The art of marketing automation (Chapter 1)

As a business owner,
  • You’re generating leads for your business but ignoring the ones that are not yet ready to buy. 
  • You're unhappy with the quality of the leads you generate. 
  • You’re marketing team is sending the same old email to your entire list. 
  • You’re not targeting your offers & messaging based on your leads’ needs. 
  • You’re sending or following up to all of your emails manually. 
  • You’re collecting valuable lead information, but not sure how to use it.
  • You’re mass updating contact information manually. 
  • You want to convert more leads to customers with better lead nurturing.
If this is you then it’s time to think about getting started with Marketing Automation for your business. 

This blog typically includes step-by-step instructions on how to get started with marketing automation, understand the fundamentals and how it can change the very core of your business.

Chapter 1: Creating Workflows To Convert Leads into Customers

The first step to marketing automation is to create a work flow. A workflow is a series of automated actions that you can trigger to occur based on a person’s behaviors or contact information. Workflows go way beyond simple marketing automation, though. With workflows, you can send emails, update contact information, add or remove contacts from lists, and trigger email notifications.

Lets’ say an existing lead downloads a piece of content from your site and now you want to send this lead to your CRM system because it’s sales-ready. Based on what you know about the lead’s history, you may want to increase their score because now they’re more qualified. You can move them from a lead to an opportunity stage and you can deliver a personalized call-to-action.

Automate And Save Tons Of Time

The primary goal for any automation process is to save time. With workflows, you can trigger actions based on any information you have about your leads allowing you to send the right message to the right person at the right time. Gone are the days of sending one big email to all of your leads and hoping it’s relevant enough for some of them to click through and engage with it. It’s time to start using smarter techniques to send your leads what they’re looking for and make them sales-ready faster.

Personalize Your Workflows

Workflows let you set custom timing for your campaigns, so you can decide when each email or action should be triggered, down to the minute after the lead is entered into the campaign. If your leads who own small businesses respond better to emails sent on the weekends, you can set your workflow for these leads to only trigger emails to send on Saturdays and Sundays, and maybe just in the mornings.

Workflows Are Not Ordinary, But Extra-Ordinary

Workflows are smarter and they give you the opportunity to segment and nurture your leads better. After you setup a campaign, they’ll simply keep running with no active work required on your part. In simple words, less time, more work!

Want to know if it is the right time to use workflows for your business?  There’s no explicit answer for this, and it’s really up to you when you want to start integrating workflows into your marketing strategy.

Stay tuned to this space to know more about "What Makes Up An Actual Workflow" in our next blog.
Can't wait until our next blog, well you can book a call back from our Marketing Automation experts to shoot in your questions at

Posted on: 15/07/17

Rahul Krishnan

- Content Writer