Office Hours – January 23, 2018

Recording of Office Hours hosted by Chris Davis on January 23, 2018.

Topics covered in this session:

  • Strategies for preventing contacts from entering an automation multiple times
  • Tips for operating your business successfully while working with a digital marketing consultant


Chris Davis: All right. This week I did have a question. Pamela, I actually think it was yours. I have a question via email, but if any of you have a question, feel free to get it down so we can answer it. Yeah, it was you Pamela. Well let me make sure. [inaudible 00:00:21] Yes, it was you. All right. I’m just going to … I haven’t had a chance to read through it so I’m just going to paste the whole thing here.

[00:00:30] All right. Here we go. I migrated my CRM from InfusionSoft and they [inaudible 00:00:40] email addresses in the campaign to prevent this. What [scree’d 00:00:45]? They scrubbed … they … what was this word Pamela? I just want to make sure I’m understanding everything right. Email addresses in the campaign automation to prevent this. Oh, screened? Did they screen email [00:01:00] addresses? Anyway, unfortunately, I seem to get worse at trying to filter rather than better. I understand that it’s best to have contacts entered in automation using a form, but since many of my contacts were migrated, they did do a form. They didn’t do a form because they were migrated probably.

In some cases, like my B-2-B portal, it doesn’t make sense for them to fill out a form, to fill out a form to get approval for access. Yeah. Should I clean [00:01:30] up all my tags leaving only key tags using your conventions and then send in a general email asking people to opt in to our marketing and clean my database? But even if I do that, I want to make sure that going forward I know how to solve the problem of getting into campaigns more than once.

Sure. Yeah, yeah, yeah. I feel like you … oh. This was in the subject line. Then, so I’ll say … this is two [00:02:00] and then one is the best way. There we go. I think I got it all figured out now, Pamela. All right. Screened. Okay. So that people didn’t get into a campaign more than once. Got it, got it, got it. Okay. So this is all about this, the best way to prevent contacts from entering an automation [00:02:30] more than once. Yep, yep I got you. Makes all the sense now. Yeah. InfusionSoft, they kind of screened if … it depended on your start trigger. Or what did they call it? Your goals, your start goals. It feels like a tag and that tag was removed and it was added again then that person could go back through the automation. But one thing I do believe is they only allowed one [00:03:00] version of the contact to go through a campaign at a time, which we are the polar opposite.

We allow a contact to go through as many times as they ask. Let’s talk about this. Let’s talk about the ways to prevent a contact from entering into an automation more than once. All right. Here’s how it works. This is a great question because it’s not just as simple as, ” [00:03:30] Do this.” Since the platform is so dynamic, there’s many ways that this can be done so I’m going to show you … there’s probably a top three. If there’s more, that’s fine, we’ll go over them. Let me make sure. Sometimes they don’t [inaudible 00:03:45] sometimes if you’re using tags. Yep, yep. Yep. I remember the days. I remember those days. All right. So let me just do a new automation. We’re going to go through various [00:04:00] start triggers okay? This is going to be one way.

One way is limiting by start trigger. I’m going to say submit the form and I’m going to select a specific form just for the sake, runs once. This is your first way. It’s configuring the start trigger to run once. This will work for if a tag is added. You [00:04:30] see here? Customer. Run once. Or even if a web page is visited, it works for this one. It works for opens and clicks. That’s the first way is if they achieve the … if they achieve the … what is going on? Oh, really? I don’t want to do that. This is weird. Look at that. That’s just strange. [00:05:00] Let me hit refresh. I think I confused our builder.

Anyways, when you have your start triggers configured for once, then they can only go through once. Now that would be cool if everybody got into your automation this way. Right? Some people, you may have some branching where people can go down multiple paths. So you may want this to run multiple times. Right? However, [00:05:30] you don’t way … okay. For instance, let’s say this. If tag … this is a great example. Excuse me. All right. So from this situation, you want to say, “Hey. Whenever they fill out,”… let’s remove this one because it just makes things a little bit more complicated. Whenever they fill out this form, if they’re a customer, I want them to go down this path. If they’re not a customer, I want them to go [00:06:00] down this path.

However … okay. Yeah, I’ll make it bigger. If they’re a customer, if they fill out this form, and they can do it multiple times, I want them to go down this path if they’re a customer. If they’re not, I want them to go down this path. Okay? Now, with that being said, they can become a customer at any time. So whenever they fill out this form, I want it to be able … I want them to come into this automation multiple times. But I don’t want them to be in the automation [00:06:30] twice. Meaning, let me see if I do … wait for two days. This is going to make sense. And I hope this helps everybody. Okay? So let me see. Pamela, once only automation. All right. And I’m going to activate this.

So here’s what I mean. I’m going [00:07:00] to fill out a form. I’m going to test this all the way so you all can understand exactly how this works because this is extremely important. This is just one way. I’m going to call this Pamela. Oh, I didn’t want to use that one. All of the lists that I didn’t want to use, it was that one. I’ve got like 20. How do I choose that one? All right. So let me turn double [00:07:30] opted off, change my list. That’s a safe one. Do I have a test list? All right. There we go. All right. And then grab me the link. And I’m all good. Okay? So what I want to show you all … let me refresh this, put the form over here. Let me come and say … [00:08:00] let me call myself Riley Davis and say C Davis. That’s no. Customer at activecampaign dot com. All right. Hit submit. Oh I don’t want to hit submit yet. Oh, I already did. So I want to change this form real quick to Pamela. [00:08:30] Here we go.

All right. Now we’re ready. All right. So now when I submit this form, I should come right in here and since I don’t have the customer tag, I should go down here. Okay? Which should see me. All right. So there I am. Now watch this. [00:09:00] If I go back … I shouldn’t say go back. If I go into the contact record and actually add the customer tag. Customer tag. Go back here and fill out the form, submit. Now if I go to [00:09:30] my automation, you’ll see I’m in there. I’m in there twice. You see that? So this is me and this is me. This is exactly what Pamela’s talking about. How do I prevent someone from going into automation more than once? With this configured, but I want … but everybody, I wanted this to happen. [00:10:00] I want … ’cause they can fill out this form as many times as they want to and I just want to filter them appropriately. The only thing is, I don’t want them going through multiple times at once because now they’re going to be getting mixed messaging.

So, okay. Okay, so you’re telling me that’s about [inaudible 00:10:19] to go through the automation. No, this will be for anything. So right now this is for a form, Pamela. But I could have used a tag. I could have used opens. I could have [00:10:30] used clicked. Any start trigger that says it can run multiple times. Right? So if I have it configured this way, what I would need to do to prevent somebody from going through once they’re already in the automation, the thing is, I want you to complete your path before you enter in. Okay? So I would have wanted this contact to finish going down the no branch before they came back in. To do that, you’ll want to go to the segment [00:11:00] and go to actions, add a clause and say … not currently in automation and select the automation. Okay? So now it’s saying you’ve filled out this form and you’re not in this automation. So if you’re in this automation, you can’t come in until you finish and then when you fill out the form again, [00:11:30] yes, you can come back in. That’s one way. Okay. Right? And I used that four and forgot about it. Okay, cool. So this is one way to do it.

The other way, though, is look, sometimes we will do this. Start an automation. Okay? And if we do that … I’ll just use 60 day goodbye. How about that? If we use this, whenever you enter somebody in an [00:12:00] automation from a different automation, it bypasses this start trigger. So even though I’ve got it configured to say hey, only these people. Guess what? Since I’ve used this inter-automation, it bypasses that. So they’ll come in here multiple times. Now, because I’m using enter another automation action. So for that, we will put this as not currently in as a clause before we say enter the automation. [00:12:30] Right? So if I go here and say, if else … oh. You know what? Oh, this is even better. Oh I just realized I’ve never used this and we most definitely should. Look at this. I’m excited I just learned something new. Watch this. I can go here and do wait until … look at that.

[00:13:00] Where is not currently in automation. Not currently in automation and I’ll select the 60 day goodbye. Look at that. I never thought of this. It’s so easy. So now look at this everybody. Since I’m going to be entering them into this automation and I don’t want them to be in there twice, look at this. I can wait until they’re not in the [00:13:30] automation and then add them. Right? It’s doing the same thing as up here. I’m saying you’re not currently in this automation. Wait until you finish the automation is essentially what I am saying. Wait until you finish and then you can come in. Here I’m saying the same thing. Wait until you’re done with that automation and then go. And guess what? To take it a step further, I can wait for them to finish a different automation before I add them to this automation.

Wow. [00:14:00] I didn’t think of that. Now I’ve gotta think of all the use cases for this. So this is why I love the questions everybody. Because now what are the various applications for wait until someone is not currently in the automation? Or maybe that’s a little technical. Can I say has finished? Let’s look at all of the actions. Okay? Has [00:14:30] ended. That’s probably easier speak is has ended. The other one is a little technical, right? So look at this. Now, wait until they’ve ended the 60 day automation before you move on. Right? So I can really start catering the experience and make sure that I’m not sending duplicate messaging because now I [00:15:00] can either use this start trigger condition that says, “Hey. Wait until they finish that automation before you,” … wait until they finish this automation before you let them back in here. Or I can say, “Hey. Wait until they finish automation B before we send them to automation A.”

So, yes. That’s what I was favoring Pamela. Pamela says that’s the one I need where they are in another automation and I say go to the one I’m working on. Yep. So what Pamela has brought to our attention here everyone, [00:15:30] is that whenever you’re using the enter another automation action, just make … always make sure that before they go there, you’ve checked. You’ve checked the clause. You’ve checked the condition before they go. So if it’s … maybe down here it’s like a special coupon or something like that, maybe you want to wait until they’ve completed a sales process to see if they’ve upgraded. [00:16:00] Then once they’ve upgraded, you say, “Okay. Now send up the,” … so this is a good way to force linearity. If there are certain processes that absolutely must run in sequence, then you want to wait until one has finished before you add them to another one. That’s essentially what we’re saying. We’re saying, “Hey. I need you to do this. I need you to go here. But don’t go here yet until we’re done with this.” Right? Like I’ve already got you in an automation, let that one run it’s [00:16:30] course and when that one’s done, now you can enter this automation.

Are you all ready to go one level deep … I know it’s Tuesday. I know it’s early in the week. But I’m going to do this. You could even add a go. Let’s say they upgrade. I don’t know. We’ll just say that. And tag and I’ll say upgraded as a tag and save [00:17:00] below contacts and [inaudible 00:17:10]. I’m going to walk you through this use case. Let me see what you got. Sometimes, I have a person in the campaign seven times at the same time because they were tagged and used to be unless they got merged. Yeah. So this is going to be your saving grace, Pamela. If you had [00:17:30] that tag, whatever that starting tag was and you have it set to multiple … actually, even just keeping it set to run once should have done it. But if you wanted to put a fail safe on there, you could have gone to actions and then says, has ended that automation.

Tom, howdy. Good to have you on Tom. [00:18:00] I did the wrong one, but you could do this. If you configured it as run once, they should have only went through once Pamela. But if you have it set to subscribe … if there’s a tag that’s subscribes them to a list and then your using subscribes to a list as a start trigger, then that could have them in there seven times. So again, if I’m going subscribes to list, I’m going to want to segment that and say actions, [00:18:30] has ended. Right? So they subscribed to the list and they’re not currently … I would use that one. They’re not currently in this automation. Because I feel like this works better for the start trigger. So they could subscribe as many times as they want to. Although, like I said, run once should be enough to gate it. Okay, so Pamela, how about this?

[00:19:00] Okay. Try that. But if you have a specific automation, go ahead and share it with me. Then I could just import it in and see exactly what you have. Yep. I could see exactly what you have there. Yes. No problem at all Pamela. That’s what I’m here for. And remember everybody, if you want to share your automations, click on automations, go to the exact one, select this drop down and do share. And you’ll want to copy this link and paste it in the chat and then I’ll be [00:19:30] able to import your automation. All right? So, Pamela, yeah let’s do that and then I’ll take a look at what you have. And here, let me just keep going on this one. This is so powerful. Oh, look at that. Pamela, you’re fast. Let me just … we’ll cover that later. Let’s see here. New automation and then you see this import automation?

That’s how you import an automation. [00:20:00] Oh, oh. Oops. I didn’t realize it. Wrong … don’t do this one, Pamela. Don’t click in the automation and take this URL. This is the actual URL of the automation. I want you to go to the automation screen and click this drop down and then select share. This is the link that I need. It should say Yeah, that’s the one I need. [00:20:30] I didn’t even catch that when I was copying from the chat. Yep. And, Tom, hey. If you have a question Tom, let me know. It’s good to see you on. And anybody else, feel free to ask questions as we import Pamela’s … there it is. As we import her automation and work through it. If you all can figure out exactly where I’m going with this, I’d love to hear your thoughts. But this I [00:21:00] really good. I’m forcing linearity. I’m forcing sequential actions but also giving it a way to stop, like to skip the actions with the go. But we’ll come back to that in a moment. All right. Import automation.

Tom said he’s happy to be here. It’s been a journey to get here. Great. Well, you’re here man. That’s all that matters. And I’m happy as you can tell in my voice. Our happiness is shared, [00:21:30] my friend. I really enjoy doing these. And love meeting you. Tom, I can’t remember if I saw your name on in the very beginning, but we’ve got Activate 2018 coming up. It’s our first annual conference and would love, love, love to see you there. Hey. Billy from Barcelona, Spain. Wow. Billy, welcome. Happy to have you as [00:22:00] well. Like i said, I would love to see you all at the conference. Listen, I’m not leaving until everybody’s going for this conference. This is my only time that I get to spend dedicated time out of my day with the users. There’s no other time I get to do this for a full three days. So if you’re not tired, I’m not tired. [00:22:30] I’ll be there and we will talk until our heads spin and hurt. The next week you’ll be like, “Oh my gosh, I’ve got so many revelations.”

I’ve been knowing everybody. Okay, last thing. I’ve been known to write in people’s notebooks. There’s pictures of diagrams and flowcharts that I have actually drawn in people’s notebooks. I just get caught up. I just want to help people. All right. Pamela, I’m going to walk through this. So when they get this [00:23:00] tag … and see, you have it right to run once. Put in January newsletter. When they get this tag they come here. They’re added to a Facebook custom audience and if it is … the current month is January or … if it’s January or February, they’ll go down and get the winter marketing newsletter. If not, they’ll wait for 10 days. She’s going to take the tag [00:23:30] off, put in January newsletter. Yep. She’s going to take this tag off and end it. All right?

Can you make your screen bigger? Absolutely. There we go. Let me know. At any time, let me know if you need me to make it bigger because everybody, I’m on a different screen today so it’s like an ultra wide. So I don’t know exactly. Okay, good. I don’t know exactly how clear things are yet. I think I figured out exactly what’s happening. Pamela, I think I [00:24:00] understand exactly what’s going on. But let me just continue to walk through this. So they get the winter marketing newsletter because Pam is looking to make sure we’re in the winter months. Okay? If we are and you’ve been given this tag. Look at this. And she’s doing … look at Pam. Pam is unleashing her savvy marketer. She’s also going to target you on Facebook. So we’ve got two channels working here.

She’s got you added to a custom audience on Facebook [00:24:30] and she’s going to send you this winter marketing newsletter. All right? So she’s hitting you from two angles. Then she adds the tag, January newsletter. It’s essentially saying this is what they receive. Wait for a few days. Did they make a purchase? Let me see how you’ve got this configured. Continue anyway. She’s using this as kind of like an advanced … so if it’s been after eight days, they come here. They’re going to go through here. Does the contact match the following conditions? [00:25:00] Did they click this link? Did they engage at all? If no, notify somebody and send it again. Right? Resend it. If so, if they did click the link, give them 10 points to their score and then see if they’re a customer. Now … this is really good Pamela.

If they are a customer, then add them to this Facebook audience, which I don’t have. Wait until any custom Facebook [00:25:30] audience … oh, wait until they’re in a custom … well, let me see. I don’t think this would ever because you’re adding them here so they would always just go right through here. Notify somebody, send reminder. Hmm. I don’t know if you want to send a reminder if they purchased. All right. Move tag. Put in [inaudible 00:25:54]. Ah. Okay. All right. [00:26:00] You guys gotta warn me before you … listen everybody. I love having fun. I love laughing so sometimes you just have to warn me before you say something hilarious just so I can prepare myself. I can’t even read this. Pamela says, “I don’t even know how that works, but I’ll find out.” Read the Facebook. Yep. I know how Facebook constant reminders work, but how it works with AC is a new learn. Right, right. Right. I know. [00:26:30] I know. So here’s what’s happening. This is … oh, this is such a good case everybody.

What Pam is seeing is that people are coming in here like seven times. They’re coming in like seven times and look what she has. She has it configured correctly. Runs once. But I’ll tell you what’s happening. This is what’s happening Pam. Afterwards, you’re removing the tag [00:27:00] and down here you’re removing the tag. You’re moving the tag … you’re removing the tag. What happens when a tag is removed, to the system, … okay. So this start trigger is saying you go from no tag to tag. Okay? When you go from no tag to a tag, this is always going to trigger whether it’s once or multiple times. Okay? That’s the problem is the tag is being remove and then added back. [00:27:30] So you’re kind of bypassing the runs once. Okay? Now if the tag was never removed, and it was added again … I know. I was just about … Pamela, I was just about to say that. Because that’s the only way to get somebody to go back into an automation in InfusionSoft is to remove the tag. Because a lot of times, the tag being added is what starts them in a campaign. Right?

So in Infusionsoft, we always had to remember to remove the tag so that we could add it again and add them back in. But in here, in ActiveCampaign, [00:28:00] it does. It comes back on you and bites you, ’cause now the person can be in here multiple times. As you’ve witnessed. That’s the source of the problem. But you could also … yeah, Tom. Don’t worry, I’ll clear it up for you. To make it fail proof, Pamela, you could keep this the exact same. Keep it the exact same, not change anything and just add this segment. Right? [00:28:30] Actions and say is not currently in. Not currently in automation [inaudible 00:28:36]. If you do this, it doesn’t matter. Right here. If you add this … in fact, I’m going to share this right back to you. You know what Tom? I don’t know if it’s a limitation more than just a poor UX. It [00:29:00] just doesn’t make sense to do it that way. Yeah. So we do it a lot more straightforward because we do what we’re actually saying to do.

From me, send to … I don’t know who I want to send it to. Just do that. I don’t know what this means. Oh, that’s the internal notification. Yeah. All right. I won’t finish that for now. [00:29:30] All right. Here. Let me … I keep forgetting to post the questions. So when you share it back to me, I open it, will it replace what I have here? No, no, no, no. It won’t replace it. It will actually, in fact, let me rename it so it’s not even named the same. I’m going to say Best of Toronto Gifts January, so BTGJN. How about this? Best o Toronto Gifts [00:30:00] Import. There. I renamed it. So now when it’s in your account, then you would … it would be under here so you won’t get it confused. Let me do this. Let me make it so it’s not even … there we go. That way it won’t be easily confused. All right? So, yeah. If you add this clause, it will prevent them from coming in multiple [00:30:30] times. And then you don’t have to change anything Pam, anything at all. Okay? All right.

Also, I did remove the put in January newsletter so that I could keep my tags clean. Okay. Okay. That’s fine. I think that … and here, to this last point. Should I clean up all my tags? Let me make sure I didn’t miss a question. I’m very new to AC … okay. Billy says I’m very new to AC and I use it to outsource my market automation. [00:31:00] I’m not going to [inaudible 00:31:02]. Yeah. Yeah. Mmm. Good question, Billy. I’m going to come to that right after I answer this one. Oh, I’m so glad you said that Billy. I’ve got something to say about that. So Pam said should i clean up my tags, leaving only key tags using your conventions and then send a general email asking people to opt in to our marketing and clean up my database? Even if I do that, I want to make sure that going forward I know how to solve the problem getting people … okay. So we solved this [00:31:30] one. I wish I could do a strikethrough. But I don’t know how to do it. I think I’ve gone through this before. Can I do it? No. I’ve tried this before.

I’ve tried this before on Office Hours and it took me down a tangent so I’m not going to try. Should you clean up your tags? Yes. Here’s why I say yes. If you’re coming from Infusionsoft, the chances that you’re over [00:32:00] tagging is almost 100% right? Because in InfusionSoft, you have to tag everything. Hey, look. It looks like we made a Toronto connection. Pamela, I believe Katrina is up there. Listen. If all of you Toronto folks get together and want to have a user group, there may be a possibility of said Office Hours instructor being able to come to the user group. I’m just saying. All right. [00:32:30] So if you’re using InfusionSoft, the chances are you’re over tagging. And here’s why everybody. You don’t need to be an expert in InfusionSoft to know that. I just want you to understand what’s happening in the differences with ActiveCampaign. In InfusionSoft, you can’t do this. You see this where I go to opens and reads an email? And do continue and then I can select [00:33:00] any email in my entire account. So this is global. This is a global condition of email opens. The same goes for clicks.

if I wanted to do has clicked a link on an email, and I can do any email in my account with any link. Well this is, now Tom I will say, and this is a limitation. This is a limitation in InfusionSoft. You can’t do that. So if you want to tag … if you want action on a specific link click, [00:33:30] you either; a. Have to go and set up what they call automation links, which is an entire complicated process in itself; or you have to tag every action. You have to tag every action because you don’t know it happened. Whereas in ActiveCampaign, you don’t have to tag every action because we have global conditions. So I don’t have to say add a tag every time they click the link in email. One, I can literally go here and [00:34:00] say wait until and I can go … I’ve got the wizard is confused. I’ve confused the wizard everyone. Yeah. Okay.

You’re breaking up my flow. You’ve gotta get this fixed. When I’m in a groove. I want to stay in my groove. All right. But we’re talking about opens for global conditions. Now [00:34:30] I can say wait until actions has clicked on a link in a specific email. A specific link. I wish I had one that had a link. There we go. Pam, let’s add some links. Right there. Okay? And I hit save. Now, this … where is it? Where did I put it? I don’t know where I’m at here. This would have to be a tag InfusionSoft. That’s how [00:35:00] InfusionSoft accounts have so many tags because that’s their only means of really tracking what’s happening because they don’t have global conditions for all of the actions in the platform. Yeah. Let me just see here.

Pamela says InfusionSoft is tag crazy. I’m thinking all my tags got imported in from … yep. I thought the reason they were going through the campaign over and over was because of the tags. Yeah it was. [00:35:30] It was those tags. But now that we’ve added this … let me remove this so it doesn’t confuse you when you import it back in. Yep. In the same automation, people are showing having gone through it 100% when they really have only received the newsletter, the first action. Yeah because they’ve been added like seven times. I’m not sure thought. I’m not sure if they’re getting all the way down here or if they’re just after eight days, or [00:36:00] here. If they’re just ending it. It should show how many times a contact has entered the automation. It shouldn’t be because I sent it out of … yeah, this is right. This is true. They shouldn’t. You know what I would do in this case just to make sure? I’m pretty sure this is going to solve your issue, Pamela. I’m 99.9% sure this is going to solve your issue adding this clause. Just to be safe, [00:36:30] make sure you get somebody from support to look over the automation in your account.

I can’t go into your account. But if you reach out to the support team, they can go and look at the specific automation and see why people are showing at 100%. Yeah, that’s what I would do. But let me get you this one at least so you can see how it’s configured and you can use it. And then Billy, I’ve got you … or is it Billy or Tom? One of you asked a question. I have your question coming up. [00:37:00] Let me … I’m putting the automation link. Okay, great. Yes, bring it up Pamela and make sure you mention that you are on Office Hours. Share automation. There we go. I put the automation in there as well. Hey, everybody, if you want to … Pamela mentioned that [00:37:30] she has her one on one today … no, it won’t scare them Pamela. It will just let them know that you’re actively working on it. It’s not something that you just put up yesterday and haven’t put any thought into it. Yeah, just to let them know there’s some [inaudible 00:37:51] behind it. If you want to schedule your one on one, you can do so right here. You go on here, if you select schedule [00:38:00] your one on one, you’ll be able to enter your account name and schedule your a one on one as well. Okay? Billy says, “Lena recommended that I join Office Hours to help me further … yeah, yeah, Lena is great. She’s one of my favorites. I can’t say that. I can’t say she’s one of my favorites because I love the whole success team and if they hear this, they’ll cut me … they’ll say, “Chris, Lena’s your favorite now huh?” But then Lena would give me a big hug because she’s my friend. Anyway, I don’t want to play favoritism. But I do really like Lena and she did [00:38:30] not steer you wrong. She is right. So let me get to your question. Where was it at? There we go. Billy, it was your question. I’m going to put it up here.

Billy, thank you for asking. This is your first question here. All right. Billy says he’s very new to … I shouldn’t just assume because Billy could go either way. Billy is [00:39:00] very new to ActiveCampaign. He used to outsource … okay, great. All right, great. He used to outsource his marketing automation and learned a lot about what was and wasn’t done. When would you suggest that scoring be used for contacts in ActiveCampaign? All right. So, Billy, let me say two things. One thing is kind of a preamble. Everybody, this is important right here what Billy is pointing out. See that? When I see [00:39:30] this, I’m learning a lot about what was and wasn’t done. To me, that sentence says I’m taking responsibility. Okay? It’s a proactive move on Billy to say, “Wait a minute. I need to understand what’s going on here.”

With that being said, I would advise everybody takes this approach. As business owners, you’re not [00:40:00] going to always do everything. If you’re bootstrapping, yes. You’re wearing as many hats as you need to. But as your business grows, you’re taking those hats off. Right? And one of those hats eventually could be marketing automation. Right? When it comes to getting the most out of a consultant, a marketing automation consultant, or a digital marketing consultant, it’s important for you to understand two things. One, exactly [00:40:30] what you need to get done as … and when I say that, I’m talking about your processes. You have to be very clear on the processes in your business. That’s the first thing. That has nothing to do with any tool at all. Okay? Because these processes, the better documented they are, the more effective whoever you outsource or hire to do your digital marketing, the better off they’re going to be.

It doesn’t excuse them for not having the skill set. They’re still going to need to have the skill set. [00:41:00] But they’ll be able to go further. All right? So that’s step one. Well documenting your processes. Katrina is amazing at this. She’s in Office Hours right now. You’ve seen her in the chat. In fact, she’s on the podcast as well. Listen to that podcast. So listen. You’ve documented your processes. They’re clear. They’re what I call hand-offable. Okay? We’ll create a word today in Office Hours. They’re hand-offable. Which means, you can give these [00:41:30] processes to anybody and they can execute them with some level of high accuracy. That’s the first thing. That’s our mandate as business owners, right? Especially the most important processes. I would always start from the processes that make money and then start working your way backwards all the way to the processes that generate leads just to make sure. Okay?

All right. Billy’s got some more to it. [00:42:00] Watch this. I’m so glad you asked this question because this is going to be important. You said the person that recommended AC is a certified InfusionSoft consultant and they configure my AC … yep, like InfusionSoft. And it was. [inaudible 00:42:22] not optimal. For instance, 18 lists. Yeah, see. For 500 contacts. And what’s crazy is InfusionSoft doesn’t even have lists. [00:42:30] So shame on them for not even using the same tagging convention that they use in InfusionSoft. Anyways, not shame on them. I don’t want to badmouth anybody. After working with them for two weeks, we … yes, [inaudible 00:42:45]. For the win. Simplified down to three lists. Now I’m working on understanding which automations are viable and which should be put to rest. Billy is the poster child this week of responsibility. If I had [00:43:00] a photo of Billy smiling as a child, Billy, I would want you as a child. I will put hashtag responsibility. I would really print that out and have it in my office. Anyways, that’s the first thing is well documenting your processes.

Then, it’s understanding what the capabilities of the platform are and where to find stuff. I’m talking about ActiveCampaign. [00:43:30] So Billy at least knew like, “Wait a minute. 18 lists? Do I really need all these lists?” And then he probably looked at his automation and said, “Okay. Wait. Hold up. Which automation is doing what?” Billy’s not claiming to be an expert. It’s not like he’s going to dive in and try to have the most knowledge of automation in his account. But, as business owners, we are responsible for knowing what’s going on and where it is. The how? [00:44:00] Not so much. Right? But Billy should be able to go into his account and say these are my three lists if he’s bringing on another marketing consultant, digital marketing consultant. You say, “Hey, look. These are my three lists and this is why I have three. Here are the automations and here are my processes.”

I’m saying all that to say you have to be able to manage not only the people who are doing the work for you, but the account that they’re using. Never let [00:44:30] somebody have blind access to an account, especially with marketing, unless they are a vetted person in your business. They have been with you for years. But if that person is the only person that owns the knowledge and the know-how, be very leery of that, very leery. Yeah, Billy says he won’t ever do it again. Here’s the thing Billy. We’ve all done it. I’ve done it Billy. I’ve done it. And I’ve done it in more [00:45:00] areas than just marketing automation. I’ve done it in like … I see it most commonly in websites. People don’t even know how to log in to their own website. The trust an agency or they trust somebody that set it up. And you’re like, “Hey. This is how you get an ActiveCampaign form up.” They’re like, “Oh. I’ll have to ask my web developer to put that up because I don’t have access.”

Which is crazy. You are the business owner. Everybody think of it like this. If you owned a physical store, [00:45:30] you have the keys. At any point, you could … let’s say a restaurant, you have the keys. You should be able to walk into your restaurant, open the refrigerator and tell, just from the cold air coming out, that the refrigerator is working. Right? You should be able to turn on the pilot knob … or the pilot, I think it’s just the pilot, on the oven to see the fire going. Right? You should be able to wiggle the tables to say, “okay, all the legs are stable.” You should be able to look at the dishes and see they’re clean. You don’t have to [00:46:00] be a master cook. You don’t have to be a carpenter to know the tables. You don’t have to be an appliance service individual to know that the refrigerator is working. But you need to know enough to be able to walk through your business and ensure that things are working. The same applies to technology. Right?

You should be able … your keys to your ActiveCampaign account and your login credentials. Right? You login. You should be able to click [00:46:30] on lists and know, “Okay. Good. Three lists. Looking good.” Right? Go to your automations. These are my most important automations. Even look, everybody, you see this label? Even if you want to create labels. You know, top automations or something like that. Right? And you tell your consultant, you say, “Hey listen. All of the key automations, I need you to put [00:47:00] in this label.” Right? So they go and they put that label on it, right? So now, when you’re going through your check, you go and say top automations, you’re looking at your list saying, “Okay, okay.” If you need to dive into one and just kind of see, you can. Right? Okay. No problem, no problem Billy. Thanks for asking. I’m going to continue on. Watch the replay. Go ahead on with your client call. Hope to see you back man.

This, what I’m showing you all, is how to approach your online tools [00:47:30] to your business just like you would offline. Assets in your business. Right? If you won that restaurant and don’t even have the keys, that’s a disaster waiting to happen. So technology is no different, although it’s a lot easier to just give somebody access to something that you don’t understand in hopes that it works. Okay? I’m glad Billy asked that because that’s [00:48:00] really the key to success. A lot of these digital marketers that don’t do a good job, a lot of it is on them and some of it is on us as the business owner. We have to make sure that our processes are very clear, clearly defined. Last thing, I’m at my one hour mark. But if you give me just two minutes, I want to share this quick experience with you.

Earlier in my entrepreneur days, I used to have so much trouble using Elance or Odesk or, I think it’s called UpWork now, [00:48:30] doing any form of outsourcing because every time I tried to do it, I would get somebody that never really delivered like I wanted to. Things would take too long. I ended up paying too much. Just scope creep, right? I got frustrated and I stopped outsourcing. I turned around and I did everything myself, which is just as bad as outsourcing to the wrong people. You still have the wrong person doing everything, whether it’s you or outsourcing, right? What I found over the years as I’ve grown to understand and appreciate documentation [00:49:00] more, the clearer I can explain exactly what I want done, the higher my chances of somebody else doing it for me exactly how I need it done and a lot of time better. A lot of times better. Okay? Because I right now have the skill set to communicate with pretty much a copywriter, a web developer, a app developer, an API developer. I know how to speak to them [00:49:30] to communicate effectively exactly what I want done. And when they do it, they always exceed my expectations.

But that doesn’t come from them being great. That comes from my communication and my documentation being great. Byron. Hello. Howdy. Can you share some use cases for site messaging? Absolutely, Byron. I’m out of time on this one but I promise you … look, this is what I’m going to do, man. I’m saving this. You will be my first question on Friday. [00:50:00] Look at this. First question for Friday. Byron. And I’ve got you. Look at that. I’ve got you in, man. I have some use cases for site messaging for you. If you can’t make it, not problem. Although I would love to have you on, because we could talk through the use cases, you could give me feedback or what you’ve seen, and we could really build out some use cases for everybody. All right, have a good one Pamela. [00:50:30] But if not, the replay will be available. Thank you all. I love seeing new names. Remember everybody, come to the Activate 2018. The link is in the chat. Look at the chat, click the link, register. Let me see your face, shake your hand, give you a hug, help you out in real life, draw in your notebook. Whatever the case is. Please be there and Friday, we do it all over again everybody. Friday at 1:00 PM Central Office Hours.

I’m back. We’re going to start with Byron’s question and go from there. [00:51:00] Thank you all for attending. I hope your week is amazing and hopefully this was a good help for you all. I had a problem getting on here. Can I share with you? Yeah, Tom, if you could email me Let me know what your issue was. I’m putting it up on the screen for you here. Come on, come on, come on. Right here. Email me and let me know what your problem was because I definitely want to get that cleared up. Yes. Oh yeah, Katrina thank you and [00:51:30] everybody and all that you do. Automated response complete my friends. I’ll see you on Friday.