Convert 5% more leads with event-based marketing

by Frederic Melanson in

Why is event-based marketing important? 

Because tons of leads are right under your nose, but you don’t see them. 

Or more importantly, they don’t see you. 

Because of remote work, your customer relationships are mainly online. Meaning your interactions are done throughout a ton of channels. 

It also means that your prospects are leaving breadcrumbs behind them. When they interact with you, your content or when they do stuff online. 

This article is here to help you find your prospects’ breadcrumbs. To help you convert more deals by following-up when your prospects are listening.  

It contains tips and guides (for Salesforce and HubSpot) on how to👇

Create follow-up actions when people visit your site 
Create follow-up actions when people engage with emails or documents
Salesforce

Salesforce - Create follow-up actions when people visit your site 

1. Make sure that your website is connected to Salesforce 

You can ask a Salesforce admin to help you with this step. You can also ask a developer to do it. 

Don’t have that time or resources? You can use Segment to easily connect your Website to Salesforce. 

2. Set up an automation rule in Salesforce Marketing Cloud/Pardot if you want to manually follow-up 

2.1 Open Pardot, go to Marketing > Automation > Page Actions 
2.2 Name the page on which you want to know when your prospects are viewing. 
2.3 Enter the page’s URL
2.4 (Optional) Change the Page Score number to add lead scoring to your prospect in Salesforce when they view the page
2.5 In Completion Actions, select “Create Salesforce task” to create a follow-up task 
2.6 Click Create Page Action 

3. Set up automation rule + engagement studio in Marketing Cloud if you want to reach out via email automatically 

3.1 Go to Marketing > Engagement Studio 
3.2 Click Add Engagement Program
3.3 Add a Rule and select the rule you just created at step 2
3.4 Add an Action and select “Send email”. 

4. Want to be notified in Slack? 

  • Add Salesforce to your Slack apps by clicking the “Apps” “+” button at the bottom left of your workspace. Follow instructions to send push notifications into Slack channels when tasks are created. 
  • OR
  • Use tools like Zapier, Automate.io, PieSync or Tray.io to send Slack notifications when the task is created in Salesforce. 

Salesforce - Create follow-up actions when people open your emails or documents 

Email 

1. Set up a page rule in Salesforce Marketing Cloud/Pardot if you want to manually follow-up

a. Open Pardot, go to Marketing > Automation > Automation Rule  
b. Name the rule and add a description
c. Scroll down to Rules, select Match all in Match Type
d. Click Add new rule and select “Prospect email opens” 
e. In Actions, select “Create Salesforce task” to create a follow-up task 
f. Click Create automation rules

2. Set up automation rule + engagement studio in Marketing Cloud if you want to reach out via email automatically 

After you’ve done the steps listed above: 

a. Go to Marketing > Engagement Studio 
b. Click Add Engagement Program
c. Add a Rule and select the rule you just created at step 2
d. Add an Action and select “Send email”. 

3. Want to be notified in Slack? 

  • Add Salesforce to your Slack apps by clicking the “Apps” “+” button at the bottom left of your workspace. Follow instructions to send push notifications into Slack channels when tasks are created. 

Or

  • Use tools like Zapier, Automate.io, PieSync or Tray.io to send Slack notifications when the task is created in Salesforce. 

Documents

You can play with the Salesforce marketing cloud to set up rules and automation with documents and various other types of prospect actions. 

A new tool that we would recommend using to have more insights on how your prospect is interacting with documents is DocSend. It lets you see who’s viewed your documents and what they’ve viewed. So you know what they’re interested in. 

It can be a powerful sales tool to combine this insight with a follow-up. 

Hubspot

HubSpot - Create follow-up actions when people visit (or not) your site 

Install the HubSpot tracking code on your site

1. Get the tracking code by going to Settings > Tracking & Analytics > Tracking code > click Copy or Email to my developer
2. You need to install the tracking code to your website by pasting the code before the closing </body> tag in the HTML code for each page of your site. 

Sounds like gibberish to you? Ask your developers or use Segment to easily connect HubSpot with your website. 

For more documentation on this procedure, visit HubSpot’s website. 

Once website tracking is set up properly, HubSpot will track visitors to your site. Now it’s time to take action when they do! 

Create a simple workflow in HubSpot

1. From your HubSpot dashboard, go to the top’s menu bar and select Automation > Workflows
2. Modify your enrollment trigger to “Page view”. (Here’s the options are interesting and provide various alternatives based on what your prospects are doing.) 
3. Select “Contact has viewed exact URL”. 
4. Enter the URL you want to track (it can be your home page, pricing, a landing page or else) and click Done
5. Add an action 
a. Manual: Create task 
b. Automatic: Send email 

Want to be notified in real-time? 

  • Select “Send internal email notification” or “Send internal SMS”. 
  • Connect HubSpot to your Slack workspace and activate notifications for new reminders and tasks (follow Slack’s app directory instructions). 

HubSpot - Create follow-up actions when people open your emails or documents

For automated marketing emails

1. From your HubSpot dashboard, go to the top’s menu bar and select Automation > Workflows
2. Modify your enrollment trigger to “Contact opened an email”. 
3. Select the email that you want to track
4. Add an action 
a. Manual: Create task 
b. Automatic: Send email 

For regular emails

1. Add the Hubspot Sales add-in to your Gmail or Outlook account
2. Click Hubspot’s logo at the bottom right of the composition window 
3. In the right pane, select Track email opens and clicks

For documents

1. In the Hubspot app, go to Sales > Documents 
2. Click Upload new document and select the document that you want to track 
3. Create a sharable link to your document by clicking Actions > Create link
4. Go to Workflow Automation > Workflows
5. Modify your enrollment trigger to “Event”. 
6. Select “Contact viewed document”. 
7. Select the document that you want to be notified of. 
8. Add a follow-up action 
a. Manual: Create task
b. Automatic: Send email

Want to be notified in real-time? 

  • Select “Send internal email notification” or “Send internal SMS”. 
  • Connect HubSpot to your Slack workspace and activate notifications for new reminders and tasks (follow Slack’s app directory instructions). 

Want to go even further? Without complicated set-up work? 🚀🚀🚀

Bliinx will analyze your communications with prospects and CRM data to provide you with actionable insights on where you work. 

This way, you can reach out to the right prospects, at the perfect time!

Sign up for our beta here! 

“If you’re spending time delegating processes that can be automated, you’re wasting people’s time. When you waste time, you waste cash. Efficiency is key to profitability, and marketing automation is just about as efficient as you can get.” – Neil Patel 

Cheers, Fred

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