2. Topic-based workflows
Running workflows based on particular topics can help you segment your audience based on the subjects they're most interested in, putting you in a stronger position to anticipate their needs and deliver relevant, valuable content to them in the future.
If you're an HR software provider, for example, you could use topic workflows to segment leads based on the interest they've shown in subjects like:
- Employee relations
Producing 'lead magnet' content like ebooks and webinars can help you gauge levels of interest in particular topics and collect contact details for addition to your workflow database.
3. Lead nurturing workflow
Top-of-funnel customer activities like whitepaper downloads and webinar sign-ups give you a good indication that a lead is interested in a certain subject and has a specific need you can help them with.
An automated lead nurturing workflow will help you engage contacts with more information and begin to move them along the sales funnel. You could target users who have already downloaded a guide or viewed a webinar with content more relevant to their unique requirements, such as solution guides and comparisons.
4. Cart abandonment workflow
Cart abandonment is a common problem for internet retailers and other companies trading online, so it's worth considering processes that could mitigate its impact on the business.
Workflows can prove particularly useful for giving people reminders of products they have added to their basket but not purchased, which could be enough to encourage them to complete the transaction. You can also offer additional incentives such as discount codes to turn an abandoned cart into a sale.
5. Upsell workflow
Bringing in new business is vital, of course, but it's just as important to take every possible opportunity to generate revenue from your existing customer base.
This is where upsell workflows can deliver huge value, by making it easy for you to follow up on sales with invitations for customers to upgrade or purchase another product that complements one they've already bought.
6. Purchase reminder workflows
If you provide a subscription-based service or products that need to be renewed or updated at regular intervals, automated workflows can help you maintain engagement with customers and secure repeat business by delivering purchase reminders at the right time.
In the case of a 12-month software package, for example, an automatic email could be set up to go out after 10 or 11 months, giving the customer enough time to plan their renewal. This could also give you the opportunity to draw the buyer in with a limited-time discount or to remind them of the other products you offer.
7. Feedback workflow
Gathering customer feedback should be a top priority for marketers. Positive input can show you what you're doing right, while complaints and criticism can highlight areas where you need to invest more resources to drive up standards.
Feedback workflows are often used after a customer service interaction, to get an idea of how satisfied your clients feel with the help and support they're receiving.
This can help you better understand your strengths and weaknesses as a business, which will help you evolve and grow.
To learn more about how automation and AI can transform your marketing strategy, watch our interview with Mike Rhodes on The Strategic Marketing Show:
Listen to the episode via your preferred pocast platform:
- 5 Insights Shaping the Future of MarTech
- Marketing Automation is More than Just a Software: It's Strategy
- 8 Steps to Take Your Marketing Automation to the Next Level
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