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marketing automation comment mettre en place un workflow

Marketing automation: how to set up a workflow?

Want to generate more qualified leads with less effort? The automation of your prospecting has become the essential solution to improve your productivity. To implement it, you will have to master the famous marketing workflows. In the context of lead nurturing, the use of a workflow allows you to accelerate the progression of your leads in the conversion funnel without requiring your intervention!

But how exactly does it work? How do I create a good workflow? What are some examples of workflows to implement? We explain everything in this article.

What is workflow?

Also called « workflow » or « operational flow », workflow can be defined as an orderly process by which a task is performed. It represents a sequence of automated operations aimed at achieving a certain result. Its implementation consists in organizing and structuring the sequence of tasks to reach an optimal productivity rate.

Workflow creation is a feature that is now found in most marketing automation tools. With a workflow, you can automate tasks as varied as the processing of your data, the management of your orders as well as your emailing and commercial prospecting campaigns.

Used in a prospecting approachthe workflow can be a real time saving and efficiency. Indeed, it allows you to avoid repeating certain low value-added tasks. To do this, it is essential to anticipate the paths taken by your prospectsas well as the actions that this will generate on your side. 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 site to offer him an appointment.

However, a few prerequisites are necessary before starting, you must define :

  • Your target
  • Your objective (the action you wish to obtain from your target)
  • The paths you want to take

What does a workflow consist of?

Workflow is built around 3 elements: a trigger, actions and conditions. These elements are reflected in your prospects’ journey through the sales cycle.

The trigger is an action performed by your prospect that demonstrates his interest in your company (e.g. downloading content from your site). Actions are what you put in place following the trigger (e.g. sending an email). Conditions allow you to create several paths according to your prospect’s behavior.

How to set up a good workflow?

It is important to design your workflows well to generate a return on investment (ROI). A good workflow saves valuable time and performance for marketers and salespeople. This quality is based onthe consistency of your automatic sequences with the user’s path. To do this, you need to consider a specific target, a well-defined objective and a schematic representation of one or more « paths ».

To better guide you, here are the 3 tips to follow to set up a good workflow:

1 – Build several scenarios

To create your workflow, you need to consider all the possible steps of the customer journey, as well as all his actions on your website. Note, for example, that subscribing to a newsletter can trigger a welcome message with exclusive content. There is also a white paper available for download that presents more features.

2 – Based on the maturity of the prospect

You must take into account the maturity of your prospect in his buying process to define the content of your workflow. In the discovery stage, propose content from the consideration stage, in the consideration stage present content from the decision stage. At the later stage of the decision, offer a demonstration, an audit or an appointment.

3 – Aim for continuous improvement

As with any good marketing strategy As with any good marketing strategy, measuring returns and analyzing results are essential. The open rate, click rate, conversion rate, unsubscribing, etc. are all elements to be monitored regularly. Modifications to the subject line, content, and frequency of sending can improve your returns.

For example, within the framework of an emailing campaign, it is quite possible to measure the performance of your campaign. There are powerful marketing tools that can track these KPIs (key performance indicators) and suggest actions to take to get better results. If you are interested, do not hesitate to contact us.

5 examples of efficient workflows to set up

1 – The welcome workflow

It consists of sending a welcome or thank you email after the prospect has filled out an information form on your website. It can be a registration form for your newsletter, for a subscription, or for an ebook download.

This welcome email is not only your first contact with your prospect, but it is also the doorway that leads your prospect to nurturing. You need to get them to take an action through your email. You can, for example, send a welcome email with a CTA that redirects to your offers or to an article on your blog for example. This way, your prospect will be able to make a click which is equivalent to an action.

The only thing you need to watch out for is not to be too commercial. You must keep your welcome email simple, short and clear. Don’t forget that this type of email is intended for new subscribers, avoid scaring them away!

2 – The lead nurturing workflow

Also called nurturing workflow, it consists in sending emails to prospects taking into account their lead scoring. The goal of this email is to move the lead along their own buying journey. The content of the emails feeds the lead’s buying thought process.

The content sent is different depending on the phase the lead is in: discovery, consideration and decision. Remember that the objective of this type of workflow is to convert your prospects into MQLs (marketing qualified leads). The goal is to accelerate their progression through the buying process so that they get closer and closer to the conversion zone. So, with your emails, you can get closer to your prospects so that they feel confident and decide to make a purchase. Nevertheless, try not to be too commercial, nor too insistent to avoid unsubscribes.

3 – The re-engagement workflow

It consists of sending a series of emails to a contact who has not been heard from for some time. The content of these emails should propose more adequate offers to meet his needs, because your goal is to win him back!

This workflow is double-edged. In addition to soliciting inactive contacts, it also helps to unclog your database .

Additionally, if some of your prospects are looking to move away, you can also use this type of workflow to win them back. This would be a good initiative to reconnect and rekindle their interest. Keep in mind that they may not have been in a position to solicit you before, but now they may be ready. In this case, you will need to remind them that you are still in the running and that you are still able to meet their needs. For example, you can send them news about your company, an exclusive offer, etc.

4 – The event workflow

This type of workflow consists of sending invitation emails to your active contacts when you organize events (workshop, trade show, webinar, etc.). These events may or may not be online, depending on the case. But the most important thing is that your audience feels considered. Of course, this must be done in a targeted way, if your target has no interest in participating in your event, they will not consider your email. So you must first think about their needs.

From another point of view, this type of workflow can also improve your credibility. Since the emails you send are often relevant news or information, your readers will find it interesting. They will see you as a company that is always on the lookout for new trends and they will be interested in following you. You will gain loyal subscribers!

5 – The Fast-Track workflow

When a prospect shows interestin your services by browsing your pages, it’s time for your salesperson to contact them. The Fast-Track workflow comes into play by informing the sales person of the key action that is being taken. The lead can also receive an automatic e-mail, proposing an appointment with the sales representative. The link to the salesperson’s online calendar is then shared with the lead. This way, the latter can reserve a free time slot that suits him/her to make a telephone appointment .

If you already have the lead’s phone number, your sales representative can call him directly. This will save you more time.

What you need to remember in this article

Used in marketing, workflow can generate a significant return on investment. In sales prospecting, its implementation can help you boost your conversion rate. The objective is to boost the progression of your prospects in theconversion funnel so that they are quickly converted. All the different types of workflows you can put in place can make the lead generation process easier. Based on the stages of your prospects’ buying journey, you can send them sequences of emails focused on their needs to offer them YOUR solutions. And in all this! Marketing automation tools allow you to fully automate your workflows. They also allow you to ensure the proper monitoring of the KPIs of your marketing and sales actions, while indicating areas for improvement.

The Magileads omnichannel platform allows you to automate your prospecting with ease. You won’t waste any more time prospecting companies without results. By exploiting all digital acquisition channels, you optimize your prospecting performance for an optimal return on investment. Do not hesitate to contact us if you need support.

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