This is part of our series Inside Workato’s Kitchen where we show you how we use our own product to automate each section of the business.
Marketing can be done digitally or face to face, but if you are a digital-ready business, those leads will need to make their way into your CRM, Email Marketing App, or Collaboration tool either way. With so many channels bringing in leads that then need to be triaged and prioritized, it can be difficult to get all of the important information into the right places.
- A fragmented view of a customer because all customer touchpoints are not recorded in one place
- Not enough information going from one app to the other to make informed prioritization decisions on new leads
- No easy way to segment leads for behavior-driven lead and nurture
- Manual export and imports from your website to your email marketing app to keep email lists up to date
Our marketing team uses some key recipes to put all the data they need into exactly the right spot. From making sure all the leads from various landing pages and events go into Salesforce duplicate free for our Sales Team to follow up on, to keeping our Email marketing lists up to date and ready to go, our marketing team would waste precious time if all of these key applications didn’t work together via the power of automation.
This chapter will cover the solutions we’ve created for the Workato Marketing Team in the following categories:
360° customer touchpoint intelligence
- Real Time Email Marketing Lists
- Behavior-driven lead and nurture
How Workato Solved This
360° Customer Touchpoint Intelligence
The marketing team at Workato uses several sources to generate leads. For example, we use Unbounce to quickly and easily create marketing landing pages without the help of IT. The Marketing team typically uses a form on the Unbounce page to collect leads who want to know more about a particular offer or promotion. We also use Eventbrite for physical events, GoToWebinar for webinars, Google Sheets for Conferences, and have several marketplace listings. In order to provide all teams with a 360° view of our marketing leads allowing for prioritization and triage, we need to move all of our leads into Salesforce where our Sales team will take over to follow up with qualified leads.
Because the source data comes from various apps and in various forms, we needed the ability and flexibility to pull data from multiple sources. i.e. not just one integration end point, but many. Unfortunately, pre-built Salesforce integrations did not allow us to define custom duplication logic or filter spam. Existing integrations also did not have the ability to add new relevant leads/contacts into a specific Salesforce campaign. To solve these issues, we created Workato recipes that solved these problems, letting us define our own duplication logic and filter spam, as well as add leads to a specific Salesforce campaign.
Unbounce to Salesforce
Leads who submit contact information via our Unbounce pages or other sources used for lead-gen might already exist in Salesforce, so we use a recipe to cross-reference their emails, names and company names to prevent duplicates. These leads are then added into Salesforce campaigns to easily track the progress and success rates of the marketing campaigns. Some important leads, like enterprise level leads, are posted to a Slack channels so that the sales team can take action and contact these leads as soon as possible.
For example, we have a webpage where users can sign up to download the Forrester Report that uses this recipe:
Hybrid cloud/Enterprise plan leads are taken care of in this recipe:
Eventbrite to Salesforce
When we have physical events, like our Oktoberfest party at Dreamforce, we use Eventbrite for registration and a recipe to intelligently move leads to Salesforce:
GoToWebinar to Salesforce
GoToWebinar is used for running webinars and this recipe brings the leads into Salesforce.
Marketplace Listing Sign Ups to Salesforce
We have several Marketplace Listings on other apps’ marketplaces. When someone is interested, we receive an email and need to move that lead information into Salesforce. Data from Marketplace listings come in various formats and this recipe moves them all into Salesforce :
Automatically moving leads to Salesforce without duplicates or manual data saves both the marketing and sales teams lots of time. It takes a marketing team member about 15 minutes to completely check for duplicates in Salesforce and create the lead record for each lead that comes through Unbounce pages, so about 4 hours of manual work is saved through these recipes for each page.
We also get a faster turnaround time when it comes to following up with customers since all the information the Sales team needs is ready to go. They can go down the list, automatically dialing to follow up with all customers knowing that the leads are there. The automatic movement of these leads also prevents data entry errors and duplication.