Goals are this idea that your campaign is working towards something.
That might be a purchase, a registration or simply just engagement tracking like "Do they have the tag that says they watched video #2?".
The Goals feature is really powerful because it not only helps you organize where you want your campaign to go, but it's a really easy way to halt a sequence of events once a contact satisfies the criteria of a goal.
Here's an example of a webinar registration goal:
Where we remind contacts of an available auto-webinar that they could register for after requesting a PDF lead magnet.
Since we have a delay timer at the start of this sequence, it could mean that a contact who registers immediately after requesting our lead magnet may never see a single email in this sequence.
That's because as soon as they do, our goal is achieved of "UCF Auto Training Registration", and it removes all scheduled events from this sequence that were queued up for the contact.
After they successfully register, we have a whole different sequence which nudges them towards purchasing that product.
And if they buy?
We should probably stop asking them to purchase :-)
So we do exactly that with our purchase goal:
These goals are a great way to logically lay out the progression of our campaign, and halt the nudges and reminders we've stacked up along the way to convince stragglers to come along for the ride.
Here's how easy it is to set up a goal inside Campaign Refinery.
First, navigate to the Goals section within your campaign.
After clicking the "+Goal" button, you'll be presented with a few simple options.
At this point, you'll want to give your goal a clear and recognizable name.
This name will show up as an available goal in all campaigns so choose wisely. This also means you don't need to duplicate a goal in every campaign. We like to pick the one that makes the most sense for the product/service and let it live there.
In the second box, you can start typing the name of the tag you want to use as thing Campaign Refinery looks for on a contact record to signify that a goal has been met.
These can be existing tags you've already created, or they will be created when you hit save after seprating tags with a comma.
Depending on how you have it set up, it may be one or more tags. For instance, if you have multiple different pricing tiers, you may want to have a tag for each tier AND a generalized customer tag that you listen for.
That way you're less likely to mess something up later on depending on your syntax of tag use.
By default, we look for ANY tag within the list.
However, there are some circumstances where you may want to look for ALL tags.
For example, if you have a video series and are tagging people who click through to each video you may want this goal to be a tracker of your most engaged contacts.
Another example might be if you're tagging people who watched a webinar until the pitch AND clicked to the replay page. These would be super hot leads who haven't purchased yet for some reason and could be used to deploy additional messages about FAQ's or to answer rebuttals that they might not be sending in to support.
By offering both, we know this makes the feature much more useful.
And, since you can use Goals to not only halt a sequence but kick off another sequence .- these make for incredible performance indicators to help the right contacts navigate the right sequences within your campaigns.