What do we want to achieve?
This workflow is mainly built for lead generation with colder leads (could come from all manner of sources such as key sales pages driven by alerts, form submissions or perhaps existing lead data).
The workflow works on a rewards basis via engagement whereas most workflows just look at a click and then move them to the next stage. However, this workflow is looking at the quantity of engagement and quality of the link. It does this by judging the behaviour of the main CTA in the email, if the lead reacts with the main CTA they gain points whereas if they don’t they don’t get the points. Once the lead has a certain number of points, we can then notify the business development team and pass the lead over as they are now qualified.
What is the benefit?
The benefit of this workflow is that once it’s set up it will do the hard job of nurturing your colder leads for you and automatically passing these to your business development team when qualified.
- The contacts enter the workflow via the entry stage.
- The relevant ‘businessdevelopmentemail’ data against each contact is then stored in the workflow via a ‘store contact value’ stage for later use in our notifications.
- We then use a store value to create a named value which can be used throughout the workflow against our points system.
- We then send the lead campaign 1 (a brochure email)
- After a 7 day wait the contact enters a condition which looks at whether or not the contact engaged with the main CTA. If not, same email is sent again with a new subject line or a change in copy (or a combination of both).
- We repeat this process 5 times where we see no engagement with the CTA, we will increase the timeframe on the wait stages in between each campaign being sent (from 7 to 21 days) to increase the opportunity to get engagement before they exit the workflow. If after all 5 sends we see no engagement with the main CTA then the lead is exited from the workflow.
- If the contact does engage with the main CTA then they move to an ‘execute expression’ stage where 10 points are added to their stored value we set earlier.
- The lead is then sent a whitepaper campaign and again after 7 days we check for engagement with the CTA, if they do click the CTA they are rewarded with another 10 points.
- If they don’t engage with any of the campaign sends, rather than exit them from the workflow like last time they are moved to the next campaign set but are not rewarded with the 10 points.
- The next campaign has warmer content (case studies - more sales led content getting closer to saying buy now!) which follows the same process as above. Again, if they engage with the main CTA then they are rewarded with 10 points, if they don’t then they move to the next stage.
- At this stage we run a condition that whether the lead has 30 points or more. If they do then a notification with mergefields (containing all the relevant lead information) is sent to the relevant business development person via the email we stored at the start of the workflow, to let them know the lead is ready for sales and probably worth a call. The lead is then exited from the workflow.
- If they don’t have 30 points or more then they move to the next set of campaigns that contain content that is even warmer getting into more detail following on the topic. This follows the same process as before, checking for engagement on the main CTA up to 5 times if there’s no engagement and exiting those that don’t engage.
- Those that do engage with the main CTA receive an additional 10 points before moving to a condition where again we check if they have 30 points or more.
- If the lead doesn’t have over 30 points they are exited, however, if they do have 30 points or more then a notification is sent to the relevant business development person like above to let them know it’s a good time to call this lead.
- This workflow can become more complex, by using an add to group stage at certain points and exits to add contacts into follow up groups/workflows for further nurturing if desired.
If you have any questions about this workflow or any of the workflows in these case studies, please get in contact with your account manager.