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.
Depending on the lead nurturing campaign, helpful workflows like subscriber/welcome email workflows provide them with other relevant content and learn more about their interests. Also, a topic related workflow that targets every stage of the buyer's journey and enrols the contact depending on their actions, to better segmentation and lead scoring.
One of my favorite workflows is triggering an alert to an owner (salesperson) that their customer has visited a partifulcar landing page. This alerts the salesperson to contact this customer about what they are looking for.
One of my favorite workflows is to send an email after a couple of days when the particular newsletter recipients open the email, but didn't click on any given link.
I work for a fintech start-up that hasn't launched its product in the market yet. What's most important for us at this early stage is to ensure our waitlist prospects stay warm. I'm going to create a workflow to keep them engaged and excited about our product launch.
I've used a workflow to nurture people who sign up for free trials. If the company is a target account, the workflow branches to send those leads emails from the company owner. If they're not a target account, the contact will receive emails from marketing.
I've used product-usage and persona-based workflows that consider the needs of specific personas, combined with the progress that a user has made in the product experience in order to determine what and when they'll get content.
I am in the FinOps area and can see an application of this for invoicing follow-up as due dates come up and a client has not paid!
As for the abandoned cart workflow you mention in your post - I've been one of those customers that receives an email like that after I abandon an item in a cart. And there are times when I have accepted the offered discount in the follow-up email. So it definitely is a strategy that provides positive results!
I like using the workflows for marketing emails as drip campaigns. We can have a longer cadence of emails that a person recieves over a month time that aligns with a piece of welcome content. Then at the end we have a BDR reach out to see what they thought of the content and see if they might want to dive deeper into a different topic.
I really enjoy using workflows to trigger an email when a person views a specific webpage. This shows you are listening to their behavior and trying to help to become a trustworthy company to the visitor.
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