply click the X to delete the If condition, as shown below. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 65 However, under the Conversion Events tab, you can t delete the If condition; you need to set up a dummy condition, instead. The example below shows a dummy condition that similarly sends an e-mail to everyone who had a Multi-page Visit. The above situation works because any e-mail address must contain an @ symbol, so this condition always evaluates to true. Thus, everyone who had a Multi-page Visit will receive a workflow e-mail. Chapter 9 Creating, Activating and Managing Workflows

66 Saving and Activating Workflows Once you're within the Automation Workflow Designer (for both Genius List and Dynamic Workflows), there are "Save" and "Activate" buttons available. Workflows are also auto-saved every 60 seconds. Incomplete workflows When you have an incomplete workflow, you can save it, but you will not be able to activate it until all of the required items in the workflow are complete. As the workflow is saved, the interface will show incomplete items in red, as shown below. If you click the "Save Workflow" button, you will also get a warning dialog indicating that the workflow has saved, but that it s incomplete and can t be activated. If you have an incomplete workflow, be sure to look on both the main workflow and conversion events tabs to find the items in need of attention. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 67 Activating workflows When your workflow is complete, it will display the green light in the upper-right portion of the Automation Workflow Designer page. Also, the Activate Workflow button will be enabled. Simply click on the button to activate your workflow. Next, click the Activate button in the Confirm Activate dialog box. This will launch the Automation Workflow viewer page, as shown below. This page shows you how your campaign members are progressing through the workflow. There is more information about this page in the Reporting section of this guide. Chapter 9 Creating, Activating and Managing Workflows

68 You can also activate a workflow by selecting it under the Draft Workflows tab and clicking the Activate button. Once your workflow is active, it will be listed under the Activated workflows tab. Editing Workflows You can edit any draft workflow at any time before it s activated. Just go to your Automation Workflows page and click the name of the workflow. Once activated, you can still edit your workflow, but there are some limitations and things to be aware of before you do so: Reporting information in an active workflow may contain statistics from both before and after the edits. Members that have already been through the workflow to the point of the edit will not go through again. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 69 To edit an activated workflow, first click its name under the Activated tab. This will take you to the Automation Workflow Viewer page. Then, click the Edit Workflow link. An Alert dialog box will appear, and you'll need to click to confirm that you want to make the edit. Clicking OK will take you to the Automation Workflow Editor. It functions very much like the Automation Workflow Designer, but with some important limitations, as described on the next page. Chapter 9 Creating, Activating and Managing Workflows

70 You can edit any of the conditions and actions within already placed Workflow Blocks, and you cn add additional Workflow Blocks to the bottom of your workflow, but you cannot reorder or remove the existing Workflow Blocks. Members who have not reached the end of the workflow will move through any new blocks that you add. If you need to make major changes to the workflow, consider cloning the workflow as a starting point for your new one rather than trying to overhaul an already active workflow with reporting already associated with it. See the next section, Cloning Workflows, for more info. Cloning Workflows You can clone an existing workflow, whether it is active, a draft, deactivated or even invalid. Cloning a workflow creates a draft copy of the existing workflow with a new ID. It is especially useful to clone workflows when you have similar Workflow Blocks, but need to have alternate conditions and/or actions within those blocks. When you click on the clone icon and confirm that you would like to clone the workflow, you will be taken into the Automation Workflow Designer. The cloned workflow will have a new draft workflow ID, and the title will be Copy of [name of cloned workflow]. You can change the title if you like. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 71 Deactivating Workflows Many Marketing Automation campaigns have a only a predetermined span of usefulness and should be deactivated when they re finished. It's easy to deactivate an active workflow. Simply click the "Deactivate" button in the table listing your active workflows. Deactivated workflows retain all reporting information and can be accessed under the "Activated workflows tab by selecting the Deactivated view within your Genius Automation Workflows page. Invalid Workflows Genius Automation Workflows can become invalid if a field used in the workflow gets deleted or renamed. If this happens, you ll receive an e-mail from the Genius system. Before you address any problem areas, keep these things in mind: Deactivated workflows can t be reactivated. Deactivated workflows can be cloned. No further actions will be taken for members of a deactivated workflow. Chapter 9 Creating, Activating and Managing Workflows

72 Follow the steps below to reuse the content from an invalid workflow. 1. Select the Invalid view under the Activated tab in the Genius Automation Workflows table. This will display your invalid workflows. 2. Click the clone icon to make a copy of the invalid workflow. 3. Select your cloned workflow under the Draft Workflows tab and make your edits. 4. Click an "Activate" button to activate your workflow. Chapter 9 Creating, Activating and Managing Workflows

Users Guide 73 10 Genius gurl Campaigns Genius lets you attract and engage with your customers and leads/contacts by creating, tracking and measuring social media campaigns. Genius URL shortener ( gurl for short) is specifically designed to track both structured marketing campaigns and ad-hoc socialmedia interaction. gurls enable any social media participant in a Genius customer organization to include trackable links in their Twitter, LinkedIn or other social media posts. With gurls, organizations can easily track web traffic and resulting ROI from social media marketing by incorporating these activities into automation workflows. Creating gurl Campaigns To use Genius social marketing features, you must create a campaign. 1. Select gurl Campaigns from the Marketing menu. Or, select gurl Campaigns from the Additional Reports section of your home page. This will launch the gurl Campaigns page, where you can either create a new campaign or access current ones. Chapter 10 Genius gurl Campaigns

74 NOTE: The Type column lists the type of social media targeted for each particular campaign. You can design your campaign around Twitter, Google Adwords, Facebook, blogs and other types of social media. 2. Click the Create Campaign button. This will launch the gurl Campaign Editor, as shown in the next step. 3. Type in a meaningful name in the appropriate field so you can track your campaign. 4. Type in a Destination URL. In the example above, this is the URL where a whitepaper can be found. This URL will be shortened into a gurl that can be tracked. 5. Select a Lead Source from the drop-down list. 6. Select an Owner from the list. It defaults to your name. Chapter 10 Genius gurl Campaigns

Users Guide 75 7. Type in additional information in the fields provided. These are optional fields that let you describe your gurl campaign to distinguish it from other campaigns. You can also include start and end dates. 8. Uncheck the Active box to designate the gurl campaign status as inactive. The default is Active. 9. Click the Save button. This launches a pop-up window that displays your new shortened, trackable URL, or gurl. 10.Click OK to return to the gurl Campaign Editor. Notice that your new gurl is displayed under the gurl Campaign Information heading. You can now embed this gurl in a Twitter or blog post, behind Google Adwords for search marketing, or anywhere you want to place a trackable link. Chapter 10 Genius gurl Campaigns

76 Genius encodes your shortened URL so it can be tracked when customers or prospective customers click through. Someone may have been previously following your company on Twitter, but once they click the link, they re assigned a cookie in their browser that Genius can track. Genius can then also track clicks to other pages on your website, giving you a sense of their level of interest. Later on, if the prospective customer Googles your company, a search result will appear. The example below shows a sponsored link, which is an ad that appears at the top of the search results page. Clicking on the link takes that person to a form where they can enter their information and download the items mentioned in your Twitter post. Chapter 10 Genius gurl Campaigns

Users Guide 77 When the prospective customer fills out and submits the form, that person makes themselves known to Genius, and Genius captures that lead/contact. Now that lead/contact can be tracked within the Genius service. The next chapter will explain in more detail how to create Web to Lead forms in Genius. Viewing gurl Campaign Reports Genius lets you view details such as the number of people who clicked on the gurl, the first and latest clicks, and a list of the people who became gurl campaign members by filling out a Web to Lead form. Click View to launch a Campaign Report page for a particular campaign. Chapter 10 Genius gurl Campaigns

78 As shown on the right, the gurl Campaign report displays relevant information for this particular campaign, including useful statistics that let you see how it s progressing. Clicking the Export button sends information to an Excel file that allows you to view the IP addresses of the people who did not identify themselves by filling out the form. Also, the Excel file shows the dates and times they accessed your site. Clicking a View link in the Contact History lets you see more detailed information about an individual campaign member. Remember, gurl Campaign Members are those individuals whose information Genius captured when they filled out a Web to Lead form. Chapter 10 Genius gurl Campaigns

Users Guide 79 The Campaign History page below shows how Genius tracked the anonymous click path that led this person to eventually fill out the form. Also, notice that an e-mail was sent when this lead/contact entered a nurturing Marketing Automation workflow. Adding the gurl Campaign Membership Trigger to Workflows Once someone s lead/contact information is captured from a Web to Lead form, you have the ability to trigger off of their particular gurl Campaign Membership in a Genius Marketing Automation workflow. To begin, choose a draft or activated workflow from your list. Chapter 10 Genius gurl Campaigns

80 The gurl Campaign Membership trigger functions much like other triggers. Simply drag it over, then define conditional rules and specify actions. In the example below, the trigger was added, a specific campaign was selected from the Campaigns drop-down list, and rules and actions were chosen to move campaign members through the workflow. So, any contact/lead from the Panda Partners August 2010 gurl campaign will be sent a nurture e-mail if their industry matches Financial Services. NOTE: This trigger was designed to act on leads/contacts who are already part of a campaign. The Web to Lead trigger, which is discussed in the next chapter, is designed to bring people into a workflow after they complete a form. The gurl Campaign Membership trigger can also be used in conversion events, as shown in the example on the right. Chapter 10 Genius gurl Campaigns

Users Guide 81 11 Genius Web to Lead Forms Leads/contact capture only happens after someone fills out a Web to Lead form. Think of the form as a bridge between who remains anonymous and who becomes a campaign member. Genius lets you design Web to Lead forms that you can include in your marketing campaigns and automation workflows. Once you ve created your form, it s easy to generate the form s HTML so you can place it on your company s website. Creating Web to Lead Forms To access the form editor, first select Web to Lead Forms under Marketing in the main menu. Or, select Web to Lead Forms in the Additional Reports section of your Genius home page. Both options will take you to the Web to Lead Forms page, as shown on the next page. Chapter 11 Genius Web to Lead Forms

82 The Web to Lead Forms page displays all of the forms created within Genius. The search function allows you to filter for specific forms. The Export button lets you transfer the data to an Excel file which you can then download. The Show: menu lets you filter for All, Active, and Archived forms. 1. Click the orange button to create a new Web to Lead form. This will launch the editor, as shown in the next step. 2. Type in your information in the appropriate fields. Give your form a name, an owner and a new lead/contact owner (if it isn t you). Also include a URL which will be the landing page after someone successfully completes the form. 3. Choose an Auto-response E-mail from the drop-down list. This is simply the e-mail that you d like Genius to send to everyone who completes the form. You can choose None if you prefer. You can also create a new e-mail by clicking on the link. Chapter 11 Genius Web to Lead Forms

Users Guide 83 4. Select the appropriate Lead/Contact De-duplication option, as shown below. This determines what information you want to update if someone is already in your lead/ contact database. The default is the On option. You are also given three Overwrite options. Think about your use case when choosing among these options; the Blank Lead/Contact option would be the most conservative of the three choices. 5. Your account may have the RingLead de-duplication option, as shown below. You must enter an appropriate URL in this field. If you need instructions on how to add the RingLead URL, you can refer to our short instructional video on the Genius Help Center page. Chapter 11 Genius Web to Lead Forms

84 6. Select a New Lead Owner from the drop-down list if you want to change it to someone other than yourself. 7. Select the appropriate De-duplication option, as shown above. This determines what information you want to update if someone is already in your lead/contact database. The default is the On option. You are also given three overwrite options. Think about your use case when choosing among these options; the Only insert... option is the default and is the most conservative of the three choices. 8. Click on the + and - signs to add or delete input fields. When you add these fields, think about the specific information you will want to capture from your leads/contacts. The drop-downs let you choose from a list of many standard and custom fields. Chapter 11 Genius Web to Lead Forms

Users Guide 85 9. Reorder your fields by mousing over the four horizontal bars associated with the field you would like to move. Simply drag the field up or down to put it where you want it. 10. Select from the options in the Hidden Fields drop-down lists. These fields are visible to you, but not the site visitor. Hidden fields are edited in the same way as non-hidden fields, and they are useful if you want to assign points based on someone filling out the Web to Lead form or if you want to assign a lead source. You can add or delete hidden fields by clicking on the + or - signs. Chapter 11 Genius Web to Lead Forms

86 11. Enter any other descriptive information about your form that you d like to include. 12. Click on one of the Save options. These options are described below. Previewing displays a very simple web page with your form, as shown on the right. Choose Save and Generate HTML if you want the page to go to production. Copy the HTML and forward it to your web team so they can create the form page on your website. Chapter 11 Genius Web to Lead Forms

Users Guide 87 Web to Lead Form Reports Once you publish your form, you can go back and check for activity such as conversions. Select your campaign from the Web to Leads Forms page ( Marketing > Web to Lead Forms ) and click the View link on either a form editor page or the Web to Lead Forms page. This launches a report for that form, as shown below. Notice that the Web to Lead Form Report displays conversion numbers as well as date and time information for the first and latest conversions. Also, you can pull up the Contact History for a particular member by clicking a View link. Chapter 11 Genius Web to Lead Forms

88 Adding the Web to Lead Form Trigger to Workflows The example below shows how to use the Web to Lead Form trigger. This might be used in situations where you didn t want to start with the gurl Campaign Membership trigger, but you wanted someone to enter a workflow after submitting a Web to Lead form. Simply select your Web to Lead Form from the drop-down list, then define your conditional rules and specify your actions. In this example, someone will enter the workflow after they complete the Panda Partners New Whitepaper form. Chapter 11 Genius Web to Lead Forms

Users Guide 89 12 Genius Marketing Automation Reporting To view the status of a current campaign, or to see the results of campaigns that have ended, simply click the name of a workflow under the Activated tab on your Automation Workflows page. You can filter for Active and Deactivated workflows by selecting the desired option under the View: menu. After selecting a workflow, the Automation Workflow Viewer page will launch, as shown below. See the next section, Interpreting Reporting Results, to learn how to read the results on this page. Chapter 12 Genius Marketing Automation Reporting

90 Interpreting Reporting Results The blue indicator bubble shows the number of leads/contacts that have entered that trigger. The orange indicator bubbles show the number of leads/contacts that matched conditions and actions in that trigger. Because a Workflow Block can have Go Back and Watch for this Trigger Again actions, the sum of the orange indicators may exceed that of the blue indicators if there are any go back actions in the trigger. Chapter 12 Genius Marketing Automation Reporting

Users Guide 91 At each indicator, you can export the leads/contacts that matched into Excel by clicking the export icon. The Excel export includes all of the business card information for the lead/contact, plus the Genius Score, the lead/contact owner s e-mail address, and the number of times the lead/ contact traveled through the trigger (in the case of a go back action). In the reporting on the Wait & Watch trigger, the reporting bubble is slightly different: The leads/contacts who have entered the trigger in this case are actually ones where the wait period expired. There is also an additional reported number in the bubble that shows which leads/contacts are currently waiting. Chapter 12 Genius Marketing Automation Reporting