Imagine the following scenario: You decided to use inbound marketing some time ago and have already generated a few leads. But now you’re faced with a problem: You’re unsure how to handle the leads you’ve acquired. Workflows for perfect You’re also slowly losing track of your contacts. And what good are leads if you can’t convert them into customers? That’s right – not much. But inbound marketing offers a solution to your problem: With marketing automation, or more precisely, with marketing automation workflows, you can plan how to handle your leads and successfully turn them into your customers.
- The lead nurturing process simply explained
What exactly are marketing automation workflows?
Before you set up marketing automation workflows, you should namibia phone number library understand what they entail. Let’s start from the beginning.
Inbound marketing describes a form of marketing that, in contrast to cold calling, is designed to acquire customers by having them discover a company on their own and become convinced by it. There are a myriad of methods and features that support this process. MarTech plays a key role here: technology solutions that can be used for a variety of marketing purposes. Content creation is usually the first step, complemented by CTAs (calls to action), landing pages , or forms that visitors fill out when downloading an offer. All of these pieces need to be put together to automate the nurturing process.
See also: Marketing Automation (Definition and more)
This is where workflows come in. Workflows simply refer to the organization explore the food scene of work processes within a company. Workflows for perfect Tasks to be completed are broken down into parts, precisely described, and their processes defined. The result is a sequence of operations that are assigned either to executing individuals or—as in our case—to automated mechanisms.
In inbound marketing, workflows are set up with the goal of guiding people through the inbound marketing funnel, i.e., converting them from lead to customer using relevant content. This is usually done via email. Old school, you might think? Quite the opposite! Read this article .
There are two ways to trigger the workflows:
First, leads can be added manually to Smart Lists. This creates a so-called digital profile of the lead – what makes them special, what interests them in the past, and what might interest them in the future? With the answers to these questions, you can then perfectly tailor the content of your workflow to your target audience.
Second, filling out a form can trigger a workflow. Every lead who takes advantage of a bulk data specific offer is added to a dedicated workflow.
Set goals
Setting goals is the starting point for every project. We’re sure your marketing strategy has some long-term goals. So why not the campaigns you launch using workflows? Only when you know what you want to achieve can you work toward it.
Additionally, every workflow requires a defined endpoint. As soon as the set goal is reached, the campaign for the lead in question is stopped. After all, you don’t want to provide your lead with irrelevant content or content they’ve already responded to, such as by downloading something. Goal-oriented workflows guide your lead through the individual process steps and stop them as soon as the defined goal is reached.