UserGuide:Lead Nurturing
From LoopFuse Wiki
Lead Nurturing, or LeadFlow as called within LoopFuse OneView, allows for interaction and monitoring of leads within an automated workflow process. LeadFlows can be used to execute drip campaigns, warm up leads over time until ready for export to the CRM for sales team to contact, employ up-sell campaigns, and a number of other activities that can be performed in an automated fashion.
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Creating LeadFlows
To create a new lead flow, select Lead Management|LeadFlow Programs|Create LeadFlow from the main program menu. Then enter the name of the program, a description, and select the LoopFuse List(s) for the members to include within the LeadFlow.
When the LeadFlow program is started, the members within the selected List(s) will enter the LeadFlow. Also, any new additions over time to the selected List(s) will also enter the LeadFlow.
After saving the program, will then need to select the Edit LeadFlow Program icon to begin creating the LeadFlow nodes.
Then select the 'Click here to create your first LeadFlow Node' link. This cause the LeadFlow Wizard to be displayed.
LeadFlow Nodes
As indicated within the help section of LeadFlow Wizard, there are four types of LeadFlow nodes; Conditional Nodes, Activity Nodes, Pause Nodes, and Retry Nodes.
When creating a LeadFlow using the wizard, will first have to select the node type. Then will need select specific implementation node type (i.e. Conditional Node, then Campaign Open Condition). Each node added will require the user to enter the node name, node description, and typically specific information about that node (i.e. Campaign Open Condition asks for number of opens and which email campaign to track).
Conditional Nodes
Conditional nodes are used to evaluate different conditions for the leads and will result in either a positive or negative outcome (i.e. if condition is met, then is a positive result and if condition is not met, then is a negative result). Once a conditional node is created, can then append a positive node and/or a negative node.
Campaign Open Condition - determines whether a lead has opened a specific email campaign more than a defined number of times.
- Number of Opens: The minimum number of opens tracked by LoopFuse for the lead
- Email Campaign: List of email campaigns existing within LoopFuse
Campaign Recipient Condition - determines whether this lead was sent a specific email campaign from LoopFuse.
- Email Campaign: List of email campaigns existing within LoopFuse
CRM Lead Condition - determines whether this lead already exists within your CRM. Note, this condition can only be true if the lead exists within a LoopFuse List that has been generated with the CRM export checkbox turned on.
CRM Lead Field Value Condition - checks and verifies whether a specific field in the CRM for this lead is set to the defined value. Note, this condition will always return false when the CRM Lead Condition also returns false.
- CRM Field Name: A drop down populated with all the CRM lead fields that LoopFuse is currently aware of. If add a new custom CRM lead field, will need to refresh by going to the Administration|CRM|LoopFuse fields page from the main menu.
- CRM Field Value: A text value for the selected field. LoopFuse does not do any type conversion or checking, so please be sure that the value entered can be translated directly by the CRM (i.e. do not use for date fields, etc. unless know the exact syntax for your CRM).
CRM Lead Owner Condition - determines whether this lead is assigned to a specific lead owner within your CRM.
- Owner Name: Either user login for the CRM lead owner or the name of the group (i.e. queue) of the lead owner.
Lead Status Condition - checks and verifies the status of this lead within your CRM.
- Target Status: The text value for the CRM lead status (i.e. Open- Not Contacted)
Web Hits Condition - measures the number of website page views a lead has had within a defined number of days.
- Minimum # of Hits: The minimum number of page views a lead has had.
- (Since) Number of Days: The number of days from when this node is executed to check for hits.
Web Visits Condition - measures the number of website visits (sessions) a lead has had within a defined number of days.
- Minimum # of Visits: The minimum number of unique web visits a lead has had.
- (Since) Number of Days: The number of days from when this node is executed to check for visits.
Lead Score Condition - allows specifying a minimum lead score.
- Minimum Score: The minimum score for a lead for this node to execute positive node (else will execute negative node).
Activity Nodes
Activity nodes are used to perform some kind of action related to the lead. Because they only have one outcome, which is execution of the activity, they can only be followed by a single node.
Change CRM Lead Status Activity - changes the Lead Status field of the lead within your configured CRM to the defined value.
- Change Lead Status to: The lead status value to set the lead to within the CRM. For most CRMs, the lead status is a pick list, to be sure the value you enter is one that exists already within the pick list.
Change CRM Lead Field Value Activity - changes a specified lead field value in your CRM.
- CRM Field Name: Drop down of available CRM lead fields that LoopFuse is aware of.
- CRM Field Value: Value to set the selected CRM lead field to. Note, LoopFuse does not transform or validate the value entered, so if select a field type other than one that is text based, the value entered must be able to translate directly to the CRM field type.
CRM Lead Activity Node - inserts a new Activity into your CRM for this lead. Note, the activity will be entered by default as an open activity.
- Activity Description: The description of the activity to be inserted
- Activity Priority: The priority of the activity to be inserted. If left blank, will default to Normal/Medium.
- Activity Status: The status to set the activity to. If left blank, will default to Not Started.
- Activity Subject: The subject to be displayed for the activity.
Send Campaign Activity - sends a chosen email campaign to this lead.
- Email Campaign: Drop down list of email campaigns existing within LoopFuse.
Export Lead Activity - exports a lead to your CRM as a new lead, or updates an existing lead's information.
Pause Nodes
The pause node is used to cause the LeadFlow program to wait at a certain point in the program for a specified amount of time before continuing. The amount of time to wait can be specified in number of days to wait OR till the next specified day. The hour of the day in which to proceed can also be specified for either the number of days or day of week setting.
For example, if want a have a pause node to wait exactly 24 hours before continuing, would specify the 'Pause for' to be 1 day. If wanted to wait for at least 24 hours and then not until 9am, would specify the 'Pause for' to be 1 day and the 'Specify Hour of Day' to 9AM. If wanted to wait till 9AM the next business day (i.e. Monday-Friday), then would select 'Any Week Day' from the 'Day of Week' drop down and '9AM' from the 'Specify Hour of Day' drop down (so if executed node at 3pm on Friday afternoon, would wait till 9am the following Monday).
Retry Nodes
The retry node will call upon its parent node every hour for a defined number of days, or until the parent node's criteria is met. Once the retry node has continued for the specified number of days without the parent node's criteria being met, it will end the LeadFlow program for this lead.
A good example of when to use the retry node is as the negative node appended to the 'CRM Lead Condition' node. This is a good way to ensure that list used to feed this LeadFlow has had time to generate and export any leads within the list.
LeadFlow structure
After creating a lead flow, will notice that will have a view of the flow in tree form where can follow different branches based off of conditional nodes.
Notice in the image above that the positive node from a conditional node has a green icon (i.e. Send survey e-mail) and the negative node from a conditional node has red icon (i.e. Send 2nd Introduction E-mail).
Running LeadFlows
After the LeadFlow has been created, it will need to be started. This can be done by click the green button. This will cause all the leads within the selected lists to enter the LeadFlow program and begin executing the nodes. Also notice that the Status icon will change from red to green.
Once a LeadFlow program has been enabled, it can be disabled at any point in time by clicking the same, now red, button. When a LeadFlow is disabled, leads that are already running within the program will stop at their current node. When the LeadFlow program is enabled again, those leads will re-execute the node where they last left off (in the case of pause nodes, they will maintain the same wait time as they previously did, so it does NOT restart the wait time from when the pause node was re-enabled).
LeadFlow Reporting
To view the reports for each of the LeadFlow programs, click the pie chart icon within the mean LeadFlow Prgrams view. The initial report shown, the LeadFlow Member Activity, shows the number of leads that have been entered into the program over the life of the program as well as a table of all leads enrolled into the LeadFlow program.
The second report can be found by clicking the LeadFlow Node Activity tab. This report shows the LeadFlow node tree along with notation indicating the number of leads and percentage of leads that have entered each node. From this view, can click any one of the nodes and a table of all the leads that have reached that node will be displayed.
Once the leads for a particular node are displayed, can click the magnifying glass for any of those leads to view all the nodes that lead has gone through in chronological order.
