Looking for new ways to use Insightly Marketing? Here are some ways we use it here at Insightly to engage our marketing prospects, sales leads, and customers.
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- Sending weekly/monthly Newsletters
- Nurture Blog Subscribers into Sales Leads
- Nurture your Leads to the Finish Line
- Send a Post-Sales 'Thank You'
- Engage your Evangelists
- Create an Internal Notification System for Sales
Retaining Existing Customers with Weekly or Monthly Newsletters
Great place to start for beginners to marketing. Not only does a newsletter keep you front of mind with your contact base, but you can quickly identify your Leads and Contacts who are interested in hearing from you.
Here's what we recommend:
- Add a form to your website so people can join your mailing list
- Use Form Finish Actions to add Prospects from this form to a static list ('Newsletter - Opt Ins')
- Create a newsletter email template that you use each month with new content
- Create a static list that collects anyone who does not open your newsletter ('Newsletter - Cold')
- Create a static list that collects anyone who does open your newsletter ('Newsletter - Warm')
- Even better?! Create another static list that collects anyone who clicked on content in your newsletter ('Newsletter - Hot')
Nurture Blog Subscribers into Sales Leads
Someone who subscribes to your blog may not be interested in speaking to your sales team... yet. You need to know a bit more about what brought this Prospect to your blog so you can send them the right content.
The easiest way to identify what information this Prospect might want to read more about is creating downloadable, segment-sensitive content and then segments Prospects based on what they’ve downloaded from your blog.
What we recommend:
- Upload your content into Hosted Files or use Redirect Links to track which Prospects are engaging with your content
- Use Finish Actions to raise their Prospect Score and add them to a static list based on their interest ('Marketing Content', 'CRM Content', etc)
- Create a Journey for each segment that sends additional content of similar interest over time
- For Prospects who do not open your emails - create a static list ('Marketing Journey - Cold', for example) and use Journey steps to add them to the list and lower their Prospect Score
- For Prospects who open your emails - create a static list ('Marketing Journey - Warm', for example) and use Journey steps to add them to the list and raise their Prospect Score by increments of five
- For Prospects who click on content in your emails - create a static list ('Marketing Journey - Hot', for example) and use Journey steps to add them to the list and raise their Prospect Score by increments of ten
Nurture your Leads to the Finish Line
Not all content is created equal. Your content strategy should mirror your sales funnel so when a Prospect or Lead downloads one of your top-of-funnel marketing offers like ebooks or webinars, it might indicate they are ready to learn more. This could be a good time to start sending them more middle funnel content and see if they engage with it - this could mean they are ready to hear from sales.
What we recommend:
- Upload your content into Hosted Files or use Redirect Links to track which Prospects are engaging with your content
- Use Finish Actions to raise their Prospect Score and add them to a static list based on where they are in the sales funnel
- Create a Journey that sends additional content over time
- For Prospects who do not open your emails - create a static list and use Journey steps to add them to the list and lower their Prospect Score
- For Prospects who open your emails - create a static list and use Journey steps to add them to the list and raise their Prospect Score by increments of five
- For Prospects who click on content in your emails - create a static list and use Journey steps to add them to the list and raise their Prospect Score by increments of ten
- If someone engages with the content in your Journey, you can finish your journey with an action that converts a Prospect to a Lead and your sales team can take it from there
Send a Post-Sales 'Thank You'
The relationship doesn't stop when they sign the contract. Use Insightly Marketing for new customer onboarding or to simply say Thank You.
Here's what we recommend:
- Create a custom field on your Organization object for 'Marketing Campaigns' and add an option for 'New Customer Onboarding'
- Use CRM Connector to clone and sync this field to Prospects in Insightly Marketing
- Create a dynamic list and filter by your Marketing Campaign field - anyone with 'New Customer Onboarding' in that field will be populated on that list
- Create a Journey for your New Customer Onboarding list that shares valuable content with new customers over time
- Tip! For any Prospect that makes it all the way through a Journey, apply a tag for 'New Customer Onboarding Complete', for example
Engage your Evangelists
It's important to take care of your contacts that love your business. They are the people who are visiting your site, clicking on your content, and downloading content you hide behind forms. Create an email workflow to engage these folks and encourage evangelism of your top content on your blog or social, or just share something special with them as a Thank You.
Here's what we recommend:
- Create a structure for adjusting Prospect Score based on site visits, email or site clicks, form submissions, or content viewed and set a target Prospect Score for Evangelists
- Create a dynamic list for Evangelists and filter by Prospect Score is over that target number
- Create a Journey for your Evangelists list that shares valuable content with new customers over time
- Tip! For any Prospect that makes it all the way through a Journey, apply a tag for 'Evangelists Journey Complete', for example
Create an Internal Notification System for Sales
As long as a Prospect has completed one form your site, you can track their movements around your site and set some internal alarms for sales to strike when they're hot.
For example, at Insightly, we want to let the Lead Owner know when the Lead visits the pricing page and the products page so they can reach out at the right moment. We use Redirect Links to track when people visit those high-value pages and Finish Actions to tag the Prospect with 'pricing_page' and 'products_page' when they do. We then have a Journey set up with a Dynamic List that filters for both of those tags that sends a notification to sales, and then removes those tags a few days later.
Here's what we recommend:
- Identify your key high-value pages on your site and create a Redirect Link for each one
- Have your IT/website manager update the links on your site with the Redirect Link URL
- Use Finish Actions to let a CRM User know when someone engages with a page, or use a Journey to create a more complex combination of possible actions