7 Result-oriented Marketing Automation Workflows

Apurva Pathak | December 10, 2021 | 311 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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TARGETED ACCOUNT STRATEGY

6sense Unveils Generative AI Email Writing Feature That Generates Pipeline

Business Wire | June 08, 2023

6sense, the leading platform to revolutionize the way B2B organizations create, manage and convert pipeline to revenue, today announced significant enhancements to 6sense® Conversational Email with the launch of its AI Writer functionality. This new functionality expands on the generative AI capabilities customers are currently using within 6sense Conversational Email to maximize the effectiveness of email outreach and marketing. Leveraging the power of intent, predictive, and other first-party signals with the latest advancements in generative AI, demand generation teams can use AI Writer to efficiently create personalized, targeted, and on-brand email campaigns that engage prospects, and ultimately build pipeline. Emails that compel a response are more engaging and targeted than the informational tone of typical marketing automation emails. Using AI Writer functionality within 6sense Conversational Email, demand generation teams quickly craft tailored emails aimed to trigger a response. The Conversational Email assistant then manages replies, routing conversations to the appropriate seller at the right time. This combination of personalization and scale allows demand generation teams to generate more pipeline more effectively and efficiently. Today’s announcement builds on the 6sense Conversational Email launch in October 2022 which transformed one-way email sends into engaging conversations that book meetings at scale. Leaning on powerful AI models, including GPT-4 combined with intent data and predictive analytics, 6sense Conversational Email delivers hyper-personalized, hyper-relevant emails to qualify and convert leads to sales meetings. “Conversion rates are down across industries, it takes more touches across more buying team members to advance opportunities, and prospect expectations for a deeply personalized experience feel unrealistically high with the tools marketers have been given,” said Latané Conant, CMO at 6sense. “Leveraging our 6sense Conversational Email product and this new AI Writer has been a game changer for our own demand generation team as the generative AI capability has delivered real results, building 10% of new pipeline from accounts engaged.” Maximize Efficiency with Self-Service Capabilities 6sense Conversational Email with AI Writer functionality offers a self-service platform for demand gen teams to quickly create highly engaging email campaigns, saving time and energy currently spent on multiple rounds of writing and editing email content with low conversion rates. Demand generation teams can utilize 6sense Conversational Email and its AI Writer functionality to: Take on the heavy lift of creating contextual emails for various demand gen plays, such as educating low-intent leads, prospecting in-market accounts, and re-engaging lost opportunities. Engage in back-and-forth conversations with prospects via email during hours when time zone constraints might otherwise hinder communication or early in the prospecting cycle, leading to more engaged prospects, better-qualified leads, and significant pipeline, allowing BDRs to instead focus on social touches and live conversations. Link traditional marketing automation and sales engagement platforms together, without replacing existing systems or relying on generic mass-market emails Establish Your Own AI Brand Voice With 6sense Conversational Email and AI Writer functionality, email content always sounds on brand. Each customer trains and customizes their model by uploading their brand style guide, product messages, and contextual content. Designed with B2B sales and marketing email best practices in mind, AI Writer ensures that content is tailored to individual recipients by combining customized product and brand content with predictive intent data to improve the quality and relevance of email campaigns. Next-Gen Email Metrics in the Age Of AI Using 6sense Conversational Email with AI Writer functionality, demand gen teams finally have useful insights that have been difficult to access before, enabling them to evaluate and report on the actual effectiveness of email campaigns in building a net new pipeline. Measuring and reporting impact is critical as current email metrics, such as open rates, are misleading and don’t provide the useful information demand gen teams need to evaluate the efficacy of their campaigns and contributions to pipeline reliably. "The team I'm working with is incredibly hardworking and dedicated, averaging 50 calls daily to new and existing businesses. But with the help of Conversational Email, we've been able to exponentially increase our outreach,” said Walker Smith, Custom Truck Manager of Sales Development. “It's like having five more of us working simultaneously - saving us time and allowing us to reach thousands more potential customers in a single day." Use Generative AI in a Safe and Secure Environment Teams can confidently upload brand documents, pre-release product details, and other internal communications in combination with intent, technographic, firmographic, first-party or other data sources, knowing that content and data are stored in segregated, highly secure environments and not used to train any other models. The systems that deliver 6sense Conversational Email and AI Writer functionality are SOC 2, Type II certified, undergoing rigorous third party security audits confirming infrastructure, systems, applications, data and networking controls. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AITM is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anythingⓇ, with 6sense.

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