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Choosing an Entry Point for Your Campaign Automation

The first step in building a campaign automation in ClickDimensions is deciding how you will add your participants. These contacts and leads are added through one of our six triggers. But which one is right for your campaign? Read on for definitions and tips that will help you decide.

Let’s start with a look at all the entry point options available. The four original entry point triggers are:

The two new triggers are:

Each of these triggers can be used to have contacts or leads enter a campaign automation individually.

One Entrypoint

You can also have multiple entry points in a campaign automation, using several of the same kind of triggers or a combination of the different types.

Multiple Entrypoints

Submitted Form Trigger

The Submitted Form trigger enters participants into a campaign automation when a lead or contact submits a form, which in turn creates a new posted form record for the selected form. You simply choose the form to track, and any new submissions for this form will enter the submitter into the campaign. This entry point alone adds participants to the automation regardless of the information they have submitted, but this can be used with a decision node to send recipients down different paths based on their answers in the form.

Form and Decision Node

In the ClickDimensions 8.5.0 release, this trigger now includes the ability to use form submissions created through form capture.

Advantages:

  • If you share the form on your site, new contacts and leads can be sent initial marketing materials automatically.
  • New participants can be added to the campaign automation over time.

Things to consider:

  • If the form connected to this campaign automation is removed or deleted, no new participants can enter through this trigger.
  • Since forms can be filled out by anyone, the Submitted Form trigger would not be the best option if you would like to control access to your campaign automation’s content.

Manual Add Trigger

The Manual Add trigger adds participants to an automation when you go to the contact or lead record and select Run Campaign Automation. This trigger is unique because it can ONLY be used as an entry point.

Run Campaign Automation

Advantages:

  • Offers the most control over which specific contacts or leads are added.
  • Makes adding new participants easy; you simply navigate to a person’s record and click a button.
  • Does not require additional set up.

Things to consider:

  • Requires the most manual work to enter participants into the campaign automation.

Email Interaction Trigger

When you use an Email Interaction trigger as an entry point, participants are added when recipients of an email send interact with an email. This entry point trigger associates to a draft email send, to which your email template and marketing lists are added.

When setting up the trigger, you select the type of interaction to monitor: opens or clicks. Then, when the campaign automation is published, it sends this draft email send. Your campaign automation participants are the individuals who interacted with the email in the manner you selected.

Advantages:

  • Highly based on contacts’ or leads’ actions, so you can be sure your participants are interacting with your marketing.
  • The clicks interaction feature provides data that can be used with a decision node to send recipients down different paths.
  • Overall email statistics on the email send are gathered in the campaign automation and in email sends.

Things to consider:

  • Limited to the members of your marketing list(s) that you originally associated to the draft email send.
  • This trigger is only tracking interaction with the one send performed when the campaign automation is published.
  • Does not currently work with split (A/B) testing because of the workflow required for the split testing process.

Added to List Trigger

If the Added to List trigger is your entry point, any time a contact or lead is added to the specified static-type marketing list, that contact or lead will enter the campaign automation.

The Run on Entire List option will run everyone on the selected marketing list, as well as those who are added after the campaign automation is published. This option is only available before the campaign automation is published; after the campaign automation is published, this option is no longer available to select. If Run on Entire List is checked, once the campaign automation has been activated, this field as well as the marketing list lookup field will be made read only.

Run on entire list

If Run on Entire List is not checked and you select a marketing list that already contains leads or contacts, the campaign automation will not run on the existing list members when it is published. The campaign automation will only run on members added to the list after it is published.

Advantages:

  • This trigger can conveniently add many participants at once.
  • Simple set up process where participants can be added to the marketing list in a variety of ways: CRM workflow, filling out a form or survey, manually added to the marketing list, etc.

Things to consider:

  • If a participant completes the campaign automation, is removed from the list and is later added to the list again, they will go through the campaign automation again.
  • Dynamic marketing lists cannot be used with this feature.

Registered for Event Trigger

The Registered for Event trigger adds a participant to your campaign automation when they register for an event. To use this entry point in your campaign automation, you will need manually created event records or one of the event connectors ClickDimensions is compatible with: GoToWebinar, WebEx, Eventbrite and Cvent.

Advantages:

  • Excellent way to determine participant’s interest in certain marketing materials.
  • Ideal for providing information about an upcoming event.

Things to consider:

  • The event connectors require an account with these third-party tools.

Attended Event Trigger

Similar to the Registered for Event trigger, the Attended Event trigger entry point adds a participant to a campaign automation if an event participation record shows that they have attended an event. Again, the entry point requires events and event participation records that can be created manually or through an active account with one of our event connectors.

Advantages:

  • Ensures that participant has had access to the information at a given event.
  • Can be used to automate the delivery of gated content that requires attendance at an event.

Things to consider:

  • The event connectors require an account with these third-party tools.

Happy Marketing!

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2017-05-18T14:07:45+00:00 By |Campaign Automation|0 Comments

About the Author:

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Allison Fierce is a ClickDimensions Marketing Success Manager.

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