Marketing automation is one of the tends that is here to stay and for good reason.
An automation platform can streamline your repetitive tasks, save up tons of time and allows you to reach people at scale, with a personalized message.
But just as promising as it sounds, automation can be overwhelming in the begging. In this video demo, we are explaining what an automated workflow is and how you can use it to run lead nurturing campaigns. We are then building an end to end workflow in HubSpot.
What are automated workflows?
Workflows are a set of actions that automatically execute based on a starting condition and a set of rules. There are many different use cases for workflows; you can use them to automate administrative tasks such as sending an internal notification to a sales rep once a lead has visited the pricing page five times within the previous two weeks. Workflows also work great when running lead nurturing campaigns. In a B2B set up, in particular, lead nurturing helps you educate those leads that are not yet ready to purchase, but are interested in your offering.
Before you start creating any workflow, regardless of what software you are using, bear in mind three things:
- Define one single, clear goal – what needs to happen at the end of the flow? What is that you are trying to achieve? You need to set up a single goal so that you can track performance. Also knowing what you want to achieve will hep you decide what actions to include in the flow.
- Segment – what is the audience that you are trying to reach? Leads that signed up for a webinar? Or those that requested a pricing proposal? Make sure you select the right audience so that you send the relevant message to the right people.
- Actions – think of the actions that will help you achieve your initial goal. Automation tool tends to be complex, pecked with functionalities, and you can easily get lost in the maze if you don’t know head-on what actions you want to add to your automated workflow. Creating a workflow logic in a word document or presentation will save up lots of time.