Use Cases

Introduction

This page will detail use case scenarios for various GrowthZone modules.

Marketing Automation

GrowthZone's Marketing Automation module is a powerful tool for your organization, providing a way to automate workflows of email communications and marketing materials. Many of these examples are taken from materials from a GrowthZone/Frank Kenny webinar, "Automated Member Recruitment & Retention"; the webinar and materials are available here. Here are some sample workflows.

Prospect Development

Let's say you are marketing a downloadable item of value such as some kind of relevant report, guide, cheat sheet, etc. You can gather contact information (names, emails) and permission to email these contacts; when they sign up for the downloadable item, they get added to a designated list/committee, which is tied to a Marketing Automation workflow that you have created for this purpose. This series will actually run in conjunction with the Lead Conversion series.

The purpose of the Prospect Development workflow is to take a contact that may be a complete stranger and to build a relationship, turning them into someone who knows, likes, and trusts your organization. This workflow is short but intense!

Example workflow steps:

1. Day 0 (the contact is added to the list): Deliver the lead magnet (aka the item promised) ("Send email" step). In this email, welcome the contact, and let them know you will be emailing them additional information.
2. Wait for 1 day ("Wait" step).
3. Check to see if the email has been opened ("Logic Branch" step, "Message has been opened").
4. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
5. Day 1: Tell your story and what you do for them ("Send email" step). Tell them your why. Promise more value. No pitch, just conversation!
6. Wait for 2 days.
7. Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
8. If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
9. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
10. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
11. Day 3: Deliver more value. Provide a useful tip, show off your event calendar, include an additional resource. Once again. no pitch; promise more value or tell an interesting story ("Send email" step).
12. Wait for 2 days.
13. Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
14. If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
15. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
16. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
17. Day 5: Deliver yet more value or tell an interesting story.
18. Wait for 1 day.
19. Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
20. If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
21. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
22. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
23. Move the contact to your nurture/eNewsletter list and continue to reach out to them periodically.

IMPORTANT: Contacts may only go through a workflow once. If you are offering multiple items of value over time, you will need to set up a workflow for each opt-in. See Marketing Automation for more details on how to set up and copy workflows.

Lead Conversion

The workflow actually works in tandem with the Prospect Development workflow. It uses the same source list and sends different messaging intended to convert the prospect into an actual lead.

Example workflow steps:

1. Wait 4 days ("Wait" step). This gives the lead the opportunity to receive the first three emails in the Prospect Development series.
2. Day 4: Deliver the "Gain" email ("Send email" step). What do they gain by joining?
3. Wait 2 days ("Wait" step).
4. Check to see if the prospect is a member ("Logic Branch" step, Active Member").
5. If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step.
6. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
7. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
8. Day 6: Deliver the "Logic" email ("Send email" step). What is the logical argument for joining?
9. Wait 2 days ("Wait" step).
10. Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
11. If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
12. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
13. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
14. Day 8: Deliver the "Fear" email ("Send email" step). Create a sense of scarcity- "You won't hear from us again on this..."
15. Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
16. If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
17. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
18. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
19. If the lead has not converted to a member, move them to the eNewsletter list for nurturing.

IMPORTANT: Contacts may only go through a workflow once. If you are offering multiple items of value over time, you will need to set up a workflow for each opt-in. See Marketing Automation for more details on how to set up and copy workflows.

New Member Onboarding

Your new members are hopefully excited about their membership and your organization! Leverage that excitement by sending them a series of communications about your organization and their benefits, to get them on the fast track to being engaged members!

1. Day 0: New member joins your organization and is added to the list you have specified for this purpose. They immediately receive a welcome mail from your CEO, and are advised to watch their emails for additional communications ("Send email" step).
2. Wait for 1 day.("Wait" step).
3. Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
4. If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
5. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
6. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
7. Day 1: Member receive a "welcome to the family" email from the chair of the board, including a photo of the board ("Send email" step).
8. Day 3: Send a link to your calendar of member-only events along with an invitation to attend, or encouragement to use something. Include a Call to Action. ("Send email" step + landing page/form).
9. Check to see if they have clicked the landing page or filled out the form.
10. Day 7: Send your new member a direct invitation to log in and create their account in the Info Hub, and update their Directory information ("Send email" step).