Effective Process Management Made Easy
Automation Workflows are built on a linear path constructed with qualifying conditions and follow-up actions. An enrolled Lead works their way through an automated workflow based on the pre-defined timeline. Workflows are separated into three different types of blocks: Conditions, Wait Connectors and Actions
Automation Manager Navigation
Under Engage, you will find the Automation Manager. The menu provides ready links to view most recent workflows created or begin creating an automated workflow from scratch.
The automation manager displays all workflows that are running, inactive or yet to be completed. You can easily see the last time a Lead was enrolled, the number of Leads as well as which user created the workflow. You can also activate, clone or delete automated workflows seamlessly with the manage (gear) icon.
The results of your automated workflows can be emailed to a representative or extracted out of LeadFWD to .csv. You also have ready-to-click icons to create new workflows or organize your workflows into categories to sort later.
Conditions must always come before an Action and a Wait Connector must always be used to bridge a Condition and Action together. Multiple Conditions may be included in a single block. You may have multiple Condition blocks in a single linear workflow. Multiple actions can be 'strung along' concurrently. Your Wait Connector can also be as low as 2 minutes. Combining these three groups creates a successful logic block on the timeline.
The Automation Flow (top-to-bottom)
The Automation Timeline is linear and Leads that match your Automation qualification and enroll will begin their journey at the top and work their way down to the end. The duration of an Automation (start-to-finish) is determined by the Wait Connector settings between Condition Blocks and Action Blocks.
A Condition Block is a single or group of conditions that are bound by an AND/OR statement. Your Automated workflow can have as many Condition Blocks as you wish and a Condition Block can contain multiple unique condition types. Condition Blocks are always followed by a Wait Connector that sets the time delay before the Action Block begins.
An Action Block is a single or group of follow up actions that are triggered to Leads that have matched the previous Condition Block/s. Actions are executed once the Wait Connector time delay concludes. Action Blocks can contain multiple unique action types and each action contained in a single block is separated by a Wait Connector, so once a Lead reaches the Action Block, each action will trigger in a sequence based on the Wait Connector and not all at once.
Creating an Automated Workflow
#1. Which marketing list should this workflow target?
The first step is to select the Prospector Database for your workflow. For Enterprise plans, CRM Lists may also be selected. This will set forth the source of leads for the workflow. Since different lists can have varying data fields and parameters, you're limited to selecting one list per workflow. But, you're not limited to the number of automated workflows that you can create. You'll also need to select Matching Settings that determine how the workflow engine will match and include records as the workflow rolls on (see below).
#2. What type of leads should be included in this workflow?
After you select your database list you will need to create your first logic group, beginning with your first condition block. The first condition block can be critical for your workflow, especially if you selected a Smart Campaign. The first condition block essentially dictates the first round of leads that will be included in your workflow from your database list. It's also the criteria that will drive a Smart Campaign.
For example, if you only want Leads of a specific title or role included in the workflow you can specify that title with a condition. Now, the difference with using a Smart Campaign is that if your lead enters the workflow based on that title, but their title changes half-way through the workflow, the workflow automatically ends for that lead. The Smart Campaign is always checking to make sure leads still meet the condition(s) set forth in that first condition block. Remember, like all condition blocks your first can be comprised of multiple conditions, depending on how specific and targeted you want to be.
#3. How long after a condition matching, should the follow up action trigger?
Once you assemble your condition block, you'll be prompted to add an action. But, before you proceed to the action wizard the system will require that you define a Wait Connector to bridge the condition block that you just created, with the action block you're about to create. The Wait Connector defines how much time should lapse after a condition block matches, before the action block that follows should trigger. This period can be minutes, hours, days or weeks.
#4. Now define the action that is taken after condition(s) are met
The final step of your logic block is to define follow up action(s) that occur for leads that met your previous condition(s) block. Similarly to conditions, you can include several follow up actions all bridged together with AND and you can even define Wait Connectors between each follow up action as well.
Now that your logic block is completed (Condition, Wait Connector and Action) you can either END your workflow or continue building it. If you choose to continue building your workflow you will have the opportunity to add another logic block. This second logic block could also include conditions that might have occurred on your first logic block, such as a lead opening an email that was sent in the first block or clicking a link.
Matching Settings Explained
Only the current condition
When you select to match by Current Condition only, you’re instructing the Automation engine to only consider matching the current Condition Block and not to check if any previously matched condition rules are still true. Any previously matched conditions are irrelevant and all that matters is the path ahead.
For example: a workflow that has already included a lead based on their Email Activity of opening an email sequence, will continue to include that lead even if they delete the email in their inbox. The open has already been recorded.
Smart Campaigns are exactly that, smart. The first Condition Block must ALWAYS continue to match for future actions to take place. Smart Matching allow you to create intelligent, goal-driven workflows that will allow you to ensure a continual flow of relevant communication to your leads.
For example: If you create a Smart Campaign with a Tag condition that requires a specific Tag assignment, and include that condition into the first condition(s) block, then the lead MUST continue to be assigned that tag in order to continue qualifying for the workflow. If the tag assigned to the lead is ever removed, then the workflow immediately ends for that lead.
Current and past conditions
Current and Past Condition matching requires that all previous conditions that a lead matched in your automated workflow must continue to be true, as your lead continues through the nurturing path. Before any additional actions activate, the Automation engine will check all previous conditions to ensure that every previously matched condition is still true.
Current and Past Condition matching is similar to Smart Matching, except that Smart matching will only re-check the first block of conditions.
Example with Multiple Condition Blocks:
To help better explain how each matching setting functions, we're going to use the example of three condition blocks and a record. So you have Condition Blocks A, B, and C. and a Lead record is currently in Condition Block B.
Current Condition - The system only cares about Condition Block B. If the criteria is met, the record will move to the action phase. The principle is applied to whatever Condition Block the record is in.
Past and Current Condition - The system cares about, not only the criteria for Condition Block B, but Condition Block A as well. If the record meets the criteria for both condition blocks, then they will move to the action phase. Once they reach Condition Block C, they will need to meet the criteria for that as well as A and B. Thus this principle is applied
Smart Matching - The workflow will ALWAYS care that the criteria in Condition Block A is met. But, the system cares about the criteria for Condition Block B as well. If the criteria for B AND A is met, the record will move to the action phase. Now they are in Condition Block C. So the system now cares about the criteria for Condition Block C AND A. The constant is A. If A is no longer met, they will be taken out of the workflow.
One-time or Recurring Automation?
An Automated Workflow can be configured as a one-time enrollment for a unique Lead or it can be configured for a Lead to be eligible to enroll multiple times. One-time enrollment will permit a Lead to qualify and enroll in an Automated workflow only one single time. Recurring enrollment will permit the Lead to qualify and enroll multiple times based on your settings.
To enable Recurring Automation, simply click the checkbox for 'Yes, this automated workflow can be repeated by the same Lead more than once'.
Maximum Number of Enrollments by a Lead
The next step is to define a ceiling of how many unique enrollments a single Lead can have into this specific Automated workflow. In order for a Lead to be considered for a subsequent enrollment in a Recurring Automated workflow, they will need to be meet the following criteria:
1. They will need to match the condition(s) of your Automated workflow in the first condition block to enroll. Which is the standard process for a Lead to enroll in any Automated workflow.
2. Any subsequent condition matches will need to be entirely unique and new events from their previous enrollment. We will not enroll a Lead into an Automated workflow multiple times based on the exact same condition event. For example, if the qualifying condition is that a Website Session has been logged, any subsequent enrollments after the first will require an entirely new Website Session be recorded. In other words, once we match an event (i.e. a unique Session), we won't consider it again. This is a built-in security mechanism to ensure Leads are only enrolling into an automation more than once based on new profile changes or behavior, not past events that we have already enrolled them for.
Delay Concurrent Automated Workflow Enrollments (Runs)
Once you determine the maximum number of enrollments a unique Lead can have, the next step is to configure a delay between multiple enrollments. The concept behind configuring a delay is to ensure that if a Lead has multiple qualifying condition events, that they don't enroll in the Automated Workflow multiple times all at the same time. Configuring a delay will space out their enrollment(s) by the time period you define.
So for example, if Lead John Doe enrolls in an Automated Workflow with a delay of 5 days and has multiple qualifying condition events, it will be another 5 days before another enrollment and run can begin.