Webinar marketing, tag reporting, and automating deals

Recording of Office Hours hosted by Chris Davis and Adam Tuttle on March 23, 2018.
Topics covered in this session:

  • How to market a pre-recorded webinar
  • Tag reporting
  • Post-webinar follow up
  • How to use deals and goals within an automation


Chris Davis: Computer. All right, great, so we’re ready to go. No, no, [Riker 00:00:04], that’s fine. It’s just going forward make sure you emailcation@activecampaign.com. So I’ve got a couple questions in the chat now, and we’re gonna tag team everybody. It’s not gonna be all me, we’ve got the power of Adam’s mind with us. So we’re gonna leverage that, we’re going to tap into this. Ruth, [00:00:30] I’ve got your question here. There we go. Okay, so Ruth says, “I’m just getting started and not sure which automation I need to use. I want to send …” Oh, this is perfect, Adam. “I want to send bills to my contact, have them go to a webinar, which will send them to my website, uniqueproducts.com/Ruthpeoples.” Let me see this, let me break this up so we can see the asks. [00:01:00] All right. “I also need to send a welcome email when they join or buy products. If they join send them to my team training and Facebook groups.”
All right, this is a good one. Adam, I’m gonna let you take a crack at this and I just, before you go Adam, I just want to, for everybody listening, just kind of walk through this. This automation [00:01:30] deal, Ruth wants to create a deal, I would say when someone attends the webinar and when they buy their products from the webinar she wants to also follow up with them accordingly. I’m gonna pull up the website as you answer this one.
Adam Tuttle: I actually need some clarification. When Ruth‘s talking about a deal in she talking about a deal in the CRM or a deal like a special offer?
Chris Davis: That’s a good question. Ruth, are you referring to [00:02:00] a deal as the CRM language deal? Let’s do it this way. Let’s start from the webinar.
Adam Tuttle: Okay.
Chris Davis: Let’s start here, yeah. Have them go to the webinar. So this is the website. From the webinar you want to send them here. So I guess another question would be how are the people getting to the webinar, Ruth? So chat back with us Ruth and give us a few more details and [00:02:30] we will … Here we go. Oh, Kim, thank you for your … Oh, Kim, look at you. Your first time in here and you’re asking questions, great. So Ruth, we got you, just let me know. I’m gonna type these details out too. Where are the contacts coming from?
Adam Tuttle: So maybe we could just approach it from a basic way of let’s say Ruth gets the contact information. They sign up on her website, [00:03:00] maybe they go through a landing page or something like that, and I think then that’s a rally great opportunity to send a welcome email and make a call to action to sign up for an upcoming webinar. Because I’m assuming that the webinars are somewhat reoccurring, so maybe what I would say Ruth, when somebody joins your list and your first touchpoint I think a very nice welcome and then a way to engage them right away, which is always good to drive that relationship, [00:03:30] is to actually then send them a link to join one of your webinars right away in that first email. And then maybe what you could do is wait a couple days and see if they clicked on the link. And if they didn’t click on the link maybe you could send them a gentle reminder, or a nudge or something like that. But I think that first point is to really have, again, that friendly welcome but with a clear call to action to engage with you on a little bit of a deeper level.
[00:04:00] And then in regards to the second question, when you send a welcome email when they join or buy, really that just depends on how they’re getting int ActiveCampaign. So that’s maybe one of the things that you want to explore right away is what mechanisms are you using when somebody makes a purchase with you or joins one of your groups to get them into ActiveCampaign? That’s probably the most important linchpin and [00:04:30] then the rest is just really setting up simple automation to start engaging them right away. If I’m reading that properly.
Chris Davis: All right, Ruth, I see your hand. Hold on one second Ruth, let me change my audio so Adam can hear you. Output, all right, Ruth, can you hear us?
Ruth: Yes I can. Can you hear me?
Chris Davis: Yes, perfect.
Ruth: [00:05:00] Okay. I was stuck on a page to send you a chat, it wouldn’t let me go back.
Chris Davis: Okay, okay.
Ruth: I have got lead pages and landing pages set up, and of course Facebook ads and all of that kind of stuff going on. And those will, I hope, send them to the webinar. And ActiveCampaign, it needs to do the same thing. Send them to the webinar, then to unique, then if they join then let me know so I can [00:05:30] send them a welcome email and get them started and send them to my training page. Does that make sense?
Adam Tuttle: Mm-hmm (affirmative), mm-hmm (affirmative).
Chris Davis: So this one, so when they’re going to a landing page and they’re filling out a form on the landing page which starts the automation, right?
Ruth: Right.
Chris Davis: Okay.
Adam Tuttle: I wonder if kind of a cool way to do it would be maybe to have … Can lead pages send to both ActiveCampaign and [00:06:00] to another source? Could we to the webinar page, so redirect toward the webinar but sends a contact into ActiveCampaign, Chris?
Chris Davis: Yes. So-
Ruth: I think I have ActiveCampaign in there.
Chris Davis: Okay, good. ‘Cause what she’s doing, you’re driving Facebook ads to the landing page. So a lot of the leads that are opting in, this is their first time on your list.
Ruth: Right.
Chris Davis: Yep, okay. So yeah, she’s gonna, … Hey, welcome Clay … She’s gonna, right when they opt in, [00:06:30] yeah, it’s gonna send them. And you’ve got your webinar platform integrated with lead pages, right?
Ruth: Yes I do.
Chris Davis: Okay, so it’s gonna send them to the webinar.
Ruth: And it’s also on godaddy.
Chris Davis: Got you, got you. Yeah, so, in fact, one thing that I like to do just as best practice, Ruth, is allow the webinar platform … Which webinar platform are you using? GoToWebinar?
Ruth: Vimeo, V-I-M-E-O.
Chris Davis: Oh, okay, so it’s a dedicated page [00:07:00] that they’ll go to and watch it.
Ruth: Right.
Chris Davis: Okay. All right, so yeah, oh yeah, you’ll definitely want to use-
Ruth: Just tell me step by step what I want to do and I’ll do it.
Chris Davis: Yep. So I’m gonna build this out. Your seat has been saved. Right? So right when they register on your landing page what you want to do is fire off an email that says, “Hey.” Essentially this text would be, ” [00:07:30] Your seat has been saved and I can’t want to see you on the webinar. Details are below.” Something like this, right?
Ruth: Uh-huh.
Chris Davis: And just summarize the date, time, and url. “Make sure you show up early.” This is not a good to go copy, of course.
Ruth: Okay.
Chris Davis: And then right here you see where I says, “Let’s [00:08:00] go there now?” This could be the same url to the webinar, the actual webinar, all right? So this email is gonna off, this email is gonna be sent out as soon as they register. And lead pages, what you’ll want to do Ruth is make sure that you have the action, you have it submitted with ActiveCampaign to where they submit a form. Is that how you have it set up?
Ruth: I’ll have to go back and look.
Chris Davis: Okay, well whatever that form is, so [00:08:30] build that form in ActiveCampaign and then go into lead pages and when you hook up your ActiveCampaign account select, “Submit a form” as the trigger in lead pages. And then that same form is the one that you chose here.
Ruth: Okay.
Chris Davis: Okay? To start the automation. And at this point now you have the welcome for the webinar to go out with the link. So now they have access to the webinar.
Ruth: Okay.
Chris Davis: Okay. Adam, you were gonna say something.
Adam Tuttle: [00:09:00] Yeah, I just think then, Ruth, what tool are you using to know if they made a purchase? What shopping cart do they go through to make a purchase?
Ruth: Through unique and it automatically sends me my cash money part when they make one.
Adam Tuttle: Got it.
Chris Davis: Oh, okay, so unique, is this platform integrated with ActiveCampaign at all?
Ruth: It’s at the bottom of my webinar. When I get through with it it [00:09:30] sends them to uniqueproducts.com/Ruthpeoples.
Chris Davis: Right, so if I go here-
Ruth: And if they buy I get money automatically.
Chris Davis: Okay, got you.
Ruth: Yeah, shop down.
Chris Davis: So do you know, when you get the money do they also send you the name and email of the person that bought?
Ruth: Yeah, it keeps a record of them.
Chris Davis: Okay, okay. You need to get that information.
Ruth: Yeah, I would like them to have to fill out a form, and if they join they let me know immediately [00:10:00] when that happens and who they are and all their information.
Adam Tuttle: Do they send you an email that notifies-
Ruth: Uh-huh.
Adam Tuttle: Okay, so there’s a very cool service called Zapier-
Ruth: I’ve already joined that.
Adam Tuttle: Okay, so what Zapier has, they have an email function where it will actually read the email. So you can say, “If I receive an email from XYZ address.” And then it will grab certain pieces of it, because in this place whenever they send you that email that notifies you that [00:10:30] a purchase was made it’s always in the exact same format, right? Like they always have, “Bob Smith made a purchase.” Or Susie, or whoever it was.
Chris Davis: Right, ’cause it’s the exact same email, right, every time?
Adam Tuttle: Just a different person.
Ruth: Yes.
Chris Davis: Okay, great.
Adam Tuttle: So then you could use the parser to actually grab the information and add them into ActiveCampaign.
Chris Davis: This is a good one. So here’s what it looks like. Oh, we haven’t done email parsers on Office Hours yet. Adam, yes! All right, everybody buckle up. Buckle up everybody, we’re gonna do something new and then I see all of your … [00:11:00] Karen, yes, thank you, I see your question. Riker, I’ve got your email, your question. Kim, I’ve got yours. We’re going to get to them all, all right? So stick with me. So when you’re with me you’re gonna make a zap in Zapier and your source is gonna be a parser.
Ruth: A parser?
Chris Davis: You see this? “Email parser by Zapier.” And what this is gonna do, it’s a new email, you’re gonna select new email. [00:11:30] You have to set up an account, I don’t have one set up. But when you set up an account it’s gonna give you an email address. And then its gonna have you send, I wish I could set up and actually show you. I don’t have an account on this computer. All right, but what’s gonna happen Ruth is this.
Ruth: Okay, I’m writing down.
Chris Davis: You’re gonna, that email that you get, who sends it? Is it generated by the system or is somebody sending that to you?
Ruth: By unique [00:12:00] itself.
Adam Tuttle: So it’s probably an auto, like a VPI address.
Ruth: Yeah, it’s an auto thing where it lets me know when someone purchases. Actually, they let me know … That would be in my files, who purchase and everything, but they send me my cash, my percentage.
Chris Davis: Yeah, so the [crosstalk 00:12:17], she could forward it to this email just ’cause it will always have the same … Yep, so what you’ll want to do is when you create this account every time you get that email you’re gonna want to forward it to this Zapier email address. And [00:12:30] when you set this up what Zapier’s gonna do is say, “Hey, send us an email.” You’re gonna do that right now with one of your previous purchases and then it’s gonna have you highlight the areas of your email of the information you want to send back to ActiveCampaign.
Ruth: Okay, well I can’t do that right now because most of my sales are at a flea market.
Chris Davis: Oh, okay.
Ruth: So I’m just getting this automation thing going because at 72 I’m too old to be selling stuff at flea markets.
Chris Davis: Okay, [00:13:00] well you know what you also could do? You could go in, the more manual way and just easy, so let’s say we have, “Welcome, to join my webinar.” And then you’re gonna have … How often do you run these webinars?
Ruth: I put it on, every ad that I put up on Facebook pages, and I put it in my groups all the time. So it’s being run, and when someone likes my page [00:13:30] I send it right straight to them.
Chris Davis: Yeah, Riker, I think Riker you’re right. So this isn’t a … You’ve recorded this webinar and now they have access to it.
Ruth: Right.
Chris Davis: Got you, all right. So they can come in at any time and this email is really sending them the link to the webinar, right?
Ruth: Right.
Chris Davis: ‘Cause that’s how they get there. Or you could have the webinar page on the thank you page after they opt into the ad.
Adam Tuttle: Oh, yeah.
Chris Davis: [00:14:00] Well, we’re sending them the link in email and when they click that link they’re gonna watch it. so essentially we could do this. In here we could do a wait until, and since they’re coming from Facebook, after two days they’re dead. They don’t click that link in two days that email is gone. So what we’re gonna do is has clicked on a link in this one, and I’m just gonna [00:14:30] do any link for now. But what you’re gonna want to do is specify the actual webinar link.
Ruth: Okay, so that’s what goes there. I didn’t know, ’cause I kind of played around and I set that up already but I didn’t know what went in there.
Chris Davis: Yes. So now what’s gonna happen is I’m gonna wait, and I’m gonna share this automation with you so you can important it so you won’t have to try to build it. They’re gonna register, they’re gonna get immediate access, you’re gonna wait for up to two days to see if they click. So after [00:15:00] this we’re gonna see if they have, right? Actions, has clicked, what am I looking for again? There it is. Doo, doo, doo. And if they have clicked on it, so that means they’ve watched the webinar, this is gonna be your follow up branch. If they’ve clicked it, and this is gonna be the messaging that you want to send. If they have not clicked it this is gonna be your reminder [00:15:30] branch. Here’s the key, here is the key. We need a goal, and this is purchased from webinar. And what I want to do is I’m gonna say anywhere for now because I don’t know which branch is gonna be longer than the other one. They’re gonna jump to this go which means that this automation is gonna stop when they have the tag, I’m just gonna do webinar purchased for now. [00:16:00] Okay?
So Ruth, just to make sure you’re clear on this you’re gonna have some emails, let me just put at least one in here. Watched webinar follow up, and then we’re gonna have … And you can have as may emails as you want down this branch, separated by days. I just wanted to give you [00:16:30] the template for it. And then down here is has not watched webinar follow up. Okay? So now at this point we’ve got a simple but strong automation. They’re gonna register, get the webinar link. They’re got two days, up to two days to click on that link. Once they do it they’ll go down this yes branch and get a follow up. [00:17:00] If they don’t purchase, at any point in this automation if they purchase, that’s what this goal does, it stops the automation ’cause they jump to that point.
Ruth: Okay.
Chris Davis: Okay? And I feel like there was one more thing.
Ruth: What if they jump-
Chris Davis: Oh, oh, so the thing that you need for this goal, you see this? It’s got a tag webinar purchase? What you need to do is make sure when you get a sale, instead of setting anything fancy up in Zapier, you can just go [00:17:30] right into your ActiveCampaign account.
Ruth: Okay.
Chris Davis: Find that contact. You load up your account, you’ll select contacts, you’ll type in their name or email address, pull up their contact records, and just go to tags right here and add the tag, your customer tag. In this case I used webinar purchased. And right when I add this tag now …
Adam Tuttle: [00:18:00] It will stop the automation.
Chris Davis: … this goal executes and automation stops.
Ruth: Okay.
Chris Davis: All right?
Ruth: All right, thank you.
Chris Davis: Give that a try Ruth and come back and report and let me know how that works for you.
Ruth: Yes, I will. I’ll try to be on here Tuesday.
Chris Davis: Okay, well we do it Fridays now. Every Friday at 1:00.
Ruth: Okay, she told me Tuesday and Friday. Okay.
Chris Davis: Yeah, we just changed it.
Ruth: Okay, I’ll mark Tuesdays off.
Chris Davis: Okay.
Ruth: Okay, thank you.
Chris Davis: Great, [00:18:30] thank you Ruth, nice to meet you and talk to you.
Ruth: It’s nice to meet you.
Chris Davis: Okay. Great, great, great. All right, let me catch up here. Kim, yes, thank you for hanging in there Kim. You’ve got one and I’m gonna let you head this one off. Kim has a question. Again, welcome Kim. It’s always good to see new faces. I’m excited with all faces, [00:19:00] but it’s always nice to see new ones. All right, hi there, hello Kim. “Would love to know how I can expert email metrics into an external dashboard as I need to integrate these messages with other data sources.”
Adam Tuttle: Okay, there’s a couple ways that you could do it. I’ll give you the hard way and what I would say is the easier way, in my opinion. I [00:19:30] guess the question comes back to are you watching to do it for every single email that’s ever been open or just a couple of them? I’m assuming that it’s probably all of them, so that’s how I’ll start the answer here. There’s a couple ways that can be done-
Chris Davis: She says, “Yes, all campaigns.”
Adam Tuttle: Okay, so there’s a tool called web hooks inside of ActiveCampaign. And web hooks [00:20:00] are, I always like to describe them as a slingshot. So it loads a contact record in based on an action such as an open or a click and then it slingshots that information immediately to a url that you tell it. And there’s a lot of different reporting tools and such that can capture the web hooks. If the tool doesn’t, Zapier again has a really phenomenal web hook catch. And then what you can do is basically [00:20:30] just tell the web hook any time an email is opened, or every time a link is clicked on, et cetera, fire off the information and then it would tally it into whatever reporting dashboard. We actually do stuff similar to this inside for our CRN reporting on something, we use it that way as well. We use web hooks very heavily to build custom supports.
Chris Davis: Yeah, and you know what, Kim? [00:21:00] It’s slipping my memory, but we’ve done something similar even here on the marketing team. You know what, Kim? I will follow up. Can you put your account name in the chat, the name of you ActiveCampaign account and I’ll follow with you with an email of the platform that we’ve integrated with here at ActiveCampaign to see-
Adam Tuttle: We use Looker.
Chris Davis: Yeah, but there’s one-
Adam Tuttle: And Amplitude.
Chris Davis: Amplitude, there it is. I’m not sure what the website is. [00:21:30] Amplitude. Let me see.
Adam Tuttle: There you go.
Chris Davis: I think this is it. Check this out, Kim. This is exactly what you’re looking for. Full disclosure, I have not used it myself but we use it here for some more in depth analytics [00:22:00] and I have sent that to you. And I’m glad you asked that question about reporting because I just want to let you all know that it is something that we’re working on. We are working on improving it beyond even just emails. I know now, I shared this on another Office Hours, but we now have the deals owner reporting. So if I go into deals report and go to owners, [00:22:30] I mean overview, I’m sorry. Overview, I can now see over time which one of the people on my team, or which one of my users, is closing the most deals. So you can anticipate seeing more and more data inside of ActiveCampaign, but in the meantime, Kim, check out Amplitude and let me know. Let me know.
I also have done a podcast with … I’m gonna send you this podcast, too, Kim, [00:23:00] just to kind of listen to it. Where is it? Growing By the Numbers, Scott Desgrosseilliers from Wicked Reports. It’s another dashboarding platform that integrates with ActiveCampaign that can do that. So I put both of those links in the chat for you, Kim, to help you out there. So let me know how those work out for you and like always, everybody, always come back and report. Let me know [00:23:30] how those work out. Okay, yes, you’re very welcome, Kim.
Riker, I believe, here it is. Riker’s got one, Riker’s a regular man. He’s solid. All right, Riker, this is your question from email and then let me just reassure you all I do have your question, Karen. I have bot [00:24:00] versions, both parts of your question we’re gonna answer after this. Great, another question. And your other question, Karen, welcome to Office Hours. Way to take advantage, it makes me happy. All right, so Riker said, “I like to email a non-AC user.” Okay, let me stop. “I would like to email non-AC users. How many contacts have a tag at the same time very week?” It doesn’t really matter what time.
Adam Tuttle: So like tag reporting?
Chris Davis: Oh, oh, [00:24:30] okay. Oh, Riker, so you want to email somebody outside of ActiveCampaign, how many people have a specific tag is what it sounds like. “I would like to email something like this: Dear so and so, this week X contacts have Y tag. Thanks.” Yep. “Tags are auto-assigned so that the chances of misspelling are slim. I am also okay with limitations if person A uses email B and C it will count person A twice.” So, all right, Riker, [00:25:00] got it. So everybody, what Riker wants to do is give, like Adam, I can’t say it any better than you, it’s tag reporting. He wants to biweekly be able to keep someone on the team informed with how may contacts have a particular tag at any given point. So what we’ll need to do is have some way to pull that data from ActiveCampaign and then place it in an email.
Adam Tuttle: Yeah, most likely you [00:25:30] would have to … It’s gonna be a little bit complicated honestly, but you would have to do some kind of API call where it does a query of all the contacts and it searches for basically a report at that time.
Chris Davis: Yep, you know what though? I’m gonna give you, Adam, watch this. You’ll appreciate this.
Adam Tuttle: All right, let’s see it.
Chris Davis: I’m gonna give you the poor man’s version, Riker. Now, Riker, I know you’ve got some savvy to you, you could probably go the developer’s route. But watch this, tag is added. [00:26:00] I’ll say Y tag like you have it. And for now we’ll just do it once. What you could do Riker, watch this, to use this method you’ll have to do it this way, update the contact. You need a date field. So that’s not a date field. So make sure you have a date field for the tag that you would like reporting [00:26:30] on, okay? So this date field will be called Y tag. So each tag that you want reporting on would have its respective, custom field that’s a date field. All right?
Here’s why you want to do that, and you’re gonna update that field to today, or the day it’s assigned, and right after that this is what you’re gonna do. You’re gonna send out a web hook. And this web hook is gonna go to Zapier and populate a spreadsheet. Now [00:27:00] what you’ll be able to do is you’ll have one column that has the date and the other column that has the email address. You only need those two, because this sheet will be … Let’s say you have a, let me pull this up. I’m gonna show you exactly how to format this, Riker. I’m gonna show you exactly how to do this. Watch this. All right, so you got a google sheet. You’re gonna call this tag reporting [00:27:30] and then the actual sheet is going to be the name of the tag, in this case it’s Y. Okay? So we’re gonna have date and email and lets just say … Can I do a quick format update? All right. So let’s just say, oh, why doesn’t it let me double click? It used to just pull up the little calendar, right?
Adam Tuttle: You could do like today equals today.
Chris Davis: Maybe I did something wrong. I really want to [00:28:00] show you all this. Whatever. So I’ll do, what’s today?
Adam Tuttle: 3/23.
Chris Davis: 3/23/2018. Whoa, 23, that is maybe very futuristic. And do that. All right, so let’s just say you have a tag being added every day and then you could have, I’m not gonna try this ’cause I’m terrible at google sheets reports, but you could have a report that [00:28:30] sums up all of the tags by day. And you have a nice spreadsheet that will show it. And you wouldn’t necessarily be able to email somebody, but you could give them access to the spreadsheet so at any time they could check in and see historically how many times that tag has been added. Or how may contacts have had that tag over time.
Adam Tuttle: Yep.
Chris Davis: Does that make sense Riker? Great, perfect. All right, Riker, please try that out. I’d love to see it. Again, this is the key, [00:29:00] ’cause on a previous office hours when I set this up if you don’t … The web hook, the action web hook here, right here, this one that says web hook, okay? When the contact comes out of ActiveCampaign it is not going to have the date. So you need to send that date, if you create [00:29:30] a custom field and time stamp it, that data will be sent with the web hook. All right?
Riker says, “But I can’t automate getting it back into AC right now.” That number, Riker …
Adam Tuttle: The only real way to see the tally of tags is just to go in the contacts page and you can filter down by the tags. But it doesn’t report on that.
Chris Davis: Yeah, it doesn’t report. So I gave [00:30:00] you the poor mans version, I can give you the poorer man’s version and you can just have somebody log in every week and log the number of contacts.
Adam Tuttle: Mm-hmm (affirmative).
Chris Davis: So if this week it’s one and next week it’s three I’ll put three down. If next week it’s four, so, yeah. So you’ve got some options, but there may be a way to get it back. You know you can always send information back to ActiveCampaign from google sheets, but we might be [00:30:30] adding layers of complexity that may not be worth it. But just try it out and let us know, Riker. And thank you for asking. Always good to hear and see you Riker, eventually. Yep, no problem Riker.
Karen. Karen, are you still with us? Oh, thanks for hanging in there, Karen, and we’ve got yours. And remember, we’re here until all questions are answered, everybody. We will spare no [00:31:00] minute per question. We are gonna give it our all today, everybody. All right, so Karen says … Or Riker says thank you, Adam.
Adam Tuttle: Mm-hmm (affirmative).
Chris Davis: “I am new to ActiveCampaign and to marketing automation.” Well welcome. Welcome to Office Hours, welcome to ActiveCampaign, and welcome to marketing automation. The future is definitely bright for you. “I came from Aweber. I need to set up an entire webinar system. I finally found a video [00:31:30] that showed me how to set up an automation for the pre-webinar emails. I now need to know how to set up a post webinar follow up sequence. If they buy they will exit that automation and get taken into a new customer automation. If they don’t buy they will continue to the end of the webinar follow up sequence.” So this one is going after the webinar.
Adam Tuttle: So here’s my initial thought though, I would [00:32:00] piggy back the … I would have two automations, and the first one would be a little bit of pre-webinar, a little bit of post-webinar. Right?
Chris Davis: Okay.
Adam Tuttle: So you have a, let’s just say that the sequence starts five days before the webinar and you could have a couple different triggers so people are getting pushed in and such. And then what it would do is it would send them to the pre-webinar and then it would continue sending them post webinar information [00:32:30] afterwards. And then what the second automation would do is if a purchase is made and the first step would be to remove them from …
Chris Davis: I got you. So Karen, tell me this. What webinar platform are you using? Oh, GoToWebinar. All right. So GoToWebinar, to tag attendees and non-attendees you’ll need to use, [00:33:00] what’s it called? Zaypier.
Adam Tuttle: Zaypier or Zapier?
Chris Davis: Zapier.
Adam Tuttle: Or Zaypier.
Chris Davis: I think it’s Zapier, ’cause they’re called Zaps, right?
Adam Tuttle: I mean that’s what I call it.
Chris Davis: Yeah.
Adam Tuttle: You can call it whatever you want I guess.
Chris Davis: You’ll need to use that because you’ll need … Riker said, “Who knows?” You’ll need to be able to send the attendee and non attendee information to ActiveCampaign so you can follow up goal accordingly. [00:33:30] So what it would look like is … Oh, I’ve got a question here. Clay, I see your question too. I almost missed it Clay, I’ll get your question after we get Karen taken care of. So I see you’ve already got the pre-webinar emails, so what I would do is we need a way to know that the webinar is over. So here’s what I’m gonna do, watch this Karen. Follow me here.
[00:34:00] And I’m gonna do this. I’m just gonna put one email to signify your entire pre-webinar emails. Pre-webinar emails, okay? So you’re gonna see one email, but just know that it’s representing all of your pre-webinar emails right here, okay? So now what you’re gonna want to do is this. You’re going to want to wait until, and so they’re getting all the pre-webinar [00:34:30] communication and then after that you’re gonna want to wait … Actually, we could have a goal.
Adam Tuttle: I was just gonna say, ’cause GoToWebinar, I’m looking at their Zaps, they have I when a new registrant for a webinar comes in. They also have one when a new attendee attends. So we have those options to send us some information. But whenever someone registers for a webinar you basically have I pause and then have goals pull them down. Like if the webinar is five days out, I pulls them to that and then continues [00:35:00] on.
Chris Davis: All right, you’re right, Adam. Okay, so what I want to do is this. You’ve got your pre-webinars and I’m assuming you’re using the goals. “The webinar purchase follow up last night will be …” Yes, great, Karen says yes. Anil’s helping us out. Anil’s got a video coming. Anil, make sure you post it in the Facebook group too so we can get you some exposure. So you’ve got your pre-webinar, here’s what I would do. Here’s what I would do, Karen. Let’s do what Adam said. Let’s say [00:35:30] day of webinar, okay? And what this is gonna do is, yes, all right. I’m gonna add a goal for the day … Do we want to do the day after? ‘Cause what I want to do is either the day of or the day after have a goal so it pulls them down and then you can see the [inaudible 00:35:56] if they’ve attended.
Adam Tuttle: Maybe we should ask this, so Karen how [00:36:00] early do people typically register for your webinar? Like what’s the farthest out? Not like the average, but worst case scenario is it like 10 days before the webinar or is it usually same week? And then how many emails do you want them to get before the webinar? That’s something that’s really important to talk about because some people send tons and tons of reminders, some people just want, like GoToWebinar sends a reminder for you so you might not need to use ActiveCampaign for the [00:36:30] pre … So I think it’s kind of discerning where people are signing up in the process and how much do we want to be involved before … I was thinking like, “Hey, don’t forget the webinar is today.” Or are you sending five emails over the course of 10 days?
Chris Davis: Yeah, she says, “One week, three to four reminders.”
Adam Tuttle: Okay. So what I would do is I would …
Chris Davis: A week prior, three to four reminders.
Adam Tuttle: So I would have the first step of the automation, [00:37:00] you wait until …
Chris Davis: ‘Cause she’s got the pre-sequence down, so now … ‘Cause here’s what I’m thinking Adam. She’s gonna need a way to know the webinar is over and then know … The three things she needs to know: when the webinar is over, who attended, who bought.
Adam Tuttle: Right.
Chris Davis: Those are the three questions that she wants answered. [00:37:30] So to figure out, and let me put those there. Just for everybody who’s running webinars or live events, these are the three questions you’re gonna have regardless. One is when it’s over. There’s actually four because you want to know who attended, but that’s okay. In this case well do when it’s over, who attended, [00:38:00] and three who bough for your case. I would argue too who registered, we had that, but we’re beyond that. So we need to know when it’s over. Right now you got your pre-emails, how are we going to determine when this webinar is over?
You can hard code it would be the easiest way and then you would have a new automation per webinar that you run. You could say in here, you could have a goal for the exact day [00:38:30] of that your webinar is over, and here’s how I like to do it. I am going to go back to this goals.
Adam Tuttle: I think goals are, you have to use goals.
Chris Davis: You have to, right?
Adam Tuttle: That’s part of the reason goals were created was for webinars.
Chris Davis: Yeah, right? So I would say date and time, day of the month. I’m going to say yours is over on the 30th of March, okay? And maybe I want to do instead of that let me start [00:39:00] with month. Current month is March, and it is current day of the month, March 30th. So let’s say that … Do I want to put a time in? ‘Cause if they go after the time I do want to … So let’s say your webinar is at 7:00 PM, [00:39:30] I’m going to put this at 9:00 PM. So it gives a little time for GoToWebinar to do its thing. Some platforms can take up to eight hours, that’s what tricky. So maybe we want to do the next day. Let’s just be safe. Let’s be safe, Karen, and do the next day and then we’ll say the time, current time, is 7:00 AM. So early morning the next day, just to be safe, [00:40:00] is when this goal is going to trigger. Day after webinar, wait. Okay?
So now if they fill out this registration form the day of the webinar they’ll come down here. They won’t get any other reminders because they don’t need them, they’ll just need that confirmation email that’s going [00:40:30] to come from GoToWebinar to get access. Then after this, this is 7:00 AM the day after, now what you want to do is do we want to put the attendee here or do we want to use … Yeah, we want to do the attendee here right? If they had the attendee tag.
Adam Tuttle: Mm-hmm (affirmative).
Chris Davis: ‘Cause you don’t really need to mark non attendees. A lot of people do, but it’s like you either attended or not so if I said [00:41:00] you attended, if you have the attended tag … Now this is coming from Zapier via GoToWebinar. All right? And if you didn’t, right here is where I can add the tag. Just so you have the record on there where who attended or not. GoToWebinar via Zapier is gonna add the attended tag. The automaton is gonna add [00:41:30] the did not attend tag. And now you have both of these running side by side for the people who attended and for the people who did not attend. And like Adam said, you can do this. So this is, Karen … So now, what Adam is saying is do this. I think I may need to make this active to make this work here. Is this.
So when they buy [00:42:00] let’s have a goal, or we could just do tag, ’cause they don’t have a tag. Let’s just keep it simple. When they buy, Karen, what you’re gonna do is end that automation. Okay? We’re giving you guys more than one tool on how to stop an automation. So in the previous example with Ruth we showed you how you can [00:42:30] use a goal at the bottom of that automation and pull them out. The reason why I don’t necessarily want to do that on this one is because you may want your customers to attend the webinar and maybe you don’t have customer specific tags. And plus this just gives you another tool in your belt.
Adam Tuttle: Yeah, I think that one thing that’s really important to point out about automations, and when I was selling ActiveCampaign I would always tell people in ActiveCampaign there’s usually more than one way to do things.
Chris Davis: Right, right.
Adam Tuttle: And what the important thing [00:43:00] is is you have to find the thing that makes the most sense in your mind of how it all ties together. Some people would rather have it all in one place and they want goals because of the goal reporting. You want to know how many people use goal reporting and stuff like that. Some people just literally want to stop. And so this is a good way to have a stop. And it doesn’t necessarily mean that there’s a right or a wrong, or even what I would say is a best practice, I think it honestly comes down to the individual user [00:43:30] and their personal preference to making their logic and their workflow work for them.
Chris Davis: Right, right, right. Absolutely. Okay, Anil, I didn’t know [plus this 00:43:42] was integrated with ActiveCampaign. I have to look int that, thank you for that-
Adam Tuttle: Yeah, they’re working on it.
Chris Davis: … For that update. Okay, so we’ve got that, just happened Wow, Katrina, you guys breaking news today. All right, thank you, give me something to look at. But Karen, you had a couple follow ups that I want to [00:44:00] make sure. And here’s Karen’s other questions. Her pre-webinar automation is set up using goals, so we got there. And she says she’s doing a webinar every week. “Do I have to update my pre-webinar automation sequence with the new webinar date every week?”
Adam Tuttle: You probably would not as long as you have a custom field for the date of the next webinar. So if you had a next webinar date [00:44:30] field, whenever they register that field gets updated from Zapier. Then you can use those dates in your goals to help drop them down, but that would be what you need. Ad I’ve seen people do that before, so I think that that’s a … To me, that probably is a best practice for this use case.
Chris Davis: Mm-hmm (affirmative). So you can use that same automation. If you get a little nervous there’s no harm and just going here and hitting …
Adam Tuttle: Copy.
Chris Davis: Copy. [00:45:00] Especially if you’ve got VA or someone on your team that can help. There’s nothing wrong with that. You may want to copy it if you want more on reporting per webinar. If that’s the case Karen I would name the webinar. You see how I have webinar purchase? But I would name it the name of the webinar/date. And then you, in your account you would have various automations for webinars at specific dates. And then you’ll have goals reporting for each automation. [00:45:30] And you can see over time, “Hey, wait a minute, this one had a higher attendance rate than the others.” So that would be a way, of course you have that information in GoToWebinar as well. But it’s just giving you options. Just giving you options, Karen.
And then lastly, this is a great question. This is the question that I have been working on. I can’t unveil my master plan yet, but Karen says, “Do you have any learning materials [00:46:00] that you can point me to that would give me a good overview of marketing automation best practices? I need a really good big picture explanation of marketing automation in general. I watched your getting started video, but something a little more in depth.” All right, so I’m gonna help you out. And Karen, give me like 30 days. Give me 30 days and I’ll have something really good for you. I’m gonna put some resources in chat right now thought [00:46:30] that will help you out. Okay? The first one is episode number one of What is Marketing Automation? This is your big picture right here, and let me put it in. You’re very welcome, Karen, I’m not stopping there though.
Adam Tuttle: The gift that keeps on giving answer.
Chris Davis: Right? There we go. But, [00:47:00] we also have … We did a guide on I think it was … Here we go, here’s one. Building automatons best practices, okay, gonna put that in here. And I also had another one. [00:47:30] Let me see. Email delivery best practices, where was it? Well, there’s actually a lot of best practices here, too, if you go … Here, let me give you this search result too. Karen says, “I know what I’m doing this weekend.” [00:48:00] Best practice resources, I’m gonna add these in there too. So that’s gonna get you started Karen, and Karen you are critical to something that I’m creating right now to help solve this. So please dedicate as much time as you can to go through those resources and come back and let me know what’s still unclear and what’s missing. ‘Cause that’s gonna be instrumental in the resource that I’m creating to answer that [00:48:30] very question. So thank you in advance for that, Karen. All right? She said, “Okay, I remember you when you were …” Oh, is that right? Karen, nice to meet you on this side. Awesome, awesome. It’s always good to reconnect virtually.
All right, Clay has one. Clay, oh, Clay, I think this is your first time. Welcome. [00:49:00] Welcome to Office Hours, Clay. You all are a rockstar group. Seriously, you all hung in there with me the whole time, wow. All right, oh, there we go, Adam, you got this one. Clay says, “I have a follow up automation after a quote is sent. In that automation there is a goal of get the deal to one. This is the hangup, I have a client who has had a deal [00:49:30] last year and it is one. Now this year a new deal is created and the quote sent goes to the …” Oh, right. So, hm, yeah, ’cause it’s the same pipeline too. ‘Cause once it’s one it’s always one, that criteria. Okay. All right, well you’ve got the right man for the job, Clay.
Adam Tuttle: Okay, [00:50:00] I’ve got a good one I think. And you feel free to call it out if you don’t think it’s good.
Chris Davis: Sure.
Adam Tuttle: What I would do is when a deal is marked as one that would trigger an automation that adds a tag, a one tag. You then can look for that one tag and have it be removed after like seven days, right? So it almost resets it. So instead of [00:50:30] looking for the status of one you’re looking for a tag that says one, but that tag is then removed after a few days. So the winning of it is [crosstalk 00:50:40].
Chris Davis: So in this case you’re saying deal … Didn’t we have a [inaudible 00:50:46]? Deal status changes …
Adam Tuttle: Yep, to one.
Chris Davis: To one. Okay. And so from here we would add a tag that says deal [00:51:00] one.
Adam Tuttle: And then that’s the goal. The goal is looking for that tag of one and to basically gets added, it waits until the goal is completed, and then it removes the tag.
Chris Davis: So we’ll just say one day.
Adam Tuttle: Sure.
Chris Davis: And then remove the tag.
Adam Tuttle: Yep. And then what this does is it basically [00:51:30] resets your sequence. That way, if you create multiple deals at different times, different months, things like that it can allow it to run again ’cause it’s always looking for that tag.
Chris Davis: Yeah, look at that. Clay says, “I get it. The goal is the tag, not he deal status. That was easy.” Well, of course it’s easy with Adam answering it. But yeah, that’s a good one, and it brings up a good point, everybody. Remember, goals in ActiveCampaign say once [00:52:00] true always true based on the condition that you create for the goal. So if that condition is true no matter how many times they come in that automation they will always go to that goal. So it’s not just their first time in the automation if it’s true it executes, no, it’s true until it’s not true for a goal. So that’s why in this situation, since a deal is one, you can’t mark it un-one, or not one. What you want to do is change [00:52:30] the criteria of something that you can take away. So we can add a tag that says deal one and remove that, thus allowing them to achieve the goal again.
Adam Tuttle: Yep. And these are my favorite types of automations. Automations with big email sequences are cool but they’re whatever. But ones where it’s a simple, in this case three steps, and it is really helping draw success. And it’s one of those that [00:53:00] just hides in the background but provides a tremendous about of value. Those are the fun ones to figure out. These type of automations are great. And we have tons of these that run for our sales team, tons of them. Dozens of these.
Chris Davis: Wow.
Adam Tuttle: So this is a really great use case of how we would use it too.
Chris Davis: Oh, man, Clay, thank you for that, and way to end it. We definitely ended that on a high note. I appreciate all of you for attending. All of you watching the replay, [00:53:30] thank you. I enjoyed this so much we can anticipate more guests and definitely Adam again. This was fun to have a partner in crime here tackling these questions from multiple directions. So everybody, thank you. Remember, Office Hours is available for you to attend every Friday at 1:00 PM. You can attend as many of these as you’d like. You’re not limited to one, okay? Come back, report on what you implemented from last Office [00:54:00] Hours. Report on what’s just working in your business, and come with questions like always, everybody. So with that I am so grateful and thank you for your time today. Adam, thank you for joining us.
Adam Tuttle: Thank you.
Chris Davis: I know it was very valuable to everybody. Yes, happy Friday to you, Katrina. And remember … Actually said, “Go professor.” You guys got to stop with the jokes. Okay, [00:54:30] remember, have a great weekend, stay safe, and automate responsibly my friends.

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