Digital transformation has provided sales teams with the opportunity to really harness the content created by marketers and build stronger relationships with their leads without spending as much time on each prospect. This sounds like the dream but how is this even possible? The simple answer would be marketing automation but the implementation of marketing automation isn’t always simple and getting it right for your organisation can require a bit of trial and error.
B2B marketers say the number one benefit of using automation is in its ability to generate a higher volume of high quality leads - Hubspot’s Ultimate List of Marketing Statics
One way to do so is through the use of email workflows. Email workflows are a great way to ensure you never overlook your prospects, even the ones that aren’t prioritising. Ensuring that they don’t go cold and that when they are ready to progress to a lead they are better informed and at the right place in their own buyers journey.
If you are looking to make the most of the contact information you have gathered then automating email workflows is a great avenue to explore. This blog will run through different types of email workflows you can set up to target different prospects, harnessing the content that is most relevant to them.
One thing to note before getting started is that to set up an email workflow you will need a marketing automation software. The HubSpot Pro and Enterprise level licences allows users to create an automated set of marketing actions that are executed based on a starting condition. This is perfect for creating automated email workflows.
Setting up a workflow
Personalised email workflows can be triggered by a number of different events including when a contact: is added to a list; submits a form on your website; views one of your blog posts or even clicks through on an email. The starting criteria can be as complex or as simple as your workflow requires, depending on the level of segmentation and personalisation you wish to achieve.
You can also create an email workflow based on any information you have captured about a prospect already, such as job title, social media interactions, page views etc. Let’s take a look at some workflows you can put in place to get more out of the contacts you are not prioritising and how to make the most out of your marketing automation tools.
Lead Nurturing Workflow
Trigger Event – Multiple top of the sales funnel interactions or signals
If a contact has downloaded multiple top-of-the funnel offerings like ebooks and guides, or maybe they attended a webinar, these are all really promising signs for your sales team that they aren’t quite ready to sign a deal, but that they might be ready for a little bit more information. You can set up workflows that will help to progress these contacts further down the funnel.
If the contact is a lead you can set up a work flow to send them across more mid-funnel content that might upgrade them to a market qualified lead or even to an opportunity in your sales process. This could include webpages, blog articles and content you have identified as influential in converting leads to customers, perhaps a free trial a demo or some customer success stories.
Trigger Event – Registration or Confirmation of Attendance or Interest in Attendance
If you are hosting an event either live or online, an email workflow is a great way to communicate with these registrants before, during and after the event.
You could create an email workflow to deliver important information prior to the event to those who have confirmed such as potential accommodation options, agendas or log in access. When the event is completed you can set up a workflow to provide them with any slides, useful resources or even the whole webinar, this allows you to continue nurturing the leads you have generated after the event. It will also allow you to present the attendees with relevant promotional information after as well as invite them to future events.
Or another example could be to send a BASHO sequence to those who have said they are interested in attending the event and drip feed them information whilst always putting in a CTA allowing them to register. If the contact registers, you can then automate the workflow to transfer them into the event registration workflow, ensuring they don’t receive any more “please, register emails” and they receive all of the relevant information without your sales consultant or marketing wiz having to lift a finger.
Trigger Event - Inactive Contact
You can awaken those older, sleepy inactive contacts with a workflow focused around re-engaging these prospects by enrolling them in a list if they meet a certain criteria. With Hubspot you can choose some starting criteria based around the length of time since a prospect last submission; their last social engagement, or last email click through, triggering the workflow to begin if this time period reaches a certain length of time, helping to keep them coming back for more information.
If you can, try including an exclusive offer or deal to try and get them excited about your offering again!
These are just three workflows you can create to really maximise customer engagement but the possibilities are truly endless. Download our Sales Follow Up Email Pack below and start incorporating some of these examples into your automated email sequences.
Check out our ready made email sequences, which will empower you to engage with prospects old and new.