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7 Result-oriented Marketing Automation Workflows

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.

Spotlight

Demand Connector, LLC

At Demand Connector, we are a group of B2B lead generation experts who have cultivated relationships with top online business publishers. Our longstanding contacts at tier-1 business publishers can save you 30%-50% on your next lead generation campaign and get you professional campaign management at no charge.

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Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events