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
|Search for the tagged accounts that you want to invite.
|Create a Smart View for future use.
|Select the accounts that you want to invite.
|Within the accounts, select all customers and add them to the Event Sequence.
|Organize tasks by sequence.
|Execute tasks in Outreach Everywhere.
|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.
Check out this Workflow in action below.
Workflow Setup for Admins
For the best user experience, follow these configuration steps.
|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
|List Loading Process Setup
|List loads must be in CSV format.
|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
|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.