Last blog we discussed using buyer personas to enhance your segmentation strategy and narrow in on who you want to sell to, so what's next? Now you have to manage your leads to ensure you don’t waste your time, marketing resources, and money. Workflows are one of the most powerful tools available to marketers today. Build stronger relationships with leads, send higher quality leads to your sales team, and save more time by using workflows to manage your leads.
A workflow is a series of automated actions that you can trigger to occur based on a prospect’s behaviours or contact information. Workflows give you the opportunity to send emails, update contact information, add or remove contacts from lists, and trigger email notifications. If the lead is sales ready and you want to move them to your CRM (customer relationship management) system, workflows give you the information needed to move them from a lead to an opportunity stage and make it easy for you to do so.
Workflows give you the chance to choose how much and what type of content each lead is receiving. Leads that may be closer to purchasing can be filtered through the funnel to receive more emails than ones that may not be as close. The workflow tool organizes this content and distributes according to how you put it into the tool, no need for a personal calendar to keep you semi-organized.
Grouping your leads based on different properties and behaviours helps you better tailor emails and nurturing process to their specific interests and needs. Using the HubSpot workflow tool offers goal-based nurturing to evaluate if your workflow is working or not. HubSpot lets you convert with workflows by providing the tools needed to grow and replenish your lists, along with understanding if your prospects are moving to the next stage in your funnel.
You can shape your workflows many ways, although all with the same goal of moving your leads down the purchase funnel. Using buyer personas can help you personalize the workflow and lead to stronger conversions. Your ideal personas are who you mainly want, and focusing in on their common pain points with offers, eBooks, webinars, emails etc. can all better appeal to them rather than the bulk content that goes to all your contacts.
Topic workflows focus on specific content on your website to attract leads that are interested in those topics. Topic workflows further zero in on your personas, and rather than having your workflow created for the entirety of the persona, you’re tailoring the workflow to specific topics they’ve interacted with on your website.
The stronger your buyer personas are, the more effective your workflows will be. Over time, you’ll have numerous workflows, each triggered by different prospect actions or through building and directing lead generation campaigns to different personas. HubSpot is our inbound marketing software tool of choice because their workflows tool is easy to use. It also ties other parts of the software tool together and gives us synergy and economies of scale when it comes to technology resources for marketing. Learn more about workflows by connecting with the experts at Hughes and Co.