How to Set Up Event Based Marketing Automation for Canadian Service Businesses

Event based marketing automation helps Canadian service businesses send timely, relevant messages triggered by specific customer actions or dates. For example, a local HVAC company could automatically follow up with leads after a service inquiry or a booked appointment. This automation improves response speed and increases lead conversion without manual effort.

Why this comes up / what goes wrong

Service business owners or their accountants often struggle to keep up with timely follow-up after customer events such as inquiries, bookings, or purchases. Manual follow-up via email, text or spreadsheets is slow and error-prone, causing lost leads and missed revenue. Setting up event based marketing automation solves this by automating multi-step outreach tailored to each event, ensuring no lead falls through the cracks.

Step-by-step

1. Identify key events to trigger automation. Examples include a new lead form submission, appointment booking, or payment received. Check your business processes to pick events that indicate a sales opportunity or customer engagement.

1. Choose your communication channels. Decide if you will send emails, SMS, WhatsApp messages, or a combination. Confirm you have consent to message customers on these channels.

1. Map out the follow-up sequence. Plan a series of messages triggered by the event. For example, a five-step follow-up over two weeks can nurture leads until they respond. Include timing and message content for each step.

1. Set up the automation workflow. Use your CRM or marketing platform to create workflows that start when the event occurs and execute the message sequence. Include conditions to stop the sequence as soon as the prospect replies.

1. Test the automation. Run through the event trigger and confirm the messages send correctly and stop upon reply. Check that tasks or notifications are created for sales reps when needed.

1. Monitor and refine. Review performance regularly and adjust message timing, content, or triggers based on results.

For more on automation workflows and lead routing, see HelloGrowthCRM for Canada and the help center.

Example (fictional figures)

An HVAC company in Surrey, British Columbia, called CoolAir Services, sets up event based marketing automation for new service inquiries.

• On 2024-04-01, CoolAir receives a new inquiry via their website form.
• The event trigger is "New Lead Form Submission."
• The follow-up sequence is 5 messages over 14 days:
• Day 0: Thank you and appointment booking link
• Day 3: Reminder with special offer
• Day 7: Check-in and FAQ link
• Day 10: Customer testimonial
• Day 14: Last call to book

Assuming each message costs C$0.05 to send via SMS and email is free:

Number of messages sent if no reply = 5 Cost per lead = 5 × C$0.05 = C$0.25

If 60% of leads reply before the 5th message, average messages sent per lead = 3 Average cost per lead = 3 × C$0.05 = C$0.15

This sequence runs automatically, stopping when the lead replies, saving CoolAir time and increasing bookings.

Common mistakes

• Not defining clear event triggers. Prevent by mapping your sales process and pinpointing actionable events.
• Sending too many messages or too few. Prevent by testing different sequence lengths and monitoring responses.
• Ignoring channel consent. Always confirm customers agree to receive messages on chosen platforms.
• Failing to stop sequences when prospects reply. Use automation rules to pause messaging immediately upon reply.
• Not testing workflows before going live. Run thorough tests to catch errors early.
• Overcomplicating automation with unnecessary steps. Keep sequences simple and focused.

See more tips on automation in the help center.

Doing this in HelloGrowthCRM

HelloGrowthCRM supports event based marketing automation through its Sequences and campaigns feature, which runs a five-step follow-up over two weeks and stops automatically when the prospect replies. Its AI agents can draft follow-up messages after calls for quick review and sending. Workflows, lead routing, and validation rules automate task creation and lead assignments, ensuring timely and organized follow-up. Learn more at AI CRM.

Frequently asked questions

What is event based marketing automation? Event based marketing automation sends targeted messages triggered by specific customer actions or dates, such as form submissions or appointment bookings, to improve engagement and sales.

How do I choose which events to automate? Focus on events that indicate strong sales potential or customer interest, like new inquiries, bookings, or payments, to ensure your automation targets the right moments.

Can I use multiple channels in my automation? Yes, combining email, SMS, and WhatsApp can increase reach and effectiveness, but always ensure you have consent for each channel.

How do I measure if my automation is working? Track reply rates, conversions, and lead engagement metrics. Adjust your sequence timing and messaging based on these results.

Is technical knowledge required to set this up? Basic familiarity with your CRM or marketing platform helps, but many platforms offer templates and support to guide you through setup.

Key takeaways

• Define clear event triggers based on your business process.
• Plan a multi-step follow-up sequence with timed messages.
• Use automation workflows that stop when prospects reply.
• Test thoroughly before launching to avoid errors.
• Obtain consent for all communication channels used.
• Monitor and adjust your automation regularly for best results.

Setting up event based marketing automation can improve your lead follow-up and sales efficiency today. Start on the Free Forever plan (200 leads, no credit card) at HelloGrowthCRM.