**Today’s post is a guest blog from the folks at Process Street. They’ve put together an easy tutorial to build a zap connecting SparkPost and Process Street to streamline sales outreach.
Last year, Process Street conducted a study to evaluate how top SaaS companies constructed their sales and marketing efforts.
The results were very interesting.
Of the 281 companies analyzed, 28% used a mixture of automated marketing emails and personalized sales emails in their sales cadence once a new customer had signed up for a free account.
On further inspection, it was found that these companies who mix their approaches tend to be mid-market platforms like Salesforce, rather than broader scope companies like Slack (fully automated) or specialized companies like Epicor (only salespeople).
That’s why we’ve worked with Process Street to create an actionable High Touch Client Onboarding process a salesperson can run to follow up with new signups alongside the automated SparkPost marketing emails.
Tie your SparkPost outreach to a sales process
This post will show you how to integrate this SaaS closing process with SparkPost to automatically send your outreach sales emails at each stage of the sales cadence by checking off tasks in the Process Street checklist.
The process uses conditional logic to show the tasks relevant to the sales cadence at first, and then replaces those tasks with ones relevant to closing the sale once the user records that the client has responded.
Following sales processes helps standardize and improve success and, in turn, revenue! More than that though, a well run sales process also acts as a research tool to better understand your customers and their needs, resulting in a better experience for the end user. A sustained outreach program will also significantly improve user engagement.
Check out the process below and read on to see how you can integrate it into your existing SparkPost system!
High Touch Client Onboarding for SaaS Companies
This process is designed for SaaS companies following up on clients who have signed up for a freemium or free-trial account. The goal is to allow the salesperson to understand the client’s needs and then to demonstrate the ways in which the product can or cannot (honesty is important) meet those needs.
Through the process, checking off different tasks will send emails from SparkPost to the client. The two platforms are connected via Zapier and this allows us to take a business process automation approach to managing sales activities.
The cadence structure is influenced by Process Street’s 2017 study and the managing of the client meeting is based around Process Street’s internal sales process, which you can also see right here: BANT Sales Qualification Call Process
How to connect Process Street and SparkPost
To connect the two platforms, we’ll be using the third party automation service Zapier.
Zapier works by defining a trigger and an action. In our case, the trigger will be checking a task as completed in our Process Street checklist and the action will be SparkPost sending an email to the client.
First of all, log into Zapier and click Make a Zap. Then select Process Street as your trigger.
Then select the specific trigger from the Process Street options. We’ve selected New Task Checked.
From there, connect your Process Street account. You can generate an API key in your Organization manager under the tab Settings and API.
Then you can edit the options for the trigger. This is where you define which template the zap will be connected to, and which specific task will alert Zapier.
I’ve chosen the template High Touch Client Onboarding for SaaS Companies and the task Send an initial outreach sales email.
After this, you can test your trigger to check it’s connected properly. To do this, run the checklist and check the task – this will give Zapier some sample data to play with for its test.
Now we come to building the action. Select SparkPost as your action app.
Then choose the SparkPost action Send Email and connect your SparkPost account to Zapier. You can find the API generator in your Account dropdown from your dashboard.
Once you’ve connected your account, you can edit the options of how the action will perform its job.
We created a specific email template within SparkPost to send to clients. Simply click the dropdown arrow icon on the left of the Template ID field and Zapier should show you the different Templates available in your SparkPost account. Select the right one for the zap and you’ve now defined the message the client will receive.
Within the checklist, there’s also a section to enter a client’s email address. This allows us to click the icon next to Inline Recipients and find that form field in the list.
Now the zap is configured to send the pre-made template to whichever email address was entered into that client email form field automatically.
You can see how this is set up in the image above.
You can set up multiple zaps to correspond with each email outreach, and they will only fire if you mark the tasks as complete in Process Street. However, as we’re using conditional logic in the template, the tasks will only show if you have a need to see them. This stops accidental or mistaken sending.
Content Marketing, Process Street
We hope this tutorial was helpful! Let us know if you’d like to see more how-to guides on specific integrations on Twitter.