Marketing Automation: 5 Prerequisites for Creating an Effective Workflow

[tonmoypramanik]

1. Determine Who the Workflow is For
Marketing Automation means sending automated emails.

Who says automated emails DOES NOT mean sending mass emails!

To generate qualified leads and convert them into customers with Marketing Automation, it is essential to send the right message at the right time.

creating an email is sending the right message to the right person at the right time

Before you create a Workflow , you need to be very specific about who it is for. I'm talking about demographic and behavioral characteristics.

The performance of your Workflow is driven by the relevance of your segmentation lists.

2. Determine the Starting Point of your Workflow
This is where you determine what the trigger for your Workflow is.

What action must a contact take to be integrated into your Workflow? The trigger could be jordan email list downloading a white paper, subscribing to your newsletter, an event or even the evolution of your contacts' Lead Scoring .

3. Determine the Duration of your Workflow
What is the optimal duration for a Workflow?

It all depends on your Personas!

Concretely, the duration of your Workflow must be aligned with the duration of your sales cycle .

An effective workflow should contain enough emails to move your leads through the decision-making phase of the buying journey.

Testing is necessary here and it is important to analyze the performance of your Workflows to refine their duration.

4. Respect the Steps of the Purchase Journey in your Workflow
Buyer journey: the length of the sales cycle - Inbound Marketing

To create effective Workflows, you inevitably need to have a good understanding of the purchasing journey of your Personas.

As we saw in the previous point, your Workflows must send your leads emails containing high value-added content to fuel their purchasing considerations.

The idea is to move your Leads towards the decision phase before passing them on to your sales team.

5. Set a Goal for your Workflow
It’s an essential part of a Workflow and yet many marketers forget it.

Each of your Workflows must have a specific objective. Why?

As soon as one of your contacts registered in a Workflow performs the expected action, they are automatically unsubscribed.

Setting a specific goal also allows you to properly measure the performance of your Workflow.

The objective of your Workflow could be, for example, downloading content or making an appointment.