Harnessing Event-Triggered Automation to Capture Potential Leads
Table of Contents
Introduction
Understanding Event-Triggered Automation
Advantages of Event-Triggered Automation
Harnessing the Power of Trigger-Based Campaigns
Different Types of Trigger-Based Campaigns
Best Practices for Crafting Trigger Campaigns
Using Trigger Strategies to Enhance Customer Journey
The Final Note
Introduction
When Newton introduced the first law of motion that states that an object stays at rest or in motion unless acted upon by an external force — he didn’t just define a principle of physics. He revealed a universal truth about movement and change.
The dynamics of marketing and sales work similarly.
Most prospects resist change. And even if they are moving, they may be heading in a different direction than you want.
That’s where event triggers become the much-needed force. They disrupt the status quo and shift momentum in the buying process. Whether it’s lead routing or automated follow-ups based on a website visit, event triggers streamline workflows to fuel your marketing processes.
Understanding Event-Triggered Automation
Event-triggered automation is a predefined action that activates when a specific event occurs. These events can be any activity that the automation software can detect. For instance, creating a new account, filling out a form, or abandoning a shopping cart. Event triggers can be set for any stage of the buyer’s journey to customize interactions.
There are three types of event triggers to run automation:
1. Polled: The automation platform checks for trigger events at regular intervals. For example, the platform periodically pings your website to ensure it’s online. If the website is down, a notification is sent.
2. Real-time: The apps connected to the automation platform notify it immediately when the event occurs. For example, whenever someone mentions your brand on social media, the platform is alerted and triggers an automated engagement activity.
3. Scheduled: The automation platform executes the trigger on a set time and date. For example, the platform sends a newsletter to subscribers at a specific time and date each week.
Additionally, you can use conditions to specify when and how an event-triggered automation should occur.
Advantages of Event-Triggered Automation
Event-triggered automation offers several benefits for businesses, including:
Speedy Processes
Automated workflows initiate immediate actions, leading to quicker responses to customer needs. They also minimize human errors, thus, enhancing productivity.
Improved Efficiency
Event-triggered automation handles tasks without manual intervention, thus, freeing up time for other activities.
Flexibility and Scalability
Event-triggered automation can be used in various departments and adapt to changing business requirements.
Branding
Triggered automation allows targeted brand messaging by tracking prospect activities for personalized communication.
Harnessing the Power of Trigger-Based Campaigns
We have learned about event-trigger automation. Now it’s time to delve into their real-world application through trigger-based campaigns.
A trigger-based campaign is a marketing campaign that follows the when this, send that formula. In simple terms, when a user performs a specific action or event in their customer journey, the business will tailor its communication accordingly. It is effective for marketing initiatives that require quick and precise targeting based on consumer habits.
Trigger campaigns can use multiple channels such as email, SMS, in-app messages, and push notifications, either separately or in an omnichannel campaign. This helps increase the chances of re-engaging disinterested customers and retargeting customers for bigger repeat sales by providing consistent experiences.
Different Types of Trigger-Based Campaigns
Trigger campaigns are useful in all stages of the customer journey. Here are the different types of campaigns serving different objectives:
Behavior-Based Campaigns
Behavior-based campaigns have the most significant impact on your audience. By gathering data on customer behavior, you can address their needs and fulfill desires. A marketing automation solution can help you get this data on your customers.
Examples: Abandoned cart reminders, welcoming and onboarding emails
Engagement Campaigns
If your website visitors are not actively participating, you can engage them using trigger-based tactics. Engagement campaigns focus on delivering personalized messages that resonate with individual customer interactions and preferences.
Examples: Product recommendations, targeted offers and discounts
Event-Based Campaigns
These campaigns capitalize on special events and occasions to create a more engaging and memorable experience for customers. By offering timely and relevant promotions, they help draw customers’ attention and drive them to buy your products.
Examples: Holiday promotions, birthday/anniversary campaigns
Emotional Campaigns
Emotional campaigns focus on appealing to customers’ emotions and sentiments. You can evoke emotions like FOMO, trust, and recognition to appeal to your audience and drive stronger customer loyalty.
Examples: Storytelling, social cause marketing
Reactivation Campaigns
Reactivation campaigns are designed to re-engage customers who have become inactive or dormant. By using customer engagement data, you can identify customers who are at risk of churning and take proactive steps to reactivate them.
Examples: Re-engagement campaigns, limited-time offers
Best Practices for Crafting Trigger Campaigns
Each customer’s path to purchase is different. Trigger-based campaigns can be a valuable tool for guiding customers through their journey. Here’s a step-by-step guide to creating effective trigger campaigns:
Understand Buyer Persona
In automated marketing campaigns, having a deep understanding of your buyer persona is essential—there’s no room for guesswork. For this, you need to analyze key customer data such as their pain points, motivations, and challenges.
These insights allow you to customize your communications and services at each step. You can then utilize event triggers with tailored messages for specific audience segments.
Plan with If/Then Logic
Triggered automation uses software to initiate actions based on specific events or triggers. These triggers are defined using “if/then” statements, where a particular action is taken if a certain event occurs.
Any variable that your software can track can be used as a trigger. For example, if a user clicks “Sign in” on your website during their first account setup, you can trigger a specific action. Or, if a user closes a webpage with a full cart, you can trigger a follow-up email.
The only limitations for trigger events are the data you have in your system and the capabilities of your marketing automation software.
Define Actions Following Triggers
Once you’ve identified potential triggers, you can determine the desired actions. This is the “then” part of the “if/then” statement.
For example, if a user clicks “Sign in” during their first account setup, you could send a confirmation email and a welcome message. Or, if a user abandons their cart, you could send an email and an app push notification to remind them.
Create Personalized Messaging
With effective buyer persona understanding, you can leverage event-triggered automation to foster strong customer relationships. Ensure your offers and messages are relevant at each stage of the customer journey to maximize personalization.
Analyze Data Continuously
After launching your trigger campaigns, monitor customer engagement to identify the most successful strategies. Refine your winning offers and add new triggers as needed. The more relevant and up-to-date your offerings are, the better results you will achieve.
Test and Implement Changes
Analyze your test results to draw conclusions and make necessary adjustments. The more comprehensive testing you conduct, the better you’ll understand your target audience. The data can reveal the need for significant changes to enhance your overall strategy.
Using Trigger Strategies to Enhance Customer Journey
A holistic trigger strategy is key to engaging audiences. Potential customers form an impression of your company from the first interaction. So, utilize event-triggered automation from the initial touchpoint to nurture prospects.
Ensure that the onboarding is executed properly and leads are not lost in complex interfaces. Lead churn can be involuntary such as a customer forgetting to renew a subscription or payment failure. In such cases, implement trigger strategies that activate a series of emails or notifications for the customer to act timely.
The Final Note
Event-triggered automation is a powerful asset for marketers navigating today’s dynamic digital environment. By delivering personalized messages at the optimal moment, businesses can generate quality leads and cultivate deeper engagement.
Start creating your trigger-based campaigns using the guidelines shared in this article. Use data-driven insights and a customer-centric approach to ensure it delivers the results you’re aiming for.
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