Stage 1 - Define

Stage 1: DEFINE

 

Define and Create the foundation for your CXA platform.

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Define or improve your customer journey map, identify touch-points, and actions.

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Define or improve segmentation including best use of lists, fields, tags, and segments and set them up.

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Define interests, build innovative ways to collect them, and set-up and use site tracking effectively.

Step 1: Customer Journey Blueprint

 

Learn

  • What a Customer Journey Map is and why it's important to have one for your business.
  • What touch-points and actions are and how they bring the customer journey to life in your system.
  • How to create (or modify if exists) your customer journey and integrate touch-points and actions.

Do

  • Create your Customer Journey Map.
  • Define all touch-points along the journey.
  • Identify all actions that can be taken at each touch-point.

Resources

  • Sample Customer Journey maps to get you started.
  • Online resources to further learning and get more ideas.
  • Worksheets for mapping actions to touch-points and touch-points to the Customer Journey.

Step 2: Comprehensive Segmentation Masterplan

 

Learn

  • What segmentation is and why it's is a core component of all successful marketing automation strategies.
  • Why finding and knowing your contact's interests are key to building a nurturing and profitable relationship with them.
  • Advanced techniques for using tagging, fields, lists, and segments in ActiveCampaign.

Do

  • Evaluate/define the lists and custom fields you need.
  • Create robust tags and custom fields.
  • Define and create targeted segments that work for your business.

Resources

  • Worksheets to create and link tags, interests, fields, and segments.
  • Interest builder worksheet.

Step 3: Subscriber Super Sleuth

 

Learn

  • How and why to utilize ActiveCampaign forms for more than opt-in's.
  • Advanced form building, design hacks, and field mapping techniques.
  • Comprehensive contact tracking using ActiveCampaign's built-in tracking snippet for your web-site, external landing pages, and funnels.

Do

  • Determine and build forms for for advanced data collection that are relevant to your business including a robust 'interest collection' form.
  • Customize the look and feel of your forms to align with your brand.
  • Set up ActiveCampaign site tracking on web site and external pages.

Resources

  • Form building worksheet.
  • Sample forms.
  • CSS code that I use to customize a form's look and feel. ActiveCampaign site tracking cheat sheet.
Stage 2 - Build

Stage 2: BUILD

Build the Core of your System

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Build out advanced time saving and client producing automations.

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Create email campaigns customized to your subscribers wants.

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Setup and integrate CRM pipelines that pinpoint responsive subscribers, follow their progress in your customer journey,  and more.

Step 4: Intelligent Automation Builder

 

Learn

  • Why automation is the heart-beat of your system and how you can take advantage of the advanced capability of ActiveCampaign.
  • In-depth ways of using advanced triggers and steps.
  • How to modify existing automation 'recipes' and build your own unique advanced automations quickly and easily.

Do

  • List all current automations and what they do then define new automations that can help grow your business.
  • Learn how to design intelligent automations.
  • Build innovative automations from scratch and using recipes.

Resources

  • Links to automations I use in my system that you can download into your ActiveCampaign account.
  • Automation worksheet. Automation triggers cheat sheet.
  • Automation steps cheat sheet. Automation organizer spreadsheet.

Step 5: Tailored Campaign Strategy

 

Learn

  • The importance of email personalization and the many ways it benefits your business.
  • Creative ways to use conditional content in ActiveCampaign.
  • Advanced techniques for building effective campaigns.

Do

  • Audit current and past campaigns for content and effectiveness.
  • Define conditional content blocks based on previously defined segments.
  • Build conditional email campaigns based on current needs.

Resources

  • Campaign worksheet for aligning the customer journey and segments with conditional content.
  • Conditional content brain-storming matrix. Welcome series campaign examples.
  • Marketing vs Transactional email cheat sheet.

Step 6: Profitable Pipeline Design

 

Learn

  • How to creatively use pipelines in ActiveCampaign for profitability.
  • What 'scoring' is and how to use contact and deal scoring with pipelines.
  • How to build pipelines, use deals, and enhance them with automations, tracking, and other elements of ActiveCampaign.

Do

  • Learn the ins-and-outs of CRM pipelines and how to best use them.
  • Define and set up contact and lead scoring.
  • Build a scoring pipeline to find subscribers who are ready to convert and others, such as service/product flows, customer journey tracking, or any processes you want.

Resources

  • Scoring worksheet.
  • Pipeline builder cheat sheet.
Stage 3 - Convert

Stage 3: CONVERT

Use your system to convert subscribers into clients.

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Integrate external applications so you can use the data in a single place.

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Modify or add new marketing channels that work for your business and tie them into your system so they work for you...in one place.

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Learn how to use and maintain your new CXA platform to automatically and continuously identify and funnel your most engaged subscribers into highly satisfied clients.

Step 7: Application Integration Model

Learn

  • The value of application integration and how you can benefit from it the same way large companies do.
  • How to determine which apps can be integrated with ActiveCampaign and the best way to do it.
  • How to integrate your applications.

Do

  • Make a list of the applications you use in your business and determine which ones to integrate.
  • Create integrations with ActiveCampaign and Zapier.
  • Use integrated applications in your system by adding tags, triggering automations, feeding pipelines, and more.

Resources

  • Application mapping worksheet.
  • Application integration worksheet.

Step 8: Omni Channel Expressway

Learn
  • Why large companies have expanded to communicating over multiple channels and why you should too.
  • How ActiveCampaign integrates omni-channels into its system.
  • How to configure and use omni-channels in ActiveCampaign.

Do

  • Review current marketing channels and create an omnichannel map and strategy specific for your business.
  • Configure Active Campaign to support your strategy including conversations, email inbox, site chat, and Facebook Messenger.
  • Manage native ActiveCampaign and other channels (ie: ads, website) with automations, segments, pipelines, tasks, and more.

Resources

  • Omnichannel map template.
  • Journey/Channel connector matrix.
  • Channel system mapping worksheet.

Step 9: Sales Engagement Gameplan

Learn

  • How to create and master client winning strategies using your new Customer Experience Automation platform.
  • The best retargeting strategies and how use them in ActiveCampaign.
  • In-depth review of ActiveCampaign reporting, which ones are best for your business, and how to use them.

Do

  • Create winning conversion strategies customized for your business and configure your new system to apply them.
  • Set up ActiveCampaign retargeting with Facebook and integrate them with automations, pipelines, and other parts of your system.
  • Take a deep dive into reporting and learn how to interpret and use the results to tweak your system for better performance.

Resources

  • Conversion strategy worksheet.
  • Reporting cheat sheet.
  • System quality assurance checklist.