Case Study: How Perch Uses Drip To Automate Demo Followup, Provide World-Class Support, And Stay One Step Ahead Of Industry Trends
This post is part of our Funnel Hack Friday series, where we highlight and teach formulas you can copy from other successful entrepreneurs’ marketing funnels. In today’s post, we talk with Rachel Andrew, co-founder of Perch, a CMS built for busy designers and developers.
Let’s dive into some tactics that help Perch drive growth.
Tactic #1: Ask carefully crafted questions to find feature requests, industry trends, and unmet market needs
Question: In your email “Thanks for trying Perch” you ask leads an interesting question. You write:
“If there was one thing that just wouldn’t work well for the project you had in mind, then we would really appreciate you replying to this email and letting us know.”
How did this question earn its way in your funnel?
Asking people for questions and feedback has always been useful for us.
Most of the time the answers are things that the product already does and that the potential customer has missed.
But sometimes, we start to see patterns of new things people are asking for.
These tend to be when something is changing in the web design industry.
It’s a real benefit for us to be able to pre-empt those changes and start to plan for how the product will meet them.
Tip: Ask this: “If you’re not sure about [PRODUCT], please hit reply and let me know, what’s holding you back from trying this?”
Here, you’re asking for brutal honesty at the exact moment when people are deciding “yay” or “nay.” Pay special attention to recurring answers and new requests that pop up. These answers can notify you when something’s changing in your industry.
Tactic #2: Provide stellar customer support by viewing the “Customer Journey” of individual contacts who want help
Question: We love how you guys use customer data to give personalized support to users. How does that work?
One of the nice things about Drip is how easy it makes viewing where potential customers are in the process.
If someone emails us outside of replying to a Drip campaign or posts to support, I can see that this person did look at the help email that comes out with the demo.
So I don’t immediately then just send them to information they already looked at, and I realise that there must have been something about it that didn’t click.
This enables a more personal approach despite using automation for the rote tasks. I think this is key for any small business.
Use automation and processes in order to give you time that you can spend actually building real relationships with customers.
Tip: Sometimes, there are customer support docs that just aren’t clicking.
Consider looking at every contact’s Customer Journey *before* replying to their support inquiries. If they’ve already opened the appropriate support doc, don’t just refer them back. Instead, work with them personally, and revisit docs that need an update.
Tactic #3: Automate your sales demo follow-up to free up your time for higher-impact tasks
Question: What impact has this made? How much time do you think you’ve saved from no longer needing to keep track of follow-up?
Perch is a two-person business, so we have to automate anything that we can, as we simply don’t have time to do everything manually.
We’ve always sent out emails alongside the demos, as we find that people often miss some of the features of the product.
We send out a couple of emails to give some more information, but then ultimately to ask directly if there is anything they would like to know.
What Drip gives us over simply firing those mails out of our own system is to be able to see how people interact with those emails. Someone who comes back to the informational email a few times is far more likely to be interested in the product than someone who signs up but never looks at the email.
On Integrating With The Drip API
Question: You actually integrate with the Drip API. How do you use that integration in your business?
I am a big believer in “owning your own data.” It is brilliant for small businesses that there are now so many tools that can help you to launch and run a business online, however it is very easy to find that a lot of your customer data, that goldmine of information about the people who use or have tried your stuff is locked up in other people’s systems.
So we have a policy of always bringing the data home. If we apply a tag in Drip that is also replicated in our system, and we add tags in our system for things Drip doesn’t know about and then update them in Drip.
While we hope we can continue to have a long and fruitful relationship with Drip, this means we keep track of our data. It also means that if we have some need to use those tags across something we don’t want to push to a third party, we can.
Drip Vs. Competing Email Marketing Software: How Did You Decide?
Question: How did you decide to use Drip for email marketing?
We were using MailChimp for sending emails to customers. Although we had done some work with the MailChimp API and I had tried their automation tools, it all seemed very disconnected.
I had to do quite a lot of work to get any insights from their data, and as a tiny team we just don’t have the time.
Drip was a good fit for the sort of business we are and the stage we are at. I felt that Drip was building something that was very much aligned with businesses like ours; that you understood the sort of things that we need.
So much of selecting software is looking for that fit, as you roll out new features I feel as if we are moving forward together, which is great!
Next Steps: Expanding A Fast-Growing Content Management System
Question: How do you see Perch growing, moving forward?
We are very focussed on our product for larger content-driven sites, Perch Runway. Also our soon-to-launch e-commerce addon for both products. The rest of this year will be about creating better understanding about the differences between the products and also promoting using Perch and Perch Runway for e-commerce.
Question: How does marketing automation fit into your plans to achieve these goals?
Marketing automation will be key.
We plan to segment our customers who are a good fit for the larger CMS, and also those who are interested in ecommerce.
We can then avoid sending customers emails they don’t find useful, and make sure that people who are a good fit hear about the right products for them.
We make sure that people who are a good fit hear about the right products for them.
Perch is a fast, reliable, and easy content management system (CMS) built for web designers and developers. To learn more about Perch, visit GrabAPerch.com.
Originally published at blog.getdrip.com. Get our ridiculously actionable (and totally free) 7-part crash course: Why Marketing Automation Is The Future Of Email Marketing