8 marketing automations you can use with Outfunnel: more sales and less spam

We’ve been around for less than a year, but Outfunnel can already help to make your life easier in eight different ways.

1. Have more context for sales: see email engagement right inside Pipedrive

As a salesperson, wouldn’t it be great to see which emails people that I want to speak to have received, opened and clicked?

Unbelievably (read: predictably), this is one of the things you get with Outfunnel.

A Person profile in Pipedrive, showing email engagement among other things.

When you set up a MailChimp to Pipedrive sync, you can:

The default setting is syncing all MailChimp lists, but you can also send email activity from specific List(s) only.

2. Save time and hassle: create your newsletter list only once

Usually, when you need to send out a newsletter, there’s a bit of last-minute scrambling to extract the list. You’ll want to exclude people that you’ve parted ways with, include recent customers and maybe also exclude the very VIP customers that get their information from Account Managers over a lush dinner. You’ll also need to account for people that have changed jobs or email addresses, and that have unsubscribed from your marketing emails.

With Outfunnel you can define the newsletter list once and then forget about the need to ever need to extract another list. Here’s how:

Step 1. Define the list of People that should receive your newsletter with a Pipedrive filter (On that, check out tip #7 below)

Step 2. Set up a new MailChimp list you’ll be using for your newsletter going forward

Step 3. Sync the filter you’ve defined in Step 1 with the list you’ve selected in Step 2 with Outfunnel.

Then, whenever you need to send a newsletter, just open MailChimp and send away, the mailing list is up to date even if customers have come or gone or changed statuses recently.

It’s worth adding that with Outfunnel you can sync different Pipedrive filters to different MailChimp lists (eg. separate email lists for different regions or product lines) or you can sync different Pipedrive filters to the same MailChimp list (eg. a filter with open Deals for each sales rep, all synced to one big newsletter list).

3. Web visitor tracking: see what pages and blog posts your leads have seen before you talk to them

Our website visitor tracking feature, or simply Web tracking as we call it, shows you which of your leads are visiting your website, and which pages of your website. This way you’ll know who appears more interested in your products and services, more ready to buy.

Read more about our web tracking feature.

4. Use email engagement as a signal for the “warmness” of a lead and create new Deals from email clicks

If your marketing emails are any good, people tend to engage with them. You can then use these signals for lead qualification. For example, if you have a 1000 people in your newsletter list and if 15 clicked on “Check out this new service” link, these 15 are probably your warmest leads. This means fewer people to follow up with, but more qualified people to follow up with, saving both you and the prospects from unnecessary conversations.

With Outfunnel you can automatically create new Deals when people click on links in your newsletter.

This deal was created automatically by Outfunnel once a lead had clicked a newsletter.

Step 1. Log in to Outfunnel and go to Connections and set up a new MailChimp to Pipedrive sync

Step 2. Choose whether new Deals are created from all Lists or a particular one, and the Pipeline and Stage new Deals should appear in. (Set up multiple syncs, if you’d like Deals from different Lists to go to different Pipelines or pipeline stages.)

Step 3. Tick the “Create new deals from clicks” checkbox

Step 4. Send newsletters from MailChimp the same way you’ve always done, and take advantage of new Deals appearing in Pipedrive.

5. Set up lead nurture emails for specific stages of your sales process

Wouldn’t it be nice if an email or a series of emails went out if a Deal reached a certain stage in your pipeline? And you’d like the email drip to end once they’ve moved on from that stage? Well, you can make this happen with Outfunnel.

Step 1. Set up a Pipedrive filter for People who you’d like to receive the campaign. For example “Deal Stage equals “Demo agreed” in the “Canada Sales” pipeline”

Step 2. Set up an empty MailChimp list and name it something you recognize later, such as “Canada pre-demo education”

Step 3. Set up a Pipedrive to MailChimp sync that automatically adds people you’ve defined in Step 1 to list you defined in Step 2.

Step 4. Lastly, set up a MailChimp automation campaign you’d like the relevant people to receive, where you set “people join or imported to your list” as the trigger.

Please note that unfortunately the MailChimp API doesn’t provide any information back to Outfunnel (or anyone else), so if you’d like to track how people are engaging with your triggered campaigns, you’d need to log in to MailChimp. Not ideal, but we have a few solutions in mind for this.

6. Build call lists by filtering out people who clicked or opened a particular email, or visited your site,

Smart salespeople find ways to qualify leads even before having a conversation, and prospects clicking on marketing emails or visiting your site is a great proxy.

If you’ve configured Outfunnel to record email opens/ clicks or website visits as Custom activity in Pipedrive, you can later use Activity filters to build a call list. Simply navigate to the Activities tab, define the date range and choose either “Newsletter Opened”, “Newsletter Clicked” or “Website visit” as the activity to be filtered.

7. Automate follow-ups to “lost” deals (so they could be “won” one day)

In most sales situations you lose more deals than you win, and a “no” really means “not right now”. Good salespeople have a habit of setting up a reminder for the next check-in. This may be in 6 or 12 months, however, and you may want to be somewhat visible between now and then.

The solution? Automate relationship nurturing with people who didn’t say “yes” right away.

Step 1. Agree on how follow-ups are handled and recorded in Pipedrive. This may be either:

Step 2. However you’ve defined the “Lost but follow up” segment, you can then use this event as a trigger to start a lead nurturing sequence. And here I don’t advocate dumping all leads into a generic newsletter list but really add value with your content.

An automated follow-up sequence can easily be set up in lots of different ways, using the same steps I’ve outlined above (see: Set up lead nurture for specific stages of your sales process)

8. Don’t send spam! Use Outfunnel to make sure only the right people receive your emails

Isn’t it annoying when you receive an email to buy product X shortly after completing the purchase? Or when you’re in the middle of a heated conversation about contract terms with a company and then receive a generic email which advises you to “book a demo” among other things? Sometimes, the best marketing is no marketing and marketing at an unwelcome time is also known by the name of “spam”.

Here’s what every company should do:

Step 1. Define the pipeline stages and other contextual information that suggests that someone should NOT receive your usual campaigns, newsletters or other marketing activity. For example:

Step 2. Take the five minutes it takes to make sure your Pipedrive filters that you use to define campaign lists reflect that.

Step 3. Set up a new Pipedrive to MailChimp sync to keep your mailing list and this exclusion filter up-to-date.

All of the above automations (or “hacks” as some call them) are quick to set up and very affordable, compared to buying a monolithic large tool that does a little bit of everything.

Here’s to hours saved and additional leads generated!

Written by Andrus Purde