7 Marketing Automation Workflows Perfect for Nurturing Your Customers

Automation is just one beneficial tool in a well-built MarTech stack and has become a key feature of the marketing sector. With the ability to improve efficiency and help marketing departments deliver on their goals, marketing automation looks set to grow in importance in the coming years.

Statistics about marketing automation show:

• Annual business spend on marketing automation tools is expected to reach $25.1 billion by 2023
• Companies that automate lead management typically see a revenue bump of 10% or more in six to nine months' time
• Mapping customer experience and creating personalized content are seen as the most effective applications of marketing automation
• Saving time is perceived as the biggest benefit of automation
• Nearly 90% of agencies say their marketing automation strategy is successful

There are many potential applications of marketing automation and various benefits to gain from it. One of the most useful things you can do with automation is creating dedicated workflows and processes that get the right messages across to website visitors, leads and customers at the appropriate point on their journey.

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Here are seven specific workflows that can deliver a welcome boost to your efforts to nurture leads and build relationships with customers:

1. Welcome workflows

It's a good idea to show some recognition and appreciation when a potential lead makes initial contact with you, and automated workflows are a great way to do that.

When a new user subscribes to your blog, for example, you could send them an automatic welcome email that thanks them for signing up, but also provides some extra information that could add to their engagement, such as recommendations of posts you think would interest them.

Welcome workflows can also be set up to reflect a lead completing a purchase and becoming a customer.