On a past thread, we discussed some of the ways that workflows can trigger your team internally. You can use them to automate data clean up or to trigger notifications to your sales team.
Now, let’s discuss ways you can use workflows to engage your leads and customers.
For example, one of my all-time favorite ways to use workflows is to re-engage leads that have abandoned their shopping cart.
The concept here is simple: When someone adds an item to their online shopping cart but leaves your site without completing the purchase, you can trigger an email workflow that reminds them of their forgotten purchase and motivates them to Live the transaction by offering a special discount code or some other incentive to buy.
That’s my favorite use workflows! How are you currently using yours? Sound off in the comments below.
We haven't used a lot of workflows yet, but coming from a sales background I can see the benefit. In sales, you have a HUGE network to maintain, literally thousands of contacts, and it's impossible to keep track manually. Marketing workflows help you keep the ball rolling with minimal effort so you can focus on the customers that respond and most need your help.
We have three "retention" workflows that we're really excited about. Our business model tracks external wholesaler activity.
When the wholesaler doesn't submit business after 30 days, they get an automated they get a call from our success managment team
When the wholesaler produces 2 cases in 30 days, they get a thank you email and some encouragement to keep distributing with us
When the wholesaler produces 3 cases in 30 days, they get a call from our firm success team to ask how we can help and more active engagement
If the wholesaler doesn't produce within 60 days, they go into a re-engagement campaign
This is a great way to continue to measure the productivity of your sales force without taking a ton of reporting time and rationing the responsibilities of your firm success team.
I love marketing automation, is amazing how tools can help us stay on top of the sales proccess, and most importantly it helps us provide a better customer service by contacting the customer on different stages of their process as we were offering a highly personalized service to them.
My workflows revolve around lists and targeting after form submissions. I also have workflows that do send internal emails to sales when one of their leads have reached a certain score so they can send a direct sales email check in.
I find nurturing sequences with a goal to educate your lead work well. "Here are some additional resources you may find useful" and send them content that educates them about your brand, product/service and builds trust.
We use Workflow to delivering relevant content according to the audience's interests, behaviour and other criteria. The most actual challenge for us today - Lead Nurturing - how to build effective Workflow (Email Sequence) and setup Goals
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