The feature that separates Marketing Optimizer from other CRM systems is our robust built-in automations. Although it is the most common use, automations are useful for more than just marketing. Nearly anything that can be done by hand in the system can also be automated. Automations can be initiated by hand, or filters can be created and applied to dictate when and to whom an action or series of actions occur.
How Its Used
Marketing Optimizer lets you create an unlimited number of automations for a variety of functions. Creating an automation is easy, the possible applications to your business is as simple or as complex as you make it. Some example of what automations can do include:
- Streamline Sales Activities
- Guide Workflow
- Interaction-triggered Activities
- Disposition Management
- Auto-responder Emails
- Drip Email Marketing
- Scheduled Newsletters
- SMS Marketing
- Reminders & Notifications
- Campaign Assignment & Tracking
- Contact Assignment
- Lead Aggregation (pricing & reselling)
- Database Maintenance & Validation
To start, click the “Automations” button on the menu bar at the top of the screen.
To create an automation or manage existing ones, click the “Automations” button located on the top menu bar, and click “Add” or select an automation and click “Edit” (or simply double-click).
Filters are key to controlling how automations behave and when they execute their functions. By requiring and/or excluding various criteria, you can determine which contacts qualify for the associated action or actions, and when those actions need to occur. Click the “Filter” tab to select and add your criteria.
Below are some examples of how filter criteria can be applied to automated activities:
Date/ Time/ Lead Age/ Time in Substatus = Perform actions based on a schedule or time sensitivity
Event Count/ Status/ Lead Attention = Automate actions based on activity (or lack of activity), interaction, stage in the sales pipeline or project
Campaign/ Web Form Response/ Referring Website = Automatically manage campaign assignment and dispositioning, target actions based on lead source
Search Field Data = Perform actions targeted to specific contacts based on identifying information
Visit the “Filters & Segments” page for more details and a full list of criteria.
Once the necessary conditions are met in the filter, you can then perform an action or a complex series of actions. Actions can be applied to a contact, in relation to a contact, and to users in your account. Actions include sending an email, send a text message (SMS), assign a lead, price and sell a lead, create a task, change a status, and much more (for a full list of actions, click here). Click the “Actions” tab to select and configure the options for the desired action(s). Actions are executed in the order as they appear on the actions list.
*REPEATING ACTIONS: Normally each automation only applies ONCE to a contact, after which point the contact no longer qualifies for the same automation. Certain exceptions include situations where the filter criteria of an automation is no longer met by a contact BECAUSE of the actions within the same automation, allowing the contact to potentially re-qualify at a later time.
- Create an automation and set the filter to “require” the lead attention meter to be at “neglected”
- Set the first action to email the appropriate user, add a second action to reset the lead attention meter back to green.
- First, create a custom drop-down field (as described here) with a name like “monthly newsletter sent?” and with values “yes” and “no”.
- Create an automation, set filter to require the current day of the month to be the 1st, and require the value of “monthly newsletter sent?” (under “search field data”) is “equal to” “no”.
- Set the first action to email the newsletter, then add a second action to set the value of the field “monthly newsletter sent?” to “yes”.
- Create an ancillary automation with the filter requiring the current day of the month to be a day before the newsletter goes out, and the action to reset your subscribers’ “monthly newsletter sent?” field value back to “no”.
Example #1 (basic): You want an email notification any time a lead becomes ‘neglected’ (as determined by the lead attention meter, configurable under your “Account Profile”).
Example #2 (advanced): You want a monthly newsletter to go out to your contacts the 1st of every month.
Things to know:
*Most actions include a final option labeled “Action Delay: _Hours”. This feature allows you to IMMEDIATELY initiate an action, but will hold it in queue for the time you determine before executing. NOTE that actions queued with a delay CANNOT be un-queued. In most cases, you can achieve the time-release effect you need by utilizing the time and age criteria in the filter portion of the automation.
*When saving a completed automation, you will be prompted to activate the automation. You can also select and activate or deactivate an automation later from the automations list. BE SURE TO DOUBLE-CHECK your filter and actions before activating an automation. *NOTE that opening an automation to edit (or simply to look at) will automatically deactivate the automation as a safety precaution to prevent unintended actions from occurring while editing. Be sure to reactivate the automation once your work is complete.
If you require additional support or training on this feature, contact customer service and we would be happy to help.