GHL Workflows for SaaS Accounts: A Step-by-Step Playbook

Who this is for

GoHighLevel agency owners managing SaaS accounts, looking to streamline client operations, onboarding, and communication through automation.

What you'll build

You'll build a series of interconnected workflows designed to automate key touchpoints for a SaaS client, including new user onboarding, trial expiration reminders, and cancellation surveys.

Step by step

1. Plan Your Automation Map: Before diving into GoHighLevel, sketch out the entire customer journey for your SaaS client. Identify key trigger points (e.g., new signup, trial ends, payment failure) and desired actions (e.g., send welcome email, create task, notify team).

2. Access Workflow Builder: In your GoHighLevel agency account, navigate to Automation > Workflows. Click 'Create workflow' and choose 'Start from Scratch'.

3. New User Onboarding Workflow:

   • Trigger: Add a 'Contact Created' trigger, or a 'Form Submitted' trigger if using a GHL form for sign-ups. You might also use a 'Webhook' trigger if integrating with an external SaaS platform.
   • Conditions: Add a 'Contact Tag' condition (e.g., 'New SaaS User') or a 'Custom Field' condition to specify which contacts enter this workflow.
   • Actions:
     • 'Send Email' for a welcome message with login details and resources.
     • 'Send SMS' for an immediate welcome message.
     • 'Add Contact Tag' (e.g., 'Onboarding Started').
     • 'Create Task' for an internal team member to follow up, if needed.
     • 'Wait' step for a few days.
     • 'Send Email' for a 'getting started' guide.

4. Trial Expiration Workflow:

   • Trigger: Add a 'Contact Tag' trigger (e.g., 'Trial User') combined with a 'Date/Time' event set to a custom field like 'Trial End Date' minus 7 days.
   • Actions:
     • 'Send Email' reminding them of their trial end and benefits of upgrading.
     • 'Send SMS' as a short reminder.
     • 'Create Opportunity' in a 'Trial expiring' pipeline stage.
     • 'Update Opportunity' to move the opportunity through stages based on actions.

5. Cancellation Survey Workflow:

   • Trigger: Add a 'Contact Tag' trigger (e.g., 'Canceled Account') or a 'Pipeline Stage Change' trigger if cancellations are tracked in the Opportunities.
   • Actions:
     • 'Send Email' with a link to a survey form (GHL form or external).
     • 'Add Contact Tag' (e.g., 'Cancellation Survey Sent').
     • 'Wait' step for a few days.
     • 'Send SMS' as a follow-up if the survey hasn't been completed.

6. Internal Notification Workflow:

   • Trigger: Use various triggers like 'Form Submitted' (e.g., support request), 'Pipeline Stage Change' (e.g., new sale), or 'Customer Replied' (to an automated message).
   • Actions:
     • 'Send Internal Notification' (Email or SMS) to your team or the SaaS client's team.
     • 'Create Task' for immediate action.

7. Test and Publish: Thoroughly test each workflow by manually adding contacts or triggering events. Ensure all steps execute as expected. Once verified, set the workflow to 'Publish'.

Common mistakes

• Over-automating without a clear goal: Don't build workflows just because you can; each automation should serve a specific purpose.
• Lack of internal communication: Forgetting to include internal notifications for key client actions can lead to missed opportunities or support issues.
• Not using custom fields: Relying solely on tags for complex data can be limiting. Custom fields allow for more dynamic and personalized automation.
• Forgetting to unpublish during edits: Always unpublish a workflow before making significant changes to prevent errors with live contacts.
• Inadequate testing: Not thoroughly testing every branch and scenario of a workflow can lead to broken sequences or incorrect messages.