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Mastering Inbound - How to automate your inbound using LaGrowthMachine?
Mastering Inbound - How to automate your inbound using LaGrowthMachine?

Increase your engagement rate by 32% using multi channel strategies!

Adrien Moreau Camard avatar
Written by Adrien Moreau Camard
Updated over a week ago

Thinking about automating your inbound with LaGrowthMachine? You definitely should! Data shows that adding LinkedIn interactions to your inbound automation increases your engagement rate by 32%!

Want to master multi-channel inbound strategies? Read-on!

Table of contents :

Why should I use multichannel approaches even for inbound?

You’re probably automating your inbound using automated email onboarding sequences via tools such as Sendgrid or Intercom.

Then why should you add LinkedIn (or even Twitter) to your inbound strategy?

Simple answer: engagement!

People are used to receiving automated emails after signing up for a new product. They know it’s automated and pay little attention to them. They’re even less likely to reply to them.

Reaching out via LinkedIn will surprise them with a personal touch. They don’t need to know it’s an automated one ;)

And data proves it works great! Some examples

Request Access If you’re in private beta or doing enterprise sales

If you’re doing a closed onboarding or Request access approach, you’re probably requiring your lead to fill up a form to provide you with more information, with reminders of filling up the form via emails.

We used to do the same and improved our form completion by 32% by adding LinkedIn follow-ups in the process

Engaging with leads during a trial period

You’re probably enrolling your new signups into drip email campaigns. The usual engagement rate there is 7%.

We added engagement on LinkedIn at two steps :

  • Right after their sign up, which leads to a 25% reply rate

  • 5 days after they started their trial period, leading to a 36% reply rate

And collecting extremely viable product and sales feedback (see below).

Engaging with leads that failed to convert after trial

You probably have automated email being sent after a lead failed to convert at the end of their trial period, but are seeing a very low engagement rate.

Adding LinkedIn boosted our reply rate to 18%, helping us understand why some didn’t convert, but also turn some of them into customers in the end!

You get the idea, engaging with your inbound leads on LinkedIn is a great way to foster relationships and drive better conversions.

Now let’s deep dive into how you can do just that with LaGrowthMachine

How to automatically push inbound leads into LaGrowthMachine?

It sounds technical, but it is not. We’ve made a video to show you how to connect any tool using Zapier and our API integrations. It takes about 15min to set up, which will allow you to connect leads from sources such as :

  • Any CRM (Hubspot, Salesforce, Pipedrive)

  • Typeform

  • Intercom

  • Segment

  • Stripe

Any source depending on where your leads will come from!

Recommended steps and copywriting when automating inbound

Now that you know how to easily do this on LaGrowthMachine, let’s provide you with examples of sequences to engage with your leads based on the use-cases we mentioned before!

Again, copywriting is key and we do advise to keep it short and to the point as LinkedIn data shows that shorter messages yield higher reply rate

Let’s take the example of engaging with leads during their trial period

A simple four steps sequence :

Step 1: Adding them on LinkedIn immediately after their sign up

Since you’ve connected your signup from your CRM to be pushed automatically into the campaign, any signup will enter the sequence.

You may notice that we have LaGrowthMachine enriching the lead before reaching out. This is because you probably don’t know their LinkedIn Profile, nor require them when signing up.

Fortunately, LaGrowthMachine can find somebody’s LinkedIn Profile using only their firstname, lastname, and companyName. We’ll have LaGrowthMachine automatically find it so we may next add them.

We recommend you send a note to provide real context into your connection!

Fairly simple and sympathetic, it won’t yield many replies but allows us to establish the relationship for what’s coming next!

Step 2: Making sure everything goes well after 5 days

Now this is one of the key elements of the sequence: a message simple and open-ended message to drive replies:

No need to do anything fancy, you probably have drip emails for that. Let’s keep it :

  • Human: so short and simple

  • Open to any discussion: so they may feel inclined to reply with anything currently blocking them

And it works great: that simple message is yielding a whooping 36% reply rate.

Even better, many of these replies will be about stuff blocking them, which will help you drive customer satisfaction as you’ll be able to help them proactively!

Step 3: If they didn’t convert into a customer, reach out to understand why

For the 36% that have replied, you’ll be able to help them turn into customers proactively.

No need to send them an automated message there if they don’t, it’d be a bit suspicious given the previous convo.

This is why this step is limited to people that haven’t replied.

You’ll also need to use Zapier to automatically stop the automation on the lead if the lead has paid on Stripe as seen below

It’s easy to set up, here’s a video to show you how!

Back to copywriting, again, brevity is what works best!

You’ll notice that copywriting is using brutal honesty (“what did we do wrong?”) to drive empathetic replies. We found out that using such formulation yields more replies as :

  • They don’t have to justify why they didn’t turn into customers, we’re already acknowledging something went wrong

  • All the people that are just having timing issues will reply, allowing you to extend their trial accordingly

This message works great yielding an 18% reply rate and helping us recover failed trials.

Step 4: Last attempt via email if they didn’t reply on LinkedIn

Now, many won’t reply, and this is sometimes just because LinkedIn is a pain to use daily.

And, since it’s easy to automate multi-channel sequences using LaGrowthMachine, why not send an email?

It’s up to you now!

Advanced use-case: automating follow-ups after a meeting is booked via Calendly

With the preview example, you got a first glance of how you could automate your inbound and increase engagement, using our APIs and Zapier.

Your brain must be driving crazy with ideas of stuff you could implement with that newly acquired capacity. Into a few, starting with automatically engaging on LinkedIn after a meeting is booked!

Why? Because this will create a meaningful connection right before the meeting, making sure it’ll go smoothly then.

Here’s how the Zapier will look like!

And the sequence within LaGrowthMachine

A simple three-step sequence :

  • And an automated follow-up within 24h hours when they accept if now reply to spark the conversation

Simple enough, but you’ll see, great to build rapport before the meeting!

Advanced use-case: increasing lead qualification form completion by 32%

Another great use-case of using multichannel with your inbound if to increase the lead qualification form completion rate.

If you’re familiar with Enterprise Sales or Superhuman’s approach to closed boarding, you’re probably sending a Typeform via email after they sign up to qualify the lead, and let him the possibility to show strong willingness to buy.

We used to automate a simple email sequence in case they didn’t fill up the Typeform and got a decent 54% form completion rate.

By adding small interactions via LinkedIn, we boosted it to 72%!

Here’s our sequence:

A simple three-step sequence :

  • A very low touch and human-like follow-up on LinkedIn if they haven’t replied nor filled up the Typeform

  • One last touch just in case, though you’ll rarely need this message to be sent ;)`

Obviously, you’ll want to stop the automation from continuing as soon as the Typeform is filled, which can be done easily using Zapier and our APIs as seen below (same case as with Stripe!)

It’s up to you now!

We’ve shared with you the basics and your brain must be driving crazy with the limitless possibilities. Here’s some more reading for you :

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