Lead nurturing made easier with email marketing automation workflows

Lead nurturing made easier with email marketing automation workflows

Let's face it, there's nothing more hurting than seeing your leads drop out because of ineffective and ill-timed communication. As a salesperson, you have to don multiple hats, and it's not easy to deliver the right message at the right time for every lead. That's why Zoho CRM integrates with Zoho Campaigns, our in-house email marketing platform.


In Zoho Campaigns, we've introduced drag-and-drop workflows to help you completely automate your routine communication and deliver actionable messages to your audience at every stage of the sales funnel. The workflows also ensure that only the most qualified leads enter your CRM software, thus helping you save effort and increase sales. 



How does it work? 

The automation workflows in Zoho Campaigns is drag-and-drop based and trigger-controlled. First, formulate your email engagement strategy. Second, use the drag-and-drop workflow builder to transform your strategy into a workflow. Third, define the trigger to pull your contacts into the workflow as well as the series of actions. 

The main essence of workflows

With workflows, you are not just automating your emails but also automating them based on your users' behavior. The biggest benefit of behavioral targetting is that you're offering exactly the information your contacts want, in a well-timed manner. Over and above, you can bring in any form of workflow-processed data to Zoho CRM and tailor your sales pitch accordingly. 

Types of workflows 

Though you could create custom workflows totally in line with your engagement strategies, Zoho Campaigns offers several pre-built workflow templates under the following categories: 
  • Welcome and onboarding
  • Nurture series
  • Re-engagement
  • Customer retention
  • E-commerce
Workflows as a problem-solver

More often than not, successful sales depend on the relationship between your sales and marketing teams. However, certain challenges make life difficult for both. Now let's discuss a couple of challenges and see how email automation workflows could solve them. 

Challenge #1: Quality of leads 

Although marketers pass qualified leads, not everyone is going to convert. While there are numerous reasons why leads don't convert, it can be primarily put down to how marketers gauge the leads. So if your qualification process is not decisive, chances are that you're going to pursue not-so-interested leads too. 
Solution: 
Zoho Campaigns' advanced workflows help you add new dimensions to your lead qualification process. Award scores to your contacts based on their actions and responses and track where exactly they stand in the sales funnel. Send automated follow-ups for email opens, clicks, and more to analyze their engagement levels further. 

Challenge #2: Communication
 
If passing marketing-qualified leads is one thing, knowing when and how to pass them is another. The last thing you want is to have irrelevant communication with your leads because of limited knowledge transfer from the marketing team. 

Solution: 
Marketers can now help salespersons take informed decisions by creating  Tasks and  Deals . Task signifies a strong likelihood that a lead will become a customer, while Deal tells you that a lead is inches away from becoming a customer. Both of these can be associated with any stage of the workflow journey based on your needs. 

The benefits of automation workflows 

You can achieve the following using workflows when Zoho CRM is run in conjunction with Zoho Campaigns: 
  • Personalized and well-timed messages to every lead at every stage
  • Streamlined lead qualification 
  • Improved communication between sales and marketing teams
  • Tracking leads' status inside Zoho CRM


Read our online guide to know more about the email automation workflows.

In case you have any questions concerning the workflows or the Zoho CRM - Zoho Campaigns integration in general, ask them in the comments below.

​

Regards, 
Aravindhan S


 

 









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