How to Migrate Legacy Follow-Up Sequences to Campaign Builder
One of the most visible places you’ll see Infusionsoft’s core value “We Innovate and Constantly Improve” in action is within the product, which has undergone a remarkable transformation over the past few years. Not only have we added new features to meet the changing needs of your small business, we’ve also redesigned the interface and simplified the product so you can get to value faster.
For some, this change can be frustrating. You’ve spent time and energy learning how to configure your sales and marketing process with legacy features. The new features are unfamiliar and built around a new paradigm that doesn’t translate well from the way you’ve always done things. The purpose of this post is to give you the information needed to easily migrate to the Campaign Builder and some motivation to make the change today.
This particular post is exceptionally long, but is incredibly valuable if you want to learn how to migrate from legacy features to the visual Campaign Builder. This will benefit those of you who currently use “Legacy” (non-Campaign Builder) features of Infusionsoft.
Why should I migrate off legacy features?
The short answer is that legacy features will eventually go away. We don’t have an exact timeframe for the change, but it’s coming. Rest assured, we will give you a lot of advanced notice so you can prepare.
Migration can seem daunting, especially if you have hundreds of follow-up sequences and web forms but the benefits of moving to the Campaign Builder far outweigh the time you’ll spend making the transition.
1. The Campaign Builder is powerful and flexible
The Campaign Builder includes many innovative, new features that aren’t available in legacy sequences, including landing pages, flexible timers, visual reports and an integration with GroSocial. These benefits are simply not accessible from legacy sequences.
2. The Campaign Builder is easier to use
The Campaign Builder is drag-and-drop easy, allowing you to access powerful automation features in a much simpler way. There are a lot of brand new users who are doing amazing things with the Campaign Builder. Imagine what an experienced marketer like you could do after making the move.
3. Migrating to the Campaign Builder is easier than you think
The process of migrating your forms, emails and sequences to the Campaign Builder is much easier than it used to be. So why wait to make the move? Let’s get started now!
How to migrate a legacy sequence to Campaign Builder
It’s a five-step process:
1. Create a new campaign in the Campaign Builder.
2. Replicate your sequences in the Campaign Builder.
3. Configure the goals in your campaign.
4. Configure the starting points in your campaign.
5. Configure completion actions.
Now, I can already hear you say, “But Paul, all my follow-up sequences talk to each other and are intimately related!”
Good. They should be. It doesn’t matter because a legacy sequence is just a sequence within a whole campaign. If they need to flow into each other, you can build them all on one campaign canvas.
For the purpose of this blog post, I’m going to migrate over a sequences that should handle most of the “gotchas” I’ve discovered.
Step 1: Create a new campaign in the Campaign Builder
Within your Infusionsoft application, go to Marketing, Campaign Builder, then Add a Campaign. Pretty easy so far, right?
Step 2: Replicate your sequences in the Campaign Builder
On the right hand side of the Campaign Builder is a menu of campaign elements, including Traffic Sources, Goals, Sequences and Notes.
A sequence in the Campaign Builder is very similar to legacy sequences, so migration is straightforward. We will simply duplicate each legacy step within the Campaign Builder.
To start, drag the sequence icon from the menu onto the campaign canvas. To change the name, simply double-click the text below the icon. Now, double-click on the sequence icon itself to configure the steps.
The menu on the right includes all of elements you can include in a sequence, including Timers (lots of cool new stuff here), Communications (email, voice, fax and letter), Processes (tags, notes, tasks, lead assignment, opportunities, fulfillment lists, action sets and integrations with other applications).
The first step in my legacy sequence is to send an email one day after the sequence starts. For my new sequence, I’ll drag out a Delay Timer and Email Communication. To connect the elements, hover over an icon to reveal a green arrow, then click and drag arrow to the next icon. To configure the timer, double-click on the icon and enter the appropriate information. So far, my sequence looks like this:
Emails are even easier to migrate. Simply double-click the email icon to open the editing window. Then go to the Email drop-down in the upper left and select “Use Template”. This will bring up a menu where you can access your library of existing emails. Simply search for the email you were using in your legacy sequence and save.
One thing you need to be aware of is that any actions connected to the links in your email will be completely stripped. You are literally just pulling in the email template and nothing else. What happened to those actions? Since the Campaign Builder is all done from the top down, those “actions” will be configured in the next step.
This ‘Use Template’ function exists for most other legacy templates (voice broadcasts, faxes and fulfillment lists). For now, you cannot bring over Task templates. Instead just manually recreate all the task information unless you need completion scenarios (which I’ll address when I get to action sets). The same goes for Note and Letter templates—just copy/paste in the content.
As you continue to build out the rest of the sequence, double-check your timers. Legacy steps are scheduled when someone started the sequence. In the Campaign Builder, all timing is triggered with respect to the previous communication.
The next step in my legacy sequence is scheduled to go out two days after a contact gets put into the sequence, which is one day after the previous email was sent. Be very aware of this fact when migrating over because it is easy to set up the wrong delays if you aren’t paying attention.
After moving over all my steps, here is what the sequence will look like:
You may notice a few differences between this sequence and my legacy sequence. First, there is no Day 3 email, even though it is in the original follow-up sequence. If you look closely, you’ll see the status of that step is Inactive. Since I wasn’t using it, it didn’t make sense to migrate this step over.
Next, you’ll see that last email lives on its own flow line below the primary one. This is because the step was being scheduled around a custom date field. In the Campaign Builder, you cannot mix timer types in a single line, which is why I brought in a new Start and Field timer on its own line.
Step 3: Configure the goals in your campaign
Most likely, your sequences have an explicit goal or action you want your contacts to take. We need to build that. Click “Back to Campaign” to return to the main canvas. Then drag out a new goal icon related to what you want people to do. To configure the goal, click on the colorful box in the lower left corner of the icon to select the mechanism for how a goal is tracked, such as a landing page submission, link click, product purchase, etc.
The new Campaign Builder will listen for that action to occur, then automatically move your contact to the next step of the campaign. Let’s assume the goal of my sequence was to have contacts submit a post-coaching survey evaluation form. In that case, it would look like this:
If I had already created that form existed for my legacy campaign, I could easily pull it into the goal just like we did to pull in email templates.
What about actions triggered from link clicks?
Chances are you have some actions tied to link clicks within your legacy campaigns, such as applying a tag or transitioning a contact to a new sequence.
Keep in mind that the Campaign Builder is goal based and a link click within a campaign is a goal. To migrate over these types of behavior, setup a Link Click goal and connect it to the sequence. Put any of those “actions” in a resulting sequence.
Link Click Goal Gotcha: Make sure you double-click on the Link Click goal itself and tell the system which links specifically satisfy that goal.
This is what it looks like when you double-click a Link Click goal
In my example, this link click applies a tag:
Rather than create a full-blown link click goal/sequence for this, I can easily setup the link within the email itself to apply the tag using that little Tag button to right of the drop-down:
Link click goals can stop sequences
At its core, the Campaign Builder is an event-to-event manager (a goal being achieved is an event). If someone reaches a goal, the Campaign Builder will stop previous sequences and start subsequent sequences.
If you don’t want link click goals to stop sequences, I’d recommend breaking out those critical communications into a sequence on their own that is scheduled to run in parallel to the main one. This way, if the click goal happens, it doesn’t stop the main sequence.
This is how I’d break it out if I didn’t want that split test click to stop the main sequence. Notice that I’ve also connected that extra sequence to the Post-Coaching Web Form since I want that split test email to be canceled if they take it.
For the rest of this article, assume I apply the Tag from the link click directly within the email, which is why you won’t see the Link Click structure above in the rest of this post.
Step 4: Configure the starting points in your campaign
How did a contact get into this legacy sequence? It happened when I moved an opportunity into the SC-Graduate stage; a legacy stage move action. Your sequence might have started from a web form submission or something similar. It doesn’t really matter because you just have to define what starts the sequence.
If I go to CRM, Settings, then Pipeline Automation, I can see all my legacy stage move triggers and I can open the one for when they move into this particular stage. It is possible you don’t have those settings in your version. Don’t fret, the concepts are still the same.
Here is what I had configured for my stage move into SC-Graduate:
Here is where it really starts to get fun. You can see there is actually more to this legacy sequence than we thought. Turns out, there is some tagging, some tasks and even a decision which needs to happen, so what do we do?
Let’s do the simple stuff first. This migration step is to simply set up the goal that triggers this sequence to start. In this case, it is a stage move goal. For you, it is probably a web form, purchase or link click from another legacy follow-up sequence.
In most cases, this is all you need to do: put the starting goal in front of the sequence you just created.
Now, let’s talk about these legacy actions and see if I can help you form some new thought processes. This rule is checking to see if a contact is a new Infusionsoft customer; occasionally I would coach existing users and that sequence wouldn’t be relevant for them. Everything else needs to happen though.
Should we pack those tags and tasks into the same sequence? No. Otherwise, how could we run that conditional rule?
When it comes to legacy rules in general, you are probably going to make anything associated with a rule in a separate sequence, so let’s create another sequence that holds these other tasks/tags.
When I connect this second sequence from the stage move goal, we get a decision diamond, which is where legacy rules “moved to”. I put that in quotes because they didn’t really move (they still exist in legacy), but it might help you grasp the concept.
Now, I can double-click on that diamond and setup my rules. I know that I want the Always Run sequence to, well, always run and only have the post-coaching follow-up start in certain instances. Here is what the rules look like:
Step 5: Configure completion actions
This is actually very simple. With legacy campaigns, if you wanted something to happen after a sequence was complete, you’d have to explicitly state it. In the Campaign Builder, just drag a line out from the sequence and connect it to the next sequence in the flow.
“But Paul, I didn’t have any more sequences after this one. Just some basic tags.”
I get it. But realize that “actions” are really just steps within a sequence. So you can take those Completion Actions and pack them into a new sequence. For example, here is a completion action from this legacy sequence:
Since this is just one simple step, I could easily add this tag at the end of my sequence. However, in order to properly teach this last step (because your completion actions are probably more involved), it would look like this:
I can hear it now, “But Paul, if they take the Post-Coaching survey, they aren’t going to get tagged as completed!”
That is correct. Remember, the completion action was to tag them. Meaning, once they were done with this sequence then that stuff happens. Put another way, if the sequence didn’tachieve its goal, then this stuff happens. If they did what the sequence is pushing for (survey), then it doesn’t make sense for those completion actions to run.
Although, to be frank, if I were still coaching I’d connect that survey goal to the Complete Tag sequence too since I want them to always get that tag no matter which path they choose.
What about action sets?
This is where we need to do some shifts in our thinking. Remember, any “action” is just a step within a sequence so any action set is really just a sequence. You can bring those into the sequence you are migrating over, or break them out into multiple sequences; especially if there are rules like the example above.
There are a few things you cannot do in the Campaign Builder—yet. This includes:
- Setting a field value
- Create tasks with completion scenarios
- Creating an order
- Canceling a subscription
- Using an Appointment template
- Sharing records with other users/groups
I’m sure I’m missing an esoteric function or two, but these are the main ones I run into.
How do you work with these? Simple, just create an Action Set for those specific functions ONLY and reference that using a legacy Process step in the Campaign Builder’s sequence.
For example, occasionally we create campaigns for a partner and part of that process involves sending an email to a customer with the partner’s information. In this case, the only legacy function I need is that ability to set a field value. Everything else can be handled natively within the Campaign Builder.
What if I’m using merge fields specific to a follow-up sequence?
A fun but often-underused function of legacy follow-up sequences is the ability to create custom fields associated with the sequence (rather than the contact) that can be merged in communications. This is great if you have a sequence you want re-use over and over again.
Guess what? Those functions live in the Campaign Builder as well:
If you are migrating over a sequence that uses these, you will need to set up those merge fields inside the campaign itself and update the merge field references within the communications; you can find these campaign fields at the bottom of the list of regular merge fields.
What if I’m using event-specific timing in a follow-up sequence?
An oft-overlooked feature of legacy follow-up sequences is the ability to set a date and then schedule follow-up around that date. This is different from scheduling dynamically around a date field in a contact record. In these cases, you just need to use Date Timers to hard-code when something needs to happen. It’s so nice and easy, I don’t even need a picture for this one.
What about purchase actions or billing automation?
Most likely, you’ve got order forms with purchase actions. These should be treated similar to an action set. You should setup a Purchase (or possibly a Tag) goal for the product being sold. When the purchase happens (or the tag is applied because of the purchase), that feeds into a sequence with all your stuff in there: confirmation emails, tag switching, fulfillment, etc.
Billing actions should be treated similarly. Just have that billing action apply a tag and then have the sequences determine what needs to happen.
Anything else, Paul?
A couple tiny things. First, if you ever have to use legacy, try to loop back into the Campaign Builder as soon as possible. The fewer pieces operating outside a campaign, the better.
Second, use this migration as an opportunity to improve. I’d recommend migrating over all follow-up sequences that are related into a single campaign canvas. This will help you visualize how everything works together. You’ll probably also see some things you might have missed or things you know you want to improve. Take the time during these migrations to tweak and improve.
Third, you may have certain sequences with multiple possible goals and this is okay. You can drag a sequence to as many goals as you want. That just means when any of those are achieved, the sequence will stop. Kind of like the end of our Event Register campaign with attended/no attend. Again, you may need to break out a sequence into multiple sequence for these instances.
Lastly, making the switch from legacy to Campaign Builder can take a considerable amount of time, but it’s absolutely worth it! Once you get your brain around the Campaign Builder, you’ll kick yourself for not moving sooner because you are going to see all the extra stuff you could have been doing.
How should I start?
I’d recommend taking it one sequence at a time. It will most likely get faster as you progress, but don’t try to eat the whole elephant in one bite. Choose a sequence that is getting the most traction and migrate those first. Why? Because the sooner those are running out of the Campaign Builder, the sooner you’ll be able to make enhancements and tweaks based on what you know about that sequence’s performance.
Phew, that was a long one!
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