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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

  • #inbound-marketing
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  • #lead-generation
  • #growth-driven-design

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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

  • #content-marketing
  • #lead-generation
  • #branding
  • #hubspot
  • #website
  • #video-production

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

  • #web-design
  • #brand-development
  • #video-production
  • #lead-generation

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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
  • #storytelling
  • #videos


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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
  • #referral-traffic
  • #content-marketing


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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

  • #web-design
  • #logo-design
  • #pr
  • #trade-show-marketing
  • #hubspot
  • #seo

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
  • #media-relations
  • #lead-generation


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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
  • #responsive-web-design
  • #media-relations
  • #white-paper
  • #webinar
  • #magazine


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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

  • #content-marketing
  • #seo
  • #lead-generation

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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

  • #branding
  • #responsive-web-design
  • #videos


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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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A Two-Step Marketing Automation Strategy: Developing Workflows

Design
September 25, 2013

workflow is just work that flowsA Workflow is more than just marketing automation. It’s a series of “if” and “then” descriptions that when set to trigger in a strategic format, will help you save time and convert more contacts into customers.

Think of the marketing automation, or workflow setup like plumbing. You are piping your leads through a series of synchronized marketing events that prepares your target market to be ready for the next stage in the marketing or sales funnel. These events can be triggered based on a contact’s entered information on a form or on an individual’s interests and actions.

Workflows lead the relationship with your contacts and customers with an understanding of what it takes to move to the next level. For each campaign you must know your target's decision process, define your goals, and create a strategy that is aligned to both. These items working together lead your contacts and customers toward your predefined goals and enables your team to further develop the relationship, or to close a sale.

So let’s begin with step 1...

1. Know Your Target

Personalization is key to increasing engagement in your messaging with your audience. HubSpot knows this best, now even utilizing smart content to target messaging to each individual visitor to your website.

And within HubSpot’s set of marketing tools exists the ability to send the right message to the right person at the right time.

Actions should be triggered based on the information you have about your leads. Some ideas of possible ways to target your Workflows include:

  • Leads from a particular geographic location

  • Leads from companies in a particular industry

  • Leads with job titles as upper management vs those in entry level positions

  • Leads who viewed a specific page on your website, such as your pricing or case studies

  • Leads who downloaded a past eBook on XYZ subject matter

  • Leads who abandoned a shopping cart

Did you notice that most of these target factors are in a sense, behavioral based? You should be looking to target messaging based on previous interactions with your website, and/or based on anticipated actions your visitor would take because of granular aspects of who they are, rather than the bigger picture.

2. Define Your Goals

What good is marketing automation if you aren’t sure of the next steps in your marketing funnel that a lead should take to shift them into a sales qualified lead?

Marketing automation needs to build the relationship with your contact. It should develop trust. And it should provide just enough knowledge and assistance in addressing their pain points that they commit to following through on the next conversion point, and hopefully in the end a sale.

Most marketing automation “strategies” we see look like this:

  1. Send email

  2. Wait 2 days

  3. Clicked through to new offer? Yes/No

  4. If no, send follow up in 2 days to repeat action

  5. If yes, send step 2 email

  6. Wait 4 days

  7. Repeat steps 3-5

Unfortunately folks, your leads don’t all move this perfectly through the automation process. This is why behavioral based timing and messaging of are so important. If you can talk to your potential customers about what they care about, when they care about it, it doesn't get much better than that.

Where is the relationship building in this type of workflow?

Your leads aren’t sitting there simply waiting for your next email. Interact with them on social media. Be sure that when they search your brand or products or services on Google, your website is optimized and able to be found. And if in between automated emails the lead is returning to your site to look at particular pages of interest, your workflow messaging should adjust to speak to that person’s immediate interests.

It’s about defining the life cycle stages of your prospects. MarketingSherpa found that 61% of B2B marketers send all leads directly to Sales, but only 27% of those leads are actually qualified or ready to talk to Sales.

Keep your follow-up offers aligned with the original conversion point. Identify through analytics and trial and error the point in which an opportunity shift arises to send a conversion offer more focused around your business and how you provide solutions to the potential customer's pain points. For example, you may now be at the point of a webinar, demonstration, or consultation that is more than the strictly educational offers you’ve sent them up to this point. That may be one step away from allowing them to move out of information gathering and into buying mode. 

Know where to unenroll your active contact in the marketing automation Workflow and notify your sales team the lead has evolved and may be ready to buy.

Achieving the Final Strategy

By segmenting your leads based on behaviors and granular aspects of who they are, your workflows and targeted messaging becomes more niche, manageable, and relevant. Be sure to continually monitor your social interactions with leads and email open/click rates within your Workflows.

The best and final strategy should always be to build the relationship and trust with your leads, followers, or customers through the variety of marketing channels in your hands. Marketing automation isn’t the end-all-be-all. It’s only a tool to increase the quality of leads that get passed to sales and continually develop those relationships.

Download The ABC's of Inbound Marketing Ebook

Design

October 29, 2015 Matt steers the ship in marketing strategy and operations, working closely with Adhere’s team of eclectic and talented individuals combined with client C-suite executives to transform how B2B organizations connect with their audience and deliver their products and services to the marketplace in a way that is anticipated, welcomed, and repeated. See All articles
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