How TrekkSoft Doubled Signups Via Personalization At Scale and Clever Use of Software
TrekkSoft provides online booking and payment software for tour and activity providers in the travel industry. If you've encountered a super organized diving instructor in the Caribbean, or used your card to pay pay a ski instructor on the piste, chances are they were using Trekksoft.
They have an incredibly intelligent setup for reaching their customers - they combine Pipedrive - the CRM for startups, Zapier and MailChimp for large scale personalized lead generation and qualification at scale. Since it's really impressive, we had a chat with TrekkSoft's Senior Integration Manager, Tom Iannone, and VP of Sales, Robert Lederer, to find out more.
Disclaimer: If you haven't heard the word "automatic" enough today, you will now. TrekkSoft lives by that word.
What kind of a problem were you intending to solve when you first started configuring the Pipedrive-MailChimp-Zapier combo?
Our aim was to be more tailored as well as more effective in marketing - target campaigns based on geography and vertical (eg. diving instructors in Cancun or historical walks providers in San Francisco). This entailed a lot of manual work, copying data across spreadsheets and copying it into MailChimp.
We wanted to use the email automation features that MailChimp offers, but also keep the data up-to-date in Pipedrive. Our aim then was to increase efficiency, which we've definitely achieved.
What kind of results have you seen?
We've gone from sending out about 500 emails a week to about 4,000 a week to prospective new customers. We've been able to a quadruple our productivity, which has resulted in a higher rate of qualified leads and new sign-ups. All in all, we've about doubled the number of sign-ups since we've been pushing things through with the new custom integration and optimized it.
What's the lead management and sales process at TrekkSoft like?
Primarily, we have two different pipelines.
First, we have our lead generation pipeline. Here we have three different stages, where deals move forward automatically, based on the prospect's actions.
All the leads we've gotten from various sources who haven't been contacted yet are in the "Cold" stage. Once we email them, they get automatically moved to "Sent". If they open that email, they will automatically be moved to "Opened" stage. Now if the prospect responds to our email or even clicks on an open email, we define it as interaction and move them automatically into our sales funnel into the "Marketing Qualified Leads" (MQL).
MQL means that the person is a little more qualified than "Opened", because they've interacted in some way. From there on, once somebody actually goes to the website and registers for free account, a move to SQL - "Sales Qualified Lead" is triggered. There, our sales team will typically reach out by phone and organize a sales demo with the prospect. If that's done, the next stage for the prospect would be to "Subscribed", at which time they will need to get integrated with the software.
The move from "Sales Demo" to "Subscribed" also means that the support and integration teams take over from the sales team and schedule a training demo, which is when the customer onboarding begins. If the training demo is given, and the customer's successfully integrated with our software, they'll be moved into the "Integrated" stages. They will go to "Complete" if they integrate our software into all of their activities (eg. all of that company's tours), and partial if not all.
How is the Zapier-MailChimp-Pipedrive custom integration set up?
We use Pipedrive as the database for all leads. We use filters in Pipedrive to create segments we want to reach out to (eg. we'd create a filter for all the skydivers in Cancun).
We then use Zapier to pull this filtered list into MailChimp, where we create a separate segment from it. We're now able to send out highly tailored emails to this really specific segment.
The lists are also sent to MailChimp depending on the specific activities that are done by our sales reps. For example, we reach a potential customer and move them forward to another stage. That will trigger a name potentially being unsubscribed from our "Marketing List" and then subscribing from a list of, let's say, "Tips and Tricks" or "Getting Started" list, depending on the activity in Pipedrive.
When we have deals moving from one pipeline to another, like in the case of moving from the Lead Generation pipeline to the Sales pipeline, we use a custom integration of MailChimp and Pipedrive API-s. To automatically change stages, we use Zapier. The API is mainly used to connect MailChimp and our internal databases.
What else can you do with this integration?
We're also using Zapier to sync the data that we have in Pipedrive with MailChimp so that we can further refine our marketing campaigns - i.e. we clean up data. When we receive new information about our clients, in addition to that initially mined, our sales reps make the updates in Pipedrive. Then, it gets automatically synced over to MailChimp, which makes us able to build really targeted segments for better message targeting.
We are also using the Pipedrive-to-Google-Spreadsheets zap for high level reporting, and to store certain information.
So what's next for TrekkSoft? Have you got any news to share?
We've released our mobile app and integrated card reader to take mobile payments from any iPhone or iOS or Android device anywhere - from docks to on the pistes. This is exciting and revolutionary in our industry in particular. Our customers can see all their upcoming bookings, they can re-book passengers, issue refunds and use probably 80-90% of functionality that a tour operator would need on a day-to-day basis from the mobile app. This is important, since our the customers we have are always out guiding a rafting trip or they are jumping out of airplanes or going out fishing or scuba diving, rather than sitting in their office.
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