Top 5 Marketing Automation Workflows to Try in 2023

Introduction

A marketing workflow is a series of actions or activities that your team must do to finish a task or asset. Marketing workflows can be complicated, combining multiple tasks into one, or as simple as gathering email addresses into a spreadsheet.

They can vary depending on the task, the volume of work, and team size. Workflows, in the end, allow marketing teams to be effective and productive. Marketing teams can now profit fro automating the workflows they’ve developed over time, owin ever-evolving technology.

Definition of Marketing Automation workflow

A marketing automation workflow is the automatic completion of a specific marketing-related action or activity. It is made up of a series of steps that are carried out automatically once triggers are established in the software. In other words, whether a user or the marketing team does a specific activity, the process automatically moves from one phase to the next.

Workflow marketing automation can be set up in a variety of ways. However, companies that focus on lead creation and lead nurturing are gaining benefits through marketing automation workflows. 80% of marketers reported a boost in lead generation after implementing marketing automation tools.

Best Marketing Automation Workflows

Welcome workflow

When a person registers, they become a new contact who has expressed interest in your company. This is a successful conversion, which means the contact has progressed from visitor to registered contact status. This contact has demonstrated clear intent in terms of lead qualifying. As a result, it is more open to receiving relevant marketing communication; in fact, subscribers who receive welcome emails engage with the company 33% more.

Re-engagement workflow

An interested contact may quit communicating with your brand for a variety of reasons, including a change in jobs, interests, or geography. Re-engagement efforts are intended to remind contacts of the features of your brand that they found appealing in the first place, as well as to reinforce your company’s value proposition.

Cart abandonment workflow

Although cart abandonment is commonly related to e-commerce websites, carts can be found on any website that sells products or services online. As a result, while each campaign is unique, high cart abandonment rates of 50% to 80% affect the majority of online businesses.

Cart abandonment processes provide a way to overcome impediments and re-engage the customer in the purchasing process. Send emails with product reminders, with attached reviews from previous purchases; emphasize the value proposition of the products use overlays to deliver appealing offers, or web push notifications to remind customers of their goal.

Lead nurturing workflow

Content can be used to push leads into the next lifecycle stage of a customer journey in the same way that it is used to capture excellent quality leads in the first place and keep the flow of value to those leads going.

The marketing team should ideally nurture prospects before passing them on to sales. 79% of marketing leads do not convert into sales, which is primarily due to inadequate lead nurturing. Consider that leads are not always ready to convert and may require some relationship-building before moving on to the buy phase.