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07 Feb

The Secret to Smart Marketing Automation, part 2

by Benjiin InfusionSoft


How to use the IF/THEN scenario to your advantage

(If you haven't read part one of this series, then click here to read it now.)

Did you see what we just did? We automated an IF/THEN statement with a simple link to make sure no one misses out on the first part of this article series. You always want to be using IF/THEN statements when planning out your marketing to guide your prospect to the desired outcome. The more automated you can make the process, the higher your profits because you can convert more people into life-long customers without overloading your team.

Here's how Infusionsoft automates every step of the process.

The software uses triggers, actions and follow ups to allow a website visitor to self-select the best path from browser to prospect to life-long customer. You or your consultant can do this by configuring campaigns inside Infusionsoft. A campaign is simply a series of events that move a visitor to the next step along the path.

Step 1 - The Trigger

The trigger is the "IF" part of the equation. A trigger event could be when someone fills out a form on your website or clicks a link in an email. The input by a person triggers an action inside Infusionsoft.

Step 2 - The Action

The action is the "THEN" part of the equation. It happens inside the software and could be something like adding a tag, scheduling an appointment, assigning a sales person. One trigger event can set off multiple actions, it's all up to you and your marketing automation plan. In general, the more detailed you are with your actions, the more customized your follow ups can be and the more sales you'll ultimately make.

Step 3 - The Follow up

The follow up is what happens because of the IF/THEN scenario that just played out. We like to say it's the "WHICH MEANS" part of the equation.

IF a visitor does X, THEN Y happens, WHICH MEANS the customer receives Z.

(trigger)                   (action)                                   (follow up)

The follow up is always something that happens for the prospect or customer. It could be an email, a phone call, a fax, or a package that gets sent in the mail. The key is that the follow up happens automatically when the action is tripped. The follow up is usually a sequence of carefully timed contacts. Each contact happens in a specific order, using a specific timing depending on the desired outcome.

Let's look at a few examples.

Trigger event: Someone fills out a form on your website to receive a free ebook.

Action: a tag is added; they are put on the ebook follow up list; they are added to the newsletter list

Follow up sequence: They are sent the ebook immediately; one day later they are sent a reminder to download and read the ebook; two days later they are sent an email asking them to call or email if they have any questions; three days later they are sent an offer; ten days later they are sent a reminder about the offer; twenty days later they are sent a discount coupon code for the offer. In the meantime, they are getting the regular newsletter on schedule.


Trigger event: A prospect clicks a link in an email and orders a product.

Actions: a tag is added; they are put on the "new customers" list; they are put on an upsell email sequence; they are added to a fulfillment list

Follow up sequence: They are sent a thank you email immediately with an upsell offer. The product is fulfilled according to your shipping schedule. One day later they are sent an email offering the premium upgrade for a discount. One week later they are sent the first email in the "new customers" sequence. They continue to receive emails in the "new customers" sequence until they order a second time, then that triggers another action (they are moved to the "repeat customers" list) and a new follow up sequence (repeat customer email sequence.)

Smart automation keeps you sane.

As you can see, things can get pretty complicated pretty fast, which is why it's so important to have a well-thought out map and the appropriate sequences in place. Without Infusionsoft automation processes, you would run yourself and your team crazy trying to follow up every scenario in the appropriate way.

This is what happens when there's no automation in place. You just don't have the resources to follow up, so opportunities for more sales and growth just fall by the wayside. Important prospects get ignored when they should be nurtured. Current customers aren't treated like your highest priority, so they go someplace else.

If you're not using automation to your advantage, you can bet your competitors are. Over time, the business that takes the best care of the most people wins. Is that you?

In the final part of this series, you'll find out how to design the perfect sequences for your business and your customers.