Want to generate more qualified leads with less effort? Automating your prospecting has become the essential solution for improving your productivity . To implement it, you'll need to master the famous marketing workflows. In lead nurturing, using a workflow allows you to accelerate the progression of your leads through the conversion funnel without requiring your intervention!
But how exactly does it work? How do you create a good workflow? What are some examples of workflows to implement? We explain everything in this article.
What is workflow?
Also called a “workflow” or “operational flow ,” a workflow can be defined as a methodical process by which a task is performed. It represents a sequence of automated operations aimed at achieving a specific result. Its implementation therefore consists of organizing and structuring the sequence of tasks to achieve optimal productivity.
Workflow creation is a feature now found in most marketing automation tools . With a workflow, you can automate tasks as varied as data processing, order management, and email and sales prospecting campaigns.
When used in a prospecting approach , a workflow can be a real time-saver and increase efficiency. It allows you to avoid repeating certain low- value . To do this, it's essential to anticipate the paths your prospects take , as well as the actions this will trigger on your end . For example, set up a marketing scenario that allows you to send an email to a prospect who has just visited a page on your website, offering them a meeting.
However, some preliminary steps are necessary before starting; you must define:
- Your target
- Your objective (the action you want to get from your target audience)
- The paths you want him to take
What does a workflow consist of?
The workflow is built around three elements: a trigger , actions , and conditions . These elements are reflected in the journey of your prospects through a sales cycle.
The trigger is an action taken by your prospect that demonstrates their interest in your company (e.g., downloading content from your website). Actions are what you implement following the trigger (e.g., sending an email) . Conditions allow you to create multiple paths based on your prospect's behavior.
How to set up a good workflow?
It's crucial to design your workflows to generate a return on investment (ROI) . A well-designed workflow saves valuable time and improves performance for marketers and sales teams. This quality is based on the consistency of your automated sequences with the user journey. To achieve this, you need to consider a specific target audience, a well-defined objective, and a schematic representation of one or more user paths.
To better guide you, here are 3 tips to follow to implement a good workflow:
1 – Construct several scenarios
To create your workflow, you need to consider all possible stages of the customer journey, as well as all their actions on your website. For example, subscribing to a newsletter can trigger the sending of welcome messages with exclusive content. Downloading a white paper can also be used to showcase additional features.
2 – Base your decision on the prospect's maturity level
You must consider your prospect's stage in the buying process to define the content of your workflow . At the discovery stage , offer content from the consideration ; at the consideration stage, present content from the decision . At the later stages of the decision , offer a demonstration, an audit, or a meeting.
3 – Aim for continuous improvement
As with any good marketing strategy , evaluating returns and analyzing results are essential. Open rates, click-through rates, conversion rates , unsubscribe , etc., are all metrics to monitor regularly. Adjustments to the email subject line , content , and sending frequency can improve your results.
For example, in the context of an email campaign, it's entirely possible to measure its performance marketing tools exist that can track these KPIs (key performance indicators) and suggest actions to take to achieve better results. If you're interested, please don't hesitate to contact us .
5 examples of effective workflows to implement
1 – The welcome workflow
It involves sending a welcome or thank-you email after the prospect has filled out an form on your website. This could be a newsletter signup form, a subscription form, or a form to download an ebook.
This welcome email is not only your first contact with your prospect, but it's also the gateway that leads them to the next stage of the sales process . You need to encourage them to take action through your email. For example, you can send a welcome email with a call to action (CTA) that redirects them to your offers or a blog post. This way, your prospect can click, which translates into a completed action.
The only thing to keep in mind is not to be too salesy. Keep your welcome email simple, short, and clear. Remember, this type of email is for new subscribers, so don't scare them away!
2 – The lead nurturing workflow
Also known as a lead nurturing workflow, this involves sending emails to prospects based on their lead scoring . The goal of these emails is to guide the lead further along their buyer's journey. The email content informs the lead's purchasing decision.
The content sent varies depending on the lead's stage in the buying process: discovery, consideration, and decision. Remember that the goal of this type of workflow is to convert your prospects into MQLs (marketing qualified leads). The aim is to accelerate their progress through the buyer's journey so they get closer and closer to the conversion zone. Therefore, with your emails, you can build closer relationships with your prospects so they feel confident and decide to make a purchase. However, try not to be too salesy or pushy to avoid unsubscribes.
3 – The re-engagement workflow
It involves sending a series of emails to a contact who hasn't been in touch for a while . The content of these emails should offer them more suitable products and services to meet their needs, because your goal is to win them back!
This workflow is a double-edged sword. In addition to soliciting inactive contacts , it also helps to unclog your database .
Furthermore, if some of your prospects are looking to drift away, you can also use this type of workflow to win them back. This would be a good initiative to re-establish contact and rekindle their interest. Keep in mind that they may not have been able to reach out to you before, but now they might be ready. In that case, you'll need to remind them that you're still in the game and can still meet their needs. For example, you could send them company updates, an exclusive offer, and so on.
4 – The event workflow
This type of workflow involves sending invitation emails to your active contacts when you organize events (workshops, trade shows, webinars, etc.). These events can be online or offline, depending on the situation. But the most important thing is that your audience feels valued. Of course, this must be done in a targeted way ; if your target audience has no interest in participating in your event, they won't consider your email. Therefore, you must first think about their needs .
From another perspective, this type of workflow can also improve your credibility. Since the emails you send often contain news or relevant information, your readers will find them interesting. They will see you as a company that is always on the lookout for new trends and will be interested in following you. This will help you gain loyal subscribers!
5 – The Fast-Track Workflow
When a prospect shows interest in your services by browsing your pages, it's time for your sales representative to contact them. The Fast-Track workflow kicks in by informing the sales representative of the key action underway. The lead can also receive an automated email offering a meeting with the sales representative. The link to the online calendar is then shared with the lead, allowing them to book a convenient time slot a phone call .
If you already have the lead's phone number, your salesperson can call them directly. This will save you time .
Key takeaways from this article
Used in marketing, workflows can generate a significant return on investment. In the context of prospecting , implementing them can help boost your conversion rate. The goal is to your prospects' progress the conversion funnel so they are quickly converted. All the different types of workflows you can implement can facilitate the lead generation process. Based on the stages of your prospects' buying journey , you can send them email sequences tailored to their needs to offer them YOUR solutions. And what's more, marketing automation allow you to fully automate your workflows. They also allow you to properly track the KPIs of your marketing and sales activities, while highlighting areas for improvement.
The Magileads omnichannel platform allows you to easily automate your prospecting. You'll no longer waste time prospecting companies without results. By leveraging all digital acquisition channels, you optimize your prospecting performance for maximum return on investment. Don't hesitate to contact us if you need support.
