You have a customer experience whether you know it or not. Drip campaigns and workflows all make up your customer journey and ultimately affect your customer experience. Learn how to leverage these tools to bring your sales and marketing together.

1. Journeys, Drip Campaigns,
& Workflows
Creating the Customer Experience
Presentation by: Alessandra Ceresa
Email: aceresa@greenrope.com

2. Today’s Agenda:
• Poll!
• What’s all the fuss over the
customer experience?
• Customer Journeys (What &
Why)
• Journeys
• Drip Campaigns
• Workflows
• How to create the perfect
customer experience recipe
• Poll!
• Q&A

3. TIME FOR A POLL!!!!

4. Let’s talk about the #CustomerExperience
It is the sum-totality of how customers engage with your company
and brand, not just in a snapshot in time, but throughout the entire
arc of being a customer.
The customer experience needs to be seen as all these things, and more.
The customer experience:
• Includes all touchpoints
(online, offline, sales,
marketing, customer service)
• Includes all interactions
• All communication no matter
the medium
• Transcends departments
• Exists whether you know it or
not.
• Involves the entire team and
any third-party you employ

5. You Have a Customer Experience (but
you may not know it)
Every company provides a
customer experience. Your
company does too, regardless
of whether you create it
consciously.
That experience may be good,
bad or indifferent, but the very
fact that you have customers,
you interact with those
customers in some manner, and
provide them products and
services, means that they have
an experience with you and your
brand.
(Source: HBR)
It’s up to you whether it’s superlative,
awful or industry average.

6. The Customer Journey
In the age of the customer, there is nothing
more important for your business than
ensuring each lead and/or client goes
through a consistently superior customer
experience.
That is where customer journey mapping
comes into play.
A customer journey map is a visual
representation of every touchpoint (based
on actions and behaviors) that your
customers have with your brand.

7. Customer Journey: The fundamental piece of knowledge you
need to start with is a thorough understanding of the journey
that your customers take with your company.

8. Journeys

9. GreenRope Journeys: The Basics
What are they?
• Journeys consist of workflows,
drip campaigns, group
assignments, actions, and
behaviors
• Journeys can be triggered via a
signup form, manually, or a
workflow
• Journeys can include all
touchpoints
• Create different journeys
depending on the paths you
want each lead/customer to take
• Journey are for all contacts
What aren’t they?
• Group specific – journeys can
be triggered, experienced,
ended regardless of group
structure or assignment
• A drip campaign – they are
not just a series of emails
• A substitute for real life
interaction
• A set it and forget it strategy

10. Best Practices: Journeys
First, identify your current journey and then
determine what you’d like it to look like…
Then,
• Always have a beginning, middle and end
• Always end your journey for complete analytics
• Don’t forget to link all of your stages together
• Build from the customer’s POV
• Look at the experience as a whole NOT just one
touchpoint
• Optimize your customer journeys by testing and
measuring KPIs
• Create actionable customer journeys – drive
them toward your end goal!
Blog resources:
GreenRope’s Journeys
Benefits of Customer Journey Mapping
Customer Journey Mapping Best Practices

11. Drip Campaigns

12. The Drip Campaign: Making a Splash
Often called drip campaigns but known by many other names – drip
marketing, automated email campaign, lifecycle emails, auto-responders and
marketing automation- the concept is the same; they’re a set of marketing
emails that will be sent out automatically on a schedule. (Source: Zapier)
Benefits:
• Streamline and standardize your
process
• Automate the sales/marketing
process, saving time and
increasing efficiency
• Educates and engages leads, as
well as customers (depending
on goal)
• Keeps your brand top-of-mind
with consistent messaging
• Delivers helpful analytics
Goals:
• Educate leads and customers
• Build and maintain awareness
• Increase conversions
• Actively engage contacts
• Drive contacts down your funnel
• Increase meaningful touchpoints

14. Drip Campaigns:
Why & How
Steps to creating drip
campaigns in GreenRope:
1. Establish purpose of drip
campaigns
2. Establish trigger
3. Create email template,
emails and add content
4. Add new drip campaign
in Automation > Drip
Campaigns
5. Test, test, test!
• Drip campaigns are group specific.
• Drip campaigns can be sent immediately
after a contact is added to a group, within a
certain number of days after that contact is
added, a specific date, or the same date
every year.
• Use filters to only have a portion of the total
number of contacts in the group receive the
drip campaign.
• Drip campaigns can be activated by a Journey
via workflow or assigning a contact to a
group.
• Drip campaigns are great for lead nurturing,
new clients onboarding, turning MQLs in to
SQLs, and much more.
• Activate workflows when a particular
message in a drip is sent.
• Remember, all emails in a drip campaign
WILL be received by the contact unless you
end it manually, via click

15. Workflows

16. Workflows:Smooth ‘Sale-ing’
A workflow consists of a sequence of steps, activities, and/or tasks that can
happen over a period of time. Workflows help implement specific business
processes and help a team/business stay organized and on top of their follow-
ups, projects & tasks.
Why Workflows?
• Streamline and standardize your internal process
• Tie sales, marketing and operations together
• Can be triggered by journeys
• An action taken in a journey can trigger a workflow
• Activate workflows to drive engagement
• Effective use of sales and marketing efforts to drive leads down the funnel
Workflows, when used within a journey, help trigger human touchpoints as
well as specific activities to be completed based on a predetermined action
the contact has taken.

18. Creating your Customer Experience
Recipe
• Identify holes in your
customer experience.
• Establish your touchpoints
• Determine triggers
• Develop content
• Create your drip
campaigns
• Create your workflows
• Build your journeys
• Test, test, test!!!

19. TIME FOR A POLL!!!!

21. THANK YOU!!!!
For questions,
please email aceresa@greenrope.com
Or contact the GreenRope Support Team
support@greenrope.com