Our Sales Stack


TechCrunch predicts that 2016 is the year of the Sales Stack. Sure, we’re a bit biased here, but we agree with the statement.

As you can see, the marketing landscape is completely full of tools and services.

And guess what? It’s constantly growing.

“Sales stack”, “inbound marketing” and “lean marketing automation” are all buzzwords that we frequently use, even though not everyone might understand what it’s really about.

At first it sounds expensive, complex and demanding, both in resources and time. But it doesn’t have to be.

Today, most tools can be connected and integrate with each other, and there are solutions that are neither demanding nor complex or expensive.

With these kind of tools you can easily make marketing and sales work together and make them move towards their combined goals and targets.

For you to be able to work with inbound marketing and sales automation in a way that works, you need to have a clear definition of what’s important, and what the most important metrics are for your organization.

For us at Triggerbee, these are our most important words:

A list of people with their names and contact information. We hope to sell our product to these people in the end, but for now they haven’t responded positively to our offer (yet). We work hard with these, and since we’re very persistant it’s only a matter of time before they become our customers.

A Lead is a prospect who, in some way shape or form, have accepted an invite to one of our webinars, who requested a demo or booked a meeting.

IFP = “In funnel Ping”
A short, personal email that we send to our leads. We do this with the hopes of moving a lead even further into the funnel, and become an opportunity.

We have a specific set of criterias any lead needs to fulfill before they become an opportunity. We call this a deal in our CRM (we use Pipedrive). The criterias can be these for example: The lead has a large enough budget, the timing is right, we’re dealing with the decision makers, etc.

When someone pay us, they become a customer. As simple as it gets. Take care of them and you might have a few champions.

When we successfully have made a customer satisfied enough for them to send us referrals, contribute to case studies or leave a testimonial.

What is a sales stack?

sales stack

If you as a company want to compete in the future, you need to adapt to the environment. You need to make the shift to the modern way of doing business. You need to work smart, not hard.

The tools we’re showing you in this post are not the only tools you can use. As you probably know, there are literally hundreds, if not thousands of services out there that can provide you with the functionality you’re looking for.

All we want to do is to inspire you. Because, believe me when I say: “The stack works”.

Our Sales Stack


Umbraco is our CMS of choice.

Our landing pages are built in Umbraco, and our signup forms are created by “Umbraco Forms”.

We market our blog posts via Google Adwords, Linkedin, Facebook Groups and to our email list on Mailchimp. Umbraco is open source, user friendly, robust and secure.

Chat Module:

On our site we use a chat module from Livechat.

In this day and age your customers have questions, and if they can’t find an answer for it quickly enough, they will leave your site.

Thanks to the chat module, we show them that we’re available throughout the day and no questions go unanswered.

The best part is that all of these tools are connected to our own solution, Triggerbee.

All conversions that happen on the site or in the chat are tracked in Triggerbee.

Conversion Widgets and Behavioural Tracking:

We converted visitors so that we can keep track our leads when they return.

Not converted visitors can be converted to leads using conversion widgets that can be authored, published and targeted to the right audience in Triggerbee.

conversion widgets exit intents

We can see how they behave when they use our site and segment them based on what they’re actually interested in. It’s a very unique way of profiling visitors based on real life behaviour.


We also use webinars which is a very effective way of leading prospects even deeper into any sales funnel.

Webinars eliminates the need of travel for both parts and it makes it possible for us to meet with clients, but also to present our solution to people all over the world. For this, we use GotoMeeting.

E-mail Marketing:

People sign up to receive great content on a regular basis. We send these newsletters using Mailchimp. When a visitor signs up for a webinar, downloads a whitepaper or converts in any other way, we send them a welcome email and drip them some good emails during the following days. 

We create these emails in Mailchimp and based on what action any specific visitor took, it triggers an email, tailored to that action.

The triggered email are sent using the Mailchimp service Mandrill, which can be setup in such a way that it sends emails based on certain events / triggers.

Triggerbee is tightly integrated with both Mailchimp and Mandrill so that we can follow each subscriber on our website, segment them depending on behaviour. We can also track who is interested in what by setting up interest profiles, and categorizing them based on what part of the site they visited and what content they engage in.

We track time on-site and scroll depth, so if we see that a certain company was particularly interested in i.e. the pricing page… all we need to do is a little bit of research on LinkedIn, and then send an email to someone at that company, offering them a demo or trying to pick them up where they left off. In order to find the email adress to the right profile we use Email Hunter , a Chrome extension that lets you get the email adress to almost anyone on Linkedin (although not with 100% accuracy).

CRM (Customer Relationship Management):

There’s a specific set of criteria that needs to be fulfilled before a lead is rated as qualified (hot), but when that happens, we send them into Pipedrive which is our CRM of choice.

This action can be either be completed manually or via automated triggers.

If the lead doesn’t develop within the timeframe we want we send these leads an “in-funnel ping” through Triggerbee.

This makes it easier for us to move them forward through the funnel in Pipedrive by making phone calls, booking appointments, making offers and inviting them to webinars.

In other words, we’re engaging them and making them commit long before any purchase is ever made.

Digital signing and deal tracking:

The last tool in our stack is Oneflow, a service providing electronic signing.

It offers to track where you can see where if your prospect has read the deal, and it sends you an alert when the prospect has signed the deal.

Of course, our work doesn’t end here.

When a client has signed the deal, they need nurturing, and we need to turn them into “champions”.

To do this, the on-boarding process is extremely important, especially since we don’t have any binding period.

Our customers can unsubscribe from our service at any time. We’re very aware of this and we take full responsibility for giving them a great start, so they want to stay with us.

We do this by analyzing how they use our service, how many times they log in, what features they activate, which services they integrate because let’s be honest… The more involved they are in our software and the more they know how to use it, the more they need it.

We always try to guide our clients to the best result possible, showing them that we invest in them way more than they ever invest in us.

The cost 

The cost of the software used in our sales stack is incredibly low. Your biggest expense in setting up a leads machine will be salaries for producing content, and marketing costs if you advertise in social channels. Here are approximate monthly costs for the software in our sales stack for a subscriber base of 2000 subscribers.

  • Mailchimp: $25 
  • Triggerbee: $200
  • Pipedrive: $12 / user
  • Livechat: $40 / agent
  • Web Hosting: $10
  • Umbraco CMS: 0 
  • GotoMeetings: $30

So depending on the size of your database and your organization you could be looking at license costs for the whole package at of around $300. The sales stack is what drives our entire flow of new customers. What are you waiting for? Let us help you do the same!

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