7 Result-oriented Marketing Automation Workflows

Apurva Pathak | December 10, 2021 | 119 views

Marketing Automation Workflows

Introduction: Lead Nurturing

The leads in your database are there because your brand or service offers them a solution to a particular problem they are facing. Developing and reinforcing relationships with leads is critical at every stage of the sales funnel. How can you do this? By fostering leads. 

To effectively nurture leads, you must first understand their wants, then address their problems, build brand recognition, and follow up until they become buyers.

Campaigns for Lead Nurturing

Lead nurturing campaigns accelerate the process of deepening your connection with a prospect. A lead nurturing campaign has elements like:

Lead Magnets

Offering relevant content, solutions to pain points, and other enticing content like whitepapers, ebooks, and newsletters in exchange for the visitor’s contact information, mostly email, can get you a lead.

Website Landing Pages

Lead magnets are hosted on landing pages to attract visitors and collect their contact information.

Personalized Content

Personalized content engages and holds the visitor's attention. Marketing software generates this tailored material.

Data Segmentation

Every marketing software allows you to segment your lead data based on differentiating metrics like geography, age, and behavior. So, you can understand and analyze your users better.

Content Development

Using case studies and whitepapers to build credibility throughout the buyer's journey shows your capacity to aid customers you can relate to. This type of content nurturing can turn a visitor into a buyer.

Emailers

Engaging and educating your leads via periodic emails can help maintain a consistent communication chain. Your marketing software will send emails through the lead nurturing workflow you choose.

Marketing Automation

Marketing automation, much like robotic process automation, leverages software to automate marketing tasks. Remember those survey and feedback emails you receive now and then? Marketing automation software sends them.

This software helps marketers align processes, technology, and people to achieve marketing goals. It automates and measures marketing tasks like email campaigns or content schedules into workflows to increase operational efficiency and revenue growth. It sends out marketing emails, grows your database, and collects data that helps with your marketing strategy.

It is used in lead generation, lead nurturing, scoring, relationship marketing, cross-selling and upselling, retention, segmentation, ROI measurement, and ABM.

Choosing a Good Marketing Automation Workflow Software

There are thousands of marketing automation software on the market. Consider the following factors to find the best fit:

Features

The more features your software has, the more you can do to entice a prospect to buy your product or service. Features like email campaigns, real-time alerts, lead management, and personalized messaging are great to have.

Budget-Friendly

The software should be affordable so you can easily implement your strategy without creating a hole in your pocket.

Customizable

Ensure the software can be customized to your needs. This may impact usability. However, customization is an important attribute if you want to track any proprietary data.

Channel Integration

It should easily integrate with other channels so it obtains relevant data to send out selected workflows.

Easy to Use

The software should be easy to use and not require any special training so that the execution process is seamless across teams in an agile environment.

Among the most widely used tools, some notable marketing automation tools are HubSpot, Pardot, Demandbase, and Marketo.

7 Result-oriented Marketing Automation Workflows Revealed

After you choose a marketing automation software that meets the above criteria, it gives you access to various marketing automation workflows that help you nurture your leads. By using specific triggers, you can create different workflows to nurture different kinds of leads. A marketing automation trigger is a unique input that activates a certain workflow when specific conditions are met.

Check out these seven effective marketing automation lead nurturing workflows that you should definitely create:

Hot Lead Workflow

This workflow is crucial for your sales team to bag a lead. Set the criteria for a hot lead workflow by considering the lead’s engagement with your content. This workflow falls into the bottom-of-the-funnel (BoFU) phase, where the lead is very close to being converted to a customer.

Lost Opportunity Workflow

If you have lost a lead due to budget restrictions, competitors, or misalignment of your product, design a workflow that gets the lead back into the sales funnel. You can send such leads special offers or discounts, information on your product’s USP, and a regular update on your products to recapture them.

Re-engagement Notification Workflow

Losing hope when engaged leads go cold on you is not an option. Remind them of your brand to wake them from their slumber. Create a trigger when the lead has spent a specific amount of time not interacting with your content. Your workflow will send this lead an email to get it back into the sales funnel. Special offers, new products or services updates, and company news can get the lead’s attention.

New Subscriber Nurture Workflow

This kind of workflow is crucial for gaining new subscribers and moving your existing subscribers through the funnel. It gets new subscribers to engage with your content. Your new subscribers should receive your newest content first, not just regular subscriber emails.

Topic-based Workflow

If you have a variety of content, create a workflow of the most relevant content that might entice your leads. Once a customer visits your website or downloads an ebook or whitepaper about a certain topic, emails with related content on that topic are sent to them regularly.

Event Workflow

Today, remotely conducted events like webinars or seminars have gained immense popularity. Engaging your target audience with the help of events is not a new trick. A pre-event and post-event workflow can help you remain in touch with event registrants. Important information like event details, agendas, and reminders can be sent to them to keep them in the loop.

Lead Nurturing Workflow

A lead nurturing workflow converts leads into marketing qualified leads (MQLs), leads that have responded to your marketing efforts. If a lead comes and fills up a form on your website, requests a demo, or subscribes to a product launch event, then sending them related content can get them closer to being a marketing-qualified lead.

How Utah-based Start-up Chatbooks Grew Their Customer Engagement by 100%

Using Blueshift’s AI-based cross-channel marketing platform, Chatbooks increased their customer engagement by 100%. They achieved higher conversion rates by engaging with customers 1:1 through personalized content and event-triggered campaigns.

“Blueshift enabled us to up-level our campaigns and provide 1-to-1 personalization using dynamic user information. We can now focus on high-intent customers that want to hear my message rather than email blasting and annoying my whole customer base. The results? A +100% increase in email engagement.”
- Stephen Cruz, Lifecycle Marketing Manager, Chatbooks

Wrapping It Up

Leveraging marketing automation in ABM by creating marketing workflows can do wonders for your ABM marketing strategy. 57% of marketers stated that lead nurturing is the most advantageous feature out of all the features of marketing automation software.

FAQ

Why are marketing automation workflows important for lead nurturing?

Marketing automation workflows make sure that your leads get appropriate engagement based on their type so that they get converted into marketing qualified leads.

How to choose a marketing automation software?

Consider factors like UI, ease of use, features, easy integration, and customization before choosing a marketing automation software.

What factors are important for the success of a marketing automation workflow?

Designing workflows for each type of lead is crucial. Other factors include creating appropriate triggers, mapping customer behavior, and maintaining CRM and technology stack.

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AdDaptive Intelligence | September 30, 2022

This week, AdDaptive Intelligence, the leading provider of account-based advertising and analytics, has released a new logo and website. "We started by exploring our business strategy, internal strengths, and market opportunities," explained Laura Goldstone, senior director of communications and branding strategy at AdDaptive. "Then we crafted messaging and designs that conveyed our differentiators most effectively. Strategic planning and cohesion throughout enabled a full brand refresh that spans all of our content, building on and elevating our voice and presence in the market." The new design's elements include: The gradient represents movement, adaptability, and depth as well as sleekness and tech-savviness. The logomark matches the A in AdDaptive. Its shape conveys AdDaptive's emphasis on analytics and success by representing a bar chart growing from left to right. When rotated, it can also resemble a marketing funnel, representing AdDaptive's ability to move key accounts toward clients' KPIs. The tagline informs audiences that they will achieve Smarter B2B Advertising by working with AdDaptive. "The ultimate goal of this project was to elevate our visual identity and tell an authentic story that embodies who AdDaptive is, what we do, and where we excel," said Alexandra Singer, senior graphic designer at AdDaptive. "Every decision in this process was intentional and strategic and done with our mission and vision in mind." While designing their new logo in-house, AdDaptive concurrently worked on a new website that would showcase this new design while also conveying their brand's narrative in a more compelling and data-driven manner. AdDaptive worked with web design agency Bop Design to produce a sleek, optimized, and organized website that conveys AdDaptive's value proposition clearly and thoroughly and provides intuitive navigation and flow. "We're excited that our new site leads with transparent, comprehensive account-based analytics, which is a main differentiator for AdDaptive," said co-founder Patrick Shea. "We're excited that our new site leads with transparent, comprehensive account-based analytics, which is a main differentiator for AdDaptive," said co-founder Patrick Shea. Co-founder Kevin O'Malley added, "Beyond the unique reporting we provide, our new site dives into how to use those insights strategically and how to ensure your campaigns are set up to yield successful results across marketing, sales, and overall business goals. We're excited for our website to walk through the customer journey step by step and hope this new layout provides a positive experience for all visitors." AdDaptive's customer journey as laid out on the new site is cyclical, starting with audience discovery either in the form of an ABM list or custom-built firmographic segments; leading into media activation and campaign deployment either through AdDaptive's curated deals offering or through AdDaptive's accounts management team; feeding into transparent insights in various analytics reports (namely Campaign Analytics and Site Analytics). But it doesn't stop there: AdDaptive's team then acts as strategic consultants, coaching agencies and brands on how to make analytics reports actionable. AdDaptive's team works with its customers to make effective advertising decisions by exploring the insights in previous campaigns' analytics reports and refining their target audience, KPIs, and budget in subsequent campaigns, thus feeding into the cycle for long-term success. "Storytelling is at the heart of how we connect with our customers on a human level," Goldstone went on to say. "While we lead with our insightful analytics and technological capabilities, the way we convey the power and value of those solutions is through stories - stories about the customer, internal teams, and the market. And when stories are supported by strong design, trust among customers increases exponentially and builds a virtuous cycle with tremendous upside." Readers can view the new website and logo at www.addaptive.com. About AdDaptive: AdDaptive Intelligence is the leading provider of Account-Based Advertising and Analytics. Deploying display, native, video, CTV, and audio campaigns for B2B audiences, AdDaptive's proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts that matter most. The result is the industry's most accurate and strategic B2B ABM solution. For more information, visit https://www.addaptive.com/blog/ or follow AdDaptive on LinkedIn, Twitter, or Facebook.

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BUYER INTENT DATA

TechTarget Launches Prospect-Level Purchase Intent Data for Healthcare in Latest Release of its Priority Engine Platform

TechTarget | September 30, 2022

TechTarget, Inc. (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services, today announced that it has launched Priority EngineTM for Healthcare to help sales and marketing teams leverage its proprietary prospect-level intent data to fuel more opportunities and pipeline with buying groups at top companies across the healthcare industry. This new offering provides direct access to Xtelligent Healthcare MediaTM (acquired in August 2021) and TechTarget’s combined opt-in audience of healthcare tech and business decision-makers in one SaaS solution delivering customized insights specifically for B2B organizations targeting healthcare. “Being able to provide our customers with 1st party intent data on the largest healthcare technology and information audience on the web is a true game changer in our industry,” said Sean Brooks, Co-Founder, Xtelligent Healthcare Media. “Sales and marketing teams will now have direct access to entire healthcare buying teams, including Clinicians, Line of Business and IT Decision-Makers, to find more opportunities and accelerate technology deals.” These new enhancements: Add thousands of new accounts and 400,000+ new contacts into Priority Engine to provide better visibility into and opportunities to engage with full buying teams across the entire interconnected healthcare ecosystem, including: Providers, Health Systems, Payers, Pharmaceuticals, Life Sciences, Accountable Care Organizations and Federal/State Healthcare Agencies. This includes 90% coverage of health systems in the US. Deliver increased access to opt-in business decision-makers directly involved with healthcare purchasing. Xtelligent Healthcare Media’s audience consists of more than 70% Business & Finance Executives and Clinicians who have critical involvement across healthcare technology purchases that are becoming increasingly complex. Provide highly relevant, customized intent insights on topical interests, content consumption and vendor engagement of healthcare technology buyers at both the account and prospect-level to help marketing and sales teams to convert more opportunities and accelerate deals with better informed, personalized and timely outreach. TechTarget purchase intent insight is uniquely powerful because of how it is made and how it is delivered to B2B tech marketers and sales professionals. The actionable insights within the Priority Engine platform are achievable because of the depth of original editorial and vendor content spanning thousands of unique IT and business topics across TechTarget’s network of over 150 technology-specific websites and 1,125 channels. As enterprise technology buying teams grow and purchasing becomes more and more complex, we provide the information and resources to help every member of the team to research and make decisions. Priority Engine for Healthcare helps TechTarget to continue to grow and help its customers succeed in a relevant adjacent market that includes high levels of purchasing complexity and buying dynamics. “By expanding the amount of permission-based, relevant 1st party purchase intent data our customers have access to and delivering a full suite of marketing, sales and go-to-market services to engage real buyers, we help companies of all sizes achieve better results at scale in this market,” said Michael Cotoia, CEO, TechTarget. “As a leader in coverage of B2B enterprise tech for more than 20 years – combined with working very closely with our almost 3,000 customers – TechTarget has unique visibility into the buying dynamics across every major sector of the market. Our experience positions us well to bring our model to adjacent vertical markets with similar attributes to enterprise B2B tech – long/complex-sales cycles, large purchases, multiple members of the buying team and a strong need for 1st party data to enable marketers and sellers – just as we have done in Healthcare.” For more information on TechTarget Priority Engine, visit www.techtarget.com/Priority-Engine. About TechTarget TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 150 highly targeted technology-specific websites and 1,125 channels, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world. TechTarget has offices in Boston, London, Munich, New York, Paris, San Francisco, Singapore and Sydney. For more information, visit techtarget.com and follow us on Twitter @TechTarget.

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