SpellBound AR Sales Funnel
GOALS
PRODUCT
MARKETING OPERATIONS SPECIALIST POSITION
TARGET AUDIENCE
Capture & connect with leads
ARISE - an augmented reality scavenger hunt game designed to gamify mobility and recovery for pediatric inpatients post-procedure
Child Life Specialists, hospital decision makers and department heads, technology and innovation officers
I was responsible for building SpellBound's first automated workflow of emails in HubSpot. These would in turn lead to discovery follow-ups with leads who entered the top of our funnel by signing up for our newsletter, or sending inquiries through the Contact Us website page.
The main goal of the automated email workflow was to engage, inform, and encourage potential buyers of ARISE:
ENGAGE
INFORM
ENCOURAGE
I scheduled a response to send a follow-up immediately after someone had entered their email. This message (consisting of a greeting, pointing to a few informational links, and an invitation to contact our Customer Success Manager if they needed immediate assistance) showed the contact that their information had been successfully received, and that we were ready to continue the conversation.
After the initial contact point, I spaced out a series of informational emails to be sent every several days, each highlighting a different feature or benefit of ARISE. These included gameplay videos, case studies of children using ARISE and their positive outcomes, and empirical data from our clinical research to back up the game’s effectiveness.
Clicks and engagements with the content of each email were tracked, and after a few emails were sent, the contact would enter a decision point in the workflow. If they had been engaging with the content, they would receive a direct invitation to schedule a discovery call to learn more about ARISE, and be able to ask more specific questions directly to the SpellBound team. On the other hand, if they had not been clicking on any content in the emails, they would be sent more specific information about which type of departments and healthcare professionals would be the most appropriate to utilize ARISE. That way, the contact could see more clearly if ARISE would be a good fit for their needs or not, and decide whether to proceed accordingly.