One of the biggest challenges for marketers is knowing how to get their leads through the different stages of the marketing funnel. How can you properly engage leads and visitors with information relevant to them and take specific leads to the next step to identify those who are ready to buy?
There is no doubt that workflows, when done well, are the most useful way to nurture leads and identify quality leads from people interested in your offering. So why am I telling you to forget all about her?
Who are your prospects?
Let’s go back a little and look at the complexities involved in creating an effective workflow. For it to work, you need to have an achievable goal in mind. Second, the workflow needs to be relevant to the particular lead you are targeting. If your company has diverse offerings, segmentation is key. Basically, you really need to know who your lead is, why they came to your website, and what they are looking for. After that, it is necessary to identify the right content and steps. This can be complex when deciding on content, timing, next step, triggers, and cut-offs.
In fact, a workflow for a marketer is supposed to automate steps to promote a lead while they focus on something else. What often turns out, however, is an inaccurate art that is tremendously time consuming and eventually – once those messages are sent – could alienate the lead you were trying to impress.
The key to automation: personalization
In addition, the world, good or bad, has become more and more digital and, let’s be honest, more and more automated. One of the keywords thrown around at the beginning of the year was personalization. Being human – speaking directly to someone based on their needs and interests – is more important today than ever. How do we make it happen?
Being human or sending messages that feel like a real connection is an extremely complicated thing. Additionally, under the pressure of a marketing campaign – from mailing to social media, retargeting to popups, etc. – a real prospect can often feel bombarded with messages and be turned off. Unfortunately for marketing and sales, nobody likes to be sold to.
Make it relevant
What they particularly like in the B2B space is content that appeals to them and content that helps them. When they receive a communication that speaks about their needs; That identifies and gives a solution, not just through articles but with practical help like templates, kits – things that can be used and put into practice – you will begin to engage the leads you want.
If you created a workflow six months ago and it is now being sent to new leads, is it still relevant, does it reflect your brand now, has your offerings and content changed? How can you really say what someone needs after attending one of your webinars, for example, last week?
What people crave when connecting with a brand is an authentic connection. Something that speaks to you about who you are and what you are looking for. If you can personalize it, make it relevant, offer content with a purpose that is educational and quality-oriented, then you’ve hit the jackpot.
I’ll add one more point: imagine you’re a small marketing team – you’ve already gone through the effort of creating content, creating a webinar, preparing your next campaign – and everything your boss or sales team does seeks, leads are (good) those to do so). Do you actually have the time to build, run, and evaluate how well your workflows are working? Or did you just stop and forget and hope for the best?
So if it’s not about workflows, how do you engage your leads?
At Plezi we don’t use workflows. Okay, we’ll use some, but mostly for very simple messages like welcoming new leads on our website – but that’s a different story. What we rely on to truly retain our leads are our intelligent campaigns. Smart campaigns are smart enough to know what interests a lead has when they enter your website and what stage of the buyer journey they are in, and they can automatically send personalized messages relevant to that lead through a system of algorithms are .
How does it actually work?
You have control over a whole range of parameters with which you can adapt a smart campaign to your needs and daily requirements.
You can choose:
- Which contacts from your database should be addressed based on certain conditions (e.g. position, spoken language, type of person, company division)?
- the frequency of emails – that best match your leads’ expectations and search methods;
- the length of your buying cycle to ensure it is fully in line with your specific sales context;
- the score used to move a lead through your buying funnel: awareness, consideration, or prospecting;
- Content and format of your marketing emails.
Marketers can use actual numbers to optimize both their maintenance strategy (moving leads via the purchase funnel) and the content. You can see what is working and what is not – statistics on open rates, click rates, and highlights that may be missing content.
What this really means to a marketer – especially those who work for a startup or on a small team, perhaps those who are already outsourcing a large chunk of their marketing because they are overwhelmed – is that purpose-driven content that is actually of interest is automatically sent to your leads without much set-up.
The hit-and-miss character of a workflow has disappeared. That way, it’s very easy to change and customize content, and you will spend your time doing the fun things: strategy, content creation, ideas.
Would you like to automate your marketing this way? Get in touch with Plezi and take advantage of our special offer.