Using Campaigns to Manage Sales Follow Up Cycle

In continuation from our previous post on “Using Campaigns to Improve Sales Cycle” we now move into using Mautic campaigns to help the sales team follow up with leads that come in.

Firstly we consulted with our clients on their needs, and in a very general case what most of them wanted was for their sales to be able to get into work in the morning and see a list of prospects to call.  Further discussing the “sales cycle” we determined that each sales call can result in a number of different outcomes:

  1. Sales agent called prospect and no answer
  2. Sales agent called prospect and more information was requested
  3. Sales agent called prospect and prospect requested a call back
  4. Sales agent called prospect and closed a deal
  5. Sales agent called prospect and prospect was not interested

Most sales people will call a potential prospect 3 times before moving them to the “not interested list”.

Making it Happen

There are two way to begin any campaign:

  • When a visitor fills out a contact form
  • From a segment

In our case we actually used both of these triggers to start the campaign.  Client has a database that they want to send out a prospecting e-mail.

First we went and created a form to use on their landing page where they were purchasing traffic and sending leads to.  We implemented the form on this page (we actually also implemented an Exit Intent Focus item as well, with the shortened form), we also created a new Segment called OnboardingDB.

Next we created a segment called “Follow-Up Today”.  This segment was given public permissions so that each sales rep could see the segment in their segment list.  This is a dynamic segment and contains the condition “Tag” include “follow-up”.

We then deliberated on how to best implement the tracking of the cycle, either to use stages, tags or a custom field.  For us we found that a custom field was the most efficient way to implement our strategy.
As such we went ahead and created a custom field called “Lead Status” of type Select (We did have an internal discussion around using multi-select, but decided to use tags to represent the cycle itself.). Inside the Lead Status we provided the following Values:

  • Not Answered-1
  • Not Answered-2
  • Not Answered-3
  • Requested More Information
  • Requested Call Back
  • Deal Closed
  • Not Interested

We set another custom field called “Call Back Date” of type Date.
We set another field called “Account Manager” again of type select and added the different account managers.  On a side note, we could have also updated Contact Owner here that can also take care of this and can add amazing benefit when sending mails from Contact Owner, but in most of our cases, this was not required.

Mautic Custom Fields

Both of these two fields we put into the group “Professional”.  This little trick makes it much easier for an agent to see what is going on when viewing a contacts Details.

Mautic Contact Professional Details

Building Out the Campaign

As mentioned the campaign is triggered either from a Form submission or a segment, in our case the Onboarding Segment.

The campaign was built using conditions based on Contact Field (“Lead Status”).  At each point in the campaign depending on what the lead status is, the contact is either removed from the campaign entirely – in this case when a deal is closed or the contact is Not Interested.

At each stage in the campaign the contact is updated with one of the following tags, which in turn will be able to show a Sales Manager and assist the Sales Agent in the next actions or Lead Status to update:

  • follow-up-today
  • agent-called-na-1 (not answered 1)
  • agent-called-na-2
  • agent-called-na-3
  • not-interested
  • requested-more-information
  • requested-call-back

An example of what a contacts card looks like during the sales cycle:

Mautic Contact Details Sales Cycle

In the above picture, by looking at the tags on a contacts card we can see the following:
The sales agent has made two calls to the prospect and on the third call the prospect requested a call back.  There are other tags which are letting us know about certain contact activity, but these are not relevant for the current discussion.

In all other stages the contact is then removed from the campaign by using an Action “Modify Contacts Tags” and both adding a tag and removing the follow-up tag.  (Remember this tag is the condition of the Follow Up Segment we created).  This will result in the contact not showing up in the Sales Agents Follow-Up Today segment.

Mautic Campaign Action - Modify contacts tags

We then used another action of type “Modify Contacts Tags” with a wait period of X days before the Sales Agent Follow Up segment will be populated with that lead.

Mautic Sales Follow Up Campaign


The only other adjustment to do is on the path “Requested Call Back” and here we added a condition based on the custom field “Requested Call Back” to determine when to re-add the “follow-up” tag.

Obviously there are user notifications that can be added to this campaign and there is room to extend and improve, but hopefully this will allow for a general understanding how Mautic can actually assist in the workflow of a sales cycle.

Installing the Firebase Plugin for Mobile App Push Notification

How incredible would it be if the AMS could send Push Notifications to your app?  Well yes you can do this with OneSignal, however not everyone is using OneSignal and we have found that many of our customers are using Firebase. So there is a company that has released...

I sent an email and made a sale!

This is a sentence I am always surprised to hear from our clients.  So many people are under the impression that e-mails don't work anymore.  People are focused on social platforms, text messages and whatsapp. We meet so many clients that have legacy data that they...

Using Campaigns to Manage Sales Follow Up Cycle

In continuation from our previous post on "Using Campaigns to Improve Sales Cycle" we now move into using Mautic campaigns to help the sales team follow up with leads that come in. Firstly we consulted with our clients on their needs, and in a very general case what...

Using Campaigns to Improve Sales Cycle

The AMS has many hidden features that can be used in conjunction to improve your overall sales cycle. At Surge we have used advanced campaigns and logic to help increase a business overall sales cycle and to boost conversion rates. How did we do this ? We started off...

E-Mail Frequency – Is Too Little Too Much or Vice-a-Versa

What a question to ask ? Probably the most debated question among marketeers throughout time (or at least since email was around). Everyone has their own opinion, and each opinion is valid and correct. There is no real right or wrong answer over here. At Surge we...

Unique Discount Code Distribution System

Challenge There is an inherent challenge when working with mautic and setting up unique discount codes. There are many instances where you might want to distribute a unique one time discount code. We have found this necessary in a few instances for example: Signup to...

Trigger Email on New WooCommerce Order

With the AMS you have the ability to move away from the standard emails being sent out from WooCommerce.  This presents a great way to have nicer order notifications and better tracking using the AMS. Today we will focus on how this can work using MakeWebBetter Mautic...

Updating Mautic WhiteLabeler to correct version

Often when there is a new release of Mautic, those of us using Mautic Whitelabeller have the frustration that it is not compatible with the current version. Here are the steps to correct this: Unzip the file, then go and edit the file compare.php

SSL Issues with www and non-www records

I have used certbot LetsEncrypt for hundreds of sites and usually I go ahead and set up the certifications without a problem and everything works well. Well this was the case until we came to a launch of a pretty big client, it was late at night and I set up the...

Update Mautic 2.15.3 -> 2.16.3

I just went through a nightmare of an upgrade from an old mautic instance 2.15.3 to 2.16.3 and came accross a number of problems along the way that maybe helpful to someone some day. So as follows: Started upgrade via GUI - it just hung Went for command line upgrade...