In this walkthrough, Mercado’s Marketing Manager Ethan Fenton explains how the company uses Infusionsoft to automate the handling of demo‑request leads for its three product tiers (Standard, Plus, Enterprise). He describes a large, multi‑step campaign that begins with a website form, optionally routes prospects through a second, more detailed form, and then assigns each lead to a sales representative (a “conversation starter”). The workflow includes branching logic for various phone outcomes—no answer, no voicemail, bad number—and triggers corresponding email sequences and additional call attempts. When a demo is successfully booked, a “Demo Booked” tag is applied and the lead is moved into the Intro Call Notes stage. The overall system automates lead qualification, outreach, and tracking, allowing the sales team to focus on engaged prospects.
Chapters
Hey, I'm Ethan Fenton from Mercado. I'm the marketing manager here, and we use Infusionsoft for a variety of things at our company, but one of the things that we wanted to use it for was the amount of demo requests that actually come in for all the different products that we sell. So as a company, we sell 3 kind of main different versions of our software, kind of from Standard to Plus to the Enterprise solution, and for each one of them, we want people to go through a unique experience, and when they're submitting that request and how we're answering it. So I'm just gonna go through and show you how we do that through Infusionsoft and how that works. So this is kind of the biggest campaign that we have on the system. It's a bit of a beast as you see. It's got lots to it that's going on and it kind of goes on forever, but it's really pretty simple at the end of the day. You have places where people come in, so it's kind of goals that are accomplished when they start. So one of the first kind of main goals is, you know, Mercado Festival demo signups. So that's when somebody comes in right through the website, They request that they want to talk to us, they fill out a few questions, and then they'll go through to maybe a second form and if they want to answer a little bit more about themselves, and that helps us kind of really figure out how to give them a custom experience, and that would go through for our second form here. But either way, even if they don't fill out that, they'll go right through and an owner will be assigned to them, and that's somebody like one of our sales representatives, and oftentimes it's somebody we call a conversation starter because that's simply what they do. And they get through and they get told to start up a first call with them. So they'll give them a shout, and of course we can't have everybody pick up on the first time on the phone call, although that would be great. So we have a variety of different things that can actually happen to them if they don't pick up the phone, whether they, you know, they filled out the form incidentally or the phone number they don't have doesn't have a voicemail or the number they had maybe is bad. So in all these different kind of paths, we want to do different things for them. Obviously we can't call them again and see if they'll pick up a second time if the phone number just doesn't work. But say that they didn't have a voicemail, we want to actually send them a message that says, "Hey, we tried to give your number a shout. We would have loved to have left a message, but we weren't able to leave you a voicemail." And that'll actually send them a no voicemail email sequence, then that will shoot them down to kind of a whole other second round of calling that will then get scheduled for. And again, they can go on either of the paths, whether they got a hold of them on the second try and booked the demo, which is great. That'd be kind of a great solution, or they get sent through for, you know, another round of emails. And it's just simply for us just trying to get in touch with them, telling them that, you know, we're trying hard to let them know what we do and see how we can get things started with them. So if we did book a demo, that would take them all the way down to Demo Booked, and that would be a tag that gets applied for them, and then that would shoot them right down into Intro Call Notes. Alright, so that would be kind of where they, this kind of sequence ends for folks that are coming through our kind of first step of getting to know them. And that's really a great way for us to be able to automate a lot of that process, and we're really ready for, for whatever comes our way, and, and, and FusionSoft helps us do that.
