Converting More with Atlas Workbase

% Email Open Rate

ATLAS WORKBASE started February 2017 launching in lower Queen Anne above the QFC. ATLAS WORKBASE offers comfortable, quiet and a secure environment that is inclusive to all workers and businesses.

Captured Qualified Prospects

Being a coworking space is all about creating an experience that companies can benefit from being part of a community. ATLAS WORKBASE wanted to develop an engagement plan that strengthens relationships with potential candidates and improve conversion. One of the immediate challenges was determining where candidates fit within the follow up process.

Click Through Rate

ATLAS WORKBASE teamed up with Entreprov to develop a new engagement plan that maps every journey of potential members. We created a way to identify prospects at every stage of the buyer’s cycle. As a result, we’re able to have consistent personalized communication with every person that comes into the space.

The Process

Our team mapped all customer journeys from the initial contact to paid members. This helped our team identify what areas needed to be automated. We wanted to know the full customer journey beyond the transaction.

We segmented every contact based on how their relationship started with ATLAS WORKBASE. Doing this ensured we could track the journey of all contacts. Regardless of contact engagement, we knew how to treat them. This meant personalizing the experience with contacts to get the most engagement.

Every person that interacts with the coworking space gets segmented based on their reason for visiting. Whether they’re online filling out a form or entering the space for an event. As a result, the engagement was personalized for each customer journey. By developing a deeper customer relationship, we could drive more sales.

One of the major challenges starting this project was the scattered customer information. Atlas had multiple CRM’s capturing contacts that were not consolidated. This meant we had to pick an ideal CRM and transfer all contacts to one CRM.

This step was critical to reducing the loss of customer information. And it proved to be key in building customer engagement. Our goal was simple, identify all CRM systems being used for contacts. Migrate all contacts into an ideal CRM to track everyone in one place.

Next, we created a contact migration plan to transfer the contacts. After getting approval, we migrated the contacts from Mailchimp and HubSpot. This provided a central place to track and manage all contact activities. By centralizing all contacts, we developed the foundation to drive more sales.

Next, we optimized all the existing email campaigns. We wanted to analyze the engagement, click-through, and conversion rates. With ActiveCampaign we identified the most engaged contacts. We discovered which coworking visitors were engaging with emails after their visits. Which means contacts that clicked links more than five times were tagged. Any tagged contact could be sent to the sales team as hot leads. Prior to working with our team, Atlas never had time to fully manage this process. Their staff was limited in size so automating this flow proved to be invaluable.

As a result, we created automations that would notify the sales teams of hot leads. Hot leads are contacts that have clicked on follow up email campaigns more than once. This saved the sales team dozens of prospecting hours while creating more sales. In the picture above, you can see an example of contact tracking.

Campaign Results

Before working with Entreprov, ATLAS used multiple CRM’s to manage contacts. Some of their challenges were inconsistency with contact information and data loss. This created roadblocks to building long-term customer relationships. Which presents a host of problems with customer engagement and timely follow-ups. Our first priority was cleaning up the contact lists from both CRM’s. We wanted an updated version of all contacts. By having updated contacts in a single place, we can launch an engagement strategy.

Entreprov’s team identified over 325 hot contacts that expressed interest in ATLAS. These contacts visited pages such as the membership page or other pages on the site. Nobody had followed up with these contacts because of the lack of an engagement plan. Before working with Entreprov, most prospecting occurred in one of the two systems. So some contacts could have shown interest but nobody would have noticed.

As a result, we developed a game plan for following up with each qualified contact. We automated the lead scoring process for prospects. This meant salespeople were notified when a lead was hot or qualified. Not only did this save time, this increased revenue by recovering leads.

Engagement Indicators

The initial analysis of ATLAS WORKBASE email campaign performance revealed opportunities for growth. The open rates for most of the campaigns were high with low engagement and click through rates. Entreprov wanted to uncover the reason behind low engagement rates. We discovered the emails needed more visuals and less text. We rebuilt the emails with a look that was more aligned with their brand.

Another indicator we noticed was the previous systems only tracked open rates and not website activity. We wanted to track visitor activity on the site after they opened emails. As a result, we could identify what people the community manager should follow up with first. This feature was critical to optimizing follow-up time for the community manager. With a limited staff, it was key to having a plan that would present relevant contacts. The more qualified contacts the community manager could engage with, the more sales they closed.