How to Use Automation for Lead Generation
Leveraging CRM automation can transform your engagement with leads and streamline your marketing efforts. Trigger links and custom values are essential tools in this process. Together, they help create more dynamic, personalised, and efficient workflows. This guide explores how these elements fit into your automation strategy and why mastering them can elevate your CRM game.
Setting Up Custom Values
Custom values act as placeholders, automatically filling in specific details like URLs or customer names during automation. For example, instead of manually entering unique links for every campaign, you can use a placeholder for a product page or order form.
To set up custom values go to your CRM Settings and select “Custom Values.” Define the data you want to automate, such as appointment pages, product links, or survey URLs. Save these values, making them available for use in automation workflows.
Creating Trigger Links
Trigger links enable your CRM to take immediate action when clicked. For instance, clicking a link in an email could trigger a follow-up message or add the user to a specific campaign.
Navigate to the "Marketing" section in your CRM, on the "Trigger Links" dropdown select Links, and click on Add link to create a new trigger link. Assign a name that reflects its purpose, such as “Order Form Follow-Up.” Insert the URL using a custom value, ensuring it dynamically updates for each lead or campaign.
Implementing Automation
Use the trigger link in your marketing communications, such as emails or text messages. When a recipient clicks the link, the CRM records the action and triggers any associated automation.
Set up an automation workflow that starts with the trigger of a link being clicked. Add conditions to check if the desired action was completed, such as filling out a form. If the action was not completed, the workflow can send follow-up communications or notify a team member to take further action.
Importance of Trigger Links and Custom Values
Trigger links are not just clickable URLs—they are powerful automation tools that initiate workflows, track engagement, and take specific actions based on user behaviour. When paired with custom values, they create personalised experiences for leads and customers, making your communications more relevant and impactful.
By embedding these features into your CRM strategy, you can:
Reduce manual effort by automating repetitive tasks.
Improve lead engagement through tailored follow-ups.
Track behaviour to better understand and address customer needs.
Real-World Applications
Lead Nurturing: Use trigger links to identify and follow up with leads who engage with your marketing content but don’t convert.
Event Tracking: Automate reminders for attendees who click a registration link but haven’t completed their RSVP.
Service Qualification: Follow up with users who click a link for a service qualification survey but don’t submit their answers.
Troubleshooting Tips and FAQs
Custom Values Not Working?: Double-check your custom value setup and ensure placeholders are correctly referenced in automation.
Trigger Links Not Activating?: Verify that links are properly embedded and workflows are activated. Test the process end-to-end for any gaps.