getting the most from your free trial

Transcription

GETTING THE MOST FROM YOUR
FREE TRIAL
TABLE OF CONTENTS
Choose Your Mission.......................................................................................................................................................................... 2
Customer Relationship Management............................................................................................................................................... 4
CRM Day-by-Day Checklist...................................................................................................................................................... 9
Email Marketing ................................................................................................................................................................................ 10
Email Marketing Day-by-Day Checklist............................................................................................................................. 15
Marketing Automation...................................................................................................................................................................... 16
Marketing Automation Day-by-Day Checklist................................................................................................................. 23
Your Website...................................................................................................................................................................................... 24
Your Website Day-by-Day Checklist................................................................................................................................... 31
Beyond the Trial................................................................................................................................................................................. 33
Conclusion: Happy Trialing! ............................................................................................................................................................. 34
1
CHOOSE YOUR MISSION
The Automational platform brings together the power of marketing automation, the
results of email marketing, and the efficiencies of running your business with an effective
Customer Relationship Management (CRM) software. The free trial isn’t intended for you to
implement and use everything Automational has to offer – it’s to help you get comfortable
knowing that Automational can solve your needs today and will continue to offer more
capabilities as your business grows.
USING THIS GUIDE
This guide is divided into the four core areas of Automational. Some areas will take less
time to evaluate fully, so you can mix and match where you choose to spend your time to
create an experience customized to provide the most value for your business.
Think of this like the choose-your-own-adventure books you had as a kid – you don’t have
to read every page, just build your story as you go by reading the sections that apply to
CRM
EMAIL MARKETING
your goals.
Each section starts with the three top priorities a business owner can accomplish in that
MARKETING AUTOMATION
section. If these features aren’t a priority for you, just jump ahead to the next section. After
that, there’s a short scenario describing what a business might look like before and after
implementing that portion of the tool, as described by our clients Ann and Dan. Finally,
you’ll see a day-by-day breakdown of steps you can take to achieve the same result.
YOUR WEBSITE
Let’s dive in!
2
CUSTOMER RELATIONSHIP MANAGEMENT
EMAIL MARKETING
If your top priorities are...
•
Organizing contacts
• Creating email templates
•
Setting and reviewing the status of tasks
• Sending email broadcasts
•
Tracking sales
• Tracking email performance
Then jump to...
PAGE 4
Then jump to...
PAGE 10
YOUR WEBSITE
•
Creating a drip or nurture campaign
• Implementing lead tracking
•
Testing campaign performance
• Creating Web forms
•
Viewing campaign performance reports
• Setting automated follow-ups
Then jump to...
PAGE 16
Then jump to...
PAGE 24
3
CUSTOMER
RELATIONSHIP
MANAGEMENT
PEOPLE WHO START HERE USUALLY PRIORITIZE:
• Organizing contacts
• Setting and reviewing the status of tasks
• Tracking sales
4
BEFORE
A TYPICAL CASE FOR CRM LOOKS SOMETHING LIKE THIS:
Dan has been able to keep track of his contacts with a combination of spreadsheets and
notebooks, but he knows that this solution won’t scale as he adds more salespeople. Even
though he hasn’t missed a follow-up, he worries that an opportunity may slip through
the cracks in future. Dan is beginning to feel like contact data management is a growing
priority for his growing business.
AFTER
HERE’S WHAT DAN’S BUSINESS COULD LOOK LIKE AFTER GETTING HIS CRM SET UP:
Dan can easily oversee the status of all his contacts in one, easy-to-use dashboard. He
can set tasks to be assigned automatically based on contacts’ behavior on his website or
interactions with his emails. He can also quickly see whether or not his team has been
following up and closing out the tasks that have been assigned to them. Plus, there’s now
a visual and intuitive interface he and his team can use to oversee open opportunities and
the sales pipeline, as well as what the won/loss ratio looks like.
MEET DAN
PROFESSION: OWNER, IT CONSULTING FIRM
Top Frustrations: Managing contacts and follow-ups in a spreadsheet, not knowing how prospects
and customers engaged with his website and emails, and worrying that an opportunity might slip
through the cracks.
Learn more about Dan’s business transformation in the CRM and Your Website chapters.
5
Your Guide to a CRM-Focused Trial
Thanks to some data already available in the Automational dashboard, it’s possible for you to experience organizing and managing
contacts, setting and reviewing the status of tasks, and interacting with opportunities without having to take the time to upload all of
your data first.
Generally, we recommend getting comfortable with the dashboard before uploading all of your data..
CRM DAY-BY-DAY
DAY 1: FAMILIARIZE YOURSELF WITH CONTACT RECORDS
It all starts with the Contact Record. This is where you’ll be able to see
everything from how your contact engaged with your website to the latest
email he received from your company.
Your Automational account comes preloaded with one contact: you!
This record contains the information you provided to start your free trial.
To learn how to navigate the contact record, read our Reviewing a
Contact Record article.
For example, here’s me!
DAY 2: CUSTOMIZE THE CONTACT RECORD USING CUSTOM FIELDS
You can customize the Fields that appear in your contact record. For example, if you own a chocolate shop, you may consider adding
fields for wedding anniversaries or birthdays, so that you can email anyone with an upcoming event to enjoy a discount on delicious
chocolate for their special day. For a step-by-step tutorial and more sample use cases, read this article.
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DAY 3: ADD NEW CONTACTS
Since you’re currently the only Contact in your Automational account, it’s helpful to learn how to manually create a new contact. New
contacts can be automatically created when they submit a Web Form, which we cover in the Your Website section. Until then, read
Adding a New Contact to add a second contact to your database.
Optional: If you’re ready to step up the pace, consider importing your contacts into Automational. Read this in-depth tutorial for
instructions. You can use your actual contacts, or, if that seems too daunting, create a spreadsheet with the names and email addresses
of a few friends and family just so you can test this feature.
DAY 4: CREATE AND ASSIGN TASKS
Automational uses Tasks to help you stay on top of assignments within your workload. Tasks are customizable “to-do” assignments that
can be associated with a contact, organization, or opportunities within Automational. For a primer on how to create, manage, and assign
tasks, read this article. Add a task to read An Introduction to Opportunities, assign it to yourself, and set the due date for tomorrow.
When you go back to the Tasks screen within the Automational navigation, you will now see one uncompleted task.
DAY 5: VIEW AND CREATE OPPORTUNITIES
Now that you’ve mastered the basics of contacts and tasks, it’s time to learn about the sales pipeline and opportunities. Opportunities
allow you to manage sales activity and easily visualize estimated, actual and weighted revenue to monitor sales progress and make
critical business decisions. Start by reading An Introduction to Opportunities (don’t forget to mark your task as complete!), which
describes all of the information available within an Opportunity Record.
It’s time to create your first Opportunity. You can associate this opportunity with your own business as the organization (essentially
creating a test opportunity to play with), or with another organization. Follow the steps in this article to get started.
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DAY 6: CUSTOMIZE THE SALES PROCESS
Opportunities travel through different stages of a sales process. Automational provides
out-of-the-box titles and metrics ready to go for your opportunities. However, we know
that these titles and metrics might not fit your business’s needs, so we’ve included the
ability to customize them in the Sales Process. You can learn how to do that here.
Try creating two more test opportunities and putting each in a different stage, then
returning to the opportunities overview to see the impact on the weighted revenue shown
in your sales pipeline.
DAY 7: OPTIONAL – EXPLORE MORE OF AUTOMATIONAL
Congratulations! You’ve now walked through the Automational CRM. It’s only day 7, so you still have plenty of time to explore other
sections of this guide (and Automational). Consider checking out the Your Website section to learn how to create forms and embed them
on your website. When a new prospect fills out a form, you’ll be able to see a new contact in your CRM. You could also jump over to
Marketing Automation to learn how to create an automated marketing campaign, or Email Marketing if you’d like to learn how to build an
email template and broadcast.
DAY 15: GET READY FOR YOUR ON-BOARDING CALL
Hooray, you’ve completed your trial! Before your on-boarding call, consider importing your data, if you haven’t already. This will save
time on the call, so there’s more time for you to learn about sections you didn’t have time to explore during your trial, or discuss more
advanced features, such as Searches and managing contacts using the Advanced Contact Search functionality.
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CRM DAY-BY-DAY CHECKLIST
Day 1: Familiarize Yourself with Contact Records
Day 6: Customize the Sales Process
Learn how to navigate the Contact Record, by reading
Customize the Sales Process to meet your business’s
our Reviewing a Contact Record article.
needs. Create two more test opportunities and put each
Day 2: Customize the Contact Record Using
Custom Fields
Customize the Fields that appear in your contact record.
Day 3: Add New Contacts
Read Adding a New Contact to learn how to manually
create new contacts. Optional: Import your contacts.
Day 4: Create and Assign Tasks
in a different stage, then return to the opportunities
overview to see the impact on the weighted revenue
shown in your sales pipeline.
Day 7: Explore More of Automational
Check out Marketing Automation, Email Marketing, or
Your Website for more great features!
Day 15: Get Ready for Your On-Boarding Call
Hooray, you’ve completed your trial! Before your on-
Read this article to learn how to create, manage, and
boarding call, consider importing your data, if you haven’t
assign Tasks. Add a task to read An Introduction to
already. This will save time on the call, so there’s more
Opportunities, assign it to yourself, and set the due date
time for you to learn about sections you didn’t have time
for tomorrow.
to explore during your trial, or discuss more advanced
features.
Day 5: View and Create Opportunities
Read An Introduction to Opportunities (don’t forget to
mark your task as complete!) Then, create your first
Opportunity.
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EMAIL MARKETING
• Creating email templates
• Sending email broadcasts
• Tracking email performance
10
BEFORE
A TYPICAL EMAIL MARKETING USE CASE LOOKS SOMETHING LIKE THIS:
Ann is ready to take her email marketing to the next level. She’s been sending one-off
emails and monthly newsletters using an email marketing vendor that allowed her to
build HTML templates. Now she’s ready to send automated email blasts, and thinking
about building drip or nurture marketing campaigns.
AFTER
HERE’S WHAT ANN’S BUSINESS COULD LOOK LIKE AFTER GETTING HER EMAIL
MARKETING SET UP:
Ann uses Automational to build beautiful HTML templates, which she can now send as
one-off emails, email broadcasts, or automated campaigns. Her new customers now
receive an automated welcome series, and clients that Ann hasn’t heard from in 6 months
or more receive an automated reconnect series. Newsletter subscribers from Ann’s
website are automatically added to her newsletter list, so all that Ann has to do every
month is refresh the content of her email and hit send.
MEET ANN
PROFESSION: SMALL BUSINESS CONSULTANT
Top Frustrations: Limits of current email marketing tool, creating automated marketing campaigns,
as well as automated task assignment and notifications.
Does that sound like you? Learn more about Ann’s business transformation in the Email Marketing
and Marketing Automation chapters.
11
Your Guide to an Email Marketing-Focused Trial
Building email templates and broadcasts is the core of any email marketing strategy, so this is a great place to start even if you’re
interested in the more advanced marketing automation section, which covers creating drip marketing (also known as nurture)
campaigns, building autoresponder emails, and using automation templates.
We’ve provided sample data in your Automational account for you to start with, so you can easily create emails templates and broadcasts
without having to import your own data. You can then use the templates you build to test the marketing automation features as well.
EMAIL MARKETING DAY-BY-DAY
DAY 1: BUILD AN EMAIL TEMPLATE
There are two ways to build emails within Automational: by
copying an existing template, or by starting with a blank slate.
Selecting the blank template option allows you to choose whether
you’d like to build your new template using the drag and drop
editor or using the free style editor. For the purposes of this
exercise, we recommend starting by reading this overview article,
then customizing an existing sample template by changing various
elements – change the header to include your logo, upload your
own picture, replace the text, and change the style and associated
links of the social icons. Once you’ve finalized your design, send
yourself a test email, and click the ‘Complete’ button to save your
template.
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DAY 2: BUILD A LIST
Next, you’ll want to create your first marketing list. This article provides step-by-step instructions. We recommend naming this list TEST
and adding your own contact record to it.
Optional: If you complete this step and are ready for something a little more advanced, consider uploading your own contacts and
adding them to a list. Read this in-depth tutorial for instructions. You can use your actual contacts, or, if that seems too daunting, create
a spreadsheet with the names and email addresses of a few friends and family just so you can test this feature.
DAY 3: SEND A BROADCAST
Alright, here’s where it gets exciting: we’re going to send your first email broadcast using Automational. This is where everything you’ve
done so far will come to life.
You’ll be using your TEST list (or your imported contacts, if you decided to get adventurous!) and the email template you built on day 1 to
send this broadcast. Here are the step-by-step instructions, as well as a short overview video.
DAY 4: TRACK EMAIL PERFORMANCE
Congratulations! You’ve now built a template, created a list, and sent your first email
broadcast. Now it’s time to see how your broadcast performed. The first step is
familiarizing yourself with the Sent Email Broadcast Record. This record contains all the
metrics you’ll want to track to keep an eye on your overall email marketing ROI.
(Unfamiliar with some of the stats in the email broadcast record? Check out our recent
blog post explaining the three most critical metrics.)
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DAY 5: LOOK FORWARD TO MARKETING AUTOMATION
Most of our clients don’t stop with email marketing – they want to maximize their ROI by automating their email campaigns. In
Automational, you will build your campaigns in the Automations section. To decide if Automations are right for you, check out our “What
is an Automation?” video. To see a video of a sample use case, watch our Contact Us Form - Automation Overview. If you decide that
marketing automation could be beneficial for your business, read the next chapter to learn how to get started.
DAY 6: SEE THE BIG PICTURE
As we mentioned on day 5, most of our clients don’t stop with email marketing. But email marketing doesn’t just tie into marketing
automation – it also ties into your website and CRM. Your CRM is where you’ll manage all of your contacts and tasks, and Web intelligence
(housed in the Your Website portion of this eBook) will track all of your website visitors on their journey to becoming contacts. Since it’s
only day six of your 15 day trial, and you’ve already learned the core email marketing functions, you still have time to explore another
section of this eBook.
DAY 15: PREPPING FOR YOUR ON-BOARDING CALL
advanced features, such as our Gmail and Outlook integrations and the Automational Mailbox.
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EMAIL MARKETING DAY-BY-DAY CHECKLIST
Day 1: Build an Email Template
Day 5: Look Forward to Marketing Automation
Read this overview article. Then, clone the existing
Watch “What is an Automation?” and decide if
sample template and change the existing elements –
automations are right for you. If so, read the Marketing
change the header to include your logo, upload your
Automation chapter to learn how to get started.
own picture, replace the text, and change the style and
associated links of the social icons. Once you’ve finalized
Day 6: See the Big Picture
your design, send yourself a test email, and click the
Explore the CRM, Your Website, or Marketing Automation
Complete button to save your template.
chapter of this eBook.
Day 2: Build a List
Day 15: Prep for Your On-boarding Call
Create your first marketing list. We recommend naming
Hooray, you’ve completed your trial! Before your on-
this list TEST and adding your own contact record to it.
boarding call, consider importing your data, if you haven’t
Optional: Import your contacts and add them to a list.
Day 3: Send a Broadcast
Send a broadcast using your TEST list and the email
features, such as our Gmail and Outlook integrations and
template you built on day 1.
the Automational mailbox.
Day 4: Track Email Performance
Familiarize yourself with the sent email broadcast record.
(Unfamiliar with some of the stats in the email broadcast
record? Check out our recent blog post explaining the
three most critical metrics.)
15
MARKETING
AUTOMATION
• Creating a drip campaign or
nurture sequence
• Testing campaign performance
• Viewing campaign performance reports
16
BEFORE
A TYPICAL CASE FOR AUTOMATION LOOKS SOMETHING LIKE THIS:
Ann’s sending one-off emails, but she’s ready to create automated campaign sequences
(often referred to as drip or nurture campaigns) for new clients and clients she hasn’t
heard from in a while. Ann’s also interested in creating a campaign that sends a thank
you email to anyone who completes a form on her website. She also wants to automate
a few things she’s currently doing manually – setting tasks for the sales team, sending
notifications to them when a new form is submitted, and having form submitters
automatically tagged and attached to relevant marketing lists.
AFTER
HERE’S WHAT ANN’S BUSINESS COULD LOOK LIKE AFTER GETTING HER
AUTOMATIONS SET UP:
When a prospect submits a newsletter request form on Ann’s site, they now automatically
receive a “Thanks for Subscribing” email. They’re also tagged appropriately and added to
Ann’s newsletter list. Ann and her sales team automatically receive a notification that a
new subscriber has been added to the list. For contact us forms, a task is automatically set
for a member of Ann’s sales team to follow up within a certain number of hours.
MEET ANN
PROFESSION: SMALL BUSINESS CONSULTANT
Top Frustrations: Limits of current email marketing tool, creating automated marketing campaigns,
as well as automated task assignment and notifications.
Does that sound like you? Learn more about Ann’s business transformation in the Email Marketing
and Marketing Automation chapters.
17
Your Guide to a Marketing Automation-Focused Trial
Marketing automation is kind of like jet fuel for your email marketing. Automation allows you to create more (and more personalized)
touch points between you and your customers, without increasing their email marketing time commitment. You’ll be able to explore this
portion of Automational with data that’s already available in your account, so you won’t need to import your own data to get started.
You’re in especially good shape if you completed the steps in the email marketing section, as you’ll have some extra templates to play
with, but don’t be concerned if you haven’t yet – you can use our sample templates or build a template directly within the Automation.
MARKETING AUTOMATION DAY-BY-DAY
DAY 1: VOCABULARY
Marketing automation can seem like a foreign language, so let’s break down the vocabulary to clarify what we’re talking about.
Throughout this section, we’ll be talking about building automations, which are essentially automated workflows. For an overview of
automations, check out this video, followed by this article.
Each Automation contains a Trigger and an Action. Learning about Automation Triggers, Events and Actions explains how these
components work together.
Finally, check out this article on triggers and this article on actions, each of which defines all the possibilities available to you.
Now that you’ve got the new vocabulary under your belt, you can confidently explore automations.
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DAY 2: EXPLORE THE AUTOMATION BUILDER AND TEMPLATES
The Automation Builder is where (surprise) all automations are built. This article provides
an overview of all the components of the builder, as well as a recap of the triggers and
actions available to you.
Much like email templates make it faster to build a new email layout, automation
templates are predefined layouts that can be used when creating a new automation.
Automational comes preloaded with several different automation templates. Read this
article to learn how to navigate and select the automation of your choice, then login to
Automational and scroll through the different templates available to you.
DAY 3: CREATE A WEB FORM
A Web Form allows you to gather information (like names, email addresses, and phone
numbers) from your website visitors. When an anonymous visitor to your site fills out a
Web form, their visit information is automatically associated with their Contact Record. To
learn more about what a Web form is, check out this article.
You can place multiple forms on your site for different purposes; for example, you may
have a newsletter subscription form, an eBook download form, and a more general
‘contact us’ form. For now, let’s create a form for an eBook download.
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DAY 4: CREATE AN EBOOK DOWNLOAD EMAIL TEMPLATE
We like to keep our download emails clean and simple. For example, when someone downloads our email marketing eBook, they receive
the following email:
We’ve created a header with our logo, added a few sentences of text to thank them for subscribing, and added links to our social profiles.
Try creating your own using our drag and drop editor. For an overview of how to create an email template, reference this article.
20
DAY 5: BUILD AN AUTOMATION USING A TEMPLATE
When you first create a new automation, a screen will pop up allowing you to choose one of several templates from which to start
building your automation. You can always close the popup to build an automation from scratch, but today we’re going to start by
selecting and exploring the eBook/Whitepaper Download and Follow Up template.
Once you select the template, you’ll see your canvas populate with 5 separate sections. Triggers are illustrated in orange, and Series
(which contain the actions that are kicked off by the trigger) are shown in blue. Each of these icons is referred to as a “node.”
To build your automation, all you need to do is click through each node and fill out the information the builder asks for – you’ve already
built the form and email template you’ll need during days 3 and 4. Double-click on each blue series to dive in and see the actions and
timers associated with the series. After you’ve filled out the information required in each node, save and publish your automation.
You’ve built your first automation!
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DAY 6: FIND YOUR FORM SUBMISSIONS
Go ahead and embed the form from your automation in your website. Once you’ve installed the form on your site, go ahead and fill
it out. Try using a name and email address other than the one associated with your account, so you can easily see how a new Contact
Record is automatically created. Here’s an overview of all the information located within a form submission, but keep in mind that this
information will vary depending on the information you ask for in your form.
DAY 7: USE AUTOMATIONS FOR SALES ACTIVITIES
A natural extension of marketing automation is sales automation. For a primer on how to create, manage, and assign Tasks, read this
article. Explore the CRM and Your Website sections if creating automations that automatically assign tasks and notifications are of
interest to you. It’s only day 6, and you’ve already learned the core functionalities associated with marketing automation, so you have
time to dive into another section.
DAY 15: GETTING READY FOR YOUR ON-BOARDING CALL
advanced features, such as how to use Decision Nodes and Negative Paths.
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MARKETING AUTOMATION DAY-BY-DAY CHECKLIST
Day 1: Vocabulary
Day 5: Build an Automation Using a Template
Watch an overview of Automations, then read this article.
Select the eBook/Whitepaper Download and Follow Up
Watch Learning about Automation Triggers, Events and
automation template, then use the form you build on
Actions to learn how all the components work together.
Day 3 as your trigger and the email template you created
Read this article on Triggers and this article on Actions to
on Day 4 to build your automation. Make sure to save
learn more about all of the options available to you.
and publish!
Day 2: Explore the Automation Builder and
Templates
Learn how to navigate the Automation Builder and the
templates, then login to Automational and scroll through
the available templates.
Day 3: Create a Web Form
Read this article to learn about Web Forms, then create a
Web form for an eBook download.
Day 4: Create an eBook Download Email
Template
Create a “thank you for downloading” email template
with your logo, a few sentences of text, and links to your
social profiles.
Day 6: Find Your Form Submission
Embed the form from your automation in your website,
then fill it out. Here’s an overview of all the information
located within a form submission.
Day 7: Automations for Sales Activities
Learn how to create, manage, and assign Tasks.
Explore the CRM and Your Website sections if creating
automations that automatically assign tasks and
notifications are of interest to you.
Hooray, you’ve completed your trial! Before your onboarding call, consider importing your data, if you haven’t
time for you to learn about more advanced features,
such as how to use Decision Nodes and Negative Paths.
23
YOUR WEBSITE
• Implementing lead tracking
• Creating Web Forms
• Setting automated follow-ups
24
BEFORE
A TYPICAL CASE FOR USING AUTOMATIONAL’S WEB INTELLIGENCE FEATURES
LOOKS SOMETHING LIKE THIS:
Dan knows that people are visiting his website, he’s just not quite sure what they do once
they’re there. Unfortunately, none of their data carries over when they submit a form, so
he’s not sure if they’ve been on his site more than once, which limits his ability to optimize
AFTER
the pages of his website for conversion.
HERE’S WHAT DAN’S BUSINESS COULD LOOK LIKE AFTER GETTING HIS WEBSITE SET
UP IN AUTOMATIONAL:
Dan can see when visitors (whether anonymous or known contacts) visit his site, and
see how long they spend on his site. Once anonymous visitors submit a form, all visitor
history is associated with their contact record, so he can see how many times they’ve
visited his site previously. It also gives him more insight into prospects’ interests, since he
can see which pages they visited and spent the most time on, and, after they’ve received
emails from Dan, which emails they interacted with and which links they clicked. Plus,
the prospect receives an automated follow-up message to let him know his form was
submitted successfully.
MEET DAN
PROFESSION: OWNER, IT CONSULTING FIRM
Top Frustrations: Managing contacts and follow-ups in a spreadsheet, not knowing how prospects
and customers engaged with his website and emails, and worrying that an opportunity might slip
through the cracks.
Learn more about Dan’s business transformation in the CRM and Your Website chapters.
25
Your Guide to Using Automational on Your Website
When approaching this section, it’s helpful to think of a particular campaign you’d like to run. Would you like to set up a contact us form,
or a newsletter subscription? Do you have a series of welcome emails you’d like to send to new customers? Having a campaign in mind
will help make the examples below more meaningful and applicable to your business.
YOUR WEBSITE DAY-BY-DAY
DAY 1: WHAT CAN I DO WITH WEB INTELLIGENCE?
Web intelligence may seem a little bit nebulous compared to contact management or email marketing, which are a little more concrete.
Many businesses don’t realize they could be gathering actionable information from their websites. For a quick overview of what you can
do with Automational’s Web Intelligence features, refer to this article.
DAY 2: INSTALL TRACKING CODE
It’s time to install the tracking code on your website so you can see how visitors
interact with your site. This might entail pulling in another person (if your site
is managed by someone else) or a few minutes of dedicated time to put the
Javascript in the right space. For step-by-step instructions (including a video!),
check out this article. Make sure the code is installed properly by having a few
people visit your website, then checking the Visits section in Automational (under
the Web Activity heading) to verify that their visits have been recorded.
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DAY 3: SEE VISITORS
The Visits section contains records that show details of your website’s visits from
anonymous visitors and contacts. Read this article to learn about all of the information
captured in a Visit Record and how to navigate it. If you’re curious about how visitors are
identified as contacts, we have an article about that as well.
DAY 4: CREATE A WEB FORM
A Web Form allows you to gather information (like names, email addresses, and phone
numbers) from your website visitors. When an anonymous visitor to your site fills out a
Web form, their visit information is automatically associated with their contact record. To
learn more about what a Web form is, check out this article.
You can place multiple forms on your site for different purposes; for example, you may have a newsletter subscription form and a more
general ‘contact us’ form. For now, let’s create a basic form and embed it on your site.
DAY 5: CHECK OUT YOUR FORM SUBMISSION
Now that you’ve installed the form on your site, go ahead and fill it out. Try using
a name and email address other than the one associated with your account, so
you can easily see how your new contact gets created. Here’s an overview of all
the information located within a form submission, but keep in mind that this
information will vary depending on the information you ask for in your form.
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DAY 6: CREATE AN AUTOMATED FOLLOW-UP EMAIL TEMPLATE
Follow-up emails have the benefit of being pretty simple in nature. For example, when someone subscribes to our newsletter, they
receive the following email:
We’ve created a header with our logo, inserted an image, added a few sentences of text to thank them for subscribing, and added links to
our social profiles.
Try creating your own using our drag and drop editor. For an overview of how to create an email template, reference this article.
28
DAY 7: CREATE A FOLLOW-UP AUTOMATION
A follow-up Automation can be as simple or as complex as you’d like to make it. For the purposes of this exercise, we’re going to keep
it very simple, using only two steps. Every automation starts with a Trigger, which is what kicks off the automation. In this case, we’ll be
using the Web form you created on Day 4 (unless you’d like to get adventurous and create a new one) as our trigger. Then, our follow-up
Action will be to send an email using the template you built on Day 6. Watch the overview video, then follow the steps in this article, to
build your automation.
DAY 8: CUSTOMIZE YOUR FOLLOW-UP AUTOMATION WITH NOTIFICATIONS OR TASKS
You probably noticed in our Automation Builder that you can build an automation that does more than just send a follow-up email. In
fact, there are seven actions that can currently follow a trigger, including sending an email, creating a task, notifying a user, and more.
Learn about the different actions by reading this article, then customize your follow-up automation to send you a notification for every
submitted form and to create a task for either yourself or another member of your team.
DAY 9: EXPLORE AUTOMATION TEMPLATES
When you’re ready to try another automation, check out the automation templates already available within Automational. When you
create a new automation, you’ll be able to select from several templates: prospect nurture campaign, event invitation, reconnect
sequence, contact us form, new customer sequence, newsletter with follow up, and eBook/whitepaper download and follow up. If
you’re curious about how to use multiple email marketing campaigns as part of your marketing mix, check out this blog post, 3 Email
Campaigns Every Small Business Should be Using.
29
DAY 10: CHOOSE ANOTHER AREA TO EXPLORE
You’ve still got five days left, so consider a deeper dive into another chapter. You’ve already learned how to build forms, so consider
learning more about the structure of automations or all the functionality available within our email template builder. You could also visit
the CRM section to learn more about contact records and how information is displayed within them, since each submitted Web form will
generate a new contact record, assuming the person submitting the form isn’t already in your database.
DAY 15: GETTING READY FOR YOUR ON-BOARDING CALL
advanced features, such as how to set a flow of automated tasks and notifications for yourself and your sales team.
30
YOUR WEBSITE DAY-BY-DAY CHECKLIST
Day 1: What can I do with Web Intelligence?
Read this article for a quick overview of what you can do
with Automational’s Web Intelligence features.
Day 2: Install Tracking Code
Install the tracking code on your website so you can see
how visitors interact with your site.
Day 3: See Visitors
Read this article to learn about all of the information
captured in a Visit Record and how to navigate it. If you’re
curious about how visitors are identified as contacts, we
have an article about that as well.
Read this article to learn about Web Forms, then create a
Web form for an eBook download.
Day 6: Create an Automated Follow-Up Email
Template
Build a thank you email that includes a header with
your logo, an image, a few sentences of text to thank
prospects for subscribing to a newsletter, and links to
your social profiles.
Day 7: Create Follow-Up Automation
Use the Web form you created on Day 4 as the trigger
and the email template as the follow-up action. Watch
the overview video, then follow the steps in this article, to
build your automation.
Day 8: Customize Your Follow-Up Automation
with Notifications or Tasks
Learn the seven Actions that can follow a Trigger, then
customize your follow-up automation to send you a
Day 5: Check out Your Form Submission
Embed the form from your Automation in your website,
notification for every submitted form and to create a task
for either yourself or another member of your team.
then fill it out. Here’s an overview of all the information
located within a form submission.
31
YOUR WEBSITE DAY-BY-DAY CHECKLIST CONT.
Day 9: Explore Automation Templates
Check out the automation templates already available
within Automational. If you’re curious about how to
use multiple email marketing campaigns as part of
your marketing mix, check out this blog post, 3 Email
Campaigns Every Small Business Should be Using.
Day 10: Choose Another Area to Explore
You’ve still got five days left, so consider a deeper dive
into the CRM, Email Marketing, or Marketing Automation
chapters.
Hooray, you’ve completed your trial! Before your onboarding call, consider importing your data, if you haven’t
features, such as how to set a flow of automated tasks
and notifications for yourself and your sales team.
32
BEYOND THE TRIAL
Congratulations! When you upgrade your account and become an Automational client,
you will receive:
• Two hours of personalized training from our Marketing Success team
• Ongoing access to our support team as well as full access to our help
library and training tools
• The ability to add more users, contacts, emails, and storage to your
Automational account
• The ability to send more than 100 emails per day from Automational
Now that you feel comfortable using the core functionality that’s most important to
you, you’re ready to schedule your on-boarding call with one of our Marketing Success
Managers (MSMs). Your MSM will be able to accelerate your learning in the areas you
didn’t have time to cover during your trial.
33
CONCLUSION: HAPPY TRIALING!
One day, you’ll look back and wonder how you ever managed your business without sales
and marketing automation tools at your disposal. Until then, we hope this guide helps you
get the most out of your free trial. Explore all the paths and decide which one you’re going
to pursue, then commit to it for the full 15 days. At the end of your 15 days, you’ll be a
proficient Automational user, and well on your way to building your custom mix of all four
main use cases.
If you have any questions during your trial, feel free to reach out to us at support@
automational.com.
If you have suggestions for marketing topics you’d like to learn more about, please reach
out to our Content team lead, Pia Adolphsen, at [email protected].
34
APPENDIX: LINKS
CRM
EMAIL MARKETING
Day 1: Familiarize Yourself with Contact Records
Day 1: Building an Email Template
http://support.automational.com/hc/en-us/articles/205515678-Reviewing-a-Contact-Record
http://support.automational.com/hc/en-us/articles/205791558-Drag-and-Drop-Editor
Day 2: Customizing the Contact Record Using Custom Fields
http://support.automational.com/hc/en-us/articles/206518577-Free-Style-Editor
http://support.automational.com/hc/en-us/articles/205795258-Adding-Custom-Fields-tothe-Contact-Record
http://support.automational.com/hc/en-us/articles/205791278-Creating-an-Email-Template
Day 2: Building a List
Day 3: Adding New Contacts
http://support.automational.com/hc/en-us/articles/205050658-Create-a-List
http://support.automational.com/hc/en-us/articles/205674837-Adding-a-New-Contact
http://support.automational.com/hc/en-us/articles/205948428-Data-Import
Day 3: Sending a Broadcast
Day 4: Creating and Assigning Tasks
http://support.automational.com/hc/en-us/articles/205777138-Send-an-Email-Broadcast
http://support.automational.com/hc/en-us/articles/206474787-Managing-Tasks
http://support.automational.com/hc/en-us/articles/212315578-Video-Sending-an-EmailBroadcast
http://support.automational.com/hc/en-us/articles/206567697-Intro-to-Opportunities
Day 5: Viewing and Creating Opportunities
http://support.automational.com/hc/en-us/articles/206567697-Intro-to-Opportunities
http://support.automational.com/hc/en-us/articles/206586507-Creating-an-Opportunity
Day 6: Customizing the Sales Process
http://support.automational.com/hc/en-us/articles/206081788-Customizing-the-SalesProcess
http://support.automational.com/hc/en-us/articles/206586507-Creating-an-Opportunity
Day 4: Tracking Email Performance
http://support.automational.com/hc/en-us/articles/206499387-Sent-Email-BroadcastRecord
http://blog.automational.com/2016/01/05/the-3-most-critical-small-business-email-metrics/
Day 5: Looking Forward to Marketing Automation
http://support.automational.com/hc/en-us/articles/212989957-Video-What-is-anAutomation
Day 15: Getting Locked and Loaded for Your On-Boarding Call
http://support.automational.com/hc/en-us/articles/212990097-Video-Contact-Us-FormAutomation-Overview
Day 15: Prepping for Your On-boarding Call
http://support.automational.com/hc/en-us/articles/205310688-Searches
http://support.automational.com/hc/en-us/articles/206155698-Advanced-Search-Tool
http://support.automational.com/hc/en-us/articles/206492477-Automational-App-for-Gmail
http://support.automational.com/hc/en-us/articles/206247808-Automational-App-forOutlook
http://support.automational.com/hc/en-us/articles/216668357-Video-AutomationalMailbox
35
Day 1: Vocabulary
http://support.automational.com/hc/en-us/articles/212989957-Video-What-is-an-Automation
http://support.automational.com/hc/en-us/articles/205851708-Intro-to-Automations
http://support.automational.com/hc/en-us/articles/212989977-Video-Learning-about-Automation-Triggers-Events-and-Actions
http://support.automational.com/hc/en-us/articles/205885008-Trigger
http://support.automational.com/hc/en-us/articles/206625277-Actions
Day 2: Exploring the Automation Builder and Templates
http://support.automational.com/hc/en-us/articles/205886238-Automation-Builder
http://support.automational.com/hc/en-us/articles/206256148-Automation-Templates
http://support.automational.com/hc/en-us/articles/206605987-What-is-a-Web-Form
http://support.automational.com/hc/en-us/articles/206702467-Create-a-Web-Form
Day 4: Create an eBook Download Email Template
http://support.automational.com/hc/en-us/articles/216359247-Locating-the-Web-Form-Embed-Options
http://support.automational.com/hc/en-us/articles/206608707-Form-Submissions
Day 7: Using Automations for Sales Activities
http://support.automational.com/hc/en-us/articles/206474787-Managing-Tasks
Day 15: Getting Ready for Your On-boarding Call
http://support.automational.com/hc/en-us/articles/206854307-Decision-Nodes
http://support.automational.com/hc/en-us/articles/214010677-Example-of-a-Drip-Nurture-Campaign
36
YOUR WEBSITE
Day 8: Customizing Your Follow-Up Automation with Notifications or Tasks
Day 1: What can I do with Web Intelligence?
http://support.automational.com/hc/en-us/articles/206566647-Intro-to-Web-Intelligence
Day 2: Installing Tracking Code
http://support.automational.com/hc/en-us/articles/206238167-Create-and-ImplementWebsite-Tracking
Day 3: Seeing Visitors
Day 9: Explore Automation Templates
http://blog.automational.com/2015/12/31/three-marketing-campaigns-small-business/
Day 15: Getting Ready for Your On-boarding Call
http://support.automational.com/hc/en-us/articles/206583647-Visits
http://support.automational.com/hc/en-us/articles/206165988-How-Visitors-Are-IdentifiedAs-Contacts
http://support.automational.com/hc/en-us/articles/206605987-What-is-a-Web-Formhttp://support.automational.com/hc/en-us/articles/206702467-Create-a-Web-Form
http://support.automational.com/hc/en-us/articles/216359247-Locating-the-Web-FormEmbed-Options
http://support.automational.com/hc/en-us/articles/206608707-Form-Submissions
Day 6: Create an Automated Follow-Up Email Template
Day 7: Create a Follow-Up Automation
http://support.automational.com/hc/en-us/articles/212989977-Video-Learning-aboutAutomation-Triggers-Events-and-Actions
http://support.automational.com/hc/en-us/articles/206647077-Create-an-Automation
37
The Sales & Marketing Automation Solution
for Small Business
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