Create More Effective Automated Journeys and Nurture Campaigns with Event-Based Automation


Across all industries, marketers need the ability to add contacts to an automated journey based on where they are in the sales process. This is especially valuable to B2B marketers who want to be able to transition contacts marked as “lead” into different journeys as that lead moves down the marketing funnel. The idea is that brand new leads should get a certain series of content and when they’ve entered into a different phase, marketers want to be able to transition them into another series of content.

But in practice, this is a complex process that requires a lot of time on the marketer’s end to implement and also isn’t scalable on a case-by-case basis.

Easily transition leads and contacts to different automation journeys with “Wait For Event” trigger

We’re excited to roll out a new enhancement that lets you start a Drip Campaign in Delivra using the “Wait for Event” trigger. Wait for Event helps marketers easily transition their contacts and leads to various automated journeys based on information known about the prospect. The Drip Campaign will wait to listen for a change in that person’s contact record, and when their status changes from “lead” to “customer”, for example, they’re moved from one automated journey to another.

The Drip Campaign will wait to listen for a change in that person’s contact record, and when their status changes from “lead” to “customer”, for example, they’re moved from one automated journey to another.

Image Source: Delivra

 

Event-based automation details

  • Start your automation campaign with Wait for Event trigger
  • Wait for Event listens for a change in the contact’s record
  • When a change is detected (like a field change, opened an email, etc.), the contact automatically moves to the next step of the journey
  • For customers on Enterprise License

Get started with pre-designed workflows

We’re excited to roll out 4 brand new, pre-designed automation workflows that pair well with the Wait for Event trigger so you can get the most from your automation.

We’re excited to roll out 4 brand new, pre-designed automation workflows that pair well with the Wait for Event trigger so you can get the most from your automation.

Image Source: Google User Content

 

Workflow: Lead status change

React to a change in prospect’s lead status with custom content delivered at the right time.

Using our Lead Scoring feature, this series helps you nurture a lead when a certain Lead Status is achieved. The goal of the nurture could be to either continue to move the lead up in Lead Status (make it “hotter”) or to secure a conversation for your sales team.

Workflow: Follow up with gated content

Attract and nurture new, relevant leads with an educational campaign kicked off by a request to download content.

This series allows you a quick, easy, and automated response to “Gated Content” download requests — think whitepaper downloads, webinar recordings, sign ups, etc. These are common for B2B marketers because they allow the business to capture pertinent information for parties interested in extremely relevant content. This workflow allows you to nurture these leads while alerting your sales team to additional actions indicating interest in further conversations.

Workflow: Welcome a new customer

Easily improve new client engagement and reduce implementation time with relevant content in an automated campaign.

Welcome emails are some of the highest (if not the highest) performing emails you can ever send, so don’t miss this critical opportunity to build customer loyalty. The goal of this campaign is to provide welcoming, educational, and need-to-know content directly to your new customers at the time they need it the most! This helps engage your new customers at the time of highest need and sets your team up for a productive and comfortable future relationship.

Workflow: Long term nurture

Stay in front of long term prospects with this simple nurture campaign.

We know that all buying cycles are not equal. The goal of this campaign is to help your sales team nurture longer term leads and keep them engaged with your company and product or service’s value. Some prospects are not yet ready for a purchase conversation—and that’s okay. This campaign can help keep your team top of mind until the prospect is ready and even help nudge them closer to a buying conversation.

Wrap Up

Event-based automation takes the very complex process of listening for contact record changes to trigger new automations and makes it easy for any marketer to implement. In the end, you’ll save time and have a scalable solution that delivers the most relevant and targeted content to your contacts, no matter where they are in the funnel.

 

Delivra’s Event-based Automation and Wait for Event trigger are available to all customers with an Enterprise license.


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