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.
An example: whitepaper download triggers topic-specific content from the company, like news, blogs, webinars. After two-three with good engagement, we send the Schedule a demo/call with our experts.
If your company has online content for each stage of the buyer's journey, it's interesting to create workflows based on this information and to trigger an email offer (e.g. a free and specialised meeting with a product expert) when the lead's behaviour shows real interest in a product/service by consuming 2 or 3 related pieces of content, especially those from the last stages of the buyer's journey (consideration, decision).
It is very helpful to create automation sequence to get reminded of all prospects who have responded to intro call requests and can select the best time through calendars.
Workflows can be a great tool to receive feedback from a service. Once a customer has completed a purchase, a workflow can be implemented to trigger an email send to gain valuable consumer feedback.
A Nurture WorkflowPlacing prospects in a sequence after hearing "Follow up required" or "Send me more info".
Failed/Bad Number Sequence: After rep/Orum identifies phone numbers as failed/bad, and mobile phone is empty, place prospects in an email only sequence. Helps with data cleanup/integrity and gives broader insights.
A Meeting Confirmation Sequence: After rep logs "Booked Meeting", prospects are placed in a confirmation sequence that follows up with them once or twice prior to meeting to ensure a show up.
1. Workflow for Educational Content: Following the download of an eBook, users are gradually sent a number of relevant articles or advice. 2.Re-engagement Workflow: Users who haven't visited your website in a long time are sent an email to pique their curiosity.
Lead nurturing workflows guide potential customers through the sales funnel with tailored content, like welcome series, educational drips, and re-engagement campaigns, fostering engagement and driving conversions at each stage.
For example, After webinarEngagement workflow sends personalized emails to webinar attendees and non-attendees, providing resources and recordings respectively. It maintains momentum and keeps our brand in the lead’s mind.
1. Abandoned Cart Recovery: As you mentioned, this workflow targets users who've abandoned their shopping carts. Automated email reminders or notifications can entice them to complete the purchase by offering discounts, limited-time offers, or personalized recommendations based on their cart items.
2. Welcome Series for New Subscribers: When someone signs up for your newsletter or subscribes to your service, a series of automated emails can welcome them, introduce your brand, highlight key features or products, and encourage further engagement or purchases.
3. Drip Campaigns for Lead Nurturing: Drip campaigns involve a series of automated emails sent at specific intervals to educate, nurture, and guide leads through the sales funnel. Each email delivers valuable content, such as blog posts, case studies, or tips, gradually building trust and encouraging conversion.
4. Re-Engagement Campaigns for Inactive Users: For users who haven't interacted with your platform or services for a while, automated re-engagement workflows can send targeted emails or offers to bring them back. These can include updates, special offers, or personalized content to reignite their interest.
5. Post-Purchase Follow-Up and Upselling: After a purchase, automated follow-up emails can thank customers, gather feedback, provide helpful resources or instructions, and suggest complementary products or upgrades based on their purchase history.
6. Event or Webinar Reminder Series: For events or webinars, workflows can automate reminder emails leading up to the event, include agenda details, speaker highlights, and post-event follow-ups with recordings or additional resources.
In our industry, we mainly use lead nurturing to keep prospects engaged after they've filled out a form to download content of some sorts, or after they requested a free trial of one of our products. The end goal for that one is to get them to use all of their free credits, and end up purchasing from us.
I wanted to share a lead nurturing workflow that's really made a difference for us. When a lead downloads a resource, we kick off with a friendly thank-you email introducing them to our brand. Once they engage by opening the email, we tag them as "Engaged" and send a follow-up with related content. It's amazing how this personal touch keeps them hooked. If they click on a link, we tailor the journey based on their interests and, when they visit the pricing page, we send a compelling email with value propositions and a demo offer. When a lead requests a demo, it's game on – we notify the sales team and send confirmation emails with additional resources.
Great Work! I'm new to Hubspot and this is EXACTLY why I'm here. Now, I just need to get as good as you. It's not easy and takes a lot of gut work. I used to do this manually but that's not effective.
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