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Using Workflow for Marketing Automation

The LeadMaster workflow automation features are an excellent tool for automating marketing functions. 

Here's a typical Marketing Automation workflow after a prospect enters their information on a website or landing page:

• LeadMaster immediately sends the prospect a confirmation email.
• LeadMaster adds them to a pre-sales lead nurturing track.
• LeadMaster assigns the lead to a sales rep.
• LeadMaster monitors the lead to see if it is being worked and if not takes appropriate action.
• For example - if the lead isn’t updated in 10 minutes LeadMaster sends a text message to the rep asking them to check their email for a new lead, if the lead hasn’t been updated in 3 hours LeadMaster sends an email to the sales manager.
• LeadMaster alerts the sales rep anytime the prospect either opens or clicks on a link in one of the emails sent from the system.
• LeadMaster creates a lead score by updating the contact’s marketing status and marketing activities based upon the prospect’s response to emails.
• When the prospect becomes a customer, LeadMaster changes their lead nurturing track from pre-sales to post-sales.

Let’s examine each of these steps to see how Workflow Automation can be used for Marketing Automation.

• LeadMaster immediately sends the prospect a confirmation email.
• We did this when we set up an auto-responder.

• LeadMaster adds the prospect to a pre-sales lead nurturing track.
• You can do this with ‘Add Action’ (see Figure -11-).
• Select the lead nurturing track you’d like.  You’ll want different lead nurturing tracks for different situations – lead status, products, messages, events etc. so that your message is tailored to the prospect.

Figure -21-

• LeadMaster assigns the lead to a sales rep.
• You can do this with ‘Add Action’, (see Figure -11- on page 16).
• You can directly assign the prospect to anyone in the hierarchy or you can assign the record using a pre-defined ‘Round Robin’ or you can assign via Zip Code logic.

Figure -22-

• LeadMaster monitors the lead to see if it is being worked and if not takes appropriate action.
• For example - if the lead isn’t updated in 10 minutes LeadMaster sends a text message to the rep asking them to check their email for a new lead, if the lead hasn’t been updated in 3 hours LeadMaster sends an email to the sales manager.
• This is referred to as ‘Task Management’ and is automated with the LeadMaster Task Manager, which is the subject of the next section.
  
• LeadMaster alerts the sales rep anytime the prospect either opens or clicks on a link in one of the emails sent from the system.
• This would require two new workflows - one with the option for ‘Applies To:’ set to ‘An Email Recipient Opens an Email’ and the other workflow for ‘Clicking a Link’ as illustrated in Figure -23-.
• The action would be to either send you an email or a text message.  For a fee, LeadMaster can even place a phone call to alert you.

Figure -23-

• LeadMaster helps to create a lead score by updating the contact’s marketing activity and marketing status based upon the prospect’s response to emails.  In Figure -24- the workflow is activated whenever an email is opened for the campaign ‘E-Marketing New Product’. 
• The workflow adds a marketing activity ‘E-Marketing – Opened New Product Email’ and a marketing status ‘Step 1 – Demonstrated Interest’ as illustrated in Figure -24-.
• Both of these can be seen in the contact details as illustrated in Figure -25-.
• You can also search on the Marketing Status and Marketing Activities allowing you to target those who have opened or clicked on one or more of your email marketing messages.

Figure -24-

Figure -25-

• When a prospect becomes a customer, LeadMaster can change their lead nurturing track from pre-sales to post-sales as illustrated in Figure -26-.
• This workflow is setup for any prospect that has their ‘Lead Status’ change to ‘Customer’ or their ‘Sales Stage’ change to ‘Closed-Won’.
• In this case it will stop the Lead Nurturing Track called ‘Pre-Sales Lead Nurturing Track’.  Workflow can stop any individual Lead Nurturing Track and it can also stop all Lead Nurturing Tracks with a single action.
• The workflow also starts a Lead Nurturing Track called ‘Post-Sales Lead Nurturing Track’.

Figure -26-

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