If people request product demos from you, you understand how they can take a lot of time to schedule and can quickly take over your calendar.

Scheduling a time to meet without filling your entire calendar with demos will make you want to hire a personal assistant. Prequalifying demo requests requires research time.

And making sure someone actually schedules a demo with you after they request one sometimes requires multiple followups.

Here at Drip, we ran into all of these problems, so we built a Workflow to solve them.

When people request a demo on the Drip home page, we ask for a few pieces of information, including their total subscriber count. Your platform will have its own qualifying metrics, but we use subscriber count to determine if the request should be served by a recorded demo or a one-on-one demo.

A low subscriber count sends the lead a recorded video, and a high subscriber count sends the lead a link to schedule a demo with us.

We also send every lead who requests a demo an offer for our marketing automation crash course and a copy of our email marketing books.

Throughout the workflow, we use goals to change the emails we send based on a subscriber’s behavior – whether they’ve scheduled their demo or watched the video, for example.

Tools we used for this workflow:

  • Google Calendar
  • Calendly
  • Zoom
  • Wistia
  • LeadPages

Create a trigger.

If your leads request demos using a form, as ours do, include this as a trigger. You might also have a trigger link or a landing page submission that might trigger the request.

Screenshot 2016-02-09 16.18.54

Apply a tag for segmentation.

We apply the “Demo Requested” tag to track which subscribers have requested a demo, and use this for segmentation in future broadcasts.

We also record an event, which allows us to filter by date who has requested a demo.

Add a fork.

Screenshot 2016-02-09 16.32.43

Including a fork lets you do multiple things at the same time in your workflow. We add a fork to allow us to send a video or scheduling information and send educational resources simultaneously.

Add a decision.

Screenshot 2016-02-09 16.37.25

If you prequalify your demos, use a decision to filter who should receive what email.

At Drip, anyone under 2,500 subscribers gets a demo video, and anyone above that gets a link to schedule a one-on-one session.

Screenshot 2016-02-09 16.38.54


The “Yes” Path: Demo Video Delivery

If the person requesting the demo selected “0 – 2,499” as their subscriber count, I send them a campaign that looks like this:

Screenshot 2016-02-22 10.01.12

Screenshot 2016-02-22 09.59.42

If a subscriber clicks the link to the video in either email, or if they reply to any email I send in that campaign, they’ll trigger a goal and proceed in the workflow. If they don’t click the link or reply, they’ll get a reminder email a day later.

The “No” Path: Schedule a One-On-One Demo

If a subscriber selected any subscriber count greater than “0 – 2,499,” they’ll get an email from me with a Calendly link to my calendar. They can schedule right then and there, and I send out a reminder email to them 30 minutes before their session with a link to the Zoom (web meeting and screensharing tool) room for the demo.

Here’s what it looks like in the workflow:

One on one demo campaign


And here’s the “Marketing: One-On-One Demo” campaign:

Screenshot 2016-02-22 10.03.59

Subscribers will keep getting the reminder emails in this campaign if they don’t schedule a demo with me in Calendly, which triggers the “Performed an action in Calendly” goal.

Calendly goal

The final goal in the workflow is “Started registration,” which is a custom triggered by an API call to Drip’s REST API. If anyone in the Demo Workflow starts a Drip trial, they’ll trigger this goal and be removed from the workflow.

Screenshot 2016-02-22 10.12.45


Marketing collateral: Bonus freebies for people who request a demo

While I’m sending subscribers reminders about their demos, I’m also sending them two Drip freebies to help them learn about email marketing and marketing automation. This way, they start getting value from Drip right away, even before they’re a user. And when they ultimately convert to a user, they understand better what they want to do with their marketing and are in a better position to be successful.

I do this by creating a fork early in the workflow:

Screenshot 2016-02-22 10.13.36

I use two nested workflows for this, because I needed to include complex logic to determine if someone should get the pitches for the freebies or not (if someone already downloaded the books, they should not get a pitch from me to download them again). I also wanted to re-use these pitch workflows in other places.


There you have it! This is how we automate demos at Drip, from start to finish.


Key terms:

  • workflow
  • workflow example