New Feature: Goals

You can now define goals for your automations. As goals are achieved, contacts will jump to other locations in your automation.

The goals you create can be used to begin other automations, send more targeted messages to your contacts, adjust contact and lead scores, and more.

For instance, you might have a series of emails motivating a contact to request a free consultation. You could create a goal that is “Appointment booked through Acuity Scheduling.”

When that goal is met, the contact can skip the rest of the marketing emails and jump deeper into the automation; beginning a new sequence of messages that helps the contact prepare for their consultation.

You might also create a goal for “Contact makes a purchase.” When that goal is achieved, your automation could immediately mark any open deals as won and begin a sequence of new customer onboarding emails:

 

Creating Goals…

You can find the Goal action under the “Conditions and Workflow” section of the automation actions menu.

When you add a goal action to an automation, you’ll be presented with a modal window that helps you set up the goal. You can give the goal a name and you’ll be prompted to specify the conditions that define the goal:

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You could use any condition in our segment builder to create a goal including:

  • Specific values in custom fields,
  • Visits to your site or the viewing of specific web pages,
  • Events you’ve defined such as a log in or product purchase,
  • Tags (or the absence of tags),
  • Any other contact data you’ve collected such as location.

By using “And” conditions, you can create multi-dimensional goals such as “If a contact has visited my pricing page AND they’ve submitted a form requesting our whitepaper AND their contact score is greater than 75.”

Using “Or” conditions, you can create goals triggered when one of many criteria are met. For instance, “When their deal score is over 60 OR their deal moves to the ‘Contract signed’ stage of the pipeline.”

Next, you’ll define whether the contact should jump to the goal from anywhere in the automation or only if the goal is below the contact’s position in the automation. “Below contact’s position” is a way to make the goal conditional. If they’ve already passed the goal in the workflow, they won’t trigger the goal (even if they match the conditions you’ve defined).

With this new action you’ll be able to consolidate and simplify your automations. Automations that previously would have to be split into parts can now be combined into a single automation. Automations that were only possible with multiple “If/Else” checks are easier to create.

The “Goal” Trigger

We’ve added the 18th way to begin an automation: the Goal trigger.

Now automations can begin when a goal is “achieved” or “skipped.” This trigger is useful for situations where the achievement of a goal begins a complicated, multi-step process. For instance, the achievement of a goal “Makes first purchase” might begin a series of automations with specific purposes.

 

Using Goals in the Segment Builder

There are now additional options for creating segments.

Four new conditions have been added to the segment builder under the “Actions” category:

  • Goal achieved – The contact met the conditions of the goal while going through the automation.
  • Goal not achieved – The contact exited the automation before meeting the conditions of the goal or they are still in the automation and have not yet met the conditions of the goal.
  • Goal skipped – The contact reached the goal but either skipped it or ended the automation (which depends on how you set up the goal).
  • Waiting on Goal – The contact is at the goal action, waiting until its conditions are met.

Goal conditions make it easy to:

  • Send to people who did (or did not) complete a particular goal,
  • Create a fork in an automation on the basis of whether a contact has completed a goal (so you can treat them differently),
  • Do an advanced search for contacts that did or did not complete a goal,
  • Use achieving (or not achieving) goals to distribute points in a lead or contact score.

The possibilities opened up by the addition of goals are endless. It’s a change that naturally shifts our mindset to where it should be: working toward specific, measurable results at each stage of our marketing and sales processes.

Now we are able to define the purpose of our marketing and sales processes and use the completion of those goals to measure our effectiveness, automatically pivot, and create modular workflows that automatically progress to working toward the next goal as the previous one is achieved.

Are you as excited about Goals as we are? Let me know how you’ll be using Goals in the comments section.

New: Trigger Automations on Field Changes

We’ve added a new way to begin an automation bringing the total number of triggers to 17.

Now, when any default or custom field changes, you can begin automations to track & manage contacts, deliver automated follow-up, adjust contact & lead scores, and more.


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New: Saved Changes in the Automation Builder

Have you ever changed an automation only to regret it? Do you ever hesitate to modify an automation because you are worried about messing it up?

Worry no more. From this point forward, your changes will automatically be tracked and saved as you work. Now you can build and edit automations with confidence knowing that rolling back to a previous version is simple and easy.


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Introducing Automation Notes

As you are creating automations, you may wish there was a way to leave yourself reminders and explain the purpose of each step.

Or, you may have an automation you created a long time ago and now you no longer understand it.

For these reasons we’ve created Automation Notes. You can now add annotations to any action or trigger in an automation.

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Two More Improvements to the Automation Builder

See Where Your Contacts Are in an Automation

Last week we made the automation builder drag-and-drop, this week we’ve made it easy to see exactly where your contacts are in your automation workflows and how many contacts are in each Wait action.

A Wait action with contacts in it will display a Queue button with the number of contacts in parenthesis:

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Add Beautiful Social Icons to Your Campaigns

Today we are releasing a new Social Icons widget. You can now quickly and easily insert a variety of beautiful social icons into your campaigns.

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Automation Recipes: Prebuilt Workflows to Build On

We offer 16 triggers and 26 actions in our automation builder. That means there are 7,311,616 possible automations — and that’s just for a 5-step automation!

There are near limitless possibilities for what you can build by combining actions and triggers in innovative ways. When you factor in the flexibility of webhooks and Event Tracking, you’re limited by creativity and imagination more than anything else.

That open-ended flexibility has a downside for some people — it can create uncertainty:

  • Some people know that they can do a lot with it, but aren’t clear on exactly what.
  • Or, they have an idea of something they’d like to do, but don’t know how to create it with the automation builder.
  • Or, they have a nagging feeling there is a better way to accomplish something.

 

Introducing Automation Recipes:

Now, when you create a new automation, you’ll be presented with a menu of pre-assembled automation workflow recipes that you can use for inspiration, as a starting point, or put to use immediately in your business:

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The Automation Builder is Now “Drag-and-Drop”

Our automation workflow builder is one of the best solutions out there. It’s an intuitive way to map a contact’s path through your marketing & sales processes.

Today, we are releasing a major update to our automation builder that makes it even better…

It’s now completely “drag-and-drop:”

You can move single actions, and portions of the automation, to make restructuring automations faster:


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New: Set the Default Color for Links

You can now set the default color for links in your campaigns:

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New feature: Save Email Content
For Quick & Easy Reuse

Do you have portions of your emails that you reuse frequently?

For instance, an offer you display often or a signature you end your emails with?

Wouldn’t it be nice if there was a way to save these blocks, with all their content, formatting, and settings, so that you could quickly drag-and-drop them into your campaigns as needed?

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