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Overview of Marketing Automation
Overview of Marketing Automation

Get an overview of what the feature does and how to activate it

Matt avatar
Written by Matt
Updated over a week ago

The Marketing Automation add-on gives you access to four more powerful features to help you capture, nurture and engage with more prospects, more effectively. 

(Note that all the features outlined here are included on our Growth & Operations plans. If you are on one of our past plans (Get Organized, Compete, or Dominate), you can activate the features as an addon on the billing page under Settings.)

1. Lead Capture Forms

This add-on enables you to create pop-up forms, personalized with your branding (the kind that appear after a person has been looking at a website for around 10-15 seconds), embed them on your website, and capture more of the leads that visit your website.

Why would a pop-up form capture more leads from your website? Well, if you take a look at your website analytics tool, you'll see that you get a lot of visitors to your site each month, but the number of leads who actually fill out your website's contact form don't add up to near that number. The truth is, some visitors just won't fill out a contact form, at least not right away. They might be early on in the buying process and just looking for information, so you have to find other ways to capture these leads. 

A great option is offering them some educational, relevant content (an email course or e-book, for example) in exchange for their email address. That way, the lead receives something in return, without having to give you a bunch of info about themselves. 

Pop-up forms are a great way to advertise this content and prompt sign-ups from your visitors. Combine that with an automatic email when a lead is opening and reading your emails or a prompt to one of your team to make a phone call, and you're bound to see results.

Note: Pop-up forms are currently only displayed on desktop devices, not mobile. If you'd like to see us add support for mobile pop-ups, vote on this feature request.

Here's a couple example forms:

2. Site Tracking

Once you've captured a lead's email address from your lead capture form, it imports directly into LeadSimple. The system then records events when the lead returns to your website, showing you which pages they are most interested in.

3. Engagement Triggers

Engagement triggers allow you to set up the system to automatically advance a lead into another stage based on their engagement with your emails and texts.

For example, let's say you have a series of auto emails set up in your "New Lead" stage, designed to make contact with a lead. Once they reply to one of those emails though, you want the lead to be moved automatically into the "Working" stage, so you don't have to remember to move them manually to keep them from getting further "New Lead" emails. 

In this case, you can set up the settings for the "New Lead" stage to auto-advance the lead to the "Working" stage based on how many times they open your emails, click links in an email, or reply via email or text. Similarly, you could set up a nurturing stage to move a lead to another stage based on how often they are opening your emails or clicking your links.

4. Sticky Workflow Tasks

And finally, sticky workflow tasks allow you to choose certain steps in a workflow to stick to a lead, even when they are moved to a different stage. 

For example, a lead signs up on your pop-up form to receive a series of emails. They are then imported into LeadSimple and are dropped right into that nurturing stage where the auto-emails are built out. That stage has engagement triggers set up to move them into "New Lead" or "Working" if they reply to an email. However, since they signed up for the email campaign, you would like them to continue receiving those emails, even if they are in a different stage. 

That's where sticky workflow tasks come in. You can set up the steps in the Nurturing campaign to stick to the lead even after they are moved out of the stage.

Get started setting up your first form here! Or review the rest of the documentation on this feature here.

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