It’s easy to set up an automatic campaign to nurture your qualified leads, and convince them to become signed-up customers. Below, we’ll share some of our favourite best practices, including which leads to send your campaign to, and what to say to engage them.
Campaigns are only available on certain Intercom plans. See our plans and pricing here.
You can only send your campaign as a series of emails or in-apps. You can’t choose push as your message type.
First, define your campaign goal
Before you set up your campaign, get clear on its goal. For example, you might want to convince qualified leads to start a free trial of your product. Here your goal would be something like ‘Signed up for trial is true.’
Then, choose the right audience
Under the ‘Choose who enters the campaign’ section make sure you’ve selected ‘Leads.’
Next, think carefully about the types of leads you’d like to reach out to. For example, you might want to reach out to leads who attended your webinar. Just tag the list of leads and add it as a rule for your audience.
Pro tip: You can also collect your visitors’ email addresses with visitor auto messages. Once collected they’ll become leads. Then, you can add a follow up action to automatically tag these leads and add them to your campaign.
Here are some more ideas for the types of leads you should consider messaging:
Target automatically qualified leads
Just choose a tag, then add that tag as the audience for your campaign.
Now, once you set your campaign live your qualified leads will automatically get added to it 😄
Note: You can also manually qualify your leads and tag select leads as you chat to them.
Target leads at a promising status in Salesforce
If you’ve set up our Salesforce integration, you can easily see which qualified leads are at a promising status in Intercom. For example, you’ll know which qualified leads are ‘Contacted.’ We recommend adding these leads to a campaign to encourage them to sign up for a free trial.
Note: You’ll need to install our Salesforce integration, and opt to automatically send your qualified leads to Salesforce.
Target unresponsive leads
Some leads who once showed interest in your product may have gone quiet. Maybe they forgot about your product, or decided it wasn’t the right time to try it out. Reach out to these folk 2 months after they become leads, reminding them about the benefits of your product, and highlighting what you’ve recently built.
Now, create your messages
Each message you send in your campaign should help you achieve your goal. Here are some ideas:
Highlight your free trial
If the goal of your campaign is to encourage leads to sign up for your free trial, you should create a message with a clear call to action to sign up. Give your leads all of the details they need to sign up, and provide a link to make signing up easy.
Offer to demo your product
You should invite your high value leads to a one-on-one demo of your product. During the demo, ask these folk what they hope to achieve with your product. Then, walk though some key workflows that will appeal to their specific use cases.
Share success stories your leads can relate to
Share relevant success stories to help your leads visualize themselves in your successful customers’ shoes. This will help them get excited about the possibilities of your product.
Share resources and best practices
Feed your leads a series of valuable resources to help them understand your product, and encourage them to sign up for it. For example, invite them to join your webinar, send them your latest blog post, etc.
Share what you’ve recently built
Maybe your product wasn’t a good fit for your leads when you first chatted. But since then, you’ve built some awesome new features that will give your leads exactly what they need. You should definitely create a message to highlight your new features.
What to say
Here’s some powerful tips to help your leads trust your brand, and get them excited to sign up for your product:
Introduce yourself, and show you’re human
The more information you give people about who you are the more information they’ll be willing to give back. They’ll feel more comfortable knowing that they’re chatting to a real person. For example, start your message with something personal like, Hi, I’m Kate. I’m based in the Dublin office.’
Be friendly and conversational
And don’t be afraid to have fun. For example, you can add a GIF of one of your teammates waving, inviting people to ask questions 😄We do this at Intercom and have found that it gets lots of positive engagement.
Offer to help
Sometimes your leads will want to chat to a real person before they sign up for a free trial. For example, they might want to understand how your product can meet their specific needs. End each message with a clear question or offer to help.
Keep your message relevant
For example, if you’re targeting a message to leads who downloaded your ebook, thank them for downloading it in the first message you send.
Space out your messages
Next, decide how many days you would like to leave in between messages. This prevents you from annoying customers with too many messages sent too close together. We recommend selecting a minimum of 2 days.