Promote Events Workflow

Purpose

The purpose of this article is to introduce Outreach's Promote Events Workflow to enable your team to drive customer event registration, leading to increased customer engagement and higher renewal/expansion rates once you've found your prospects and closed your deals.

This guide covers:

• Steps in a Typical Promote Events Workflow
• Workflow Setup for Admins
• Workflow Measurement for Admins

Steps in a Typical Promote Events Workflow

	Create
	Search for the tagged accounts that you want to invite.
	Create a Smart View for future use.
	Sequence
	Select the accounts that you want to invite.
	Within the accounts, select all customers and add them to the Event Sequence.
	Execute
	Organize tasks by sequence.
	Execute tasks in Outreach Everywhere.
	Outcomes
	You get a prospect to register.
	Congrats! You've successfully promoted the event.
	You receive an objection.
	Address objection with templated email and add customer to Follow Up Sequence.
	You receive a redirection.
	Add referral contact to sequence and CC the original contact.

Workflow Setup for Admins

For the best user experience, follow these configuration steps.

	Salesforce.com Setup
	Load contacts into SFDC to ensure they exist in your database before you load Outreach.
	If you do not have Outbound Create enabled in the SFDC plugin for leads or contacts, this
	step is critical to make sure prospects are not loaded directly into Outreach without
	having a mapping to SFDC.
	If you do have Outbound Create enabled in the SFDC plugin, make sure you have the
	Sync Data Down after manual create is enabled. By doing this, every time prospects are
	manually created in Outreach, the plugin will search for the associated lead or contact
	in SFDC and pull in relevant data. If no match is found, Outreach will create a new lead or
	contact.
	List Loading Process Setup
	List loads must be in CSV format.
	During upload:
	Tag prospects with a unique value (e.g., "Trade Show May 2019") to make
	them easy to find in the future.
	Select Overwrite Existing to ensure all fields are updated per the values in the file, even if
	the prospect already exists in Outreach. Do not skip duplicates.
	Consider having a system admin load leads on behalf of users to minimize who's uploading lists
	to Outreach. If you do this, you can add a column for 'Owner' so each prospect is assigned to
	the rightful owner on import.
	Event Sequence Setup
	Make sure your sequence follows the exact date/time structure so steps happen on specific
	dates leading up to the event.
	Prospects must be loaded prior to the date/time specified.
	Include a strong call to action and hyperlink to drive prospect registration on an external
	URL.
	Consider if you want the sequence to stop as usual or continue based on prospect replies.
	Review your options in sequence settings.
	Note: If you want to remove people who have RSVP'd to the event from the sequence, you'll
	need to manually mark them as finished (this can be done in bulk).

Workflow Measurement for Admins

One last thing, metrics! Just setting up this Workflow is not enough. It's vital to measure Workflow efficacy as an ongoing practice. Here are the metrics to consider when viewing your Team Performance Report.

	Key Performance Indicators
	Click Rate - By redirecting customers to an event landing page, you can track clicks on a URL.
	Event Registration and Attendees - Are you seeing these numbers increase? Can this
	increase be attributed to your Follow Up Sequence?

Advanced Pro Tip: Once you have this Workflow up and running, it's time to think about taking it to the next level. One way to do this is through multi-channel communication. Engage with your buyers with the right message at the right time and stay one step ahead of your competition!

Need some assistance setting up your Workflows? Check out our Professional Services.