How to Use Automation Across Multiple Platforms for a More Powerful Marketing and Sales Toolset

How to Use Automation Across Multiple Platforms for a More Powerful Marketing and Sales Toolset

Automation can be a powerful way to save time and scale your business. But how can you take automation beyond your marketing automation platform to the entire toolset your business uses every day?

If you can pull all of the information you have into one place, you can use that information to better understand your customers, create more accurate segments — and show each person exactly what they want to see.

In this guide, we’ll cover 5 ways you can use automation across your customer experience toolset — and connect your tech stack to make each tool more powerful. More importantly, we’ll share 25 automation recipes that you can import and use right away to automate your business across platforms.

  1. Make scheduling and following up on meetings less work
  2. Collect and act on contact data from integrated forms
  3. Create a better ecommerce customer experience
  4. Reach your email list through Facebook Ads

1. Make scheduling and following up on meetings less work

Appointment-setting apps like Calendly and Appointlet make it easier for businesses to schedule meetings with customers and prospects. Here’s how:

  1. You share your Calendly calendar link with a prospect
  2. The prospect can see your availability on your Calendly calendar
  3. The prospect chooses the date and time that works best for them and enters any information you need before the meeting. (You can set these form fields up in Calendly.)
  4. Calendly adds the meeting to your calendar

Calendly is a powerful tool that helps eliminate the back-and-forth to find a meeting time that works for you and your prospect. By integrating Calendly with your marketing automation platform, you can make Calendly even more powerful.

ActiveCampaign’s integration with Calendly lets you automatically:

  • Add any information from Calendly form fields to the contact’s profile in ActiveCampaign
  • Tag the contact in ActiveCampaign based on what type of appointment they set up

d47ub57r3 calendlybookfirstmeetingWhen a new contact subscribes to your email list, enter them into this meeting request email series to encourage them to set up a meeting with your team. Get the Calendly: Book First Meeting Email Series Automation Recipe here.

With that information in ActiveCampaign, you can use automations to…

  • Notify team members about new appointments. Automatically alert sales reps about upcoming meetings and pass along any information that the prospect submitted via Calendly.
  • Create or update deals in your sales pipeline when a contact books, changes, or cancels a meeting in Calendly
  • Assign follow-up tasks to your sales team after a meeting. Make sure no leads slip through the cracks
  • Remind contacts about upcoming meetings and reduce the number of no-shows your sales team has to deal with
  • Send valuable information to your contact before the meeting. Do certain types of meetings require that your contacts come prepared? If they book that type of meeting, automatically send them the information they need.
  • Run support flows and win-back sequences. If someone sets up a meeting with your support team, gather the information that your reps need to give a great customer experience. Did a customer set up a meeting to cancel their account? Automatically enter them into a win-back sequence to stop them from churning.
  • Identify and segment your contacts based on how they accessed your Calendly page. Learn more about where your contacts come from by tracking where they clicked on your Calendly link.

42fg0ij7p calendlynotifywhencontactmakesappointmentNotify your sales team when a contact makes an appointment through Calendly. Get the Calendly: Notify When Contact Makes Appointment Automation Recipe here.

7q01vtkif calendlyupdatedealstageWhen a contact books a meeting through Calendly, automatically update their deal stage and move them through your sales pipeline accordingly. Get the Calendly: Update Deal Stage Automation Recipe here.

101jcyf4u calendlysendoutpre meetinginformationWhen a contact books a meeting through Calendly, automatically send them an email with any pre-meeting information they need to know. Before the meeting, automatically check to see whether the contact opened the email — then let your team know, so they can plan accordingly. Get the Calendly: Send Out Pre-Meeting Information Automation Recipe here.

z6fdpua6g calendlysupportappointmentemailseriesWhen a contact books an appointment with your support team through Calendly, automatically send them a message to confirm the appointment. After the appointment, reach out to make sure that the contact was able to resolve their issue. If they still need help, reach out to schedule a follow-up support appointment through your Calendly link. Get the Calendly Support Appointment Email Series Automation Recipe here.

rwxcpoxhp calendlycancellationwin backWhen a contact books a cancellation appointment through Calendly, follow up with a win-back email series to incentivize them to stay. Get the Calendly Cancellation Win-Back Series Automation Recipe here.

0iirji4qr calendlysegmentcontactsbasedonsourceWhen a contact books an appointment through Calendly, automatically add them to a specific segment based on how they found your Calendly page — then track which sources drive the most appointments. Get the Calendly Segment Contacts Based on Source Automation Recipe here.

2. Collect and act on contact data from integrated forms and landing pages

Forms and landing pages aren’t just for collecting a contact’s name and email address. When you connect your forms and landing pages to your marketing automation platform, you can use them to:

  • Send a welcome series
  • Create and update deals in your CRM
  • Process product orders
  • Send event follow-ups
  • Gather feedback
  • Run surveys
  • Release gated content and special offers
  • Generate leads
  • Learn more about your contacts

How to use automation to make the most of your forms

If you use a form builder like Typeform or Jotform, you can integrate it with your marketing automation to keep your contact data up-to-date — and create a better, more personalized customer experience.

Here’s how:

1. Add deals and trigger email campaigns based on form submissions: Follow up with a new lead as soon as they submit a form. Automatically enter them into a welcome email series, notify your sales team, and add a new deal to your CRM. You can personalize your emails based on the information in the form.

meh361de formintegrationaddadealWhen a lead submits an integrated form, automatically add a deal to the pipeline of your choice and creates a task for the deal owner to reach out. Get the Form Integration: Add a Deal Automation Recipe here.

ciz5smlk1 formintegrationsendwelcomeemailseriesWhen a contact subscribes through an integrated form, automatically enter them into a welcome email series. Get the Form Integration: Send Welcome Email Series Automation Recipe here.

dqzh3pl1j formintegrationdelivergatedcontentAutomatically deliver gated content to contacts who submit your form, then send a follow-up email with bonus content on a similar topic. Get the Form Integration: Deliver Gated Content Automation Recipe here.

2. Segment your contacts from form information: You can use interactive forms to capture lead information, then use that info to create more targeted customer segments. When you segment your contacts, you can send them the content they want, when they want it.

d1vqmutga formintegrationsegmentedwelcomeemailsSend new contacts a tailored welcome email based on the information they submit through your integrated form. You can segment your welcome email based on any field submission, including location, referral source, or purchase intent. Get the Form Integration: Segmented Welcome Emails Automation Recipe here.

3. Get more customer insights — and more sales: You can automatically map the information from form submissions to custom fields in your contacts’ profiles. With all of your customer details in one place, your sales team can spend less time digging for information and more time closing deals.

0r2gv2f4z formintegrationaddsegmenteddealWhen a contact submits an integrated form, automatically create and segment a deal based on the information they submitted. You can segment based on almost anything, including demographics, where they are in the buyer’s journey, and lead source. Get the Form Integration: Add a Segmented Deal Automation Recipe here.

4. Follow up on events and customer feedback: When a customer RSVPs for an event or fills out a feedback form, make them feel valued with a follow-up email. If they leave negative feedback, automatically notify your support team so that they can reach out personally and address the customer’s concerns.

fquqv2l77 formintegrationeventrsvpAutomatically send follow-up emails to contacts who RSVP for your event. If a contact RSVPs “yes,” automatically send them a reminder email before the event. Get the Form Integration: Event RSVP Follow-up Email Automation Recipe here.

g7rbnqfcm formintegrationfeedbackformsubmissionfollow upWhen a customer submits feedback, automatically follow up with a thank you email and assign your support team a task to reach out personally to the customer. Get the Form Integration: Feedback Form Submission Follow-up Automation Recipe here.

How to use automation to convert more customers through your landing pages

On its own, Unbounce is a great tool for building and testing landing pages. When you integrate Unbounce with your marketing automation, you can make your landing pages and customer experience even better.

When you use automation to connect your landing pages to your email marketing and CRM, you can:

  • Build meaningful customer relationships with automated, personalized messages
  • Segment your contacts based on landing page form submissions
  • Run A/B tests to see which landing pages, lead magnets, and email content drive the most sales
  • Track and view landing page referral sources, so you know how your prospects find you — and which lead source converts the most customers
  • Create tasks for your sales and support teams to follow up with specific contacts

When you A/B test variations of your Unbounce forms, make sure that the messaging in your welcome series matches the messaging on your form. Automatically send your contacts different welcome series based on which Unbounce form variant they submit. Get the Unbounce: Welcome Series Based on Form Variant Automation Recipe here.

A/B test variations of your Unbounce forms to see which converts more contacts. Use automaton to track which form performs better based on a set goal, like purchases, page visits, or other tracked events. Get the Unbounce: Test Form Variants Automation Recipe here.

w6eajo06m unbouncetestgatedcontentvariantsA/B test different gated content offers to see which content converts more leads. Automatically deliver gated content variants to contacts who submit your Unbounce landing page form, then track which piece of gated content leads to higher conversion rates. Get the Unbounce: Test Gated Content Variants Automation Recipe here.

3. Create a better ecommerce customer experience

You can use ecommerce automation to give your customers a better experience, build customer loyalty, and increase sales. Deep Data integrations (like ActiveCampaign’s Shopify integration) connect your online store to your marketing automation platform and CRM and let you automatically pull valuable customer information, like:

  • Their average order value
  • Their location
  • The total dollar value of their purchases
  • How many orders they’ve placed
  • Which items they’ve purchased
  • Whether they abandoned their shopping cart

Here’s how you can use that information — and ecommerce automation — to take your online store to the next level:

1. Recover abandoned carts: Automatically reach out to contacts who abandon their carts. Abandoned cart reminders help you bring shoppers back to your site — and convert them to customers. If it’s a shopper’s first time abandoning their cart, you can even offer them a special deal to recover the cart.

Convert first-time shoppers to customers with his automation. Offer first-time cart abandoners a special deal to complete their purchase. Get the First Time Abandon Cart Hook Automation Recipe here.

s08sr8z44 blackfridayabandonedcartemailseriesRecover abandoned carts on Black Friday (or any time) with this automation. When a customer abandons their cart, automatically enter them into an abandoned cart email series. Get the Black Friday: Abandoned Cart Email Series Automation Recipe here.

2. Show off your products in emails: Use product interest tracking to see which products your customers are most interested in, then automatically send them emails that highlight those products. If you use Shopify and ActiveCampaign, product blocks pull product images and details from Shopify right into your emails.

31e0344nr productinteresttaggingThis automation uses site tracking to automatically track your contacts’ interest in certain products — then send targeted messaging based on that interest. Get the Product Interest Tagging Automation Recipe here.

uju96s4ak shopifyproductinterestfollow upWhen a contact shows interest in a product on your Shopify store, automatically send them an email with a coupon for that product — and product blocks to remind the shopper how great your product is. Get the Shopify: Product Interest Follow-up Emails Automation Recipe here.

3. Reward customer loyalty: Ecommerce automation makes it easy to find your most engaged customers and reward them accordingly. You can create automations to tag and segment customers, then send them special offers when they reach a certain number of purchases, celebrate a birthday or milestone, or haven’t purchased in a while.

iypp5tp3k storecustomerfirstpurchasedateAutomatically keep track of a customer’s first purchase date with this automation. This helps you segment your contacts and better understand your customer lifecycle. Get the Store Customer First Purchase Date Automation Recipe here.

4cyueibko shopifybirthdayandanniversarycouponMake your loyal Shopify customers feel special and celebrated. Automatically send a special offer to a customer on a specific date, like their birthday or the anniversary of them signing up with you. Get the Shopify: Birthday and Anniversary Coupon Email Automation Recipe here.

4. Send cross-sell and upsell campaigns: Automatically send targeted upsell and cross-sell campaigns to encourage your customers to buy additional products or upgrade their membership — and bring in more revenue from existing customers.

hk8e5324w shopifypost purchaseaccessoryupsellWhen a customer makes a purchase on your Shopify store, automatically send them an upsell email campaign based on the product they bought. Incentivize the upsell with discount codes and free shipping. Get the Shopify Post-Purchase Accessory Upsell Automation Recipe here.

b2urujkx shopifystorepost purchasecross sellWhen a customer makes a purchase on your Shopify store, automatically follow up with a cross-sell email campaign based on the product they purchased. Get the Shopify Store Post-Purchase Cross-Sell Automation Recipe here.

4. Reach your email list through Facebook Ads

Do you use Facebook Ads? If you do, automation can help you get the right message to the right audience on Facebook and via email.

Facebook’s Custom Audiences feature lets you upload your own contact list, then target your contacts with Facebook Ads. Automation takes the manual download-then-upload step out of the equation — when you integrate your marketing automation platform with Facebook Custom Audiences, you can automatically target your email contacts on Facebook.

Here’s how it works:

  1. Your contact list automatically syncs between ActiveCampaign and Facebook Custom Audiences. You can create more than one Facebook Custom Audience for a more targeted Facebook Ads experience.
  2. You run ads targeting your ActiveCampaign contacts on Facebook
  3. If your contact clicks on an ad, you can see that data in Facebook
  4. If your contact visits your site or makes a purchase, you can track that data in ActiveCampaign with site tracking and attribution

You can also use automation to add and remove contacts from Facebook Custom Audiences:

  • When a contact subscribes to your email list, automatically add them to your Facebook Custom Audience
  • When a contact unsubscribes from your email list, automatically remove them from your Facebook Custom Audiences
  • Add contacts to different Facebook Custom Audiences based on the information they submit via form, like their location
  • Advertise upsell products to your contacts on Facebook based on their most recent purchase
  • Keep your contacts up to date on your latest offers and promotions by retargeting them with Facebook Ads
  • Automatically move your contact to a different Facebook Custom Audience when they “heat up” — aka reach a new lead score

When a contact subscribes to a list, automatically add them to the appropriate Facebook Custom Audience. Get the Add Contact to Facebook Audience After Subscribing Automation Recipe here.

h6dq2nrd removecontactsfromfacebookaudienceafterunsubscribingWhen a contact unsubscribes from your master list, automatically remove them from your main Facebook Custom Audience, then add them to a re-engagement Custom Audience. Get the Remove Contacts from Facebook Audience After Unsubscribing Automation Recipe here.

kbagg2l93 talktofacebookcustomaudiencesusingformsegmentationWhen a contact fills out a form, automatically use their form responses to segment them into Facebook Custom Audiences. Get the Talk to Facebook Custom Audiences Using Form Segmentation Automation Recipe here.

cwp3cb169 facebookcustomaudinecesforaccessoryupsellWhen a contact makes a purchase, automatically add them to a Facebook Custom Audience to target them with related upsell opportunities and offers. Get the Facebook Custom Audiences for Accessory Upsell Automation Recipe here.

When your contacts visit your blog, automatically add them to your latest Facebook Custom Audience and remove them from your previous one. Get the Facebook Custom Audience Retargeting Automation Recipe here.

xa1vcu3i2 score basedfacebookcustomaudienceAutomatically add your contacts to different Facebook Custom Audiences based on a score, such as their engagement with your email content or their total number of purchases from you. Get the Score-Based Facebook Custom Audience Automation Recipe here.

These are just some of the ways you can use automation to connect your entire marketing and sales toolset and build a better customer experience. For more, check out the 200+ automation recipes in our marketplace and the 280+ apps and integrations available to ActiveCampaign customers.

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