How to create an automated lead-nurturing workflow

Are you looking to save time, nurture subscribers into leads and shorten your sales cycle by focusing on the right contacts?

Setting up even a simple automated lead-nurturing workflow can help you to do this with minimal resources.

How to create an automated lead nurturing workflow

How does a lead-nurturing workflow work?

A lead-nurturing workflow works by creating various channels which contacts are filtered into by either their interests, engagement level, or stage in the buyer’s journey.

By using automation software such as HubSpot Marketing Hub, it becomes possible to have a series of workflows constantly nurturing contacts with targeted content at the right time.

From drip campaigns to automated marketing-to-sales hand-off processes, internal notifications and more, there are various ways to nurture your contacts. This will give you the freedom to focus on other areas on your business.

Know your contact's interests

A great way to nurture your subscribers is to know what they are interested in. Here are some questions that you can ask yourself to figure this out:

  1. How did this contact find my business?
  2. Did they fill out a form to receive a specific piece of content?
  3. What pages on my website have they looked at?
  4. What is their job role?

By having clear answers to these questions you will be able to create specific lists of similar people. Let’s take a look at some examples:

  1. Jim has converted on one of your website pages by filling out a form to download a free PDF about building a social media strategy. Jim will be a perfect candidate for your Social Media Drip Campaign, in which you aim to provide the contacts in this list with free resources/tips & tricks on a weekly basis, via automated emails.

  2. Carla has looked at your pricing page on your website, and after looking at her details in your CRM you can see that she is an Executive at her company. Carla would be a great candidate to go into your Sales Qualified Leads list which is automatically handed over to your sales team weekly, via an automated internal notification.
automated lead nurturing workflows

User filters to segment your database

Once you know who you are looking for, you will need to set up lists to segment your database into specific groups of people so that you can make sure they are only receiving content and outreach that is relevant to them.

For example, you could create a list that contains contacts who have looked at three or more of your website pages in the last week. This list could be used to identify engaged contacts who are suitable to receive an email offering help or more information. 

Great lists to have set up are:

  • MQLs (Marketing Qualified Leads)
  • SQLs (Sales Qualified Leads)

Then to segment those lists even further into your service offerings such as:

  • Interest - Inbound Marketing - MQL
  • Interest - Social Media - MQL
  • Interest - Sales Enablement - SQL
automated lead nurturing workflows

Set up targeted workflows

With your database segmented, you can now create workflows that enrol contacts based on which list they are a part of.

These workflows can then send those contacts personalised and specific content that is relevant to them and at the right time. The workflow can also be set to notify certain members of your team for further outbound engagement and reporting purposes.  

For example, a simple lead nurturing workflow could look like this:

  1. Contact enters ‘Interest - Social Media - MQL’ list
  2. Send email '101 best practices for your social media strategy’
  3. Set a one-week delay
  4. Send email ‘Can we help you with your social media strategy?’ with a ‘Book a free consultation’ call-to-action.

Once you create all of your lists and set up all of  your workflows, you will have an automated lead-nurturing strategy. It will be constantly feeding your contacts the information they need which will, in turn, keep you top of mind when customers are ready to find a solution to their pain points.

This will ultimately shorten your sales cycle, as contacts are more likely to trust you if they have been receiving information that is timely and relevant to them over a period of time.

automated lead nurturing workflows