Published December 13, 2017
On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito discuss workflows, how they can improve automation, and ways to implement these into your marketing strategy.
Lead nurturing is vital to every successful marketing team, but keeping track of each lead and making sure you properly communicate with them is nearly impossible without the help of workflows.
So, what are workflows?
According to inbound marketing and sales platform HubSpot: "A workflow is a series of automated actions that you can trigger to occur based on a person’s behaviors or contact information." This enables you to automatically send emails, update contact information, and add or remove contacts from lists based off the specific actions of a visitor or lead. Instead of blasting all your contacts with a generic message, workflows facilitate communication between marketers and leads based off where they are within the Buyer's Journey.
Workflows are completely customizable, enabling marketers to better deliver the right content, through the right medium, at the right time.
"If someone comes to your site and expresses some interest," explains Jon Sasala, creative director at Morey Publishing, "you want to enroll them into a lead-nurturing workflow that helps send them valuable information down the line,"
If a lead takes actions that indicate they're ready to purchase—such as visiting a pricing page and partially completing checkout—enroll them in a workflow that sends sales-specific emails, or alerts an assigned sales representative to reach out. However, if a visitor who subscribes to your newsletter indicates they're interested in your product or service, but aren't ready just yet to to make a purchase, it's the perfect opportunity to enroll them in a "welcome" workflow, which triggers emails introducing your product or service, and highlights your value proposition, without pushing a sale.
Workflows don't just make life easier for you; they can actually help increase the quality of your leads.
There are many more actions leads can take that trigger a workflow. These include: filling out a form, visiting a specific page, abandoning a shopping cart, or becoming a new customer. Each specific action should enroll a lead in a workflow that intelligently communicates with them based off their activities. You set it and forget it, allowing the automation process to guide leads to make a purchase. Simultaneously, this saves you time.
Workflows don't just make life easier for you; they can actually help increase the quality of your leads. According to a report by marketing and consultancy firms Lenskold Group and The Pedowitz Group, 60 percent of survey respondents who use marketing automation say it has increased the quality of leads that get passed along to sales.
Before creating your workflows, take time to dive into your customers' purchase journeys. Ensure each workflow is intelligently and effectively set up to guide leads to make a sale based off their actions.
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