Every business owner wishes they could take each sales lead by the hand to nurture them into a customer. Unfortunately, contacting each lead individually is time-consuming, will take away from scaling your business and building your brand. As it is said, the devil is in the details, and in this case, the details are each individual customer. Thankfully for automated workflows, the business owner can focus on expanding, while workflows send personalized automated content specifically fixated on where the lead is in their buyer’s journey. It acknowledges the user’s interaction with the businesses’ product or service, without the use of valuable time in contacting them before you know they are a genuine lead.
Workflow is not to be confused with spam; instead of sending general emails, it monitors where the lead stands in their decision-making process, and works as a form of “interaction” to engage with the prospects. They are built with marketing goals in mind because they predict the actions of the potential customer. Moreover, it simplifies the process of nurturing leads while helping measure the success of your campaign as your marketing automation records and analyzes the conversion rate of people who join your goal list. The email campaigns go beyond nurturing active leads; they can also be used as a tactic to re-engage with cold leads if they stopped midway in the shopper’s process.
Bridging Marketing and Sales
More importantly, as a Marketer, the workflow is what bridges you to the sales team. Considering both teams have different day to day tasks, but have an ultimate goal of customer acquisition, connecting the lead to the sales person at the right time could be the determining factor to convert the lead to a customer.
- In building out the workflow, the marketer should focus on relevant questions to the Sales Force which will help them determine if this is a viable prospect, in turn, would deem if it is necessary to pursue the contact further, for example with a phone call.
- It is possible to set up a notification email; once the individual completes a specific form on a landing page it will notify the Sales Person if there is a new qualified lead.
- Ultimately, this creates a relationship between the two teams which in turn serves for better communication and community strength.
Finally, the more personalized your content, the more likely it is for the visitor to engage with you. As Andrew Frank, the VP of Gartner for Marketing Leader emphasizes, there needs to be a source of recognition when consumers make informed choices to share their information online. By sharing information, this helps marketers (or in our case, the sales team), acknowledge the efforts of customers who opt into true individual personalization, as opposed to being targeted anonymously into a group membership. By creating Smart Content, you can create a series of automated actions for your contacts based on the different actions they take.
Personalization is today’s biggest digital trend, and it looks like it is here to stay.
- Workflows ultimately increase efficiency because they keep the lead front and center while optimizing the Marketing & Sales team’s time and attention.
- It helps monitor campaigns and builds engagement with leads, ultimately nurturing them into a customer. When information is collected from a landing page, then, in turn, forms into an email, it’s not considered spam because it’s a personalized connect as opposed to a general group email – strategically sent to the client based on their position in the buyer’s journey.
Details like this matter, but they are as much time-consuming as they are important, that’s why it’s significant to automate the workflows until the sales team finds it is a good fit to contact them directly. This builds efficiency in the company because it lets the teams focus on growth without ignoring prospective clients. Workflow automation covers a lot of ground without losing the personalized touch that customers need to feel important to stay engaged with your company.
