Long gone are the days when marketing and sales executives gathered contacts manually and used the ‘cold call’ approach to get in touch with their prospects. Technology has indeed come far enough—transforming everything that came in its way. Today, companies probably have their databases filled with thousands of contacts. However, they are also aware of the fact that those contacts are meaningless unless they have a definite strategy to convert them into customers. So how can they begin to nurture their prospects in a better way? The answer is - Marketing Automation Workflows.


Time is precious for business. The more you save, the closer you get to your goals. This is exactly what marketing automation workflows can do for your business—preventing the need to apply manual efforts in lead nurturing. Although the primary focus is on automating emails, setting up workflows can also help you automate other crucial functions. This may include adding or removing a contact from the list, updating a contact's lifecycle stage, and other administrative tasks that enable more targeted marketing to prospects and existing customers.


How to Set Up Email Marketing Automation Workflows?

Sending emails can be tricky and time-dependent. You need to set a workflow that shoots intriguing emails to your prospects; to the right ones at the right time. There are numerous software providers in the marketplace who can help you tackle this hurdle. Although the features – and customization models – offered by these software may differ from vendor to vendor, the end goal remains the same—generating high quality leads.


Now that you pretty much know how can marketing workflow automation trigger lead generation, let’s dive deep into the various types of email workflows (managed by the software) you can send to your prospects right away.


Newsletters and/or Blogs Sign Ups

This workflow triggers whenever a prospect signs up for your email newsletters or blogs. Using this workflow, initially, you can thank your prospects for signing up and guide them to the next level.  If they are signing up for further notifications about your blog posts, your following email workflow should be tailored to address their need. In regular time intervals, you start sending emails to them—constantly reminding them about your brand as they move forward in their journey.


When Prospects Download Your Content 

This is the type of workflow that focuses on any type of content offers. For instance, when a prospect downloads your content offer, your software should automatically include them in an automated email workflow.


The process is quite simple. The first email can include a message thanking the prospects for downloading your content. The later emails can include some related content – additional offers, videos, blog posts or webinars – that is relevant to the downloaded content. Finally, your workflow may include follow up emails that offer leads some more relevant content.


Purchase Reminder Emails 

For most businesses in the B2B landscape, most of the final purchase decisions are predictable and repeatable. Your ultimate goal will be to bring your prospects to purchase your service/solution.


Setting up a workflow that reminds the prospects of signing up for your service/solutions can significantly boost and repeat the purchases. If you are dealing with existing customers, send them a survey to receive a feedback, or simply ask for a review. Further, the email can also include some other relevant offerings.


To Conclude

There is a widespread availability of lead nurturing workflows for B2B marketers; with a wide array of strategies that can be implemented. However, the challenge lies in choosing the best among the rest—which workflow best aligns with your business, and is effective enough to expand your customer base. If your business is getting started with marketing automation, considering the above-mentioned workflows can definitely give you a kickstart.

Originally published , updated March 15 2018