This post is the second in a two-part series about using automation to identify prospects and instabook sales meetings. If you haven’t already, I suggest you take a look at my first post to see how we identify anonymous Intercom leads from web form submissions, then come back here once you’ve caught up.
In this post, I’ll show you how growth operations professionals can surface sales meetings or other offers immediately after a prospect that matches your ideal customer profile (ICP) submits a form on your website. This automated process (we call it “instabook”, since it surfaces direct booking offers immediately after a form submission) is a great way to capitalize on leads that are ‘on the hook’ after submitting a request while also reducing the friction of additional confirmation and follow-ups.
Sales friction, or the barriers and obstacles that slow down or otherwise interfere with a customer saying “yes” to a deal, results in poor customer experience and lost revenue for your company. Research estimates the cost of sales friction to be over $40 billion. It comes down to human nature: If you want to encourage a behavior, you should make it as easy and seamless as possible to complete said behavior.
With instabook in place, we see a higher number of sales meetings booked from interested prospects that could have dropped out of the sales process otherwise. Paired with our anonymous lead identification process, we use this automation to deliver a reliable, high-quality stream of prospects to our sales organization.
As a quick recap, my last post showed you how to pass form data from our marketing automation platform (MAP) through custom logic to identify anonymous leads and add that information to our web chat tool. Now, I’ll show you how to use form data to surface our instabook offers.
To do this, we’ll use some of the same tools from our last post:
In addition to a few new ones:
Now that we’ve identified the tools we need, let’s look at a high-level picture of how this process will come together.
First, we’ll tackle how we identify prospects that fit our ICP. This stage contains a few steps:
Once we’ve identified our ideal prospect, we’ll then offer them one of two booking offers, depending on the type of form they submitted:
Sound overwhelming? Don’t worry, we designed this entire process without any developer assistance, and you can too. Follow along as we break it down in greater detail.
On the Tray.io website, lead capture forms exist on most of our landing pages and offer visitors a quick way to request one of our demo offerings. We start the process of identifying anonymous prospects with a script in Google Tag Manager that listens for successful Marketo form submissions (form.onSuccess) anywhere on our website.
If you read my first post, you’ll recall we used the Tray Platform to pull information from our web forms to identify anonymous profiles in Intercom. With some slight modifications to the same workflow, we can check for our ICP attributes and send an “isICP” Boolean (true/false logic) back to our callback function so it can determine how to proceed. Here’s how we determine the result of that Boolean:
Validating emails and enriching leads
Webhook - Our webhook trigger listens for an AJAX request (a common two-way request for data) from our GTM script and captures all the contents from the form submission, including the Intercom visitor ID, email, name, etc...
Check NeverBounce - Next, we submit a POST (another common request-response command that sends data to a web server) request to NeverBounce’s API to ensure we’ve received a valid email from our prospect. This check helps prevent errors later in our workflow while ensuring that our sales team doesn’t waste time with prospects that they can’t follow up with.
Is valid? - Depending upon the results of our email verification test, we then employ a Boolean (true/false) helper to route our workflow to one of two outcomes:
Here’s where we can get granular in defining our ICP. Say, for example, you’re in the business of selling industrial printers to larger firms in the Pacific Northwest. We can set the instabook criteria to only trigger for accounts that match a certain size, location, and industry. Or, we can opt for a broader search, depending on the specifics of your market.
Additionally, we can string more enrichment tools into our workflow in the Tray Platform to find the context you need to identify the right customers. The Tray Platform offers hundreds of pre-built connectors, plus a toolkit that lets you connect to any data source.
If our prospect fits the criteria specified in our Boolean (ex: Company size > 100, Location = PNW), then pass our enrichment results plus a valid
true response to our callback script. If not, we’ll return an invalid
false response to our callback script.
And with that, we’ve just fielded a new form submission and enriched our lead using context from our form data. Back in GTM, we perform a check to determine if the response fits our target criteria:
Now, we have an automated process in place for identifying prospects that match your ICP. In the second part of our walkthrough, we’ll show you how to take action on that intel and trigger personalized ‘instabook’ offers.
On the Tray.io website, we have three demo offers:
Having multiple demo offers help us ensure that we’re catering to our prospects’ busy schedules and offering them a level of insight into the Tray Platform that matches their stage in the buyer’s journey. Our ‘fireInstabook’ function in GTM lets us break down different outcomes based on the demo that a prospect selects:
Since 1:1 demos are the only offers that require scheduling, we’ve chosen to fire Chili Piper for those requests. We do this directly from GTM, and the result looks something like this:
With instabook, your ideal customers are more inclined to book a meeting on the spot and less likely to drop out or ‘ghost’ your sales team. Instabook reduces sales friction, which, as we know, is a big contributor to funnel inefficiency.
But what about the prospects that expressed interest in one of our other offers? If they match our ICP, we want to point them in the direction of the 1:1 demo, so we use GTM to fire a Sleeknote pop-up.
The Sleeknote pop-up offers prospects a chance to ‘upgrade’ their demo to a 1:1 meeting, and looks something like this:
If a prospect completes this form, we want to add their information to our CRM if they don’t yet exist, as well as track the conversion in Segment and a Salesforce campaign to for analytics and attribution reasons. To do this, we once again enlist the Tray Platform to design a routing workflow:
Searching CRM and notifying team
Get lead - After a prospect submits a form Sleeknote sends a webhook notice to the Tray workflow where we perform a quick check in our CRM for any pre-existing records that match our prospect.
Notify team - At the same time, we send an automated notification to our operations team (this helps us track the performance of our workflow).
Adding or updating customer records
Found lead? - Here, we use a Boolean to route our workflow to one of two outcomes, depending on the results of our CRM check:
Track in Segment - Lastly, we track the conversion in Segment, which helps us maintain a sense of how our instabook process is performing over time.
And there you have it: A fully-automated process for identifying and booking prospects that match your ICP, which can be customized to meet the unique identifiers and behaviors of your target market.
Now, you’ve learned how to design a fully-automated instabook workflow that identifies prospects that match your ICP and prioritizes them for a sales meeting by surfacing pop-up messages with the option to book directly to the calendar of your sales team. With this process in place, you should start to see higher meeting attendance rates and ultimately, more closed-won deals.
If you’re interested in discovering more high-impact automated workflows like this one, try joining our next weekly group demo.