Sales Automation Sequence Example

Hey, everybody, Adam Arkfeld with ParaCore. And the second half of last year, ParaCore decided that we wanted to try and generate 200 leads. And we put a lot of processes in place, a lot of marketing, and we ended up generating 248 leads, which was totally awesome. It was a goal that I wasn’t really quite sure we were gonna be able to hit, but generating 248 leads was just mind-blowing. That was between ParaCore and Outdoor Venture Marketing. However, that volume of leads made me realize that we don’t have a strong automated sales process in place. And when you’re generating a higher volume of leads, as an agency, we used to get maybe, let’s say, three to five a week or something like that.

Now when we’re generating a higher volume, we need to put more systems and processes in place so that more things are automated, and we can actually manage and handle the volume and follow up accordingly, and let people go through some of the sales process on their own without us having to have the exact same conversation over and over. So, what I did just this morning and what we’re gonna be implementing is I designed our sales automation system, which I’m gonna show you here. And it goes over how the lead comes in, how we distribute it between our various systems, and then also, how some of the automation works.

So, check this out. Now, when a lead comes in, I’m really only looking at a few different areas that we generate the bulk of our leads. So the website is the first one. Facebook is the second one. And then we send out an email list where we get quite a few direct email responses, and this is one that I’ve always kind of struggled with. And I’ll tell you why in a second, but I’ll get back to that. Alright, so we have emails coming into the website in the Facebook lead form, and what I wanna do is I wanna distribute that lead between our systems, and then I wanna automate some communication to the lead through what we call a journey, through Campaign Monitor, which is our email system.

So someone submits their information on the website, or a Facebook lead form, and then we use Zapier to add the lead to our Nutshell CRM, which is not the best CRM in the world, but it’s one we’ve had for a very long time. So if you’re looking for recommendation, I don’t recommend Nutshell. However, that’s what we use. So that happens immediately. And then also immediately, we receive a notification in Slack. We have a slack channel that as lead notifications, and so, I wanna be notified when something comes in. Right after that we add them to Campaign Monitor.

Campaign Monitor is our email distribution list, and we have two main lists within there that we add all new leads to. So that’s our weekly email, which is similar to the one I sent out for ParaCore. I sent one out for Outdoor Venture Marketing where I talked about marketing strategy and things like that. And then we also have a podcast for Outdoor Venture Marketing where we notify people when a new podcast has come up. And down here, this is important because adding just to this list, I need to add them to an opportunity segment within the list. I’m gonna tell you why in a second, but just keep in mind that there are segments within a list.

You can take a list of a thousand people and segment it into smaller pieces. And so in this one, it’s an opportunity segment that I’ve named Opportunity, but it’s a segment. And then immediately following that, we’re gonna start taking action in Campaign Monitor. So Campaign Monitor’s an email system like MailChimp. I find it to be extremely user-friendly, really powerful. Just my favorite email platform. Although, to be honest, I haven’t used another one in quite a long time. So immediately we send an internal email notification. That’s gonna go to me. That’s a transactional email, kind of like a receipt or a password reset, just saying, hey, this new lead came in. And then 12 minutes after that, I’m sending an email to the prospect with an overview of our business, an overview of our packages with no pricing involved, and then a call to action.

And I’m doing 12 minutes because these emails are designed so that they look like they come from me. I want it to feel like it’s coming directly from me, and not an automated system, so it doesn’t look like a newsletter. It looks as little like an automated email as possible. And 12 minutes is kind of enough time to actually get the email and formulate a response. So I have a 12-minute delay on there. That’s something that I’m experimenting with right now. I feel like that’s a good delay. However, it could not be a good delay, I don’t know. Over here on the right, you’re gonna see that I have this box here in red, which means that this link to YouTube Video Overview instead of just textual, is something I wanna do, but I just haven’t done yet.

So if I’m building out the sales funnel, it’s in red because I haven’t done it, but it’s something I wanna do. Now the prospect is gonna go through a sequence of email one, email two, email three, and then email four, over the course of, I guess technically, three days, but four emails. So the first email’s gonna be a package summary with no CTA. We have three different packages for this industry. Then with a one-day delay, then they’re gonna get a second email that talks about our podcast, and talks about the benefit of landing pages. We have some statistics around how landing pages convert almost 50% better than websites. And another call to action. And then I’m gonna link them over to the podcast website page, okay?

So we’re basically saying here’s who we are, here’s kind of what we do, this is another place you can get value through our podcast. Then Monday, later, we’re gonna talk about YouTube. And we have a number of videos on YouTube that deliver additional value. I’m gonna also write a story about another tour operator, a success story, and another call to action. I’m gonna link them over to YouTube. And then the fourth email is just gonna be a package review and then call to action. Now one thing I’m gonna try and do in all these emails, I’m gonna try and create a little bit of a cliffhanger at the end, Russell Brunson style. I haven’t really gotten that deep into that style of email writing, but that is something that I’m gonna try.

So you can see all of these, this says Campaign Monitor journey and opportunity segment. So I said back here that I need to add them to the opportunity segment. This triggers, adding them the opportunity segment triggers this journey right here. So if I just add them to the list, I don’t wanna just add anybody to the list and have the journey trigger. I only want it to trigger if they’re considered an opportunity. So by setting up this sales sequence, I’ll be able to automate a lot of the communication and I won’t have to regurgitate our packages. I won’t have to regurgitate all of our sales pitches. They will automatically get a lot of the information, be notified of the podcast, be notified of our YouTube Videos, be notified of anything that I want to come out. I can adjust the journey so that it automatically tells them about those things in real time.

So, that is our current sales automation process for Outdoor Venture Marketing that we’re building out right now. Currently, it’s just like single email autoresponders, which is not working. Not working as far as follow up and other things like that. So if you have any questions, please let me know. Feel free to steal this. I don’t really care. It’ll probably work for a lot of different businesses. We need to put something similar in place for ParaCore, but our volume is just not as high on the ParaCore side, so the Outdoor Venture Marketing side I really wanna automate as much as I can.

So thanks for watching. Again, if you any questions, comments, please leave those below. If you’re watching this on YouTube, like, subscribe to the channel. And thanks for watching. Again my name’s Adam with ParaCore, we’re a pay-per-click lead generation agency.

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