Workflows, also known as marketing automation, is one of the most powerful tools available in Inbound Marketing* for engaging your potential prospects. To know more about how workflows work and when the right time for workflow implementation is, take a look at our previous blog post, The Secrets Of Email Workflows For Lead Conversion.
Let's take a look at 3 reasons why you should be using workflows for easier and more effective lead management.
- Workflows Help You Convert More Leads Into Customers
Using workflows gives you the opportunity to have exceedingly powerful segmentation of your sales leads. Your leads can be grouped on the basis of different properties and behaviors. This means that you can very closely target your emails to their specific interests and needs, such that each customer’s needs will be achieved by your company, through workflows.
The days of pushing one standardized email to all your leads are long gone. Now is the time for using smarter tools to send your lead content on what they are looking for in particular, rather than general content for all leads, that they will likely be uninterested in. According to a report released by Lenskold Group, 60% of survey respondents who use marketing automation say it has increased the quality of the leads, who get converted to customers eventually.
- You Can Customize the Content and Timing of Your Workflows
The specifics of your workflow can be set according to the prospects’ position in the life cycle of your Inbound Marketing funnel. For example, if you have a handful of leads that are much closer to being ready to buy your products than others who are still doing their research, you can set up a workflow to send the former group three to four emails per week, instead of one. If your leads who own small businesses respond better to emails sent on weekends, you can set your workflow for these leads to only trigger emails to send on Saturdays and Sundays. By allowing you to take control over the process details, you can tailor each workflow to work best for your leads, and in return, your company.
- Using Workflows Saves Time
Workflows are completely automated in sending emails or offers to leads. Once they are grouped according to their needs and wants in a workflow, your company can assure that the emails will be sent on time to the prospects, without you having to lift a finger. The only thing you need to do is following up from time to time on their activities on your website. This saves up a lot of time for your other projects.
I’m sure there isn’t any good reason not to jump onto the bandwagon and get involved in using workflows now. With the time and effort saved on lead nurturing, you’ll be able to free up loads of resources to focus on other projects.
* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.
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