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.
Sending a text/email 3 days prior to their free trial ending is a good reminder to keep them enaged and hopefully give them the inccetive to join your service after the trial.
Trigger: Contact subscribes to your newsletter or downloads a lead magnet.
Actions:
Send a welcome email introducing your brand and providing useful resources.
Follow up with additional emails over a specified period, highlighting different aspects of your products/services or sharing relevant content.
Educational Drip Campaign:
Trigger: Contact signs up for a webinar or attends a specific event.
Actions:
Send a thank-you email after the event/webinar, including a recap and any additional resources.
Follow up with a series of educational emails providing more in-depth information on the topic discussed during the event.
Include calls-to-action (CTAs) to relevant blog posts, ebooks, or other content pieces to further engage the leads.
Re-engagement Workflow:
Trigger: Contact hasn't engaged with your emails or website for a specified period.
Actions:
Send a re-engagement email with a personalized message and an enticing offer or content piece.
If the contact doesn't respond, send a follow-up email with a stronger incentive or a different approach to re-engage them.
If there's still no response, add the contact to a separate list for further targeted campaigns or consider removing them from the active lead database.
Trial Conversion Workflow:
Trigger: Contact signs up for a free trial of your product.
Actions:
Send a series of onboarding emails providing tips and guidance to help the contact get started with your product.
Share success stories or case studies to showcase the value of your product during the trial period.
Send reminder emails as the trial period nears its end, emphasizing the benefits of upgrading to a paid plan.
Lead Scoring Workflow:
Trigger: Contact's lead score reaches a specified threshold.
Actions:
Notify the sales team about the highly scored leads for immediate follow-up.
Send a personalized email to the contact, acknowledging their interest and offering further assistance or exclusive content.
Provide sales-enablement resources to help the sales team engage effectively with the highly scored leads.
Educational series. An instructional series adds value to the lead by providing pertinent knowledge or resources based on their need or interests. The series may consist of blog articles, e-books, webinars, or other materials that inform the lead on a specific subject and establish your business as an authority in your field.
I work in B2B software marketing and one very common workflow is for demo form fills. I usuallly add a step to check in a week after the initial demo conversion with an email to make sure the prospect has had one or has one scheduled, and if they have had the demo, whether they have any other questions. This can help re-engage prospects who may be very busy and haven't had a chance to move forward with the demo.
One thing I am currently using would be sending a SMS, when they subscribe to our website with their phone number. We would message them with updates and or reminders.
Lead nurturing workflows are a series of automated emails sent to prospects to move them through the sales funnel. Examples of workflows include welcome series, educational series, re-engagement series, abandoned cart series, upsell/cross-sell series, and win-back series. Each workflow is tailored to the specific needs and interests of the target audience to improve conversion rates and build long-term relationships.
Workflows can be a powerful tool to engage our leads and customers by delivering personalized, targeted messages and actions based on their behavior and preferences. Here are some ways we can use workflows to engage your audience:
Welcome series: Create a welcome series for new subscribers or customers that introduces them to our brand, products, and services. This can include a series of emails or messages that provide helpful information and encourage them to take action.
Lead nurturing: Use workflows to nurture leads by providing them with relevant and useful content based on their interests and behavior. This can include automated emails, personalized recommendations, and targeted messaging based on their activity on our website or other channels.
Abandoned cart recovery: Use workflows to recover lost sales by sending targeted messages to customers who have abandoned their carts. This can include reminders, personalized offers, and other incentives to encourage them to complete their purchase.
I believe for our business it will be the welcome and post-training follow-ups. Also, a workflow that works between our Discovery Call - Proposal - Contracted Agreent stages.
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