Feature Highlights

Inbox: When supervised outreach is required

Hans Ott
Hans Ott
October 13, 2022
Inbox: When supervised outreach is required

We’ve all grown up with the rise of marketing automation systems and we’ve absolutely come to love sending out emails through automated drip campaigns.

Yet, sometimes, when dealing with customers, you don’t want to automate (just yet). While we indeed all love to automate things, we also fear potential mistakes where suddenly a good customer would receive a “I’m sorry to see you go”-email, just because of some wrongly-set property. And as such, there are several reasons to take the process into manual mode first. From a pure human perspective, you want to make sure that each campaign step takes the prospect closer to wanting to purchase your service, and you definitely want to experiment each of those steps first, one by one, to make sure of desired outcome. Also, some outreach sequences can result in so much different possible outcomes, that you want to be able to choose next steps, rather than follow a singular path. Onboarding new customers would be such example.

For those reasons, we’ve built Inbox, a place where each account/user that needs attention gets a case with to-do tasks and best-next actions.

Surfacing product qualified leads and churn candidates, even better!

Another reason for launching Inbox, was to get a better way to uncover product qualified leads and churn candidates. While previously we asked to filter and sort lists of accounts and users by customer fit and product usage scores, we now clearly show the account/user at stake, a straight-forward description of the case being opened, together with clear instructions on what to do with it, both in terms of to-do tasks and next-best actions.

For each case-associated account and user, you’ll find all relevant unified information on the right-side panel, which should help you solve the case.

Upon each task and action being carried out, the case will show a log of all activities so far. This improves collaboration between different teams and individuals.

If the case is resolved, one can close it; if some later work needs to be done, one can snooze the case.

Cases and quick actions as part of playbooks

Cases are being opened as part of Playbook actions. Indeed, just as you would automatically send a message to Slack or open a task in HubSpot, you simply define a new case, and provide description, tasks and quick actions, and provide the team and individuals that should handle the case.

This gets particularly interesting when knowing that playbooks holds goal conversion rates and thus, one can measure the success of handled cases throughout the playbook that opened it! Another smart thing is that cases are also quick actions. This means that you can assign a (sub-)case to someone, as part of another case; or, that you can manually open cases in any account/user list and detail view.

Inbox, for individuals and their teams

Each individual’s inbox will only show cases he/she has been assigned to.

Directly from the inbox, the Account Manager can review leads, dive into insights about the account, and take quick action like update the CRM, create a deal, add to marketing sequence, etc... Once the action is taken, you hit ‘Close’ to remove the case from the inbox and eventually get to inbox zero!

Same Process for a Customer Success Manager: Directly from the inbox, the CSM can review new onboarding candidates, get clear product usage metrics, and take quick action like outreaching for a review meeting, create a ticket, add to onboarding email sequences, etc...

But while SDRs, AEs, CSMs like to work alone, they really rarely actually do. Inbox was made to work on team basis from the ground up, everything being processed in real-time, with actions potentially being disabled once performed, tasks being checked off, and individual logs being stored. Quick actions can only be carried out by authorised teams and individuals, and cases only being visible to teams having been assigned to it.

Keep reading...

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