Case Study: Nurturing LinkedIn Leads with Mailchimp, Pipedrive, and Slack workflows
Table of contents:
1. Background2. Objective3. Mailchimp flow4. Zapier flow5. Ongoing Support and Monitoring6. Results
Background
My client’s team utilized the potential of LinkedIn ads and aimed to streamline the lead nurturing process. The challenge was integrating LinkedIn leads seamlessly into Mailchimp while ensuring the sales team had timely and relevant information in Pipedrive. Additionally, the client wanted to keep the team informed through Slack notifications.
Objective
My primary goal was to create a comprehensive and fully automated workflow that triggered various actions based on the lead's preferences. The workflow included adding leads to Mailchimp for nurturing, updating Pipedrive with pertinent details, and notifying the team through Slack.
To solve this objective, I crafted two workflows: one in Mailchimp and another in Zapier.
Mailchimp flow
After a lead interested in the lead magnet submits the form in LinkedIn ads, the lead's information is instantly added to Mailchimp.
An automated email delivers the lead magnet immediately, creating an instant interaction.
Then, the lead is enrolled in an 8-email content nurturing flow within Mailchimp. Aim – providing valuable content and building a strong connection.
This flow was crafted fully in Mailchimp.
Zapier flow
When a new subscriber is added to Mailchimp (after sending a form), a notification is added to a designated Slack channel, informing the entire team about new leads and their preferences.
Simultaneously, the lead's details are pushed to Pipedrive CRM.
For leads requesting a call, a task is immediately assigned to a sales manager to initiate timely contact.
For leads not interested in an immediate call, a task is scheduled only after they complete the entire Mailchimp nurturing flow, ensuring a non-intrusive approach.
Ongoing Support and Monitoring
My role extended beyond the initial setup, as I actively monitored the automation to identify and fix potential issues, optimize performance, and ensure a seamless experience for both the marketing and sales teams.
Also, I prepared detailed documentation outlining the entire workflow, including step-by-step instructions for the team to understand and replicate the process.
Results:
● Leads receive immediate value through the lead magnet.● The nurturing flow in Mailchimp establishes a strong connection with the leads.● Sales managers are equipped with timely information to initiate personalized conversations.● Team collaboration is enhanced through Slack notifications.
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