Concinnity Onboarding Platform
ZOHO CRM Program
Concinnity Digital is excited to support the next generation of JAN-PRO CRM infrastructure. Given our extensive experience in this space, we aim to transition many of our solutions into this infrastructure, and continue to expand the customer-centric approach we take to your marketing.
Deploying large infrastructure projects like the Zoho CRM rollout can be complex and inherently risky, with numerous moving parts, processes, compliance requirements, integrations, and logic that need careful attention and consideration. As we partner with the JPSI Team to help support this critical business initiative, it’s essential to ensure that we follow a streamlined and aligned process to achieve a smooth transition for every office we support.
In this document, we will outline our approach to the rollout, focusing on delivering a timely and efficient transition while meticulously addressing all necessary factors to ensure the process is as seamless as possible.
Get in line for Zoho
Our Approach
A Customer Relationship Manager is at its core a record keeping tool. It helps to store and unify data around your contacts so that you may effectively communicate with them where they are in their journey, and develop processes that drive desired business outcomes and support your business growth.
In managing customer interactions and sales, A CRM (Customer Relationship Management system) plays a vital role throughout the entire process. It provides a facilitating platform that helps build and nurture relationships from the very beginning of the sales funnel. Our strategies within the Customer Management Platform (CMP) were developed with this in mind, starting with the most accessible opportunities – known as inbound leads. These are potential customers who reach out to us through forms or other online channels, and we track these interactions in our Accounts Pipeline.
There is also an ‘outbound’ process, where we proactively reach out to potential customers and maintain regular follow-ups.
As we implement Zoho CRM, we’ll apply this same methodology, beginning with a focus on inbound leads and then expanding to outbound efforts. This approach will enable us to maximize the value and effectiveness of your marketing budgets across each Regional Developer’s office, ensuring we build strong customer relationships from the ground up.
Features & Dependencies
Our existing marketing platform and infrastructure can be compared to zoho as follows:
CMP
ZOHO (CRM)
ZOHO APPS / ENHANCEMENTS
Lead Management
Pipelines
(Views / Kanban)
Email (1:1)
(Mailmerge)
Email (bulk)
Zoho Campaigns – Available Now
SMS (1:1)
SMS (bulk)
Zoho Campaigns – Available Now
Automations (bulk)
Funnel Customizations – Available Now
Email templates
Calendar Bookings
X (Zoho Bookings)
Appointment Reporting
X (Zoho Bookings)
Calendar Integrations
Forms & Surveys
X (Zoho Forms)
Offline Conversion Tracking
Pending bespoke solution
Call Reporting
X (Available upon request)
Zoho CRM, and specifically the Zoho Vertical Solution being rolled out, is a customized version of Zoho CRM developed for larger, branched organizations. While its built on the same foundation as Zoho CRM, it does not, by default, include all the standard features marketed under the broader Zoho CRM product. Therefore as we proceed, it is important to recognize that the features and capabilities represented in Zoho’s general documentation may not always apply to our specific implementation.
Some additional features, such as Signing and Booking, are already available while other features, like automation, depend on specific office requirements, and can be configured within the Zoho Vertical Solution. For more advanced capabilities, like bulk campaigns, these are additional bolt-on features that Concinnity Digital will set up and integrate with the Zoho instance.
Client (Accounts)
Client sales and marketing have several key areas where technology can play a supportive role. These areas are:
- Confirming incoming requests
- Helping to book appointments
- Delivering proposals using E-sign (e-signature tool)
- Follow up after proposals are sent to support the closing process.
The default deployment of Zoho CRM includes features that support the first two tasks, such as contact confirmation and sending follow-up messages, but are limited to one time follow up sequences. In this platform we also have tools like Zoho Sign and options for creating, delivering, and following up on proposals. As we transition to this new system, our team is carefully reviewing all internal data on customer interactions and engagement such as conversions and clicks from nurture sequences. We’re looking to incorporate some of the recent improvements included in our Accounts Pipeline 2.0.
These 2.0 features include like:
- Lead quality sorting (helping to sort leads based on their quality)
- Dedicated additional proposal follow up processes
- Better integration with Google Ads to track offline conversions
We believe that Zoho can achieve these same outcomes, though through a slightly different process. For instance, Zoho includes a feature called “lead scoring”, which assigns a numerical value to leads (e.g., 1-100) but doesn’t currently categorize the overall quality of the lead.
Offline conversion tracking, which is essential for b2b Google Advertising in 2024, is being developed as a custom solution by NSI – the implementation vendor supporting the Zoho project with JPSI. This solution is being actively developed and is entering its testing phase of deployment as of early August. At current pacing, we expect this solution to be fully ready to include in our Google Ads & Zoho CRM deployment strategies prior to your transition to Zoho.
Client (Accounts) Schedule & Implementation Plan:
- Zoho Booking (first 30 days of Zoho deployment)
- Switch all CMP booking widgets to Zoho Booking widgets
- Ensure sales team calendar integrations are successfully completed
- Ensure notifications for appointment requests are completed
- Ensuring each booking calendar can redirect to the subdomain confirmation page, required under our existing conversion tracking setup for Google & Bing Ads.
- Zoho CRM Workflow for Inbound Lead Nurture (first 45 days of Zoho deployment)
- Add additional follow up lead sequences to new and pre-proposed / pre-booked leads.
- Focus on messaging that features a “one stop shop”, “building a plan” and choosing from multiple price points
- Link to Zoho booking as primary CTA for all nurture communications
- Setup Offline Conversion Tracking w/ Google Integration (within 60 days of deployment)
- For inbound google leads that capture a GCLID, pass GCLID back along as an OCT to further optimize the Mega account, at the “proposal” and “closed” event stages in the sales process.
- Zoho Sign (Proposal System) (within 60 days of deployment)
- Make required or requested edits to proposal / contract.
- Pre-load applicable templates, configure necessary custom fields and routing.
- Test formatting and automation
- Deploy
CBO (Franchise)
Franchise marketing across the JAN-PRO network varies heavily by market in process, need, and approach. In our work with our portfolio of Regional Developers, we identified the follow categories:
- Struggle with volume, not enough organic inbound, lower qualification criteria
- Struggle with quality, borderline too much inbound, need more qualification and automation
- Backlog of Prospective CBOs waiting to sign due to FDD / State Governments
Factor these categories against the following other variables:
- Markets with heavy spanish speaking demographics generally have higher organic inbound or referrals
- Markets with lower population densities (especially T3 & T4s) have larger gap coverage in service, and often can’t fulfill sold services
These trends mean that no market has a “one size fits all” approach. Our work in this space becomes more nuanced, and how we implement best practices for digital marketing, CRM provisioning, marketing automation, and more, heavily depend on which area the Regional Developer falls into, in addition what is the team structure for selling franchises (dedicated position vs. RD owner sold).
CBO (Franchise) Schedule & Implementation Plan
- Segment each RD market into its primary of category of need: Volume vs. Quality
- Implement automations based around need:
- Volume (best for markets w/ dedicated sales positions)
- Use shorter opt in forms on subdomain (as by default today)
- Shorten time to connect, less automation & less “hoops”
- Likely follow a 2 meeting model, 1x discovery call, 2x disclosure
- Automate scheduling to drive more bookings
- Quality (best for markets w/ Owner led sales process)
- Use longer forms to enter the funnel, ask additional questions around experience to weed out job seekers
- Add digital franchise application form in Zoho Forms to funnel
- Provide mechanism of control to “invite” to schedule a discovery call by Sales Person (as seen in our Franchise 2.0 Pipeline)
- Initiate follow up w/ resources for EIN, State Registration, etc.
- Volume (best for markets w/ dedicated sales positions)
- Ensure nurture sequences for early franchise stage link back to high-conversion resources, like the Testimonials pages & Success Stories in our subdomains
Roles & Responsibilities for deployment and configuration
Regional Development
JPSI
Concinnity Digital
Instance Deployment
Training
CBO
SMS Campaigns
Digital Franchise Application
Disclosure Request
Closing Request
Onboarding Assistance
Nurture Sequences
Day to Day Lead Management
Client
Nurture Sequences
Facility Visit Scheduling
Long Term Automated Follow up
Proposal Customization
Feedback Survey
Audience Segmentation
Day to Day Lead Management
DNC Compliance
Reporting
Other Considerations
Organizing contact databases
Every business will have segments of their contacts, from lead types, prospects, active customers, canceled customers, etc. An important part of leaving no stone unturned in one’s marketing approach is creating unique initiatives and messaging that focuses on resolving the pain points of each contact segment.
With the CMP, this has traditionally been organized via Tags following a standardized naming convention. In Zoho, Tags are an available feature set, but there are other custom fields that are parent hierarchical items, such as lead type: Client | CBO
Our primary identified contact segments are as follows:
Client (Accounts)
- Inbound Prospect
- Outbound Prospect
- Lead
- Proposed
- Proposed Abandoned
- Canceled Customer: Quality of Service
- Canceled Customer: Price
CBO (Franchise)
- Inbound Prospect
- Outbound Prospect
- Lead
- Disclosed
- Disclosed Abandoned
- Previously Inquired: Timing
Idea: Create template spreadsheet w/ tags to pre-load contacts for organization prior to uploading to Zoho CRM? Get JPSI thoughts
Automated Lead Qualification
Does the term “jobseeker” ring a bell? Yes – we all know that in the current economic climate, job seekers are entering through our funnels en masse, many Spanish speakers. The reality is that, in marketing, there will always be a margin of error where quality of lead is questionable.
BUT – as your marketing team, part of our duties are to leverage technology in a way that minimizes these poor lead pain points through automation. Our approach to franchise marketing has to balance ease of entry into the funnel with jumping through hoops to self-qualify.
Often times, the mechanisms of adding additional hoops to jump through look like
- Additional fields in a form to fill out (such as drop downs or unique questions that only a prospect would have)
- Additional steps in the sales journey (such as filling out an application form, or requesting an appointment)
- Adjusting your landing page to require additional scroll depth, forcing a user to read.
These tactics are all applicable levers that are relevant to franchise marketing for JAN-PRO in 2024. As we migrate into the Zoho ecosystem, we will be recreating the following steps to help with automated franchise qualification:
- Digital Franchise Application Form (prior to booking a disclosure)
- Disclosure or Discovery Request
Certain markets use a 2-meeting sales process for franchising, first offering a 15 minute discovery session to prequalify the lead, then a later disclosure (as legally required) to follow necessary legalities. Other markets use a more consolidated approach, just offering a 1 meet disclosure. Our team will work with each respective RD office to make the necessary adjustments inside of the system to accommodate each market’s unique needs.
Link tracking through UTMs
Any modern email or SMS campaign linking back to another web property should rely on link tracking, most commonly accomplished via UTM parameters. These parameters (which you’ll find attached to the end of URLs like .com/utm_source=Google&utm_medium=ppc) are a relatively universal way through which to track your online traffic.
These parameters are used in Analytics systems like Google Analytics to explore traffic sources, or unique segments of traffic, that allow us to better understand traffic behavior, conversion, and more.
As Concinnity Digital deploys additional email and SMS marketing pieces across Accounts and Franchise funnel systems, we will be using these UTM parameters to help better inform long term behavior of leads. These might look like:
Accounts Inbound Lead
?utm_source=google
?utm_campaign=accountsPmax
?utm_medium=accountsemail2
This would show that a lead clicked on a google campaign, completed a form fill, received multiple emails, then proceeded to book an appointment from the Call to Action button in Email #2 of the sequence.
Deprecating the Concinnity Marketing Platform
With any infrastructure deployment, it is a best practice to run 2 redundant sets of infrastructure concurrently. This will allow us to smoothly transition lead management processes, offline communications, and ensure redundancy as the transition progresses.
Our proposed offlining timeline will be as follows:
Customize ZOHO CRM
Do you want to customize your leads and CBO modules? Please let us know if this is something you’re interested with and up to what extent, by filling out this form.
Check out this MIRO board for an overview
