In order to get a great result you have to perform a good practice. Similarly to make your marketing automation campaign successful you have to create a number of digital assets like e-book, newsletter, PDFs, apart from these a dedicated landing page with a form, thank you page, pop-up forms, etc,. But what will happen after that? This is a point at which your marketing automation workflow kicks in.
What is Marketing Automation Workflow?
It is a number of emails that are scheduled to send out to the leads over a certain period of time, based on certain criteria and rules. It is reported that up to 50% of leads generated are not sales-ready lead. You have to nurture leads through automated workflow so that you can be on top of your lead’s mind and guide them further along the buying cycle.
Select Your Segment
We all know all leads are not equal and therefore you need to segment your audience based on certain criteria. It can be anything purchasing cycle, purchasing behavior, demographic factor, so on.
Select the segment you want to enroll for the workflow. For example, you could choose that segment who have filled the query form, those that have a lead score of a set amount or higher, or perhaps someone who has viewed a specific page on your website. This or anything else can be your criteria to activate the workflow.
Plan the Steps
After selecting your segment you have to plan the steps of your workflow. This can be a single email workflow or multiple says 8-10 emails workflow. The number of steps required will be based on the objective of your campaign.
Workflow not only helps in nurturing prospects but it would help sales team by delivering the content that prospects are interested in. You can set up a workflow based on lead behavior on your site or contact information updates.
Suppose a lead downloaded newsletters, checked offers, visited price page, or is heading closer to being a sales qualified lead. Now, your sales team would instantly be notified that this lead is a hot lead, sales team could reach out to them to assist them further.
Determine the execution time
Once you have mapped out each and every step of your workflow. Now decide the time for each step to be executed i.e. the time gap between the series of emails.
For instance, after the welcome email (first time when someone visited your website/blog or subscribe to your email list) when you need to send the other email- after 2 days, 3 days or after some specific action performs by a lead. Most B2B companies will complain about longer buying cycles, but it has been shown that lead nurturing campaigns can speed up the decision making process.
Hit the send button
All that left to do is to take your workflow live by hitting the send button. Check the performance of workflow to identify if any changes required. According to a research, lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR.
What is your strategy? Are you making use of automated workflow to nurture your leads? Pen down your story in the comments below.
If you are planning to start a marketing automation workflow but don’t know how to commence, give us the opportunity.
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