As an avid ActiveCampaign user, I know their automation system well. For years now, I’ve been using their platform to nurture my prospects and take them to the next stage of awareness.
However, Saravanan and I just went pro in ActiveCampaign – and I am blown away!
How we use the new features of ActiveCampaign to drive sales
Nic peterson talks about the need to divide prospects into three groups.
# 1 – Not a good fit. These are people who are not good prospects.
# 2 – Good for later. People who are at a lower stage of awareness or who are not yet ready to buy.
# 3 – Good for now. The right people, you know you can solve their problem, and can identify that they’re ready to become a customer… they just need the right push.
When you manage to group list members into these three buckets, you will be able to both market them more effectively and convert more into sales.
We use ActiveCampaign’s lead scoring system to help us quickly and accurately identify who falls into the “good for now” and “good for later” categories so we can make better marketing decisions.
The ActiveCampaign lead scoring system allows us to see who is closest to the sale
ActiveCampaign’s lead scoring system monitors every action (or inaction) of a list member and scores them based on that action.
Points are awarded based on the value of that action.
For example… if they open an email, they get three points.
Visiting a payment page gets ten points.
Watching a 2 hour webinar? Fifty points.
The more actions they take, the more likely they are to become a customer.
However, the points expire! Most of our points expire after 21-30 days. This means that if a prospect visits a checkout page today, in 30 days, ActiveCampaign will deduct points for that action.
This means that if you have a high score you have been very active and you are a good prospect!
We set the bar very high for our “Good fit now” bucket… 80 points.
To be eligible for this special list and campaign series, you must be dedicated.
80 points should be sufficiently dedicated!
This means you’ve (probably) watched the webinar, visited the checkout page a few times, and watched several of our other videos.
And given that it takes an average of 7-14 days to turn a lead into a sale, 80 points is a good place to start.
Of course, we have just defined this number for the first time. If not too many people hit that target, we’ll try 60 and adjust from there.
Before we go any further, let’s take a look at some of the elements of our system that we have put in place …
Our 30,000-foot email marketing system.
As with all great campaigns, you need a source of traffic.
I’m a Facebook Ads pro who has been writing and managing ads for 7 years.
So I created a series of ads that allow us to generate leads for $ 4 each. If you wanna know how I do this check out my guide to Facebook ads.
Once a user signs up for the Saravanan webinar and I produce for our Rank and Rent Mastery program, they are immediately signed up for the first round of emails and presented to our world.
Our first series lasts about 45 days.
Our first goal is to get prospects back and watch the webinar. We understand that a two hour webinar is difficult to deliver when you don’t expect it.
So the first three emails pull them in with reasons why they should go back and look, as well as indoctrinate them into our brand
After that, we have some valuable emails introducing them to the concepts we are teaching in the webinar.
The objective here is twofold …
1 – Get them really excited about our opportunity.
2 – Destroy any objections, false beliefs, excuses or other reasons why they cannot take advantage of the opportunity in front of them.
So for about a week, we hit them from several different angles, always with a different message.
Sometimes there is no call to action.
Many times we invite them to come back to the webinar.
About two weeks later, we’re doing something a little different.
We tell them about an upcoming round of free training.
It lasts 5 days – and it guides them through the ranking and rental process.
In reality, it is the webinar divided into five separate videos and emails.
We’ve found that when you ‘spoon feed’ audiences like this, the video engagement and views increase.
And that’s what we want at this point.
We want prospects to watch through our webinar / indoctrination videos so that resistance to selling is reduced, and ultimately eliminated.
Every email, video, or interaction with us should bring them closer to the sale.
And so we continue with this for 45 days.
What happens if a user successfully completes the webinar?
If a user has watched 75% or more of the webinar, they have seen our pitch and at least have a decent knowledge of our company, our program, and are moderately convinced of the idea.
If they weren’t convinced it was worth it, they wouldn’t have spent an hour and a half with us.
So, they instantly get 50 points and ActiveCampaign puts them in a special automation and list for prospects who watch 75% or more of the webinar.
We have qualified that they are at a higher stage of consciousness.
So we can sell them differently.
We can begin to promote the course more aggressively and address their specific concerns and objections.
But it is not yet the “cream of the crop” or the “good for now”.
Remember that participating in the webinar only earns you 50 points… we need 80 points to reach that magic “Good for now” score.
What happens when a user hits the 80 point mark?
Using ActiveCampaign’s automations, the system monitors all contacts for changes in their score.
If a score hits a threshold of 80 or more, they’re instantly added to a dedicated list and automation.
From there, we can market them specifically through Facebook ads, website posts, text messages, and emails.
We’re in the process of putting this in place at the moment, but here’s what we plan to do …
- Create follow-up webinars that show prospects the value of signing up to our flagship program.
- Running time-limited policy call sessions where we receive them on the phone and close them.
- Implement the “Be Helpful” campaign where we show them something cool that’s going on right now in the program and give them the opportunity to participate.
These types of campaigns wouldn’t work well if we were targeting the general list with them… but since we are targeting our most active and hottest leads, they should convert at a much higher rate.
How to create a rating system in ActiveCampaign: tips and tricks
# 1 – make sure you configure the rules correctly
The ActiveCampaign scoring system can be tricky at first, especially if you’re not used to it.
I had to learn to create ONLY ONE set of lead scoring rules… otherwise it gets complicated and it looks like this…
You will want to create a single set of rules initially and add different layers to them.
For example, take my set of scoring rules …
It uses the ActiveCampaign segment generator to create AND / OR rules. In this case, select OR.
For example. Look at the first line. This means that when a user opens a campaign, they get 3 points. This is the value of this action.
Each line after that is for a different rule. But everything is calculated together.
And that’s all account-wide.
It doesn’t matter what list or automation a contact is in. This set of rules applies to everyone.
For starters, it’s best to create a set of rules and add and subtract all the individual rules inside.
Now – if you want to have specific rule sets for specific purposes, like just having an “Open email” score – that’s fine.
But my goal here is to create a total score based on pretty much every major action the lead can take.
So I’m going to create a set of rules and work on that basis.
# 2 – Use automations to add or subtract points.
You’ll want to create specific automations to further manage your scores.
This is what my “Engagement” automation looks like with lead scoring …
With this automation, every time a user opens an email or clicks on an email, they are marked with “Engaged” or “Active” and their “Total Activity Score” is increased by two points.
This automation is triggered for every email they open or click.
So if a user opens 10 emails, they get 20 points.
You’ll want to do this for websites as well – I have a second automation that sees when users visit the website (I use site tracking for this). This automation then adds points for visiting the website.
Simply put, your automations are responsible for continuously adding points based on actions defined in the rules.
ActiveCampaign’s technology allows us to create powerful systems that speak to the right prospects at the right time
The lead scoring feature, combined with automations and lists, helps you talk to the right people at the right time.
This is one of the reasons I love ActiveCampaign so much.
If you haven’t used it yet, you must try it.
Click here for a free trial. [Yes – this is an affiliate link. Yes, we will make a commission off it. No – it doesn’t cost you anything. But if you do sign up for it with our link I’ll send you a free email marketing training showing you how I consistently get 30-50% email open rates].