Launching an outbound workflow can take as little as 10 minutes to set up and launch. However, before doing so, have you...

Gone through the checklist? 

  1. I have connected my email account

  2. I have set up my do not contact list 

  3. I have set up my unsubscribe mechanism 

You have? Great, let's continue with setting up your assistant. 

Step 1: Navigate to "Workflows"

Step 2: Create New
If this is your first time creating a workflow, click on the "Create New" in the middle of the page.

Step 3:
Once you click on "Create new", you will be prompted to choose between Outbound workflow (generating a new list of prospects) or Inbound workflow (uploading your own data). This article covers how to generate a new list of prospects. 

Click on "Outbound workflow" to continue.

Step 4: Describe your Ideal customer profile
The first step is to define your target profile. This step has 3 parts, to begin, give your workflow a name and describe your ideal customer. 

Our most successful workflows see the following included in the description: 

  1. 3-4 example website links (URLs) of customers that you believe fit this profile. 

  2. A mention of the most ideal contact within the company
    For example: Ideal contact for me to speak with would be the owner.

  3. If you have been manually finding these companies or prospects before, a link to where you were formerly searching.
    For example: Someone searching for restaurants would include:
    "Previously was searching for best fit companies on Yelp and on local restaurant review sites such as https://www.theinfatuation.com/new-york "

Step 5: Define the targeting parameters 

Geography

When defining the target location there are 2 main ideas to keep in mind: 

  1. Do I have unique marketing content exclusive to a particular state or country? 

  2. Can I offer my product or service within the confines of the geography selected? 

Our AI does best when leaving the geography selection at a country level (1 country per workflow), this allows for more testing and increases the availability of prospects.

That being said, there are valid reasons to restrict the targeting. For example, if you are targeting a specific area with personalised marketing content such as webinars for a particular state.

Industry

When choosing industries try to not include more than 3. Remember, your messaging will want to be specific to a group of people and their relative industries. We have found that when 3+ industries are grouped into one workflow the messaging suffers and therefore so does the overall performance. 

If you can't find your industry in the dropdown, reach out to support and they may be able to help you map it to an existing industry or add it as "Custom Criteria". 

Number of Employees 

If you have little data on your customers and are unsure of what employee count they are we suggest putting a range of employee sizes. Although our AI will test various company profiles it's important to note that depending on the size of the company the point of contact you are looking to reach out to will vary and your messaging as well. 

For example

If I was looking to offer marketing software to restaurants, I would probably create 2 workflows to test. 

One that targets small restaurants and their owners between sizes 1-10, 11-50 and another that targets the chief marketing officer or director of marketing for company sizes 51-200, 201-500

Custom Criteria 

Custom criteria is a powerful filtering mechanism to hyper-target leads you want to reach out to. We often see this used for industries not often being covered or for more specific sub-industries.

Currently, we allow up to 3 custom requirements per workflow. When adding one really consider the benefits of having it included.

"Is this custom requirement important for my messaging?
"Do I have a specific offering for this sub-segment?"
"Is this custom requirement proven to increase my close rates?" 

Examples of Custom Requirements:

  1. Company must not show pricing on their website 

  2. Company has hired a web developer in the last year 

  3. Company is attending this conference: www.linktotradeshow.com

Although extremely powerful, custom criteria does get validated by a Ubico support team member to ensure its viability. If a requirement cannot be met we will reach out to you and let you know of a suggested replacement. These requirements also do limit the total prospect count since they are inherently harder to identify and therefore less available. 



Step 6: Define the prospect's role

`This is the last step in defining your ideal customer profile before writing your email copy. 

Number of Contacts per Company

This number will tell our system what the maximum amount of contacts per company is allowed to be. Typically, getting 2-4 contacts per company ensures you have plenty of account data for your systems and allows for testing of multiple titles within that company. 

For Example
Continuing with our restaurant example from above, for the first workflow targeting small companies ( 1-10, 11-50 ) I would likely only want 1 contact per title. Whereas once I start targeting the medium size companies in my second workflow (51-200, 201-500) I would want 3-4. 

Role & Function

Select the seniority and the business function you are trying to reach, allowing similar titles will broaden the scope of the contacts allowed and may include prospects that hold multiple titles where the one you chose is also present. 

Custom job titles is extremely powerful for those looking for specific titles not often covered or found. This can include titles such as: "Chief Digital Officer" or "Director of Analytics". 



Step 7: Messaging

Now that you have selected the ideal target prospect you need to reach out to them with specific messaging. 

Here are some general guidelines when creating an outbound email sequence: 

  1. Emails should be brief: Try to convey 1 idea per email step. Each email should have 1 objective and a call to action that matches that objective. Objectives include:
    - Booking a meeting
    - Sharing content
    - Asking for a reference 

  2. Ensure that your subject line and body text match. Having clear body text that intuitively follows your subject line ensure continuity. 

  3. Include merge tags such as {Company}, {FirstName} & {City} to personalize your communications. 

  4. Experiment with questions. This does not always need to come in the form of a phone call. Think about how you can add value to that prospects life.

    For example
    Ask how a certain process is being done - is it manual, automated?
    Do they know someone in the organization that might be better suited for this conversation?

  5. Try to have 5 emails in your sequence as this increases response rates. 

  6. Make sure to set your delays between steps. It is recommended to have between 2-3 days minimum between each email step being sent.

Step 8: Review & Launch

The last step is to review all the options you have chosen as well as the messaging and steps. Look out for typos, ensure all looks correct and finalize once done! You will then be redirected to the "Workflows" page.

Further Reading: 

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